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h a n d t o h e a r t

An introduction

Thanks to mobile, brands have never been closer to their customers’ hearts. And with mobile video,

marketers can forge even deeper emotional connections.

We know that mobile moves people. But grabbing someone’s attention and heart in a mobile feed is

different than on TV.

Harness the power of Facebook insights to understand what matters to people, and become

what matters them.

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t h e c u l t u r a l s h i f t

Mobile video continues to explode

of all mobile data traffic will be video by 2020 according to Cisco,

compared to over half now.1

In fact, 100,000,000 hours of video are watched on Facebook daily.2

75%

100mh o u r s

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We consume content faster than ever

It takes people only 1.7 seconds to consume mobile content on Facebook, versus 2.5 seconds on desktop.3

1.7s eco n d s

m o b i le m e a ns speed

2.5s eco n d svs

People can recall mobile feed content after just 1/4 second.4

m em o r ie s a re fo rg ed in a n ins ta n t

1/4s eco n d

t h e yo u n g er yo u a re , t h e fa s t er yo u co nsu m e

13–17-year-olds consume content twice as fast as 55–64-year-olds.3

2Xfa s t e r

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m a s t e r i n g f e e d - b a s e d v i d e o

How to create mobile video that people love

Capture attention quickly

In a recent study, significant value in a video was delivered in the first few seconds.5

u p to

47%

i n t h e f ir s t 3 seco n ds

u p to

74%

i n t h e f ir s t 10 seco n ds

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The faster you capture attention in a video ad, the better.

1le a d wit h en g ag in g v i sua l s

Hook people with attention-grabbing video thumbnails,

stunning shots of your products and vivid backgrounds.

2pu t yo u r s ta r fro n t a n d cen t er

Don’t hold back: Show viewers your celebrity or spokesperson right away.

3i n clu de yo u r b r a n d a n d pro d u c t e a rly

Ads with brand and messaging in the first 10 seconds can

effectively reach 3x more people.6

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Case Study: SonySony’s Money Monster trailer saw big lift in feed by going

square and delivering action and star power up front.

2X lift in awareness using square and subtitlesvs non-optimized version

2X lift in intent using action and stars in first :05vs non-optimized version7

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Design for sound off

In a recent study, 76% of rated video ads required sound to be understood.6 Make sure your videos speak louder than words.

1le t peo ple re a d yo u lo u d a n d cle a r

Communicate with subtitles or text overlay. Internal tests show that

captioned video ads increase video view time by an average of 12%.8

3b e v i sua lly cre at i v e

Use typographic treatments and clever on-screen graphics to communicate information

and branding without the use of sound.

2au to - c a p t io n

Facebook’s automated captioning tool can make this easy for marketers in

the US and Canada.

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Case Study: KleenexA recent campaign used text overlay to tell an emotional

story and encourage users to turn sound on.

+6pt lift in ad recall

+3pt lift in purchase intent9

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Screen size is smaller, so bring your story forward visually to help drive attention and clarity of the message.

Frame your visual story

1re-t h in k , re - fr a m e , re- i m ag in e

Use key short clips or imagery from your original creative. Make a GIF or slideshow from your existing commercial and use

it to supplement the campaign.

2b e squa re

Reframing your video from 16:9 to square format will use more real estate on a mobile screen and

can draw more attention to your creative.

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Case Study: NestléSimple modifications to a Coffee-Mate spot drove big results.

+7.5pt lift in ad recall - 2X the non-optimized version

+7pt lift in product awareness

+20% views 10 seconds+10

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Play more

Test. Learn. Iterate. There’s no one-size-fits-all solution for mobile, and it’s important to find what works for your brand and its needs.

2push t h e b o u n da r ie s

New forms of video—like 360, Boomerang and Live—offer creative ways to capture attention. And Facebook’s Canvas helps you serve a fast-loading, full-screen experience in News Feed.

1k eep i t sh o rt a n d s i m ple

Less is more. Simple, emotional stories tend to resonate better in feed.6

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Case Study: Kit and AceUsing the strong visuals and full-screen experience

of Canvas, Vancouver-based retailer Kit and Ace drove engagement and conversions.

36 seconds spent watching the Canvas ad on average

Drove 500+ offline conversions11

See the full Kit and Ace case study here

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For more insights visit insights.fb.com

For more mobile video solutions on Facebook and Instagram, and

for more success stories, visit Facebook.com/business

Sources:1: “Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2015–2020” by Cisco, Feb 3, 2016.2: Facebook data, Dec 2015.3: Facebook data, Q3 2015.4: “Final Report: Advertising Exposure Time and Memorability” by Fors Marsh Group, Oct 15, 2015.5: Facebook commissioned Nielsen to analyze its database of Brand Effect studies, n±

173 studies included video worldwide, mid-Dec 2014–mid-Feb 2015.6: Video ad rating conducted internally by Facebook in Q4 2015: 2,183 video ad ratings corresponding

to 965 video ads in market in the US and EMEA, Q4 2014–Q4 2015. Video ad metadata obtained from Facebook internal data. Brand performance data based on Nielsen BrandEffect norms database.

7: Results based on a Facebook brand lift test of a Sony campaign on Facebook, Jan 2016.8: Facebook data, Jan 2016.9: Kleenex, Facebook results based on a Nielsen BrandEffect study, 2015.10: Results based on a Facebook brand lift test of a Nestlé campaign on Facebook, Dec 2015.11: Kit and Ace, Facebook case study, published Feb 2016.