Double the engagement for square
In the square video ad vs. landscape video ad A/B test, the square video saw 2X the engagement — twice as many shares and twice the organic reach. It also received 67% more views, 59% more reactions, and 39% more link clicks. It’s no surprise when you consider that square is a format optimized for mobile, and over 90% of Facebook’s daily active users access Facebook via mobile.
Elise decided to post the winning square video organically on Facebook. Without paying anything to boost the video, it got 20,683 views, 644 reactions, and 381 shares. The fact that it only takes 10 minutes to create a video made it easy not only to create two versions of a video ad to test in front of a targeted audience, but also to repurpose that same video to engage with fans.