Getting Creative with Facebook and Instagram Video Advertising

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<p>PowerPoint Presentation</p> <p>Advertising Automation</p> <p>LIGHTS, CAMERA, CALL-TO-ACTION!Getting Creative with Facebook and Instagram Video Advertising</p> <p>1</p> <p>Video ads are no longer just the domain of brand marketers</p> <p>Advertising Automation</p> <p>2</p> <p>Video ad growth is exploding, driven by direct response$30.3 billion worldwide video ad spend by 2018Source: ZenithOptimedia, March 2016</p> <p>VIDEO ADS ON FACEBOOK + INSTAGRAM</p> <p>Flexible ad formatsEye-catching autoplay functionalityIntegrated direct response tools</p> <p>Advertising Automation</p> <p>For direct response advertisers driving real revenue growth through Facebook and Instagram, the power of video ads is clear. Digital video ad spend is expected to top 30.3 billion worldwide by 2018. And its just the beginning.</p> <p>Videos rise to dominance comes as no surprise to those keeping an eye on the latest trends in advertising, mobile, and consumer behavior. This dynamic format is perfectly suited to capture peoples attention on mobile, tell a quick and compelling message, and inspire viewers to take action. Whether thats making a purchase from your mobile website or downloading your latest app, video is a powerful medium for driving measurable direct response impact.</p> <p>The potential for increasing advertising ROI using video on Facebook and Instagram is especially promising. These platforms offer flexible ad formats, eye-catching auto-play functionality, and integrated direct response tools to help maximize your return on ad spend. If youre not taking advantage of the video ad opportunity, you may be leaving revenue on the tableso theres no better time to press play than right now.3</p> <p>Creative best practices and inspiration</p> <p>Tips to jumpstart high-performing campaigns</p> <p>Analysis of exemplary ads and why they work</p> <p>Since creative is perhaps more important with video ads than with any other ad type, this eBook is full of insights and tips to make your videos shine (and perform). In this guide, youll find:</p> <p>- Creative best practices and inspiration- Tips to jumpstart high-performing campaigns- Analysis of exemplary ads and why they work4</p> <p>Creative best practices for videos that inspire action</p> <p>Advertising Automation</p> <p>5</p> <p>1. Follow the 3 second rule</p> <p>ENGAGE RIGHT FROM THE START</p> <p>Capture viewers attention in the first 3 seconds</p> <p>Start with a captivating visual hook</p> <p>Experiment with video length</p> <p>Advertising Automation</p> <p>The first three seconds of your video ad are pivotal. Thats how long it takes for people to decide if theyll continue watching, or keep scrolling and abandon your message. Right from the start, videos should include a strong hook to capture the viewers attention.</p> <p>After the first three seconds, its important to consider the length of the rest of your video ad creative. While Instagram specifies that videos can be a maximum of 60 seconds long, Facebook allows for much longer videosup to 45 minutes!</p> <p>Short attention spans and conventional wisdom dictate that longer videos may not hold peoples interest, but its always worth experimenting to find the perfect length for your advertising goals. If the theme or atmosphere of your content call for a longer-form video and its performance is delivering high returns, dont be afraid to push the limits of each advertising channel. As long as you captivate viewers in those first three seconds, the rest of your video offers endless opportunities for creative messaging and experimentation.</p> <p>This ad for Qubec City tourism grabs the viewers attention right from the start. It begins with a man walking down a beautiful city street as the scene around him changes three times in the first three seconds. The result is a visually interesting hook that may mean potential travelers are more likely to keep watching and click to learn more.6</p> <p>2. Choose thumbnails wiselyAUTOPLAY IS NOT A GUARANTEE</p> <p>Viewers may see your thumbnail first if the video does not start playing automatically</p> <p>Choose a bold, eye-catching thumbnail image</p> <p>Avoid using a random still from your video</p> <p>Advertising Automation</p> <p>Your videos thumbnail image matters just as much as the video itself. Much of the time, video ads will begin auto-playing as soon as they come into view; however, auto-play is not a guarantee. Depending on mobile data connectivity and an individuals app settings, ads may display a static thumbnail first. In this case, videos dont start playing until someone taps the play button, so the thumbnail image becomes your best chance to catch someones eye.