Looks like video will in fact be the future, as companies such as LinkedIn and Facebook are all set to introduce video ads onto their platforms. While LinkedIn started a beta test for its video ads earlier this year, Facebook will now take steps in the direction.
On Thursday, the company announced that it will be tweaking its mid-roll ads and adjusting its news feed algorithm to surface more relevant video clips. Here is an excerpt from the company’s blog post:
“We are updating news feed ranking to improve distribution of videos from publishers and creators that people actively want to watch. With this update, we will show more videos in News Feed that people seek out or return to watch from the same publisher or creator week after week—for example, shows or videos that are part of a series, or from partners who are creating active communities. Engaging one-off videos that bring friends and communities together have always done well in News Feed and will continue to do so. We also want to make it easier for show creators to reach their existing community.
“For example, if your show page is linked to your existing page, we will enable you to distribute episodes directly to all your followers. This will make it easier for show creators to grow an audience for new shows, and for people to connect with content they may be interested in. This is something many show creators have been asking for, and we will continue to improve the experience of creating and managing shows. Next year, we will begin testing pre-roll ads in places where people proactively seek out content, like Watch.
“While pre-roll ads don’t work well in News Feed, we think they will work well in Watch because it’s a place where people visit and come back to with the intention to watch videos. We’ll start with 6-second pre-roll with the goal of understanding what works best for different types of shows across a range of audiences. We’re excited about the future, and we’re committed to providing our community of publishers and creators with the solutions they need to build a thriving business on our platform.”
The company will put a strict time limit on pre-roll ads: “We’ll start with 6-second pre-roll with the goal of understanding what works best for different types of shows across a range of audience.” This is different from YouTube, where the ads can be many minutes long but users are given a chance to skip long ads.