(A hurdle here is that Facebook only charges advertisers for three-second or 10-second views, whereas on YouTube, advertisers can pay based on completed views.) When measuring the performance of campaigns on a cost-per-view basis, nine times out of 10, YouTube will come in at a lower price than Facebook, according to Nick Pappas, CEO of SwellShark. It’s different when it’s a paid media buy for a video ad that wasn’t intended solely for Facebook. “If you can make something compelling without needing people to turn the audio on, you’re ahead of people who are not thinking that way.”īut that’s only if the content is completely made for Facebook. “Sound is still an option, but it’s not required,” said Rye Clifton, director of experience at GSD&M. While they focus on completely different topics, the key ingredients are the same: a striking visual or message up front followed by a text-heavy explanation of the content. Take, for instance, this NowThis video about a Tylenol ingredient that makes people less empathetic and this Tech Insider video about a futuristic bike. It’s also turned news feeds stale as publishers put up countless videos that have the same look and feel. Tailoring content to the whims of the Facebook news feed has helped publishers scale on the platform. “But while the first three seconds are critical, the video also has to be designed to capture attention without needing sound,” said Tibbits. Facebook counts a view at three seconds, which means publishers have to find ways to convince users to stick around in order to capture that view. “From day one, there pretty much has been the psychology that you have to catch their attention immediately,” said Gretchen Tibbits, chief operating officer for LittleThings. While most of these videos feature narration or some form of background music, the intent is to make it easy for people to consume the information presented in the videos without needing to turn the sound on. Most users’ news feeds are now inundated with short videos that feature text or captions narrating what’s being shown on screen. The news shouldn’t come as much of a surprise, as Facebook has built a video ecosystem that does not require users to turn the volume up - and publishers have been more than happy to play ball.
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