If you use videos in your Facebook ads, listen up! Facebook has a new ThruPlay optimization that will affect your video ad campaigns.
Facebook is now rolling out ThruPlay as the default optimization for all video views campaigns, replacing the 10-second video views optimization. On July 31, 2019, they will pause existing campaigns that were set up with the 10-second video views optimization, so YOU WILL NEED TO ADJUST YOUR CAMPAIGNS.
So you may ask: “What is the difference between the ThruPlay and 10-Second video views optimization? With ThruPlay optimization, Facebook pushes people to view videos through the end, if your video is 15 seconds or shorter. For videos longer than 15 seconds, they use ThruPlay optimization to serve your ads to people who are more likely to watch the video for at least 15 seconds.
Fact is, when it comes to keeping a viewer’s attention, every second counts, especially when statistics show a dramatic drop-off in videos views results from 3-second video view to 10-second video views!
Bottom line is, if you’re producing videos that are 15 seconds of shorter, optimizing them for ThruPlay has the potential to produce better results, especially if you use FB or IG stories ads, which have a max of 15 seconds per ad clip. Facebook believes this move will simplify ad buying and better align their offerings with what advertisers value.
Now key is to properly set up your video ad campaigns if you want to see results. And that’s where we come in!
To your lasting success!