The results of the study commissioned by the Zucker berg team on the performance of sponsored videos on Instagram and Facebook
Facebook has decided to commission a study in order to answer once and for all the question that many advertisers ask themselves when the content to be advertised is a video: is Facebook or Instagram better? Which of the two platforms is performing better? To do this, they divided the research into two parts: on the one hand in 2016 they studied the reasons behind the most successful sponsored videos and on the other this year they tested their performance on both Facebook and Instagram.
Before proceeding, a clarification is mandatory: the ultimate goal of the second part was not so much to decide which of the two platforms was the most suitable, but to demonstrate that in creating an ad that has a video as its content, it is good to let it be the algorithm to decide the positioning in order to reduce the overall expenditure and thus create a more efficient campaign. But let's proceed in order. In the 2016 research Metric Lab analysed 68 videos belonging to advertisers from Europe, the Middle East and Africa and found that only 12% had more than satisfactory success. The reason for such small numbers is that most of the sponsorship take place using videos designed and created for other platforms. Just as it would be unthinkable to broadcast the same spot on radio and television, in the same way it is always good to create ad hoc videos for Facebook or Instagram.
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Thanks to the same study it was also possible to isolate the reasons for the success that we can summarise in 4 points: 1. The video in question must be directly attributable to the brand or company within the first 3 seconds. 2. The brand or company must be well present and represented for at least half of the video. 3. The video should be as short as possible and in any case no longer than necessary. 4. The message must be entered in a clear manner and several times so that it reaches everyone, even those who will not see the video in full. This year's study, also commissioned to Metric Lab, took into consideration 80 video ads created for both Facebook and Instagram divided so that only half really fully respected the above elements. What emerged was that a sponsored video that worked great on one platform proves to be equally successful on the other; and this despite the fact that the two social media are populated by people with different needs and tastes. This is not an invitation from Facebook to consider the two platforms as interchangeable (the advice to conceive the videos with only one of the two in mind, possibly the most suitable), but the advice remains to entrust the positioning of the insertion of the algorithm only in order to increase the efficiency of the Campaign and improve its performance. For more information on the study commissioned by Facebook in order to verify the performance of sponsored videos also on Buy real Instagram likes UK, we recommend the post on Facebook Business.