In short, this means using a variety of formats across a campaign. Content which: 

  • gets people’s attention 
  • allows people to interact with your content 
  • immerse themselves in it more deeply.

Facebook data shows that campaigns with ‘mixed assets’ like this do really well. But they also overreach. Facebook project a world where the only things that exist are their ad formats.

And on that basis, it’s a world in which a ‘long video’ could be one that only lasts 15 seconds.

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Why Facebook hate long content, but people love it

medium.com

We know that if you create something that behaves a bit more like ‘content’ and a bit less like ‘advertising’ people are more likely to engage and share.

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