The state of direct response video on Facebook

Facebook CEO Mark Zuckerberg sees “a world that is video-first, with video at the heart of all of our apps and services.” The results of this vision are easy to conceptualize on Facebook, just by the sheer amount of video content users share and interact with. However, when it comes to video advertising, there are notable differences in adoption based on strategic goals and by advertiser vertical. For direct-response-focused marketers, some of the latest developments in this area emphasize how video ads on Facebook hold value and are at least worth testing, even for traditionally non-video-oriented advertisers. Additionally, creative best practices have evolved to address a broader array of companies and production values.