Facebook showed an ad unit at Digital Pharma East that had scrolling ISI underneath full brand claim messaging. In this post we dissect that technique and show brand marketers how to create their own ISI-enabled posts.
The most important thing to remember as a brand marketer is that this is a technique, not a technology. That means that any page can host these posts, not just branded pages (though comments will be set on for any unbranded pages that use this technique). Likewise, it means that there is no different functionality surrounding the ISI – the user can control it like any other video.
Watch the video below to see how this technique works:
Like any other Facebook video, these videos auto-start as the user scrolls past, as long as the post is set correctly in the publisher. For most videos this is important to grab attention but for pharma branded posts it allows us to ensure that the user understands that there is more safety information available.
Also like other Facebook posts the User controls the text post that appears above the video. This text can be quite large and can contain simple text and links to brand websites, safety information, or other required materials.
Since the video can be a still image or full moving content the brand marketer has a lot of flexibility about how to use this post type. Some ideas include:
- Repurpose content from display ads on the platform
- Patient testimonials that include claim and brand
- Full branded description videos
- HCP descriptions of the brand and potential benefits
- Patient support programs that can talk about condition and brand
- So many more…
Look at this post type as well as our examples over at our investigation of using Facebook for products with a black box warning. You can also check out the sample ad that was shown at Digital Pharma East in this FiercePharma story.