Meta
- Logo visible within the first 3 seconds
- Action within the first 6 seconds
- Core value of the video/story within the first 16 seconds
Following up on my post about how to make a video according to Meta, from Meta:
we won’t recommend Reels that are over 90 seconds long
If you’re hoping for organic discovery of your Reel, keep it shorter.
From a Meta rep, creative differentiation isn’t just about designing assets that look different. It’s about creating assets and messaging that speak to every potential customer segment.
It’s not just about the stage of their journey, it’s about them plus their stage.
Instagram confirmed it’s testing unskippable ads after screenshots of the feature began circulating across social media. These new ad breaks will display a countdown timer that stops users from being able to browse through more content on the app until they view the ad, according to informational text displayed in the Instagram app.
Unsurprisingly, people hate it. But Meta is really good at figuring out what people will actually put up with vs what they just say.
If these stick around, will they command a higher price?
via TechCrunch
I’m always wondering where to draw the line with advertising frequency, so I’ll take this number from Meta and use it as the ad-level threshold to help with decision making.
After around 4 exposures, conversions could decrease by about 45%.
How to Make a Video According to Meta
Looking for a video formula?
This is The Playbook According to Meta:
16 seconds is the recommended length.
The 6 second mark is the inflection point. You’re trying to hook them so they stick around for the rest of the video. If they make it past that mark they are engaged and interested. Cliff notes for the first 6 seconds to create some brand awareness, full story after that.
These are all geared towards videos that appear in-feed or as part of an ad. If people are coming to your video content the mindset is different.
Also consider some form of text overlay on your video. Either full captions or at least highlight callouts, depending on the intent and message of the video.