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Facebook’s Head of Small Business Says the Best Videos Pass This Test

The term “smartphone” is reductive. Yes, the devices are technically phones. They’re also undoubtedly smart. But neither component really gets at their significance. Today, 64% of U.S. adults own one; for many of us, the device has become something of a second skin, a filter through which we process, analyze and interact with the world.

This presents a big opportunity for small businesses to connect with customers. “I think the mobile phone is one of the most powerful tool for advertisers,” says Dan Levy, VP, small business at Facebook (FB).

As his title would suggest, Levy says one of the best ways to reach consumers on mobile is via Facebook (and Instagram). He may be biased, but he’s also #blessed with some convincing numbers: Facebook reported 1.6 billion monthly active users as of March 31, of which 1.5 billion accessed the site through mobile.

Related: Here’s How Small Businesses Can Harness Facebook’s Enormous Reach

According to Levy, video can be a great and inexpensive way for small-business owners to connect with users on their phones. To win the feed, he recommends that videos lead with visually compelling footage, as the first three seconds of any Facebook video will autoplay on mute.

“We call it the three-second audition,” says Levy. “Your thumb is in charge. As you’re flipping, it’s needs to be pretty interesting for you to stop and pay attention.”

To measure your video’s effectiveness, pretend you’re a consumer. It’s not a great sign if you’d scroll by your own content.

For more tips on what does and doesn’t work on mobile, watch the video above.