The Bright Side of Six Seconds
Video has made its presence felt in online advertising, and the name of the game has always been to make it punchy and keep it short. This has been pushed to its absolute extreme through YouTube Bumper ads, and now, it looks like Facebook is joining in. The social network is currently testing six-second video ads.
The :15 second video ad is the new :30, and the :06 is the new :15. Facebook’s focus on mobile has pushed marketers to take every step possible to stand out in the News Feed, and Facebook’s found six seconds is the optimal time to lift key brand metrics. Today, 87% of Facebook’s ad revenue comes from mobile. Mobile users don’t have and won’t give time time to brands.
Brands need to make their pitch fast, clear and succinct.
Time’s Always Been Short
This move by Facebook doesn’t change the rules for effective Facebook marketing. Short and sweet’s always been the name of the game. Whether your ad is six seconds, fifteen, thirty or longer, the brand should be present in the first three seconds and the key takeaway should be shortly after that. The rest of the time is simply a bonus.
A Creative Challenge, Not a Constraint
Facebook prioritizes what it wants advertisers to do, and if Facebook wants six-second ads to have a prominent presence in the News Feed, you can bet it’s going to happen. That means it’s best to embrace the offering and view it as a creative opportunity.
The brands that embrace constraints placed on them by platforms be it videos playing without sound, the ability to skip content and so on, are the ones who stand out. Lean into it. Consumers aren’t going to give brands any more time. It’s on brands to make the most out of that time, and brands have seen recall, awareness and purchase intent grow from consumers viewing an ad in as little as three seconds.
Facebook can be draconian in what it asks brands to do to be successful. Constraints like this are an opportunity for brands to surprise themselves as much as the consumer with what they can do in such a short amount of time. Don’t wait for another brand to do it well. Do it first.