Study: How best to use video marketing on social media

With more and more people using mobile devices to interact online, marketers must adapt their messaging for small screens and visuals-only consumption.

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That can prove problematic.

When television first became popular, marketers basically moved radio ads to television programs. Now, they post videos produced for television or desktop computers on social media platforms, where most people view them on mobile devices.

The problem is that viewing video on mobile devices differs from watching it on television or desktop computers.

A new analysis by Facebook and MetrixLab sought to determine which types of video achieve the best marketing results on social media.

The analysis segmented 759 video ads into three categories: ads designed specifically for mobile devices (mobile first), ads adapted to mobile, and “traditional narrative” ads designed for television. Ads created for mobile first performed substantially better on Facebook and Instagram.

Here’s why:

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