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Why brands need to focus on visual storytelling on FB

Across the globe, people are using mobile devices and adopting visual language to communicate. As a result, video consumption is sky-rocketing, particularly in high-growth regions. To help global businesses show beautiful visual stories in News Feed on every device and connection type, we at Facebook, are continuing to invest in our ad products and our Creative Accelerator program.

People everywhere are embracing visual communication formats, like video, at a staggering rate. More than 50 per cent of people on Facebook in the UK, Brazil, South Korea, Singapore, Israel and the UAE watch a video every day. In Asia-Pacific, people are spending more time creating and consuming videos, including ads. In fact, in just one year, the number of video posts created per person on Facebook increased 75 per cent globally, 52 per cent in Australia, 36 per cent in South Korea and 138 per cent in the United Arab Emirates. People in the Middle East now consume more video per person than any other region in the world.

As storytelling on Facebook has become more visual for both people and brands, we’re continuing to invest in our products, so photos and videos load quickly, play smoothly and require little bandwidth.

Through our Creative Accelerator program, announced earlier this year, we’re also working with brands and their agency partners in countries like India, Indonesia, South Africa, Kenya and Turkey to create visual brand stories for every mobile device and connection type. The results of the program have been promising so far.

In Kenya, Coca-Cola launched a photo ad campaign designed to spread a locally relevant message of happiness. Compared to similar campaigns, ad recall increased by 18 per cent.

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Nestle Everyday’s Theatre in a Cup campaign connected with people across rural and metro areas in India using photo or video ads, depending on the person’s device and connection speed. Compared to similar campaigns in the region, the campaign increased brand awareness by nine per cent and purchase intent by five per cent.

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Lifebouy used photos and videos showing its soap’s effectiveness on germs to talk to moms in Indonesia about how washing hands helps keep families healthy. After the campaign, 9.4 per cent more moms in the area associated the brand with the statement ‘protects effectively from germs’.

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We, at Facebook, are committed to helping businesses connect with people everywhere using formats people prefer, across every connection speed and device.

Nikila Srinivasan is the product manager for emerging markets at Facebook.