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Creating Thumbstopping Content in the Newsfeed

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Read the medium post by Nicole Landesman - http://bit.ly/1XaWLE7

The way people consume content in newsfeed-based environments like Facebook, Twitter and Instagram is very different than those of other media channels. Consumption is often quick and frequent, and people have the option to choose what content they want to engage with and for how long they will spend with it.

This document provides an overview of BBDO creative guidelines in regards to adapting video to help create more stopping power and ultimately more impact in the newsfeed.

Published in: Marketing
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Creating Thumbstopping Content in the Newsfeed

  1. THE MOBILE NEWSFEEDIS THE BIG OPPORTUNITY
  2. FACEBOOK VIDEO NOW REACHING MORE THAN 90 MILLION PEOPLE IN THE US 90% OF FACEBOOK USERS ARE WATCHING VIDEO ON MOBILE DEVICES
  3. THE DIFFERENCES BETWEEN ACTIVE & PASSIVE ACTIVE CONTENT CONTENT VIEWERS CHOOSE TO WATCH NEWSFEED SCROLL SOUND OFF AUTOPLAY VERTICAL VIEWING PASSIVE CONTENT CONTENT VIEWERS WATCH TO GET TO SOMETHING ELSE PRE-ROLL / TV SOUND ON FORCED VIEW HORIZONTAL VIEWING
  4. SO HOW DO YOU EFFECTIVELY BUILD VIDEO FOR ACTIVE ENVIRONMENTS?
  5. DETERMINED WHICH CREATIVE ELEMENTS HELPED DRIVE LONGER VIEW THROUGH RATES BY ANALYZING 100+ FACEBOOK VIDEOS
  6. WE STARTED WITH A DEFINITIVE FORMULA CUTS OVER PANS NO SOUND ACTION THEN TITLES USE OVERSIZED TEXT HAVE A FOCUS VERTICAL VIEWING ABC
  7. BUT MOVED TOWARD A MORE FLEXIBLE TEMPLATE (Choosing a few creative elements per box) No Sound Autoplay Cropping for Mobile Focusing In on Key Characters Oversized Text Newsfeed Environment Title Cards Integrated Supers Show Product / Branding in Situ Contextual/Compelling Opening Frame Don’t bury the leading content Leveraging Brand Iconography Providing a reason (key benefit) to watch Simplifying key messages Shortening Duration Quick Cuts Start with a Question Vertical Viewing
  8. RAN FACEBOOK VIDEO STUDIES TO DETERMINE EFFECTIVENESS Original edit for TV Audience A saw: Updated edit per platform considerations Audience B saw:
  9. CASE STUDY 1: WRIGLEY’S 5 GUM
  10. ● Updated animated title card to grab viewer attention and introduce “life happens in 5” messaging ● Added supers to contextualize “will he dare?” narrative ● Lightened footage for better comprehension in feed environment ● Cut down the film length, maximizing action and focusing on countdown to engage viewer ● Resized to square to increase visibility in feed environment WHAT WE DID
  11. THE RESULTS Source: Facebook Brand Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook. 8PTS. INCREASE IN AD RECALL 7X INCREASE IN IMPRESSIONS OF THOSE WHO WATCHED THROUGH THE KEY MESSAGE
  12. CASE STUDY 2: WELLS FARGO
  13. WHAT WE DID ● Resized to square to increase visibility in feed environment ● Added supers to clearly convey “easy debit card replacement”message without sound ● Cut down from 15 to 12 seconds, focusing on elements that highlight brand offering ● Moved initial brand mention earlier
  14. THE RESULTS Source: Facebook Brand Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook. 3PTS. INCREASE IN AD RECALL 2X MORE IMPRESSIONS WHO REACHED THE WELLS FARGO BRANDING SECTION IN THE VIDEO 8-POINT INCREASE IN MESSAGE ASSOCIATION (COMPARED WITH 5.7 POINTS FOR THE TV EDIT)
  15. WHAT WE LEARNED PROVIDING OPTIONS ALLOWS CREATIVE TEAMS TO COME BACK WITH CREATIVE SOLUTIONS THAT WORK FOR EACH INDIVIDUAL VIDEO Ownership CreativityFlexibility
  16. WHAT WE LEARNED ADAPTING FOR FEED SIGNIFICANTLY IMPROVES CREATIVE EFFECTIVENESS

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