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Facebook Video Ads – The Next Big Thing in 2014

Published: December 31, 2013

Author: Molly Shotwell

As we say goodbye to 2013, it’s time to shift gears and start thinking about how Facebook-post New Year-can help promote your brand. Marketers have some key developments to be particularly excited about in 2014.
I personally am very excited for Facebook’s long anticipated launch of auto-play video ads in user’s News Feeds. Starting early 2014, Facebook plans to begin testing select users who will find video ads in their News Feed.
With the phenomenon of video post engagement from users of Instagram and Vine, it’s going to be exciting to see how users react to the muted video advertisements they will begin to see on Facebook starting 2014. Users of these platforms watch video posts on the norm—I would think if the video ad is creative enough, Facebook users too will receive the new ads well. Vine and Instagram have already jumped the gun and begun video ads that have seen some awesome success.

-The first day of Honda’s #WantNewCar Vine campaign brought the car brand 1,020 new followers (compared to its six-month average of 242 new followers) and 2,292 mentions.
-As Inside Facebook notes, Instagram videos are creating two-times more engagement than Instagram photos.

Both Vine and Instagram, as first movers in early video ad success, have carved a promising path for Facebook to follow. Assuming video ads will see success similar to Facebook’s already existent video posts, it’s reasonable to anticipate that video ads will leverage total click-through rate. My mentor at 3Q Digital, Social Account Manager Molly McCarty, recently discussed her experience with video posts saying, “CTR for video posts on Facebook have been about 71% smaller than the CTR of regular posts”.
Of course, we don’t yet know the full capabilities and features of these ads, and we’re left with the following questions:

-Will user reaction be favorable to video ads?
-Will certain client sectors benefit from these ads more than others?
-Will video ads perform best via desktop or mobile devices?

As it’s still unknown whether tapping or clicking on a video will count as a click, we are eager to try for ourselves and see how this affects CTR for these particular ads. Stay tuned for user response and our findings to these important questions once Facebook rolls out these highly anticipated ads in full effect.

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