2015 was the year that digital marketers chose Instagram as their favourite social channel, turning online influencers into rock stars. Yet while Instagram is the prince of social, Facebook is still the king.
During the impressive third-quarter earnings presentation in November 2015, CEO Mark Zuckerberg and COO Sheryl Sandberg hinted at where Facebook is heading in 2016, referring extensively to the power of video for advertisers.
At Online Circle Digital we have observed the efficiency and efficacy of Facebook video ads across a variety of clients’ verticals.
Below are four trends we’ve identified that Australian marketers should take note of for 2016.
1. More expensive video views
Video views on Facebook are becoming more expensive for brands year-on-year, approximately 20% more expensive.
However, Facebook still remains one of the more efficient and effective channels for video content distribution.
2. Rise and rise of video format
Very soon Facebook will change the placement of the "Messenger" button, replacing it with a "Videos" button. Users will be able to browse videos in a similar way to YouTube.
Facebook will present videos based on paid and organic, creating a metric based on affinity. Marketers should increase the number and quality of videos they produce in order to capitalise on this new real estate.
3. Reach and Frequency media buy focus
Facebook has changed, and has made it very easy to purchase RF in the process. Some changes include:
- Refreshed user interface
- Flexible start and end date
- You can buy six months in advance (cheaper)
- Reach/Frequency campaigns run from 1 to 90 days
- Reach and Frequency rolling out on Instagram
4. Rise of awareness as objective
Effective awareness drives intention via recall. Recall is important. If customers can’t recall a brand, they are less likely to purchase it.
In 2016 we will see Facebook incorporating more awareness-type formats.
In fact, Page Post Engagement Ads will soon disappear and will be replaced with a Brand Awareness Ads format – a new ad format that considers "reach" and "attention" as metrics.
ABOUT THE AUTHOR
Lucio Ribeiro is a co-founder and lead strategist of Online Circle Digital
where he works with large and medium brands in developing their social media marketing strategies and execution. He is considered a thought leader on digital and social marketing, authoring articles in digital innovation and strategy, speaking at seminars and judging global awards.