Facebook, Twitter: Users Process Mobile Content Faster

Research done independently by both Facebook and Twitter ... we are processing and absorbing a lot of information... 47% of the value in a video campaign was delivered in the first three seconds, 74% ... the first ten seconds...
Content consumption in mobile feeds is inherently different from content consumption on other platforms, such as desktop or TV -- and even different than on mobile apps and sites that aren't feed-based.
when those initial seconds resonate, we also know that people watch a lot more of the video. When people watch the first three seconds of a video on Facebook, 65% of those people go on to watch at least ten seconds of the video, and 45% make it to 30 seconds.
1. Make products part of entertaining stories. 2. Use people early on in videos to draw in viewers. 3. Consider that many people watch video with the sound off, so use subtitles in video. 4. Highlight product value up front.