Facebook has an interesting feature for video ads that many people are still unaware of. Video ads that are 30 seconds or shorter automatically repeat for about 90 seconds, which means that shorter videos are played significantly more often.
The repeat system operates based on total playback time.
Meta's algorithm repeats video ads based on a fixed duration of 90 seconds, not on the number of times an ad is played. Therefore, a 30-second video repeats three times, while a 16-second video is played six times within the same period. The system calculates the number of repetitions by dividing 90 seconds by the video length and selects the number that comes closest to the target time.
Videos longer than 30 seconds do not receive this automatic repetition. Once finished, a play button appears, allowing viewers to manually choose to watch the video again. On Instagram, the system works differently; there, all videos repeat indefinitely as long as they remain visible on the screen.
Strategic implications for companies
This repetition feature can have a significant impact on advertising effectiveness. Companies that use shorter videos achieve more brand exposure within the same timeframe, which can enhance brand awareness. The repetitive nature ensures that the brand message is seen more often without incurring additional costs.
At the same time, this carries risks. Repeated ads can cause irritation among viewers who do not consciously skip the video. This can lead to negative brand perception instead of positive branding effects.
Recommendations for Advertisers
Marketers can strategically leverage this knowledge by consciously opting for shorter videos when brand recognition is the primary goal. The message must be strong enough to withstand repetition without becoming annoying.
It is wise to test different video lengths and compare their performance. Shorter ads may yield higher brand recall, but this must be weighed against potential negative reactions from the audience.