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Facebook tests richer content options for advertisers

Facebook has started testing richer storytelling for advertisers, making it easier for users to watch videos.

Since September, Facebook has been testing an easier way for users to watch and share videos, without clicking to play in their news feed. This test saw more than 10 per cent increase in people watching, liking, sharing and commenting on videos.

As a result, Facebook will now test this feature for advertisers. The brand is working with Summit Entertainment and Mindshare to promote a series of videos for the upcoming film, Divergent.

The test will assess a range of rich content options. Rather than having to click or tap on the content, videos will begin to play as they appear on screen, without sound, similar to how they behave when they are shared by users. Users can ignore a video by simply scrolling past it.

At the end of the video, a carousel featuring two additional videos will appear, making it easy to discover more content from the same brand.

Facebook is also considering the impact of this new feature on mobile devices. On mobile, all videos that begin playing as they appear on the screen will have been downloaded in advance when the device was connected to WiFi.

However, the brands says that this format isn’t intended for every video ad or Page post video on Facebook; it meets specific needs for certain marketers with certain objectives.

Facebook for Business commented on the experiment in a blog post: ‘Compelling sight, sound and motion are often integral components of great marketing campaigns, particularly when brands want to increase awareness and attention over a short period of time. From launching new products to shifting brand sentiment, this video format is ideal for marketers who are looking to make a large-scale impact, and for people who will discover more great content in their News Feeds.’