There’s no other way to say it: in 2021, video is key. Marketing pros around the world are using video now more than ever. In the last five years alone, video marketing has increased by 41%. But what exactly is it that makes video such a powerful marketing tool?
The fact is, videos are one of the most consumed forms of media out there. The popularity of YouTube brought video to the mainstream in the 2000s. Today, other apps like Facebook, Instagram, Snapchat, and TikTok have all found inventive ways to incorporate images and video into their platforms, too.
That’s why a truly effective marketing strategy should always incorporate both images and video content. 93% of marketers say video is an important part of their strategy. What’s more? 87% of them say video gives them a positive ROI.
Best Practices For Video Ads That Convert
Clearly, video advertising works. But the real question is, what are the best practices to make it work?
We’ve got the answers. Here’s our complete guide to video ads, featuring 13 foolproof tips for creating video ads that converts.
1. Size your video for each placement
The best part about digital marketing? The options are endless. There are so many places online to reach consumers, promote your content, and make an impact. But to do so, your videos have to be sized correctly.
Here are the top video sizing formats to take note of:
- 1:1 square for Facebook ads (on feed)
- 1:1 or 4:5 for Instagram ads (on feed)
- 9:16 for Instagram and Facebook stories, TikTok, and Snapchat ads
- 16:9 for YouTube ads
- 1:1 for LinkedIn ads
When choosing your video placements, don’t forget: 90% of mobile videos watched vertically have a higher conversion rate compared to videos watched horizontally. Basically, if the user has to turn their phone sideways, they’re less inclined to stick around.
2. Make a first impression fast
Did you know you only have 3 seconds to catch a viewer’s attention? Yep, you read that right.
To capture the consumer right away, make sure your main message or hook happens in the first 3 seconds of your video. This might mean introducing the problem your brand solves, shouting out a pain point for the viewer, or just grabbing their attention with something out of the ordinary.
Regardless, if it doesn’t go down within the first few moments, you might lose ‘em before they get to the good stuff.
3. Use the KISS principle for your ad messaging
If you haven’t heard of the KISS principle, it goes a little something like this: Keep It Simple, Stupid.
Sure, it’s not overly subtle. But KISS is an incredibly important thing to keep in mind for video marketing. Whatever your message is, make sure it’s easy enough for anyone to understand.
Avoid complicated language, intricate jokes, or long-winded sales pitches. When in doubt, do a test run of your video to see how people respond to the messaging before pushing it live.
4. Use the KISS principle for your ad duration, too
KISS can be applied almost anywhere in your marketing strategy. For example, when it comes to video duration, you’ve got to Keep It Short and Simple (see what we did there?).
The general rule of thumb is to keep video ads at 15 seconds or less. Anything over 15 seconds can quickly lose the consumer’s interest before they reach the call to action.
5. Copy matters
Every marketing campaign needs effective copy. In fact, compelling copy produces 7.8 times more website traffic.
When building your video ads, make sure all the copy – from the voice-over to any copy displayed on-screen – is concise, hard-hitting, and sends a clear message.
And above all else, don’t forget to spell-check. 59% of shoppers will actually avoid buying from a company if they notice an obvious spelling or grammar mistake in their marketing.
6. Don’t take yourself so seriously
Why so serious? At the end of the day, creative strategy is supposed to be fun. And the more fun you’re having, the more engaged customers will be with your content.
Don’t shy away from playing around and brainstorming unique, out-of-the-box angles. Every aspect of a video ad, from its format to its visuals, can be an opportunity to try something new and lock in your target customer.
7. Show off with social proof
No matter how awesome your brand is, most customers won’t automatically take your word for it. 88% of consumers trust user reviews just as much as personal recommendations.
To help spread the word, add social proof to your video advertising. Use Google, Facebook, or product reviews and personal testimonials wherever possible. That way, you can brag about your biz without actually doing the bragging.
