People don’t shop like they used to. That means the methods of advertising need to change to convert that advertising into sales. Facebook has recently changed their newsfeed algorithm to focus more on meaningful content, reinforcing the necessity of advertising on its platforms. 2017 showed Facebook generating $39.9 billion of advertising – no small chunk of change. Retailers will be getting smart, redoubling their advertising efforts as their organic content becomes deprioritized.

Facebook Logo and cursor
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Branding is very important on these platforms, and Facebook offers comprehensive tools to grow sales. All of this and more has been reported by, who also say the bottom line for retailers is to stand out, efficiently driving sales and leveraging Facebook’s algorithm in their favour. They went on to give 4 recommendations for retailers advertising on Facebook in 2018.

Forget Static Images

Facebook has various video formats like Instagram Stories that can help to drive sales. Let’s face it, news feeds are busy places, and utilising this limited space can be difficult. Retailers who invest in video will have the advantage over brands using static images. Facebook really understands the value of video advertising and is actively putting together new video formats like Facebook Watch and the aforementioned Instagram Stories to help the growth of video on its platforms.

If you’re working with video on Facebook, it is important to put mobile design first. Get rid of the widescreen 16:9 aspect ratio for the videos and go square or vertical to accommodate the rapidly growing mobile advertising sector.

The video productions should also be short and to-the-point. News feeds, and the Internet itself, can overload users with content. Aim for a video that is between 6 and 15 seconds long – with the most important information coming within the first 4 seconds. This will stop the potential customers from scrolling further.

Try to take advantage of Instagram Stories and Facebook Collection. Getting on those boats early will let you enjoy a lower cost per impression (CPM) and a higher return on your ad spending (ROAS).

A/B Testing Critical For Video Success

Nobody has a crystal ball to tell the future. Therefore, it’s important to use A/B testing to determine the best performing video for each target audience. Testing videos allows for a virtually unlimited number of optimisations. Start simply by testing 2 to 4 creative styles.

Once you find the best version, test the video variables to maximize conversion opportunities. These variables include: display, different messaging, colour, Facebook placements, audiences, video dimensions and video length.

Personalization and Messaging

Tailor-making videos is a very fast-growing trend in 2018. Personalization makes it possible for retailers to provide a relevant and positive experience, boosting campaign clicks through ratings and conversions. Does the personalized video provide value to the user experience? If yes, personalize away!


Facebook has unparalleled interest and behaviour-based data. Let them do all the work and leverage data to personalize, target and gain insights. When combined with first-party data, retailers have the ability to scale and segment campaigns efficiently. Pairing this with A/B testing will help your video to stand out in the newsfeed.

Facebook’s reporting tools are also useful in gaining sales. They allow retailers to filter campaign analytics by gender, geographic location, time of day, device and more to find out which optimisation opportunities bring the most sales.

Video Continues To Ascend

Video is not going away. It will show an astounding amount of growth in 2018. That means taking additional steps to stand out in a crowded news feed that prioritizes paid video over organic content is, and will be, the name of the game.