Creating Thumbstopping Content in the Newsfeed

THE MOBILE NEWSFEED IS THE

BIG OPPORTUNITY

FACEBOOK VIDEO NOW REACHING MORE THAN

90 MILLION PEOPLE IN THE US

90% OF FACEBOOK USERS ARE WATCHING VIDEO ON MOBILE DEVICES

THE DIFFERENCES BETWEEN ACTIVE & PASSIVE

ACTIVE CONTENTCONTENT VIEWERS CHOOSE TO WATCH

NEWSFEED SCROLLSOUND OFFAUTOPLAY

VERTICAL VIEWING

PASSIVE CONTENTCONTENT VIEWERS WATCH TO GET TO SOMETHING ELSE

PRE-ROLL / TV

SOUND ON

FORCED VIEW

HORIZONTAL VIEWING

SO HOW DO YOUEFFECTIVELY BUILD VIDEO FOR ACTIVE ENVIRONMENTS?

DETERMINED WHICH CREATIVE ELEMENTS HELPED DRIVE LONGER VIEW THROUGH RATES

BY ANALYZING 100+ FACEBOOK VIDEOS

WE STARTED WITH A DEFINITIVE FORMULA CUTS OVER PANS

NO SOUND

ACTION THEN TITLES

USE OVERSIZED TEXT

HAVE A FOCUS

VERTICAL VIEWING

ABC

BUT MOVED TOWARD A MORE FLEXIBLE TEMPLATE(Choosing a few creative elements per box)

No Sound Autoplay

Cropping for Mobile

Focusing In on Key Characters

Oversized Text

Newsfeed Environment

Title Cards

Integrated Supers

Show Product / Branding in Situ

Contextual/Compelling Opening Frame

Don’t bury the leading content

Leveraging Brand Iconography

Providing a reason (key benefit) to watch

Simplifying key messages

Shortening Duration

Quick Cuts

Start with a Question

Vertical Viewing

RAN FACEBOOK VIDEO STUDIES TO DETERMINE EFFECTIVENESS

Original edit for TV

Audience A saw:

Updated edit per platform considerations

Audience B saw:

CASE STUDY 1: WRIGLEY’S 5 GUM

● Updated animated title card to grab viewer attention and introduce “life happens in 5” messaging

● Added supers to contextualize “will he dare?” narrative

● Lightened footage for better comprehension in feed environment

● Cut down the film length, maximizing action and focusing on countdown to engage viewer

● Resized to square to increase visibility in feed environment

WHAT WE DID

THE RESULTS

Source: Facebook Brand Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook.

8PTS. INCREASE IN AD RECALL

7X INCREASE IN IMPRESSIONS OF

THOSE WHO WATCHED

THROUGH THE KEY MESSAGE

CASE STUDY 2: WELLS FARGO

WHAT WE DID

● Resized to square to increase visibility in feed environment

● Added supers to clearly convey “easy debit card replacement”message without sound

● Cut down from 15 to 12 seconds, focusing on elements that highlight brand offering

● Moved initial brand mention earlier

THE RESULTS

Source: Facebook Brand Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook.

3PTS. INCREASE IN AD RECALL

2X MORE IMPRESSIONS WHO REACHED THE WELLS

FARGO BRANDING SECTION IN THE

VIDEO

8-POINT INCREASE IN MESSAGE

ASSOCIATION(COMPARED WITH

5.7 POINTS FOR THE TV EDIT)

WHAT WE LEARNED

PROVIDING OPTIONS ALLOWS CREATIVE TEAMS TO COME BACK WITH CREATIVE SOLUTIONS

THAT WORK FOR EACH INDIVIDUAL VIDEO

Ownership Creativity Flexibility

WHAT WE LEARNED

ADAPTING FOR FEEDSIGNIFICANTLY IMPROVES

CREATIVE EFFECTIVENESS