Using captions, autoplay features can aid video ad consumption on Facebook

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 16, 2019, 4:53 AM UTC

Consumers that view video content are more likely to make a purchase than those that don’t.

This article shares tips on running a video ad campaign on Facebook. The piece shares that consumers that see a video are about 1.81 times more likely to purchase as compared to those that didn’t view a video.

The author suggests creating videos that don’t necessarily need sound. To compensate for this, marketers can make use of Facebook’s capabilities of automatically adding captions to video content. As per the article, 85% of video content consumed on Facebook does not have sound.

To stand out amongst other content on a newsfeed, marketers must bid with cost per impressions to be eligible to roll out ads that autoplay. Also, brands can use existing video content that has performed well on metrics such as engagement and pay rate on other channels.

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