Facebook Video: The Marketing Opportunity
The robust targeting options will still be available from Facebook, which sets the social network ahead of many of its nearest competitors (e.g., Google) and other mobile ad networks because of its unique pool of data on each of its users. It's important to continue to leverage these features in order to hone in on the most qualified audience.
Your creative team will be crucial for success in this area. To drive high response rates, advertisers will need to use video that's both compelling and directs users to download. Facebook recommends videos that showcase the best features of your app, including use of lifestyle or product shots along with in-app screenplays. However, leveraging a video that only lists product features might not capture the attention of users.
At the same time, repurposing a TV spot may not be relevant to a mobile user's specific mind-set and context. Marketers will need to find a balance between the two, especially when designing ads to look and feel as "native" as possible. Good native ad design will make ads feel less intrusive to users, making them more likely to engage, while great ads will feel like consumable content more than advertising.
Additionally, Facebook's choice to ensure users initiate the video ads as opposed to forced play (like YouTube) was a smart move. It ensures users still feel a sense of control over their News Feed and that they're not being bombarded with advertising which takes away from their experience. Choice-based ads could also increase Facebook's ability to serve up more relevant video ads. Instagram, Vine and long-term video content through Hulu, YouTube and Netflix has paved the way for normalizing video consumption on mobile platforms. Marketers shouldn't be afraid to test the waters with Facebook.
Guillaume Lelait is the North American vice president at Fetch, a mobile marketing agency.