Read the medium post by Nicole Landesman - http://bit.ly/1XaWLE7 The way people consume content in newsfeed-based environments like Facebook, Twitter and Instagram is very different than those of other media channels. Consumption is often quick and frequent, and people have the option to choose what content they want to engage with and for how long they will spend with it. This document provides an overview of BBDO creative guidelines in regards to adapting video to help create more stopping power and ultimately more impact in the newsfeed.

1. THE
MOBILE
NEWSFEEDIS THE
BIG OPPORTUNITY

2. FACEBOOK VIDEO NOW
REACHING MORE THAN
90 MILLION
PEOPLE IN THE US
90%
OF FACEBOOK USERS
ARE WATCHING VIDEO
ON MOBILE DEVICES

3. THE DIFFERENCES BETWEEN ACTIVE & PASSIVE
ACTIVE CONTENT
CONTENT VIEWERS CHOOSE TO WATCH
NEWSFEED SCROLL
SOUND OFF
AUTOPLAY
VERTICAL VIEWING
PASSIVE CONTENT
CONTENT VIEWERS WATCH TO GET TO SOMETHING ELSE
PRE-ROLL / TV
SOUND ON
FORCED VIEW
HORIZONTAL VIEWING

4. SO HOW DO YOU
EFFECTIVELY
BUILD VIDEO FOR ACTIVE
ENVIRONMENTS?

5. DETERMINED WHICH CREATIVE ELEMENTS
HELPED DRIVE LONGER VIEW THROUGH RATES
BY ANALYZING 100+ FACEBOOK VIDEOS

6. WE STARTED WITH A DEFINITIVE FORMULA
CUTS OVER PANS
NO SOUND
ACTION THEN TITLES
USE OVERSIZED TEXT
HAVE A FOCUS
VERTICAL VIEWING
ABC

7. BUT MOVED TOWARD A MORE FLEXIBLE TEMPLATE
(Choosing a few creative elements per box)
No Sound Autoplay
Cropping for Mobile
Focusing In on Key
Characters
Oversized Text
Newsfeed
Environment
Title Cards
Integrated Supers
Show Product /
Branding in Situ
Contextual/Compelling
Opening Frame
Don’t bury the leading
content
Leveraging Brand
Iconography
Providing a reason
(key benefit) to watch
Simplifying key
messages
Shortening Duration
Quick Cuts
Start with a Question
Vertical
Viewing

8. RAN FACEBOOK VIDEO STUDIES
TO DETERMINE EFFECTIVENESS
Original edit for TV
Audience A saw:
Updated edit per platform
considerations
Audience B saw:

9. CASE STUDY 1:
WRIGLEY’S 5 GUM

11. ● Updated animated title card to grab viewer attention
and introduce “life happens in 5” messaging
● Added supers to contextualize “will he dare?” narrative
● Lightened footage for better comprehension in feed
environment
● Cut down the film length, maximizing action and
focusing on countdown to engage viewer
● Resized to square to increase visibility in feed
environment
WHAT WE DID

12. THE RESULTS
Source: Facebook Brand Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook.
8PTS. INCREASE IN
AD RECALL
7X INCREASE IN
IMPRESSIONS OF
THOSE WHO
WATCHED
THROUGH THE KEY
MESSAGE

13. CASE STUDY 2:
WELLS FARGO

15. WHAT WE DID
● Resized to square to increase visibility in feed
environment
● Added supers to clearly convey “easy debit card
replacement”message without sound
● Cut down from 15 to 12 seconds, focusing on
elements that highlight brand offering
● Moved initial brand mention earlier

16. THE RESULTS
Source: Facebook Brand Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook.
3PTS. INCREASE IN
AD RECALL
2X MORE
IMPRESSIONS WHO
REACHED THE WELLS
FARGO BRANDING
SECTION IN THE
VIDEO
8-POINT INCREASE IN
MESSAGE
ASSOCIATION
(COMPARED WITH
5.7 POINTS FOR THE
TV EDIT)

17. WHAT WE LEARNED
PROVIDING OPTIONS ALLOWS CREATIVE TEAMS
TO COME BACK WITH CREATIVE SOLUTIONS
THAT WORK FOR EACH INDIVIDUAL VIDEO
Ownership CreativityFlexibility

18. WHAT WE LEARNED
ADAPTING FOR FEED
SIGNIFICANTLY IMPROVES
CREATIVE EFFECTIVENESS