Video Now and Future is a series about raising the bar on mobile video creativity. For the second post, we're partnering with Facebook's Creative Shop—a team of creative strategists who help our industry part- ners unlock the creative potential of our platforms —to walk you through how to repurpose your TV assets for the mobile environment on Facebook and Instagram.
Attention on mobile is vastly different
Mobile video is exploding: Over half of all video views are on mobile [Inc. 2016, “Why 2017 Will Be the Year of Online Video”], and mobile video consumption is increasing exponentially on Face- book. Mobile is where your customers watch everything from video ads to branded content—and it's time to adapt yours to match.
People overwhelmingly prefer shorter ads to longer ones [Business Insider 2016, “Consumers prefer shorter video ads across all devices”]. But on mobile, consumption is fast and attention is short—so the bar to and capture and keep attention is even higher. Our research shows that video- watching on mobile is fast, frequent and needs to work with or without sound. [Facebook research
2017] Think about how you use your own mobile device, and those qualities will probably ring true.
TV commercials typically air in a ”forced view” environment where people watch the entire spot, so it makes sense to have the punchline at the end. But on mobile, 47% of a video's value is deliv- ered in the first three seconds, and 74% is delivered in the first ten seconds [Nielsen BrandEffect studies 2015, commissioned by Facebook Marketing Science]—after that, attention starts to decline. If your brand message is at the end of a 30-second spot, this may mean people are less likely to see it.
What if you could optimize your TV assets for mobile?
PockeTVCs are “pocket television commercials”—a low-cost, low-barrier approach to optimizing as- sets that you already own for a mobile audience. As of January 2017, the Creative Shop has helped over 250 clients around the world to create highly effective PockeTVCs from their existing assets. Along nearly all metrics, PockeTVCs had a higher success rate than standard TV commercials and higher brand lifts than norms [Facebook data 2017].
Through our work and testing, we've also arrived at some early takeaways around how to create your own high-quality PockeTVCs. Below, we focus on five key principles that can help you adapt your existing TV assets and storylines to fit the best practices for mobile video.
BRAND AND MESSAGE
Make sure your brand gets credit and your message is delivered.
- Include your brand early. The earlier you can place your brand in the video and the clearer you can make the message, the better. Many mobile videos underperform because the mes- sage is unclear, the branding isn't distinct or the viewer simply doesn't know what to do next.
- Remember branding is more than just a logo. What other aspects of your brand are iconic or easily recognizable—a font, a color, an aesthetic? Use them early and often.
- Reinforce the campaign message visually. Focus on communicating information without words. Use graphics, motion and explanatory visuals to convey your message.
- Set the scene quickly. Most TV commercials spend a long time setting up context. On mobile, it's important to capture attention immediately and plunge people directly into the drama.
TYPOGRAPHY AND GRAPHICS
Clarify your message using text and graphics instead of voice over.
- Create visual interest. The original TV commercial for the new Camaro SS was almost two minutes long and didn't hit the main message until 69 seconds in. For the mobile video ad, we introduced the product up front. We also added a visual countdown and infographics to call attention to the car's features.
- Context is everything. To make your message meaningful, get people oriented quickly. When running a campaign for 11/11—the largest mobile shopping day in China—we needed to inform people who might be unfamiliar with the event. We led with a clear opening mes- sage in multiple languages: “The World's Biggest Online Shopping Event.”
- Make a cover for your story. This is a simple way to add words or context that would prob- ably be delivered via audio in a TV commercial. For an Alzheimer's Research ad, we got people to tune in with a title card advertising that the spot was narrated by a well-known celebrity.
CROPS AND RATIOS
How can you frame your asset to make the most of the content and space?
- Optimize your ratios for mobile. Square and vertical videos often perform better on mobile—people don't have to turn their phones sideways to get the full effect. Brand lift tests show a 3 to 9 point lift for vertical videos compared to horizontal ones. [Facebook data 2017] We recommend a 4:5 ratio for Instagram and 2:3 for Facebook feed.
- Play with grids and stacked images. Sure, the mobile screen is small—but there's so much you can do with it. Try splitting the screen to show two or more parallel storylines at once. For a Beck's lager ad, we used split screens to juxtapose hero product shots alongside the story to deliver more visual drama and rhythm.
- Be clear with your benefit. Lead with a single focused message around what you're offering. Hone in visually on your product or promotion.
Deliver your full message within an optimal time frame for mobile.
- Play with shorter spots. What can you communicate in an extra short time frame? Focus on the key takeaway or benefit. We've seen great success with 6-second spots in feed and 15- second spots in stream.
- Start with your most intriguing frame. Select one or two key frames to bring your message together effectively and in less time. Attention on mobile is an action—be sure to reward it.
- Use several short vignettes with the same end reveal. This is a punchy alternative to longer TV commercials. If your TV spot has a lot of good material that can't be easily condensed, try splitting it up into a mini-series of short spots that end with the same clear message.
STORY ARCS & REMIXES
Experiment with new ways to tell a story beyond the traditional narrative arc.
- Play with speed. The speed with which we consume content on mobile has increased. Peo- ple are mesmerized by speedy visuals, so challenge what's possible—how much can they read or understand in a short amount of time?
- Start with the end. Flip your story around to deliver the message quicker. What if you started with the main point?
- Create a rhythm or a “heartbeat.” Creating visual rhythm or repetition can give your video the same addictive backbeat as sound often provides in a TV commercial.
In short, look objectively at your TV commercial as a collection of assets rather than one untouch- able narrative. You can create more visual interest and drama when you distance yourself from the story arc of the original spot. Splice, dice and rearrange the story to create something totally new for mobile. You'll make your mobile spots more entertaining and impactful when you use stills, slides and loops to supplement or even replace video.
In April 2017, we worked with McDonald's Malaysia to turn their original TVC assets into six mobile-optimized spots—helping it achieve its highest sales month in history.
” When McDonald's optimized their TVC content for mobile airing primarily on Facebook, we sharpened the message and focused on spicy chicken across six video and still assets. This campaign outperformed most of McDonald's digital campaigns to date and they had to stop running the ads because they ran out of chicken.”—Eugene Lee, Marketing Director at McDonald's Malaysia
Go bigger to see bigger results
If we've learned anything from the PockeTVCs we've worked on, it's that smaller changes tend to lead to smaller impact, and bigger changes tend to result in bigger impact.
Examples of smaller changes include adding a logo or subtitles to the original TVC or simply trim- ming the video to be shorter. Examples of bigger changes include things like weaving your mes- sage into the video in the first three seconds, bringing the story to life with dynamic supers and graphics, and exploring different aspect ratios such as split screens or grids.
The more committed you are to delivering clear messages that delight in a short time frame, the better you'll do in the mobile environment.