Why You NEED Mobile First Facebook Videos in 2019
If you’re an avid Facebook user, chances you have probably seen thousands of videos in your newsfeed. This stat is no coincidence! Video has continued to develop as the most influential type of content online. As of 2017, over half a billion people are watching videos on Facebook on mobile every day, and videos generate 135% more organic traffic and engagement than images alone. Having such a massive pool of active users means your videos are likely to catch a lot of eyes and generate large amounts of reach! To get the best yield from your content, optimize videos for mobile devices. Mobile-first videos on Facebook have a 27% higher likelihood of driving brand lift compared to video ads that are not optimized for mobile! Here are some mobile-first video techniques brands need to be using on Facebook.
Vertical Is A Game-Changer
Did you know that according to a study ran by Mediabrix, people hold their phones vertically 90% of the time? This number includes when they’re scrolling through Facebook! Traditional, horizontal videos are less eye-catching and harder to consume in this format. We recommend using either vertical or square creatives to achieve higher conversions and return on ad spend. A Facebook study showed that Vertical-only creative delivered an AMAZING 16% increase in conversions and 25% higher ROAS when compared to its horizontal counterpart. We recommend adopting the 9:16 ratio when creating new videos! Choosing this ratio will ensure that your content can generate user engagement when on a mobile device and also ensures you can easily move to horizontal formats when needed. Keep your content in the middle and think mobile first!
Design For Sound Off
Don’t spend too much time deciding which royalty-free song will go perfectly in your video. As many as 85% of videos are watched with no sound. This is because of Facebook’s auto-play feature. Videos will automatically play in the newsfeed without sound. A user would have to click into the video to play it with sound. Given the high probability of your video being viewed on mute, it’s best to use visual storytelling rather than relying on audio! Additionally, be sure to add custom captioning on your videos. Subtitles allow viewers to understand your video’s message without opting in for sound.
Keep It Short & Sweet
Facebook users have a short attention span when it comes to consuming content. In fact, most won’t make it past 3 seconds and even engaged users won’t see your video past 6 seconds! Keep mobile-first videos under 15 seconds and front-load branding in the first 3 seconds. This technique will leave a lasting impression of your brand in the audience’s mind. By keeping your video under 15 seconds, you include essential information in an easy-to-consume format. If you are planning to use a longer video format, the ideal length will be between 45 seconds to one minute. If you’re using long-form video formatting, be sure to use a vertical format rather than a square or horizontal one!
As a Facebook Premier Partner, we have insider access to the latest trends and the newest changes. With our experience with Facebook Advertising for numerous industries combined with our graphic design skills, we can tackle any video project with speed. Contact us today to learn more or visit our work to see some spectacular examples.
Have you seen improved results using vertical video formats? Share in the comments below!