Marketers are being advised by a consultant at Facebook to fine-tune their advertising videos by showing the key messages within the first five seconds to capture the attention of the social media audience.
A 20-second television advertisement usually puts the key messages in the last five seconds, but that may not be the best strategy on social media, Kitty Lun, head of Creative Shop, Greater China, at Facebook, said in a media briefing Wednesday.
As the human attention span is about 8.25 seconds on average, slightly less than the nine seconds of goldfish, marketers should try their bests to catch the attention of their audience quickly if they plan to put their advertising videos on social media, Lun said.
People usually watch videos on Facebook with their handsets in silent mode, so advertising videos should have captions, she said.
With the help of some content management software, an advertisement can be modified into different versions to suit different viewers’ needs, she said.
The Greater China branch of Facebook’s Creative Shop was set up three months ago after Lun joined the world’s largest social media platform.
Together with Facebook’s creative strategist Gavin Carver, she will provide consultancy services to marketers who face difficulties when trying to put an ad on Facebook.
Lun said Creative Shop is not an advertising company and is aimed at helping marketers to solve their problems.
“Through Creative Shop, Facebook works with businesses and brand marketers to ensure that innovation on mobile delivers real business benefits,” she said.
“We offer new tools, such as Carousel, Canvas and 360 videos, to show how brands can use mobile to the fullest and create thumb-stopping creative that can move hearts, while at the same time, be as relevant and impactful as possible and move their businesses.”
Brand marketers from different sectors such as fast-moving consumer goods suppliers and financial service providers have become increasingly active in putting ads on social media in recent years, because of the rise of smartphones, Jayne Leung, head of Greater China at Facebook, said.
She said although some marketers may have smaller budgets because of the slowing economy, they tend to embrace a mobile strategy, as they want to achieve a bigger marketing effect with their money.
On Wednesday, Facebook held a conference in Hong Kong called Mobile Moves People.
People spend most of their time on mobile watching videos, with 100 million hours of video now watched daily on Facebook, and a 40 percent increase in time spent watching videos on Instagram in the second half of 2015, the firm said.
At the conference, Facebook announced that the number of monthly active users on Instagram had reached two million in Hong Kong, up from the 1.5 million announced in July 2015.
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