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Facebook Continues To Drive Video Commerce
27 March 2017 | 0 comments | Posted by Che Kohler in nichemarket Advice
Facebook has been pushing video hard lately with the release of the live video, video
By tapping on a specific product, users are redirected to the product page on a retailer's own website or app where they can complete their purchase. From a blog post released by Facebook, it seems collections will be a mobile-centric video ad format however we can't see why this would not work on desktop as brands continuously strive to stand out in newsfeeds.
For more on other video ad revenue channels, Facebook are exploring check out our article Facebook Tests Ad Breaks Across All Video
How Facebook Video Collection will work
Soon to be available on a newsfeed near you, you may come across the following. A video that sits on the top half of the ad unit with four recommended products below. Facebook will give retailers the option of either selecting the products they want to feature manually or Facebook pulls popular products from a retailer’s site to populate the collection below the video. Once someone clicks through on a promo from the newsfeed, they are taken to a fast-loading landing page (similar to Facebook’s website-like Canvas ads) where people can browse through up to 50 products. From there, people can buy sponsored items by clicking on specific products to visit the retailer’s mobile site or app.Image from giphy
Facebook Video Collection tests have begun
According to Facebook, Adidas, Lowe’s, Tommy Hilfiger,
Adidas’ campaign pitched a hoodie and similar products like shoes and a bag, resulting in a 1.8X decrease in cost-per-conversion, according to the brand. “This new ad format has everything we need to introduce a new product and drive sales,” explained Rebecca Watts, Adidas’ performance marketing senior specialist in a statement. “Collection has outstanding cross-selling capabilities, and we’ll certainly explore this new format again to inspire and increase sales.”
New metrics will be available for analysis
Video marketing continues to grow
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Tags: facebook, Social Media
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