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Guide to video advertising on Facebook and Instagram

Video is the most immersive format on Facebook and Instagram
Its use is a requirement for each type of advertiser
The best practices for creating a powerful video are dictated by mobile: capture attention quickly, without sound, and use square or vertical formats
There is no need for important means of production to make good videos



Simply because it is the most engaging format!
A biometric analysis revealed that people are watching a video five times longer than static content on Facebook and Instagram.
Mark Zuckerberg considers the transition from image to video as important as the transition from the computer to the mobile in 2012. He estimates that by 2020, most of the shared content will be video.
This priority for the company was clearly evident during the development of Facebook Live. After a promising start at the end of 2015, the decision was made to pause many projects to focus exclusively on the development of this feature: a “lockdown” in internal jargon.





While news feeds are saturated with content, the use of video is a must for advertisers who want to showcase their products / services.
To be successful, your videos must however respect some rules dictated by their consumption on mobile.
First of all, at the storytelling level, the hook has to be immediate (otherwise the user only has to scroll to the next publication in his news feed). As a reminder, the average attention time per mobile publication is only 1.7s (and 2.5s on a computer)!
Here is what a typical attention curve looks like for a video on Facebook:


Most users exposed to your ad will not look at it until the third second, let alone until the end.



The earlier your brand is in the video, the better the advertising memorization (Facebook study)

This is all the more important if you are addressing a young target: the -24 year olds parade in their newsfeed twice as fast as the +45 years.
Added difficulty Facebook and Instagram: this capture of attention must be done through the visual only. Most videos are viewed without sound, which only triggers if the user clicks on the video.
The format of the video must also change. We forget the horizontality 16/9 which corresponds to the size of a TV or a computer screen. Your videos will be mostly viewed on mobile (in + 80%, even + 90% of the time).
While the width of a video on Facebook / Instagram is limited by the physical width of a mobile, this is not the case of its height.
The use of a square or vertical format will allow you to have more space to get your message on the mobile screen of your customers / prospects.


As long as you pay for your ads, not for their size, it would be stupid to deprive yourself of these “free pixels”.
The study done by Animaker is without appeal: time spent and commitment are drastically higher for a vertical video. And since the advertising system rewards high-performing content (through the relevance score) the CPM of the vertical video was 65% lower than the same video in 16: 9 format!
It is also important to emphasize that there is no need for significant means of production to make effective video advertising. This is something that I keep telling advertisers that I accompany, who mistakenly think that video production is expensive and time-consuming.
The Facebook Creative Shop has also made a micro-site to show how to make creative videos using only a smartphone: the Facebook Mobile Studio. You’ll find their top 10 creative apps as well as their shooting tips.
You should also know that Facebook has certified dozens of partners in its Creative Platforms program. These partners will allow you to easily produce quality content.




A brand that you should follow as an example is the Kayak travel comparator. Thanks to their very simple videos, they can reduce their cost per conversion by more than 30%! 

After the textual content, the image and now the video, the future will belong to even more immersive formats like the 360 videos (40% longer than the classical videos) or the augmented reality video content:

videoIn this regard, Facebook has just passed an important step by opening the platform for developers to create effects in augmented reality, the AR Studio. This suggests a significant increase in the use of this format by brands.


The question “should I make the effort to create video content for my ad campaigns?” No longer arises. Now we must ask ourselves how.
The key will be capturing attention from the first second and making your brand elements visible.
A good video does not require expensive means of production, sometimes only a smartphone. In addition, many certified partners can help you produce high quality content. There is no more excuse to start!