Recently, a handful of Sandbox social media specialists attended the Facebook Creative Connect conference in Chicago. We asked their perspective on what they learned and this is what they had to say:
Social/Facebook creative is shifting to mobile first video, but that doesn’t mean full on commercial grade video. Instead, leverage existing assets to produce videos in creative ways, like light animations on stills, or putting stills together with moving text to grab attention and inform consumers. Video production is no longer limited to budget restrictions, but by creative imagination.
High-quality creatives are critical to the success of a digital advertising campaign. Designing HQ creatives starts by applying mobile-first best practices. Consistent with the key takeaways from F8 2019, creating a thumb-stopping user experience on social media includes designing vertical content, creating videos with the sound off, and implementing static + video assets to work better together for the lower funnel direct response results.
Clients know that video is the “big thing” in social media, but they feel that video production costs are high and require large budgets to include. This is no longer true.
There are several tools, many that Facebook themselves are providing for FREE. Brands can leverage video without the need for high production costs like:
- Using animated gifs
- Turning still images into videos
- Using light animation to break through in the feed – like highlighting or animating a single element in a still image (ex: glimmer on strands of hair)
- Leverage tools that facilitate the creation of these videos to create them at scale and allow lower cost A/B testing without breaking the bank.
To best leverage this, clients should do an asset audit and ensure their creative teams have access to all of the latest content pieces in order to best leverage and tell these stories the right way with mobile first video.