8. Find creative ad inspo online
The internet is overflowing with useful (and free) resources for video ad inspiration. From highly engaging video ads on Facebook to tap-worthy Instagram ads, there are so many examples of creative video marketing out there to explore.
Not sure where to start? Click here to check out our all-time favourite spots for creative ad inspo.
9. Optimize for sound off
How many times have you stopped mid-scroll to watch a video, but didn’t bother to turn the sound on? You’re not the only one. 69% of consumers say they watch video with the sound off.
Make sure your creative strategy can grab a user’s attention with or without sound. Use bright colours, eye-catching visuals, and big, bold text.
And if your video has a voice-over, always add subtitles or captions so the user can follow along. In fact, 80% of consumers are more likely to watch an entire video if it has captions. Make sure your subtitles line up with the video’s voice-over and are displayed in a font and colour that is easy to read.
10. Use sound to turn up the personality
Just because you’re optimizing for sound off does not mean you shouldn’t get creative with sound on. Music, sound effects, and voice-overs can give your video ads a boost of personality and punch.
Use sound that evokes the feeling of your brand. For example, a personal trainer might use intense and inspiring sounds for her Facebook ads strategy. Meanwhile, a kid’s snack brand might pump up their video ads with music that is upbeat, playful, and childlike.
11. Don’t be afraid to break your brand’s look
Here’s the hard truth: people don’t like to be sold to. Most consumers can spot an overly sales-y ad from a mile away. And for most of them, it’s a big turn off. So, how can you keep your video ads authentic and still boost those click-through rates?
Simple: stop being so precious with your branding. The less your video advertising looks like advertising, the better. Your marketing campaign should look like it belongs in the user’s feed or stories.
To do this, incorporate common trends and visual styles into your video ads. Sell your brand through user-generated content, viral trends from TikTok, and Instagram story features, like polls and sliders.
Here are a few of our favourite examples to get you started:
12. Create thumb-stopping thumbnails
Thumbnails are often the last thing marketers think about when developing video ads. But ultimately, they’re the first thing the audience sees before the ad even begins. If you only have 3 seconds to hook a viewer, the thumbnail is like your 3-second head start.
Think of thumbnails like a YouTuber would. A great thumbnail makes all the difference when a viewer is deciding whether they want to click or keep scrolling. Try using a closeup of the subject, an expressive face, or a point of controversy. Anything that will make your audience stop their scroll.
And remember – your ad shouldn’t look like an ad. Keep that in mind when creating thumbnails, too!
13. Always add a call to action
You know the message you want your video ads to send. But when it comes time to communicate that message, you need to make sure it hits home.
That’s why every piece of video content should have a call to action or CTA. Plus, CTAs within videos get 380% more clicks than normal sidebar CTAs.
But where exactly should your CTA go? While developing your video ads and overall marketing strategy, try out these frameworks to see which ones get the highest click-through rate from your audience:
- Key Pain Point + Solution + Call to Action
- Key Pain Point + Benefits or Reasons to Believe + Call to Action
- Key Pain Point + Offer + Call to Action
- Benefits + Offer + Call to Action
- Benefits + Social Proof + Call to Action
- Benefits + Call to Action
- Social Proof + Benefits + Call to Action
- Social Proof + Offer + Call to Action
- Social Proof + Call to Action
- Solution + Offer + Call to Action
- Solution + Social Proof + Offer
- Offer + Call to Action
- Offer + Social Proof + Call to Action
- Offer + Benefits + Call to Action
When in doubt, let the experts do it for you
Building an effective video marketing strategy takes time, resources, and expertise. If you’re struggling with any one of the three, take the pressure off your plate!
At Followbrands, we offer Facebook and Instagram ads services that are affordable and strategy-driven, without sacrificing quality. From content creation to caption copy and budget strategy, let us handle your social media video ads so you can keep your eyes on the prize.
Ready to outsource your visual content marketing? Claim your free consultation here.
Have questions about your digital advertising? Contact us anytime or post your question in our Facebook community.