For Facebook users this news is horrifying however in all seriousness it will not affect any Facebook users experience. In fact if anything it may add some value to their NewsFeed.
User are used to seeing videos automatically play for quite sometime now, cleverly launched earlier by Facebook to make the seamless transition of introducing Facebook Video Ads.
Facebook tells us that since introducing videos that play automatically in users NewsFeed, video consumption has increased by 10%. This is great as for years videos on Facebook have been a big let down for engagement and reach. To this day I still feel brand videos are a hard sell for consumers unless they’re first shared by users.
Like your current friend videos that you see in your NewsFeed, they play without sound, to get the sound you must first click on the video. Facebook Video Ads works with similar thinking. The kicker is, when a user clicks on the video ad it plays in full screen mode with volume. At the end of the video, a carousel featuring two additional videos will appear, making it easy to discover more content from the same marketer.
These video ads last for 15 seconds, the same as Instagram videos which is great for brands as the video they create for Facebook can then be used on Instagram without extra editing.
On mobile devices, all videos that begin playing as they appear on the screen will have been downloaded in advance when the device was connected to WiFi — meaning this content will not consume data plans, even if you’re not connected to WiFi at the time of playback.
Video ads are not for every brand but could be a great way to express content on offers, new product launches and events. Currently this is only available to a handful of advertisers so it won’t be widespread usage for now. I’m looking forward to seeing these and testing these out.
There are strict rules and guidelines for these videos that Facebook have in place, ensuring that all video ads meet their code of use. I think it will take a couple of months before we start to see video ads being used here in Australia.
Once available I’ll be sure to do a piece around effectiveness, costs and return on investment.
Watch the video from Facebook.
Great article for further reading from The Sunday Morning Herald – Digital Life.