hand to heart

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 lt u r a l s h i f t

Mobile video continues

to explode

75%

of all mobile data traffic will be

video by 2020 according to Cisco,
compared to over half now. 1

100m
hours

In fact, 100,000,000 hours of video

are watched on Facebook daily. 2

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 We consume content
faster than ever

mobile means speed

1.7
seconds vs 2.5
seconds

It takes people only 1.7 seconds to consume mobile

content on Facebook, versus 2.5 seconds on desktop. 3

t h e yo u n g e r yo u a r e , memories are forged

t h e fa s t e r yo u co n s u m e i n a n i n s ta n t

2X 1/4
fa s t e r second

13–17-year-olds consume content People can recall mobile feed

twice as fast as 55–64-year-olds. 3
content after just 1/4 second. 4

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 mastering feed-based video

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

up to up to

47% 74%

in the first in the first

3 s eco n d s 10 s eco n d s

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

1 2
lead with engaging visuals p u t yo u r s ta r f r o n t a n d c e n t e r

Hook people with attention- Don’t hold back: Show

grabbing video thumbnails, viewers your celebrity or
stunning shots of your products spokesperson right away.
and vivid backgrounds.

3
i n c l u d e yo u r b r a n d a n d p r o d u c t e a r ly

Ads with brand and messaging

in the first 10 seconds can
effectively reach 3x more people. 6

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 Case Study: Sony
Sony’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 subtitles

vs non-optimized version

2X lift in intent using action and stars in first :05

vs non-optimized version 7

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 Design for sound off

In a recent study, 76% of rated video ads required sound to be

understood. Make sure your videos speak louder than words.
6

1 2
l e t p eo p l e r e a d yo u lo u d a n d c l e a r auto - caption

Communicate with subtitles or text Facebook’s automated

overlay. Internal tests show that captioning tool can make
captioned video ads increase video this easy for marketers in
view time by an average of 12%. 8
the US and Canada.

3
b e v i s u a l ly c r e at i v e

Use typographic treatments and clever on-

screen graphics to communicate information
and branding without the use of sound.

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 Case Study: Kleenex
A 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 intent 9

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 Frame your visual story

Screen size is smaller, so bring your story forward visually

to help drive attention and clarity of the message.

1
r e -t h i n k , r e - f r a m e , r e - i m a g i n 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.

2
be square

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: Nestlé
Simple 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.

1
keep it short and simple

Less is more. Simple,

emotional stories tend to
resonate better in feed. 6

2
p u s h t h e b o u n da r i e 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.

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 Case Study: Kit and Ace
Using 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 conversions 11

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.

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