{"id":8283,"date":"2019-11-15T16:36:59","date_gmt":"2019-11-15T15:36:59","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8283"},"modified":"2019-11-20T15:28:56","modified_gmt":"2019-11-20T14:28:56","slug":"facebook-mobile-works","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/facebook-mobile-works\/","title":{"rendered":"Facebook Mobile Works : acc\u00e9l\u00e9rez sur la qualit\u00e9 vid\u00e9o mobile"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Facebook-Mobile-Works-1024x348.jpg\" alt=\"Facebook Mobile Works\" class=\"wp-image-8285\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Facebook-Mobile-Works-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Facebook-Mobile-Works-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Facebook-Mobile-Works-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/11\/Facebook-Mobile-Works-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Aujourd\u2019hui, sur Facebook 80% du trafic est mobile<a href=\"#_ftn1\">[1]<\/a> et 500 millions de personnes&nbsp;visionnent des vid\u00e9os sur Facebook chaque jour<a href=\"#_ftn2\">[2]<\/a>. Pourtant encore 66% des entreprises \u00e9voquent le manque de temps et 42% le manque d\u2019argent, pour produire davantage de contenus vid\u00e9os<a href=\"#_ftn3\">[3]<\/a>.<\/p>\n\n\n\n<p>Facebook\nMobile Works est un programme gratuit de Facebook qui permet aux marques de\ncr\u00e9er des vid\u00e9os destin\u00e9es au mobile.<\/p>\n\n\n\n<p>Les\nmarques peuvent acc\u00e9der \u00e0 ce programme deux fois par an en fonction de leurs\nbesoins, en mettant \u00e0 disposition du programme des ressources cr\u00e9atives&nbsp;: soit\ndes assets statiques (images), soit des vid\u00e9os.<\/p>\n\n\n\n<p><strong>Comment \u00e7a\nfonctionne&nbsp;?<\/strong><\/p>\n\n\n\n<p>La\nmarque s\u2019inscrit sur la plateforme et pr\u00e9remplit un brief cr\u00e9atif&nbsp;:\nmessage publicitaire \u00e0 mettre en \u00e9vidence, positionnement face aux concurrents,\nb\u00e9n\u00e9fice du produit, description cible \/ audience, etc. Ensuite, la plateforme met\nen relation la marque et une agence cr\u00e9a au choix, partenaire du programme\nMobile Works. Deux semaines apr\u00e8s, la marque re\u00e7oit une premi\u00e8re version des\ncr\u00e9ations vid\u00e9o et a le droit \u00e0 2 allers-retours offerts pour les affiner. Apr\u00e8s\nr\u00e9ception de la version finale, la marque s\u2019engage \u00e0 utiliser sur Facebook les\ncr\u00e9ations fournies dans les 3 mois suivants et avec un budget media minimum \u00e0\nd\u00e9penser.<\/p>\n\n\n\n<p><strong>Cas client<\/strong><\/p>\n\n\n\n<p>Keyade\nest l\u2019agence social media de Belambra, acteur incontournable de tourisme et\nnum\u00e9ro #1 des clubs de vacances en France. La marque souhaite axer sa\ncommunication sur les vid\u00e9os mobile first \u00e0 destination des r\u00e9seaux sociaux\n(format rectangulaire pour le fil d\u2019actualit\u00e9 et vertical pour les stories).<\/p>\n\n\n\n<p>Apr\u00e8s\navoir suivi toutes les \u00e9tapes du programme et pour retravailler la pr\u00e9f\u00e9rence\nde marque, Belambra a lanc\u00e9 une campagne branding avec les cr\u00e9as Facebook\nMobile Works d\u00e9but octobre, avec un objectif de reach.<\/p>\n\n\n\n<p>Aur\u00e9lie\nBaratte, Responsable Acquisition de Trafic chez Belambra commente&nbsp;: \u00ab&nbsp;L\u2019agence\na bien compris l\u2019ADN de Belambra et a plus que respect\u00e9 le brief suite aux\ninformations renseign\u00e9es sur la plateforme. Les cr\u00e9ations vid\u00e9o en mobile first\nsont qualitatives, tr\u00e8s bien r\u00e9alis\u00e9es et respectent les best practices Facebook&nbsp;:\nformat court, part belle \u00e0 la marque, sc\u00e9nario impactant. Nous sommes\nsatisfaits du rendu final, le montage vid\u00e9o et le message communiqu\u00e9 r\u00e9pondent \u00e0\nnos probl\u00e9matiques de mieux faire conna\u00eetre la marque.&nbsp;\u00bb<\/p>\n\n\n\n<p>Margaux Hanet,\nConsultante Social media chez Keyade rebondit&nbsp;: \u00ab Le programme Facebook Mobile\nWorks et l\u2019optimisation des vid\u00e9os nous ont permis de g\u00e9n\u00e9rer 50&nbsp;000 vues\n\u00e0 100% et d\u2019augmenter notre CTR de 9% par rapport aux campagnes pr\u00e9c\u00e9dentes. En\nparall\u00e8le, nous avons men\u00e9 une \u00e9tude Facebook Brand Lift permettant de mesurer\nla notori\u00e9t\u00e9 de la marque. Les r\u00e9sultats montrent une augmentation de 3,4 points de\nm\u00e9morisation publicitaire.\nLe format vid\u00e9o nous permet d\u2019obtenir un bon niveau d\u2019engagement et de\nvisibilit\u00e9, en ce sens le programme Facebook Mobile Works est pertinent pour\nles marques qui souhaitent acc\u00e9l\u00e9rer sur une strat\u00e9gie de branding gr\u00e2ce \u00e0 la\nvid\u00e9o. \u00bb<br><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><a href=\"#_ftnref1\">[1]<\/a>\nM\u00e9diam\u00e9trie<\/p>\n\n\n\n<p><a href=\"#_ftnref2\">[2]<\/a> <a href=\"https:\/\/tubularinsights.com\/500-million-watch-facebook-video\/\">https:\/\/tubularinsights.com\/500-million-watch-facebook-video\/<\/a><\/p>\n\n\n\n<p><a href=\"#_ftnref3\">[3]<\/a>\nBuffer<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aujourd\u2019hui, sur Facebook 80% du trafic est mobile[1] et 500 millions de personnes&nbsp;visionnent des vid\u00e9os sur Facebook chaque jour[2]. Pourtant encore 66% des entreprises \u00e9voquent le manque de temps et 42% le manque d\u2019argent, pour produire davantage de contenus vid\u00e9os[3]. Facebook Mobile Works est un programme gratuit de Facebook qui permet aux marques de cr\u00e9er [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8287,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,137,295],"tags":[109,429,103],"class_list":["post-8283","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-social-media","category-fil-actualite","tag-facebook","tag-facebook-ads","tag-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Facebook Mobile Works : acc\u00e9l\u00e9rez sur la qualit\u00e9 vid\u00e9o mobile - Keyade<\/title>\n<meta name=\"description\" content=\"Belambra, num\u00e9ro #1 des clubs de vacances en France, souhaite axer sa communication sur les vid\u00e9os et met en place le programme Facebook Mobile Works.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/fr\/blog\/facebook-mobile-works\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook Mobile Works : acc\u00e9l\u00e9rez sur la qualit\u00e9 vid\u00e9o mobile - 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