Facebook just released a study identifying the different advantages of videos used on Facebook that cross over to Instagram. To study the potential benefits of cross-platform video usage, Facebook worked with MetrixLab to first analyze 68 video campaigns in order to determine the key factors which lead to optimal video performance on Facebook. Of those 68, Facebook found that only 12% of them were considered ‘Outstanding’ performers, with the majority (78%) either ‘Sub-optimal’ or ‘Problematic’.
According to MetrixLab, the top performers were able to differentiate themselves because they were designed specifically for Facebook, as opposed to being re-purposed TV ads or cross-posted from other platforms.
Based on this, MetrixLab put together a list of four key, Facebook-centric elements which saw video ads perform best on the platform:
1. Incorporate brand identity early (within the first 3 seconds)
2. Show the brand for at least half the video’s duration
3. Make the video as short as it can be and as long as it needs to be
4. Feature the message up-front for those who may not watch the whole video
In the end it turns out that what works on Facebook works on Instagram as well:
“MetrixLab tested [80 ads] on both Facebook and Instagram, and found a crucial correlation in performance between the platforms. This means that ads that perform well in one feed will generally perform well in either feed.”
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