February 11, 2016
Captioned video ads will soon be the new norm on Facebook.
The social network is releasing a tool to make adding captions to video ads easier for advertisers. It is a method that Facebook is recommending marketers use to capture consumer attention.
“Internal tests show that captioned video ads increase video view time by an average of 12 percent,” Facebook said in a blog post.
“Previously, advertisers were only able to add captions to Facebook video ads by embedding captions or uploading their own caption files. But soon, advertisers can choose to have captions added automatically.”
The upcoming captioning tool will be automated, producing captions for video ads and then serving them up to advertisers via the ad creation tool so they can review and edit a caption before saving it to their video ad.
The automated caption tool is currently available only for U.S. English captions. It will roll out globally to Ads Manager and Power Editor in the coming weeks.
Facebook also plans to add more reporting and buying options for video ads.
“Advertisers are now able to see the percentage of people who have viewed their videos with sound in Page Insights and will soon be able to see this metric in Ads Insights too,” Facebook said. “And, unlike some other digital environments, Facebook ad delivery is based on real people.”
Facebook is also offering a number of tips for video advertisers such as making use of captions, logos and products to communicate the appropriate message, even without sound.
The social network also suggests choosing carefully the video thumbnail images and titles to draw as many viewers as possible.
“Brand colors, themes and imagery can help people connect the video to your brand,” Facebook said. “Front-loading lifestyle/product shots and recognizable spokespeople can create interest, as can scenes with action or vivid backgrounds.”
The social media firm also suggests experimenting with and testing different approaches to learn what works best for the desired audience.
Jennifer Cowan is the Managing Editor for SiteProNews.