Hey, did you know that if you run shorter video ads on Facebook, that they’ll actually auto-play more times?
It may not be a significant factor, but it’s something to consider either way.
As Meta explains:
“In most cases, video ads on Facebook that are 30 seconds or less loop for approximately 90 seconds. Looping means that your video replays after it ends.”
So Meta’s ads will loop based on duration, not on the number of times an ad itself is played.
Which means that the shorter your ad, the more times it will loop, if left unchecked.
“Example 1: You have a video that is 30 seconds long. In this case, your 30-second video loops 3 times for a total of 90 seconds.
30 seconds x 3 loops = 90 seconds
Example 2: You have a video that is 16 seconds long. In this case, your 16-second video loops 6 times for a total of 96 seconds.
16 seconds x 6 loops = 96 seconds
16 seconds x 5 loops = 80 seconds
Since 96 seconds is closer to 90 than 80 seconds, your video loops 6 times in this instance.”
Now, this is all relative to the viewer allowing this to happen, and not skipping or scrolling by as the ad plays over and over. But in some cases, shorter ads will get a lot more plays, which could have inherent branding benefits.
Or a higher annoyance factor, depending on the specifics.
It’s a bit of a tangential consideration, but there could be instances where shorter ads have significantly more value in this respect, as they repeat your brand messaging within that 90-second time frame.
Meta also notes that in some instances, the number of times your video loops on Facebook dynamically adjusts to achieve better results for your ad.
“In these cases, your video may loop for less than the standard 90 seconds or up to 180 seconds.”
But videos longer than 30 seconds don’t loop:
“After your video ends, the thumbnail image appears with a play button. People can click on the play button to play your video again. On Instagram, videos of all lengths loop continuously, as long as you can see the video on the screen.”
So it’s not applicable to IG, where the ad will just keep playing regardless of length. But on Facebook, if a user leaves your video ad active, shorter messaging could have expanded value in some respects.
It’s probably not a major consideration, but an interesting element to consider in your planning.
