Facebook video ads reach 3 billion daily views. While a promising advertising medium, achieving significant impact requires ingenuity to capture viewers' attention amid the multitude of ads appearing in the news feed, reports Ad Age.
Whether a video captures viewer interest hinges on its visual impact within the first three seconds. Chris Paep, Executive Creative Director at digital marketing firm Genuine Interactive and creator of numerous Facebook video ads, calls this the "3-second rule."
Facebook video ads default to muted autoplay. Therefore, to stop the swiping hands of mobile users—who make up 65% of ad viewers—and get them to watch the entire video, the first few seconds must appeal to their instincts.
"It's crucial to use short, stimulating visuals that appeal to the senses without relying on sound," explains Peap. For example, the video ad he created for RB's electric foot callus remover, "Amope Pedi Perfect," starts with footage of a woman's feet in high heels. Similarly, in Lysol's video series themed around motherhood, the opening features close-ups of a pregnant woman's belly or a newborn baby's crying face.
Peap noted, "These techniques could potentially be applied to other media." In fact, RB plans to soon test TV commercials using the same approach. As Kevin Twon, head of digital at Lysol, stated, "With TV and digital ads now handled by the same agency, knowledge sharing has become possible." The "3-second rule" technique seems poised to influence advertising across other media and in countries beyond the US.
Source: Ad Age
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