We spend a lot of time interacting with media.
To be specific, U.S. adults spend over 10 hours per day watching, listening or reading content across all their devices.
Any guesses on where most of that media is consumed?
A. Smartphones (65% of total digital usage).
That’s some powerful data.
What does it mean? Our marketing minds need to continually shift to mobile-first customer experiences.
As we build out mobile-first experiences, video continues to lead the charge.
The folks at Buffer conducted an experiment to settle the score between square and vertical video. Here’s what they found out.
- Facebook News Feed: Use vertical video
-Using the same video content across vertical and square displays, vertical took the cake. The CPC was 26% less expensive with vertical video. The cost per view (CPV) was 68% less expensive with vertical video. The biggest takeaway for us advertisers…Facebook outperformed IG in overall CPC within the feed. - Instagram Feed vs. Stories: Use stories to inspire action
-If you’re looking to save a buck on your CPM and CPC, use IG Stories over the news feed. Buffer noted that Stories were 50% less expensive for CPMs and 30% for CPCs than the feed. Takeaway: Stories are great for CPM and CPC, but CPV, not so much. Buffer noted Stories being 71% more expensive on 3-second CPV. - Instagram News Feed: Use vertical video
If you’re running video ads for brand awareness and engagement, the IG News Feed is your spot. Buffer saw a 187% increase in folks watching over 50 percent of the video. Takeaway: Use vertical video on your Instagram News Feed ads.
