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The shorter the videos on Facebook the greater the impact

Facebook is the online social networking service headquartered in Menlo Park, California.
Facebook is the online social networking service headquartered in Menlo Park, California.
Scott Beagle via Flickr

Video ads on the social network have made their way onto the Newsfeed as opportunity to generate more sales. Not so fast on trying to push a hard sell just yet. What has happened over time is designing social ads, which function very differently and has to resonate with the interest of users. A Socialbakers blog post published Friday explains to have some degree of success with video ads keep them short and sweet.

Video ads online have been around for some time and trying to leverage their advantage with social media sites is another story. What will work is making sure the ads are relevant to what the user is currently researching online and at the same time not push whatever sort of gimmick the system is designed to show.

In social media the power is solely in the hands of users and not the advertisers. Selling of course is one part of the job and the other is introducing advertising that is social. The way it works is telling stories in a meaningful and thoughtful way. The other technique is selling the stories and transactions that take place on the platform as proof.

This approach to ads will gradually make users feel that Facebook is also a place to shop online besides social networking. The videos shared, videos uploaded, pictures, and easy communications are just one of the many features that has attracted billions of users.

“A typical video on Facebook is about 44 seconds long. This number should be taken with a grain of a salt, as there is quite a bit of variance around this figure. It's interesting to note that the length is fairly short and, as such, we think Facebook's News Feed is not the ideal place for long videos,” according to social media analytics company blog SocialBakers.

The study goes on to explain that the video retention length plummets when it exceed 61 seconds. The shorter video clips will certainly catch the attention of users and unfortunately you have to work within this time constraint.

The same sort of dynamic about video length has a parallel to when newspapers where trying to figure out how long articles should be online. The same principle is applicable in this scenario. You want to publish content that has the essential information because you run the risk of losing the reader forever.

One other finding that was compared was how does video retention on Facebook perform by the likes of YouTube? The number of people who completed a video once they started watching was 57 percent whereas YouTube manages a 40 percent mark, which is yet unconfirmed.

If this scenario down the road with additional studies confirms this metric and holds true Facebook is tailoring the videos more closely than YouTube is. It is a little premature at the moment to know if Facebook leverages videos a lot better. Nevertheless, the sophistication of video content ads signals an obvious move from the company to want to tap into another revenue stream and challenge Google’s video streaming web property.

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