Or they get to the point in 3 seconds or less to account for fast-scrolling. “So you have to be precise.”īrands and agencies are tweaking their creative templates to fit the platforms, like telling brand messages without sound, because autoplay video is mute. “That means, OK, we’ve got 15 seconds or 12 seconds or whatever it is to tell a story,” Martin said. The length of the creative is an important measure for the creative community, wrestling with what works best on digital video, according to Martin. It also found that shorter videos - those in the 15- to 30-second range - have higher completion rates. Autoplay videos in Facebook’s mobile News Feed have higher click-through rates and lower costs than desktop, Kinetic’s report said.
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