Not at #AWEurope in London this week? These are the key takeaways from Monday morning's seminar with Amelia Rossi, EMEA Regional Partner Training Lead at Facebook, Crafting Mobile Video on Facebook and Instagram:
- The shift to Mobile has led to an increase in video ads for acquisition and awareness;
- Mobile can no longer be an after-thought; all advertising and marketing campaigns (including email) need to be designed with a mobile-first mindset;
- Facebook have identified three shifts that are changing the mobile world:
- Shift to video
- Shift to vertical
- Ads that match that behaviour
- It is important to remember that people are consuming mobile video throughout the day;
- 2.1 billion people are active on Facebook every month;
- 800 million people are active on Instagram every month;
- 300 million people are active on Instagram Stories every month;
- Facebook has taken a video-first approach, and advertisers are adapting to it;
- All content needs to be designed for mobile-first, and with the user experience in mind;
- People increasingly view videos by holding their phone vertically;
- Types of video ads advertisers can use: carousel video ads, cinemagraphs (they rely on subtle light and movement to capture the viewer’s attention), 360 video ads (horizontal or vertical), slideshow video ads, Canvas video ads;
- Use Canvas to increase awareness and engagement, and create a seamless, immersive experience for your viewers;
- Use Facebook Live to convey an emotion or draw attention;
- Ads in Instagram Stories get better results than in Instagram Feed;
- 60% of all videos on Facebook (including ads) are watched with sound on;
- Creative consideration for video in Mobile:
- Design for 15 seconds or less;
- Design for sound off, but delight with sound on;
- Optimise for placement distribution;
- Focus on storytelling and sequencing;
- Use ad sequencing for full-funnel campaigns and personalised feeds.
Watch a replay of the live presentation right here, on AW Europe's official website.
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