How Butterfinger's Super Bowl Campaign Is Perfecting the Art of Facebook Autoplay Videos

Getting users to slow their scroll


Facebook's autoplay videos give marketers big viewership numbers to boast about, but they also pose a creative challenge: How do you grab someone's attention with a muted clip, enough to make them stop scrolling through the newsfeed?

That's why Super Bowl advertiser Butterfinger is working with Facebook's creative team to make short, clicky videos as part of its "Bolder than Bold" campaign from creative shop Santo and digital agency 360i. Unlike the string of Super Bowl advertisers rolling out their final spots before the game, Butterfinger is keeping its creative under wraps until Sunday and is instead teasing bits of creative through social media.

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