Did you know, 65.8% of US marketers plan to use Facebook for video ads?
Most people might assume shorter video ads deliver a better completion rate. But it looks like things change when it’s on a social platform. According to Q2 data, video ads that were between 30 and 60 seconds long fared better than those of less than 30 seconds on Facebook.
Kinetic Social, a programmatic social media ad platform, tracked data based on 2 billion social ad impressions, including ad spending for all ad types on Facebook, across both desktop and mobile channels.
According to the data, 44% of 30- to 60-second video ads on Facebook were viewed to completion. Those video ads that ran 30 seconds or less saw a 26% completion rate. What’s more, 2-minute or longer video ads had the second-best completion rate of 31%.
In a separate survey from Animoto, within the next 12 months, 70.8% of respondents said they plan to invest in social video ads overall, including ads to boost content. And Facebook is most likely to benefit from this intent; 65.8% of those who planned to do social video advertising planned to use it.
Don’t forget about live streaming video. Trust Media Brands, previously The Readers’ Digest Association, reported in August that 7% of agency and 19% of in-house marketers definitely plan on allocating budget to live stream video ads in the second half of this year. Facebook Live rolled out in April, and is anticipated to be a new and interesting revenue stream for the social media giant.