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What's Hot in Small Business – Chris Crum

What's Hot in Small Business – Chris Crum
Chris Crum writes for Small Business Resources about what's new for small business. Chris was a featured writer with the iEntry Network of B2B Publications where hundreds of publications linked to his articles including the Wall Street Journal, USA Today, LA Times and the New York Times.

Facebook Gives Businesses New Video Creation Tools

Facebook Gives Businesses New Video Creation Tools

In what it calls its "ongoing effort to support businesses of all sizes and empower marketers to create effective ad campaigns built for the ways people are consuming content," Facebook announced new video creation tools to let advertisers convert existing images and text assets into mobile-first video ads.

"Video has become one of the most effective ways to connect with customers on mobile, but in order to capture attention, it’s critical to adopt a mobile-first strategy to create video ads that fit seamlessly into the mobile content consumption experience," the company said. "We’ve found that mobile-first creative has a 27% higher likelihood of driving brand lift and 23% higher likelihood of driving message association compared to video ads that are not optimized for mobile."

The new tools consist of a video creation kit, video cropping, and tools to create templated videos from Facebook Page assets like photos and logos.

The video creation kit enables businesses to turn existing image and text assets into mobile-optimized videos framed in 1:1 for "feed environments," or 9:16 for stories on Facebook and Instagram. There are four templates, which are found in Ads Manager in both the single video and slideshow formats. They're also available under Publishing Tools on your Facebook page. According to the company, these templates make it easy to create effective mobile video ads that "follow a performance-optimized story arc."

For example, in six seconds, you can focus on a key product to generate interest and sales, or show a selection of products, or promote a special offer. In a fifteen-second video, you can highlight product features, use case studies, explain how a product works, or drive product discovery by sharing what makes your product unique.

The video cropping tool lets you optimize the framing of your video ads. You can crop to Facebook's recommended aspect ratios (1:1 and 4:5 for feed, 16:9 for in-stream, and 9:16 for stories) within the ad creation flow. The company says that doing so will help your ads fit "seamlessly" into the ways people are consuming content across the different available environments.

For those creating ads directly from their business Page on their mobile device, the new video creation tools provide an easy way to create professional-looking video ads. You can select the "animate" option when you boost a post, and a video will be created automatically. This video can then be used as-is, or it can be customized.

Since the announcement of the new video creation tools, Facebook has released some findings about how people watch videos and what that means for advertisers. Among the takeaways are that the reason why people are watching a video changes how they watch it. Who is watching the video, i.e. what demographic, and when they are watching the video also make a difference. The company suggests considering these things and tailoring your video ads accordingly. Specifically, you should match your message to what people expect from an experience, build ads catered to your audience's viewing behaviors, and measure performance based on where your ad is shown.

In case you have any doubts about the significance of your Facebook efforts, consider that, as of the second quarter of this year, Facebook had 2.23 billion monthly active users.


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