Every week, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This week, Dylan Barmmer, pen name “wordisborn” who has been an active writer in the Network for over five years, delivers a report on the emerging growth of video advertising spearheaded by Facebook.
Facebook recently celebrated its 12th birthday, and as the longtime 800-pound gorilla of social media, the towering online giant continues to grow in both size and scope as it matures.
Video advertising is one of the major areas of anticipated growth in the coming years, with a serious surge in video ads anticipated in 2016. The San Francisco-based company’s own focus on this new growth is expected to pull more and more brands into the video ad game, too. On its earnings call in late January, Facebook encouraged marketers to experiment with its video ads – from short-form to sound-off to longer versions. All Facebook videos start to play automatically, with the sound turned off.
Facebook leaders also claimed that its millions of members and users (some might say addicts) are already watching 100 million hours of video every day on the world’s largest social network – with even more growth to come soon.
Many industry analysts are in sync with this rosy video ad forecast. Digital measurement firm Visible Measures sure seemed to agree, reporting that some 56 percent of the top 10 branded video views in 2015 occurred on Facebook – compared to none at all in 2014. Google-owned online video pioneer YouTube ranked second with 42 percent of that tasty and rich branded-video-view pie.
Like any endeavor, there are a number of best practices brands can implement so that their video ad creative (and sales message) registers more in Facebook users’ news feeds. Educational or instructional videos, for example, tend to be shared often, and users will often watch such videos in their entirety. Or so says marketing firm Videospot in recent analysis.
Like text-based online ads, video ads are also advised to be short, and contain some smart mix of text and images on screen – so that the viewer understands the content, even if the audio isn’t turned on. Captions and images with text are becoming more and more common, including examples where signs are shown in videos, or where frames tell the story in text as well as in video.
Just as captivating headlines are pivotal to success when it comes to text-based online ad executions, video ads are also most effective when their first three seconds work to “hook” the viewers. By so doing, advertisers and marketers can lure viewers into engaging with the entire video, from start to finish. This, in turn, is more likely to compel conversions and increase sales.
If you and your brand are looking to jump into the Facebook video ad fray in 2016, you should consider putting creative duties into the capable, skilled, and experienced hands of the Boost Creative Network members.
Boost Media is the only cloud-based, people-powered platform that helps advertisers and ad agencies alike create, refresh, and manage compelling ad creative at scale. Our vast and skilled network of over 1,000 experienced writers and designers help create, test, and optimize your ads – for text, image, and video formats. Across all digital channels (search, display, and social).
Since our foundation in 2009, the Boost Creative Network has delivered more than 250,000 compelling digital ads to brands of all shapes and sizes. We’ve also optimized more than $1 billion in digital ad budgets.
Talk to us today to see how we can help you stand out in the increasingly competitive and ever-changing digital ad landscape!
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The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.