Trends for Marketers to Prepare for in 2018: #1 Facebook Video Ads

As the end of the year draws closer, our experts have been contemplating what could be the “next big thing” in digital marketing in 2018, narrowing down their myriad of thoughts to just one or two top predictions that they believe will shape the coming year.

Whether it’s a relatively new trend, or something that’s been around for a while but is really going to take off in 2018, these trends are from the unique perspective of Mediative’s experts, how they see 2018 unfolding, and what digital marketers should be considering when planning next year’s marketing efforts.

Download the full eBook, with all 10 trends to prepare for here.

Facebook Video Ads

Social media changes quickly, and next year will be no different, with many of the larger platforms testing new ad formats, and functionalities. As a brand, where you might once have been able to gain a lot of interest and traction organically on social media sites, it will prove more difficult in 2018 as the likes of Facebook, Instagram and Twitter seek to maximize revenues from advertising, and brands continue to recognize that advertising on social media is an extremely cost-effective way to reach a very niche and highly targeted audience.

Data science and media technology provider 4C Insights examined the evolution in social advertising spending and found that in 2016, Facebook saw a 74% increase in paid ad spend(1). In 2018, Facebook video is going to be a key component of digital strategy. The aim of Facebook video ads is to help retailers engage customers and drive sales. Facebook is testing a new ad format called lifestyle templates for the Collection ad format (which has been around since March) to help print catalog marketers with “bringing the richness of their catalog creative to mobile.” This ad unit consists of a video on top and four recommended products below(2).

Tips for Marketers

Social Media Examiner(13) provides 9 tips for producing video ads for Facebook including:

  • Focus on quality from the first frame. You have 3 seconds to convince users to watch your video. You don’t need a long intro or animated logo. You want to engage people immediately.
  • Include a compelling offer. Create an offer your target audience can’t resist. Don’t forget to track the links using UTM codes or another system so you know whether your video is effective.
  • Add captions to your video. Facebook will autoplay your video in the news feed. Add captions so your videos can be consumed with the sound off. Captions on Facebook video ads increase view time by an average of 12%(14).

West Elm is one of the retailers that has been testing lifestyle templates for Facebook Collection ads. Source: AdWeek.com

Download the full eBook, 10 Trends for Marketers to Prepare for in 2018 here.

Sources:

  1. https://techcrunch.com/2016/01/27/facebook-earnings-q4-2015/
  2. https://digiday.com/media/silent-world-facebook-video/
  3. https://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf
  4. https://blog.bufferapp.com/social-media-2016
  5. https://animoto.com/blog/business/2016-social-video-forecast-infographic/
  6. https://www.socialbakers.com/blog/2367-native-facebook-videos-get-more-reach-than-any-other-type-of-post
  7. https://animoto.com/blog/business/video-marketing-cheat-sheet-infographic/
  8. http://awesome.vidyard.com/rs/273-EQL-130/images/Vidyard_Aberdeen_Impact_of_Video_Marketing.pdf
  9. https://www.socialmediatoday.com/news/3-social-media-marketing-trends-to-watch-in-2018/509839/
  10. http://www.adweek.com/digital/facebook-lifestyle-template-collection-ads/
  11. https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.html
  12. https://www.emarketer.com/Article/More-Spending-on-Social-Video-Ads-Planned/1016049
  13. https://www.socialmediaexaminer.com/9-tips-for-better-facebook-video-ads/
  14. https://www.facebook.com/business/news/updated-features-for-video-ads

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