If you’ve ever been frustrated using the text and image Facebook ads platform, prepare for greater possibilities by its evolution. The company announced recently that its long awaited autoplay video ads will be introduced to user newsfeeds over the next few months, offering advertisers a new method to reach customers in a potentially more effective way than those traditional text and image based ads. Facebook expects the videos to create “a captive, but not interruptive experience.”
How Will They Work?
The fifteen-second video ads, which will be embedded in a user’s newsfeed, will automatically start playing as soon as a user scrolls over them—like how you currently see videos uploaded by friends. The ads will remain silent unless clicked upon, at which point they will expand and unmute to enable the full experience. The traditional text and image ads will still be available, but larger companies, especially big brands, will look to capitalize on this new service. Think of these ads as being similar to the ones you see play on YouTube before the video you’re trying to watch. Facebook says the videos will allow advertisers to measure audiences somewhat similarly to TV, using Nielson-like metrics for more precise numbers and data.
In December 2013, The Wall Street Journal wrote an article saying Facebook’s video ads risk alienating users. While some people may be turned off by the videos, it shouldn’t have much of a negative affect on majority or users. Like most advertising, it eventually will blend into the background as people begin to ignore them… that is unless the content connects with them in some meaningful way.
What Does This Mean For Your Business?
While text and image ads can still sometimes be effective, most businesses seem to believe they no longer get the results they desire and view it as a waste of money. That’s not surprising since many modern consumers have advanced past the point where passive ads attract their attention and are often ignored, whether intentionally or not. People are visual creatures who are drawn to motion so this next step in marketing on Facebook may be a much needed shot in the arm.
These new ads will offer your business a greater chance to connect with consumers by getting that initial first look that is often the hardest part of marketing. If you can turn heads you’ve won half the battle. Although, this will not be the golden bullet that makes your phone ring off the hook, foot traffic triple or website overload from visits. The content will still have to be intriguing enough for them to want to click on the ad.
Be on the lookout for the ads beginning in April 2014.