Facebook is releasing a new tool to make it much easier for marketers to add captions to video ads. The social media giant claims that captions are a great way to capture the attention of consumers, with its own internal tests showing that their use increases video view time by around 12 per cent.
Previously, advertisers could only add captions to their content by uploading or embedding their own personal caption files, but this process will soon be streamlined so that captions can be added automatically. The new automated tool produces captions for ads, which can then be reviewed and edited prior to saving.
Recent research conducted by the social media giant revealed that customers want the power to opt in when sound plays. This is partly because the ads play loudly without warning, which evokes a negative experience for 80 per cent of those surveyed. Captions will ensure that everyone watching gets the message.
The tool is already available for US advertisers, offering American English captions, and it will soon be rolled out on a global scale to both Power Editor and Ads Manager. There are also plans to introduce additional buying and reporting options for video ads in the near future, which will give advertisers more control over their content and enable them to increase their conversion rates.
A statement by Facebook said “Advertisers are now able to see the percentage of people who have viewed their videos with sound in Page Insights and will soon be able to see this metric in Ads Insights too. And, unlike some other digital environments, Facebook ad delivery is based on real people.”
The launch of the new caption tool is part of Facebook’s drive to make advertising easier. The social network has also offered a range of tips for video marketers that highlight the importance of products and logos in order to create a brand image and communicate effectively with a target audience. Facebook also recommends using carefully selected video titles and thumbnail images to attract more clicks.
“Brand colors, themes and imagery can help people connect the video to your brand,” Facebook stated. “Front-loading lifestyle/product shots and recognisable spokespeople can create interest, as can scenes with action or vivid backgrounds.”