Branded content must feature the brand and product early on to improve brand interest by 44%

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 21, 2020, 1:24 AM UTC

Facebook’s creative research team highlights specific creative guidelines for branded content and Stories ad.

As per Facebook’s recent research, introducing the brand and product in the first three seconds of branded content can help boost a brand’s relevance by 19%, while improving brand interest by 44%.  Stories that lead with the brand and key messaging perform better as well.

Further, ads for Stories shot on mobile outperformed studio-shot ads. Using automatic placements for Stories can increase reach by 20%. Running branded content ads from the creator handle increases “action intent at an 87% lower cost per incremental person for tests.”

An above-average branded content ad contains an average of 10 words, and below-average branded content includes an average of 115 words. Marketers should minimise dialogues in branded content ads to boost performance.

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