What Is Facebook ThruPlay and How Can It Help Your Business?
Facebook has just announced a new video ad optimization setting known as ThruPlay, which targets Facebook users that are likely to watch videos to completion or for at least 15 seconds. ThruPlay will be the new default optimization setting for video ads. Previously, the default optimization setting for video ads was 10 seconds, but now the platform is going up to 15 seconds, the same length as Instagram story clips.
If you run video ads on Facebook, this means you may need to change your video strategy since you can now target users that are likely to watch your videos up to 15 seconds. If you have active video campaigns on Facebook, you’ll need to adjust the optimization settings, or the platform will pause your campaign after July 31st.
Learn more about this new optimization setting and what it means for your Facebook ads campaign.
What is ThruPlay?
If you’ve run video ads on Facebook where the primary consideration for your ads was “video views”, you’re probably familiar with the platform’s optimization settings. Previously, you had two options:
- 2-Second Continuous Video Views
- 10-Second Video Views
If you chose the former, you’d be targeting Facebook users who are most likely to watch your video for just 2 seconds. Choosing the latter means you’d be targeting users most likely to watch for at least 10 seconds.
But now Facebook is replacing the 10-Second Video Views option with ThruPlay. If you choose this option, you’d be targeting users most likely to watch your video for at least 15 seconds or to completion, whichever comes first.
Starting July 31st, 2019, the 10-second Video Views optimization option will go away entirely and Thru-Play will be the new default option. Facebook will also pause all campaigns still using the 10-second optimization option, so if you have existing video ad campaigns, you’ll need to switch over to either ThruPlay or the 2-Second Continuous Video Views option.
How Will This Affect Your Video Ad Campaigns
From a marketing point of view, you’ll need to rethink your video ad strategy. As Facebook starts targeting users most likely to watch for at least 15 seconds, you’ll need to make sure your videos are getting their point across in 15 seconds or less. If the video is longer than that, chances are users won’t watch all the way through, considering viewing rates typically nosedive after the first few seconds. If you want users to click on a link to your website, you can now wait until the 15-second mark to share your CTA.
When viewing your engagement statistics, it may seem like your cost-per-ThruPlay is going up and fewer people are watching your videos, but that’s because Facebook is changing the way it tracks engagement, moving from 10 seconds to 15 seconds.
Incorporating ThruPlay into Your Video Ads
- Creating a New Video Campaign with ThruPlay
If you want to create a new video ad campaign using ThruPlay, start by creating a new campaign in Facebook Ads Manager. You’ll need to select the consideration “Video Views.”
When optimizing your ads, ThruPlay will now be the default option, so you’re already good to go. But you can still select the 2-Second Continuous Video Views option if you want to target users that will watch your videos for just a few seconds.
You can then adjust the rest of settings like you normally would, including custom audiences, ad placement, and ad type, including Single Video, Slideshow, and Instant Experience.
- How to Adjust Existing Video Ad Campaigns
If you have existing video ad campaigns on Facebook, you’re probably still using either the 2-Second Continuous Video Views option or the 10-Second Video Views option.
To avoid having Facebook pause your active campaigns, you’ll need to switch to either the 2-Second option or the new ThruPlay option.
Click on the “Edit” option in Facebook Ads Manager. Go to “Optimization and Delivery” where you should see the new ThruPlay option. Choose either the 2-Second option or ThruPlay to keep your campaigns active.
Facebook is always updating its ad settings. The release of ThruPlay shouldn’t affect your video ad campaign too much, but you should be aware of these changes as you go about targeting different kinds of users.
For more social media marketing news and tips, sign up for a social media conference to stay in the know.