Marketing Published on Jan 31 2019 6 minute read

Why the human brain prioritises videos and how you can use it for advertising

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One could say that video works because humans are inherently lazy. When confronted with two options, static image or video, the majority of people will choose video. Just decide for yourself, which of the ads below catches your attention better?

static-vs-video

You could say that’s because video requires less active brain power. However, we like to look at the facts and believe there is higher reasoning behind it and that you can benefit from understanding it for more efficient advertising. This article will highlight the key elements of how the human brain consumes videos and how you can use this knowledge to your advantage in ads. 

Question #1: Is video killing it on social?
The simple answer is: definitely!

  • 45% of people watch over an hour of Facebook or YouTube videos a week. (HubSpot)
  • Facebook gets over 8 Billion average Daily Video Views. (SproutSocial)
  • In 2016, Five hundred million people watched Facebook videos every day. (Tubular Insights)


Question #2: Why do people prefer video? 

This one's a little more complicated. Let’s break it down. According to researchers from UC San Diego, the average person consumes 34 gigabytes of information every day (or 100000 words which is the size of an average book). In other words, we are completely flooded with information and are unable to process it fast enough.

Therefore, we need to prioritise. How do we do that, though? For thousands of years, our brain was programmed to watch out for movement. Movement meant possible danger. 

The same principle applies to video on your mobile devices. Moving images provide more condensed sensory information for our brain. At the same time, our brain automatically prioritises this information. 

FYI: This is why some people have a hard time focusing on a book in an open space and why we opt to use headphones when it is noisy in that open space.


Question #3: Okay, but does that help me as an e-commerce marketer?
To answer this one, let’s have a look at some statistics:

  •  80% of individuals can recall a video ad they've seen in the past 30 days (Online Publisher Association)
  •  64% of people are more likely to buy a product or service after watching a video about it (SocialMediaToday)
  • We found out that Facebook and Instagram stories ads have 2X lower CPM compared to Newsfeed Ads
  • Videos have 135% higher average organic reach compared to photo posts (Socialbakers)

In simple terms, Facebook and Google know that video will help them increase user’s attention to ads and sell more. Therefore, they prefer video formats on their sites (using lower prices and higher reach). That’s a clear advantage for advertisers and another reason why you should optimize video for Facebook. And, as you just learned, Facebook video ads are more effective and less expensive. 


Question #4: What is blocking e-commerce advertisers from using video ads?

In our opinion, it’s two main aspects. Firstly, it’s what we call the “Creative Delay”, or the time it takes to create video ads and, subsequently, create them for hundreds or thousands of products. Secondly, it’s the challenge of understanding which products are the best performing

A solution to these challenges was the one thing we couldn't find anywhere online. That's right, there was no Facebook video ad creator to be found. So, we went ahead and made it ourselves. :)

We have something very exciting in store for you! ROI Hunter Creative Factory, a creative suite integrated into ROI Hunter and our Design Support Team. Both are designed to specifically help e-commerce advertisers take advantage of Video Advertising on Facebook and Instagram. With this, you can create video ads with ease.

We will help you create amazing, mobile-friendly, editable video templates in-brand which you can easily apply to products from your product feed to win more attention that converts.

Now that you have been given the facts and have seen how much better videos perform than images, it is time to take advantage of this amazing opportunity with your Facebook video ads. 

Want to know how to create a Facebook video ad? Look no further.

Interested in knowing more? Book a free demo with us here:

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80% of individuals can recall a video advertisement
Online publisher association (OPA)

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