Did you know that Facebook has 1.65 billion users?
Target Rating Points (TRP) measure impressions as a percentage of the target population for an advertising campaign and are a core aspect of how TV ads are purchased and measured. TRP buying on Facebook and Instagram allows buyers to purchase TRPs verified by Nielsen.* TV buyers can use this planning and buying option to purchase Facebook and Instagram video in a simple and predictable way and get guaranteed delivery against Nielsen demographic audiences.
In another custom research conducted by Nielsen, boosting TV campaigns with Facebook video ads drives incremental reach, increases efficiency, and improves effectiveness. In this study of seven recent campaigns, Nielsen showed that, compared to people who saw TV alone, people who were exposed to both TV and Facebook yielded the following results:
- 3.2 percentage point increase in ad memorability
- 11.5 percentage point increase in brand linkage
- 22.7 percentage point increase in likeability linkage
To be delightful, you need to create content that makes people cry, makes people laugh, or surprises/provokes people.
On Facebook, advertisers can use video up to 120 minutes in length and on Instagram, video can be up to 60 seconds in length. On Facebook, all videos under 30 seconds will loop continuously up to a 90-second cap and videos over 30 seconds will return to the first frame with a play button icon overlay. When advertisers add captioning or text overlay to provide context to their viewers, this helps to increase video view time by an average of 12%.
Leverage Ads Create Tool, Power Editor, and the API to increase the frequency and reach of your video. If your video receives more than 1,000 views in a day, you can remarket to those who watched your video. When designing video for mobile, try to capture attention quickly, design for sound off, frame your visual story, and play more.
Design Guidelines for Video Ads Completed
Create a text with 90 characters and with a thumbnail image with no more than 20% text. 264 video compression, high profile preferred square pixels, fixed frame rate, progressive scan at 30fps max frames in a mp4 format. A video can be up to 4GB on Facebook and up to 2.25GB on Instagram. Use call to actions like Shop Now, Book Now, Learn More, Sign Up, Download, and Watch More.
- Aspect Ratio:33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letterboxing
- Audio: Stereo AAC audio compression, 128kbps + preferred
- Bitrate: No limit to bitrate file if you’re using two-pass encoding, as long as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
- File Type: MOV and MP4 formats recommended. H.264 encoding works best, but Facebook supports all video types.
- Resolution: Use HD video for optimum quality. Keep your resolution under 1080p.
- File Size: Facebook supports files up to 4GB. Instagram support files up to 2.25GB
- Video across Audience Network may not be longer than 35 seconds.
- If you use placement optimization across Facebook, Instagram, and Audience Network, your video length may be limited due to maximum video length allowed for Instagram and Audience Network video ads.
Shorter videos usually have better playback quality and shorter upload times. The first three seconds are critical, so consider using colors, vivid footage, animations, themes, and imagery that is representative, so that the audience can connect with your brand. The Canvas unit on Facebook offers a full-screen, immersive, and interactive experience that enables advertisers to tell compelling brand and product stories on mobile. By directly uploading your video to Facebook, you’ll be able to play the video on Facebook, filling the entire width of the News Feed. You’ll also be able to track video actions and get video metrics on Facebook.
A “video view” is defined as a view of three seconds or more and will appear for all videos, including those that auto-play as people scroll through News Feed. In one study on video ads, Facebook found with Nielsen up to 47% of the value in a video campaign is delivered in the first three seconds, while up to 74% of the value is delivered in the first 10 seconds.
You can measure how well your Facebook videos are performing by looking at metrics such as Impressions, views, completed views, quartile views, shares, link clicks (in Page Insights and Ads Reporting), Brand Effect, Nielsen Total Ad Ratings, Nielsen Digital Ad Ratings (DAR), and Datalogix.
- Video Views (10-second video views versus 30-second video views)
- Note: 30-second views and breakdowns are available in export option
- Quartile video views (25%, 50%, 75%, and 95%)
- Cost-per-video view
- Average amount of time people spent viewing your video
- Through Facebook, my strategy has been to go to my contacts by demographic. Your content of the video needs to meet their need for information in the interests that they like. This will also help to produce more views by their friends that have similar interests. When you share videos from your channel on your Facebook wall, you should ask your friends to like it or ask a question that your friends could answer in the comments. Doing so would increase the engagement and interaction on your link, and also get your link to be seen by their friends in their newsfeed. If your friends pass on your link to their friends and they pass it on to their friends, the viral effect begins!Another way to share your channel on Facebook is to find the relevant groups and fan pages and post videos from your channel into the comment threads of their wall posts. For some fan pages, you would need to Like the page first to be able to write comments on it. Others have a specific “Discussions” tab for fans to start topics and reply to existing topics. Make sure to not only post your ShortForm videos in your comments but rather discuss the topic at hand and participate organically in the conversation of the Facebook group/fan page. Also, take advantage of Facebook’s “Question” feature on your profile page–you can ask a question or create a poll about your video and let other Facebook users answer it.