Brands Can Now Create Interactive Video Campaigns on Facebook and Instagram

Ads could boost social engagement rates

Headshot of Lauren Johnson

Online rollover ads that let consumers move their mouse over a video promo to access more information about a brand have been a boon for publishers looking to make their videos a bit more interactive for consumers. Now, those video formats are coming to Facebook and Instagram.

Innovid, a company that powers campaigns for publishers including CBS, MSN, Crackle, Hulu and Roku, is launching a beta program to make its interactive video ads compatible with social posts. Innovid's advertisers include Microsoft, Mondelez and Target.

British tea and coffee brand Taylors of Harrogate ran a campaign last December to test the technology.

A 30-second video featured a button in the corner of the screen. When users scroll over it, they can take a quiz to find their perfect coffee flavor, buy products from retailers including Sainsbury's and Asda and sign up for emails.

The new format resulted in a 35 percent engagement rate with 4,400 likes, more than 250 comments and 400 shares.

"This is the first step in transforming social viewers into active participants," said Tal Chalozin, Innovid's co-founder and chief technology officer. "Facebook was a natural stepping stone for us because they've done an amazing job building a sophisticated ad platform that is continually reinventing itself. We are currently exploring other social platforms to see where interactive video experiences might also integrate well."

On mobile, clicking on a video pulls up a landing page where users can swipe through the experience.

But with Facebook and Instagram's upcoming changes to their algorithms that favor video, marketers will likely need to put a bit of paid marketing behind the posts to make them stand out.

The tech vendor's integration with Facebook and Instagram comes two months after signing a deal to measure Snapchat ad campaigns.


@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.