Hand to Heart An introduction

We know that mobile moves people. But grabbing someone’s attention and heart in a mobile feed is different than on TV.

The Cultural Shift Mobile video continues to explode


of all mobile data traffic will be video by 2020 according to Cisco, compared to over half now.1

100m HOURS

In fact, 100,000,000 hours of video are watched on Facebook daily.2


In just one year, video posts and reshares per person increased nearly 3X on Facebook in the US.3


The time people spent watching video on Instagram increased by more than 40% globally from Aug '15 to Feb '16.4

We consume content faster than ever

Mastering Feed-Based Video How to create mobile video
that people love

Capture attention quickly

The faster you capture attention in a video ad, the better.

In a recent study, significant value in a video was delivered in the first few seconds.7

up to 47%

In the first
3 seconds

up to 74%

In the first
10 seconds

Case Study: Sony

Sony's Money Monster trailer saw big lift in feed by going square and delivering action and star power up front.

2X lift in awareness using square and subtitles
(vs non-optimized version)

2X lift in intent using action and stars in first :05
(vs non-optimized version)9

Design for sound off

In a recent study, 76% of rated video ads required sound to be understood.8 Make sure your videos speak louder than words.

Case Study: Kleenex

A recent campaign used text overlay to tell an emotional story and encourage users to turn sound on.

+6pt in ad recall
+3pt in purchase intent11

Frame your visual story

Screen size is smaller, so bring your story forward visually to help drive attention and clarity of the message.10

Case Study: Nestlé

Simple modifications to a Coffee-Mate spot drove big results.

+7.5pt lift in ad recall
(2X the non-optimized version)

+7pt lift in product awareness
+20% views 10 seconds+12

Play more

Test. Learn. Iterate. There's no one-size-fits-all solution for mobile, and it's important to find what works for your brand and its needs.

Case Study: Kit and Ace

Using the strong visuals and full-screen experience of Canvas, Vancouver-based retailer Kit and Ace drove engagement and conversions.

36 seconds spent watching the Canvas ad on average
Drove 500+ offline conversions13

See the full Kit and Ace case study here.

Want these insights and tips offline?

Download a PDF

For more insights visit facebook.com/iq

For more mobile video solutions on Facebook and Instagram, and for more success stories, visit Facebook.com/business