Advertising Automation
LIGHTS, CAMERA, CALL-TO-ACTION!
Getting Creative with Facebook and Instagram Video Advertising
Advertising Automation
Video ads are no longer just the domain of brand marketers
Advertising Automation
Video ad growth is exploding, driven by direct response
$30.3 billion worldwide video ad spend by 2018Source: ZenithOptimedia, March 2016
VIDEO ADS ON FACEBOOK + INSTAGRAMFlexible ad formatsEye-catching autoplay functionalityIntegrated direct response tools
Creative best practices and inspiration
Tips to jumpstart high-performing campaigns
Analysis of exemplary ads and why they work
Advertising Automation
Creative best practices for videos that inspire action
Advertising Automation
1. Follow the 3 second rule
ENGAGE RIGHT FROM THE STARTCapture viewer’s attention in the first 3 secondsStart with a captivating visual hookExperiment with video length
Advertising Automation
2. Choose thumbnails wisely
AUTOPLAY IS NOT A GUARANTEEViewers may see your thumbnail first if the video does not start playing automaticallyChoose a bold, eye-catching thumbnail imageAvoid using a random still from your video
Advertising Automation
3. Stick to a sequence
FAMILIAR PATTERNS CAN HELP PERFORMANCEIntroduce your product and build up to a compelling call-to-action
Give viewers a clear next step using the ad copy or content in the video itself
Advertising Automation
4. Be creative with your call-to-action
LIGHTS, CAMERA, CALL-TO-ACTION!Use Facebook and Instagram’s built-in CTA buttons, like Watch More, Download, Book Now, Shop Now, and Sign Up
Test in-video CTAs, using bold visuals to inspire action
Advertising Automation
5. Don’t limit your definition of “video”
THINK OUTSIDE THE BOXExperiment with different video formats to help your ads stand out and drive maximum performance
Still Image Sequence
Cinemagraphs Stop Motion Animation
Advertising Automation
6. Keep it fun and positive
ENTERTAIN AND DELIGHT VIEWERSMany people use Facebook and Twitter to be entertainedIntegrating humor can help your video ads resonate with your audience
Advertising Automation
7. Optimize for silence
ADS ARE SEEN, BUT NOT ALWAYS HEARDMusic and dialog are important tools, but viewers might not hear themUse creative overlay text and bold visual storytelling to get your message across without relying on audio
Advertising Automation
8. Make your content immersive
BRING VIEWERS OUTSIDE OF FACEBOOK OR INSTAGRAMTransport audiences and give them a unique, engaging experienceHelp people feel like they’re interacting with your product firsthand
Advertising Automation
Ideas to Jumpstart Your Video Ad Campaigns
Advertising Automation
1. Repurpose a TV ad or demo video
USE EXISTING VIDEOS TO GET UP AND RUNNING QUICKLYRepurposing other videos for Facebook and Instagram can make them even more actionableConsider some light editing to optimize existing videos for each ad channel
Advertising Automation
2. Make a video product catalog
A LITTLE MOTION GOES A LONG WAYTurn existing product photos into a short video slideshowTry featuring just one product per video for maximum impact
Advertising Automation
3. Show off gameplay or user experience
OFFER A GLIMPSE INTO YOUR GAME OR APPPreviewing in-app content can result in higher intent clicks to install your appShowcase a visual experience that puts the viewer in the center of the action
Advertising Automation
4. Create a how-to video
PROMOTE YOUR VALUABLE EXPERTISEIf you use an existing how-to video, make sure the format and style suits your advertising channelDon’t forget to include a link to learn more, or shop the products in your video
Advertising Automation
Video Ad Examples and Why They Work
Advertising Automation
1. Fabletics
ENTERTAINING, CONCISE STORY WITH A STRONG CALL-TO-ACTIONClearly conveys the value of Fabletics’ product in a fun wayExpressive characters and on-screen text help reinforce the story without soundA bold call-to-action (VIP exclusive offer) ends the video to drive purchases
Advertising Automation
2. Norwegian
SAYING A LOT WITH A LITTLEA simple, calm beach scene conveys the tranquility of the Caribbean destinations where Norwegian can take youA subtle text overlay hints at the chance for discovery, enticing viewers to book a flightPicturesque scenery fits in naturally with other organic content on Instagram
Advertising Automation
3. PillPack
CLEARLY DEMONSTRATING COMPELLING VALUEEasy to understand how to use PillPack’s product and the value it provides—all in 15 seconds
The message and next steps are clear, even without the audio playing
Advertising Automation
4. TripIt
AUTHENTIC TESTIMONIALS IN A VIDEO SPECIFICALLY FORMATTED FOR INSTAGRAMFriendly faces communicate the value of TripIt’s appTripIt cut down a longer-form video to feel more native on InstagramThe video ends with a taste of in-app functionality before a call-to-action to drive new downloads
Advertising Automation
That’s a wrap
Advertising Automation
The time to capitalize on video ads is now
VIDEO—ESPECIALLY ON MOBILE—IS MORE POPULAR THAN EVER
Time spent watching video is greater than everMobile adoption is fueling video growthFacebook and Instagram are investing heavily in video productsVideo ads are a powerful tool for both branding and direct response campaigns
Advertising Automation
Visit our resource center for more guides, case studies and benchmark reports.