By Jonas Reyes
“Two and a half seconds. That’s all it takes to catch your attention.”
This was the statement made by Amit Chaubey, Facebook's APAC Marketing Science Lead for Global Accounts, during the Ad Summit Philippines 2018 held at the Subic Bay Exhibition and Convention Center (SBECC) on Thursday.
Facebook's APAC Marketing Science Lead for Global Accounts, Amit Chaubey
(ADSummitPH via Twitter / MANILA BULLETIN)
Chaubey said the moment you scroll down your newsfeed, a 2.5 second video clip can easily get a person's attention, especially if the video is one of your interests. With his speech on the “Return On Interest” during the DIY-your-ROI-themed convention, Chaubey said videos are the new medium used to entice users to look at products or services.
Chaubey highlighted new rules of capturing interest and attention, citing these three components namely: Match how people watch; Make creative that connects; and Measure what works. He said these three things can make any video clip effective in catching user interest.
“Match how people watch by capturing different levels of interest and attention with Facebook video, using different placements to meet different marketing objectives, and complementing other media,” he said.
“Make Creative that connects by building mobile-first creative for better performance. And measure what works by focusing on business outcomes not proxies like ‘view duration’; choosing the right tools to measure success; and testing, learning, and adapting to make the ROI of your content improve,” he added.
He said advertisers can start by posting a video snippet of their product with just 2.5 seconds. Afterward, advertisers can now post a lengthier video that users can react to. And after getting their full attention, advertisers can now provide users with the full video of their content without them getting bored halfway through.
With more and more advertisers using videos as their means to post their products and services, advertising agencies only need to follow these three steps to ensure a captivated audience. Like what Chaubey said, it only takes 2.5 seconds to pique someone’s interest in social media.