Dive Brief:

• Facebook described in a blog post how some brands are using Create to Convert, a new production framework that helps marketers add lightweight motion to still images. The tool lets creatives add basic motion to images, including brand elements, benefits, offers or messages. Marketers can also use motion to demo how an app, service or feature works, and add a call to action. 
• In 49 studies by Facebook of brands using Create to Convert, 69% saw a positive outcome. Shopback, for example, had a 5.5 times better conversion rate and 5.7 times lower cost per registration from video ads over just using still ads. Aveda has also used Create to Convert. Brands are also seeing a 17% higher conversion rate over brands using still ads alone, according to the post.
• In separate news, Facebook announced plans to purchase Vidpresso’s team and technology, but not the company, according to a TechCrunch report. The company makes online videos more interactive by adding on-screen social media polling, comments, graphics and live broadcasting that is integrated with social media platforms, including Facebook. 

Dive Insight:

The new Create to Convert tools and purchase of Vidpresso’s technology demonstrate how Facebook continues to ramp up its video offerings. Facebook represents 46% of all video ads created, compared to 41% for Google’s YouTube. When Instagram is factored in, Facebook’s share jumps to 74%, according to Clinch.

The Create to Convert approach is intended to make the production of performance video ads accessible for businesses of all sizes so they can create video ads at scale. Adding motion to still images is a more cost-effective way for marketers to add interactive video to their campaigns and create more direct-response ads. According to the blog post, Facebook has seen a 3.8x increase in advertisers using direct-response campaigns across its platforms in the past year. 

As marketers continue to invest more in video, adding interactive elements can boost engagement. A 2017 Magna study found that interactive video ads saw a 47% higher time spent with the marketing message, and even when viewers don’t click on the ad, giving them the option to interact with the video makes the ad 32% more memorable and drives a 9x higher purchase intent. 

As consumers are spending more time on their mobile devices than ever, video is one of their preferred formats. Facebook’s new tools will help marketers meet that demand. In 2017, video grew 54% to $6.2 billion on mobile, marking the first time mobile video revenue surpassed desktop video, according to IAB research.