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Creating effective mobile video ads
In the era of scrolling and swiping, you have to be fast in convincing the user to stop and give your ad her precious time. So, picture your video ad on a mobile device from the very beginning and create it accordingly. Here are 3 key tips to get started.
Make the first seconds compelling: Incorporate some movement right from the start, create dynamic text effects and don’t wait too long to show your brand or product. Instagram and Facebook users are 23% more likely to remember brands that mentioned themselves within the first three seconds of the video. The same goes for your Call to Action - don’t wait till the very end, rather place it in the middle of the ad to reach as many viewers as possible.
Your video and message should be clear with or without sound, since many platforms auto-play ads with the sound off by default. Effective copywriting and clever usage of visuals are the keys to success here. It’s very important though not to overdo it with the text and not end up with a cluttered screen where text competes with images and overwhelms the user.
Thumbnail is arguably the most important part of your video, which defines whether your video will be actually given a chance - both by the users and the platforms. Facebook and Instagram may limit the reach of your ad if over 20% of its thumbnail is covered with text. So, use the space wisely! Also, if you are considering to run your ad in Instagram Stories, remember that you can not upload external pictures as your thumbnail there, which means that you should think about your thumbnail before or while you create the ad.
Last but not least, aim to create an organic easy going look, which allows the ad to blend in the feed and avoids the ad-alarm from going off in a matter of milliseconds.
First steps towards an effective video
Making a video for the sake of making one is not the best way of using your marketing budget. Something we can all agree on. So, how to make sure your video has a solid ground and does not waste your scarce marketing budget?
1. First and foremost, know why you are making a video. In other words, set a goal: What should your video ideally accomplish. Boost website traffic, keep customers on your website longer, increase conversion or brand loyalty - these are common goals for a video marketing production. And even though you want to make the best out of your money investment, it is important that you concentrate on one goal per video.
2. Knowing your goal will allow you to create a relevant Call to Action, which is one of the most important elements of a video. One of the tricks that increases the click rate is actually telling the people to click! :) Or swipe, or subscribe or whatever it is that you want them to do. Just make sure that your Call to Action suggest only one particular action.
3. Next, narrow your target audience. Who are you trying to reach with this particular video? What type of videos do they prefer - entertaining, informative, educational? What language should you use in your video? Quite a few questions have to be answered when it comes to your target audience if you want to increase the chances of your video actually being watched and bringing you closer to your goal.
You might say that these are really the basics. And you’ll be right. But honestly, how often do we skip the basics thinking we know it all?
How to make sure your videos reach the audience
If we keep it simple, it all comes down to three things: What you say, how you say it and where you publish the video. Obviously, each of these points deserves its own post, but we should get started somewhere, right?
Long gone are the days when we could start a video with a proper introduction and opening titles. If we fail to offer something of value to the audience, appeal to their senses or entertain them (obviously, the best would be to do all of the above) in the first couple of seconds, they will be gone, possibly forever. So, skip your intro and start your video by showing how your audience can benefit from your product; how they can save money or time using it, increase their business's value or simply make their mother happy. Make sure the major part of your video is not about you or your company, but rather about the customer’s needs and pains. Knowing these pains and offering a straightforward solution is a solid ground for an effective video.
Now, the most effective video on Earth does no good if we don’t publish it right. With over 1.5 billion users, YouTube is an obvious choice for your video content.
Still not sure whether Vimeo might be a better choice? Considering that Google gives higher ranking to YouTube videos compared to those hosted elsewhere, placing your video on YouTube is a great opportunity to increase your SEO at the same time.
Use the YouTube link to publish your video on your company’s webpage, embed it in your newsletter, integrate it in your email signature, BUT do not publish it on Facebook. Why? Facebook algorithm gives preference to native content over external links (such as YouTube, Vimeo, etc.) and hence your video will have lower reach if it’s not directly uploaded to Facebook. So, if Facebook is an important channel in your marketing strategy, you know what to do.
That’s all, but only for today. Stay tuned for more useful content on video marketing, including videos on Instagram.
Video Marketing Trends in 2019
We’ve past the point where it was important to explain why videos should be part of a marketing strategy. Now it’s all about keeping up with the video trends, of course if you are not the one who sets them. So, let’s go.
Believe it or not, storytelling is here to stay. So, sharpen your pencil, identify the perfect heroes for your stories (who coincidentally have the same profile as your major target groups), let them embark on their typical journey, with grace and a bit of drama, to finally rise above the challenge, sending out a strong message that is in line with the values of your brand. Think about using animation, overlays and some text beside beautiful imagery. And just like with any other instrument: Knowing your target audience is the key to crafting a truly powerful story.
Switching the sides and letting the audience know you and your business for real is another important trend. Expect more businesses and entrepreneurs to vlog from their everyday life in AND outside the office. Coffee breaks, meetings, new arrivals, a thought of the day, you name it. These videos feel real, human and above all - trustworthy. We tend to stick around a bit longer and before we know it, we are typing something back. There is hardly any better instrument to increase engagement with your audience and gain their trust and loyalty.
Another great means of bringing the audience right in the middle of all the hustle and bustle (or an island of tranquility if that’s your thing) are immersive and interactive videos. AR, VR and 360° have been on the rise for a couple of years and looks like they will make a big breakthrough this year. You don’t really need much to create an appealing 360° video, which gives the taste of the place and an irresistible desire of getting more. Who can profit from this trend? Museums, real estate, restaurants and universities - just to name a few.
Last but not least - educational content. Do you also have the feeling that everyone is hooked on webinars and online courses? Well, prepare for more educational videos in 2019! Apart from being a great instrument for actually teaching and transmitting information in a clear and visual way, they do a great job in sales through offering the audience valuable content and addressing the concerns they might have.
One thing is clear - video content is not only becoming more important, but above all - more diverse. Something that I am personally looking forward to!