</p> <p>Visually appealing, colorful images that boldly communicate what your videos all about are strong bets. Make sure you choose a thumbnail that is clear, well-framed, and looks appealing as a stand-alone image. This means that simply picking a random still from your video may not deliver the best results. Steer clear of using frames that show blurry mid-action scenes or people facing away from the viewer.</p> <p>In its Instagram ad, Ralph Lauren Fragrances uses a clear, bold thumbnail image to catch peoples attention even if the video doesnt start auto-playing right away.7</p> <p>3. Stick to a sequenceFAMILIAR PATTERNS CAN HELP PERFORMANCE</p> <p>Introduce your product and build up to a compelling call-to-actionGive viewers a clear next step using the ad copy or content in the video itself</p> <p>Advertising Automation</p> <p>Videos are one of the most flexible creative ad formats available, but structuring digital ads around a familiar pattern should help drive performance. Throughout your video, introduce your brand to viewers and build up to a compelling call-to-action (CTA) at the end. Progressing to the CTA is essential, as its the key to enabling viewers to take further action from your ad. Especially for direct response advertisers, compelling people to click the CTAto make a purchase, download an app, and moreis everything.</p> <p>Another idea is to try using the ads copy to give viewers clues about next steps. Videos should hold the viewers attention every step of the way, so establishing a strategic sequence can help increase the likelihood people will take action.</p> <p>In this example, Azar shows a logical progressionthe story of two people meeting each other using Azars video chat appfollowed by a corresponding CTA to download the app so you can have fun meeting people, too.8</p> <p>4. Be creative with your call-to-actionLIGHTS, CAMERA, CALL-TO-ACTION!</p> <p>Use Facebook and Instagrams built-in CTA buttons, like Watch More, Download, Book Now, Shop Now, and Sign Up</p> <p>Test in-video CTAs, using bold visuals to inspire action</p> <p>Advertising Automation</p> <p>Lights, camera, call-to-action! To spark any downstream behavior beyond simple views, videos need a strong CTA introduced by a compelling sequence of events. To ensure that youve picked the optimal CTA, its smart to test all the available built-in options on the ad type youre using. On Facebook and Instagram, for example, you can choose from Watch More, Download, Book Now, Shop Now, Sign Up, and more.</p> <p>Another tactic is to emphasize your CTA in any ad copy accompanying your video. To give potential customers every opportunity to take your desired action, in-video CTAs are another creative approach to consider. Try including a screen in your video dedicated to your CTA, or even feature an integrated verbal prompt.</p> <p>Explore every strategy available to maximize the effectiveness of your CTA, and ultimately, the return on your video ad spend.</p> <p>Using an end card with a text-based or spoken CTA, like in this example promoting The Walking Dead: Road to Survival mobile game, is just one way to spark action from potential customers viewing your video ad.9</p> <p>5. Dont limit your definition of videoTHINK OUTSIDE THE BOX</p> <p>Experiment with different video formats to help your ads stand out and drive maximum performanceStill Image SequenceCinemagraphsStop Motion Animation</p> <p>Advertising Automation</p> <p>Not all videos require a big budget, actors, or a camera crew. One of the most exciting aspects of video ads is that they offer the chance for marketers to be incredibly creative with how they promote their products and services. Here are some interesting alternatives to a typical live-action video.</p> <p>Still Image SequenceA fast-paced sequence of still images can be a creative way to produce an engaging video ad without the need for actual video footage. Here, Michael Kors does a great job leveraging this technique.</p> <p>Cinemagraph Cinemagraphs are still photos that incorporate a subtle element of repeated motion. In this eye-catching example of an Instagram ad for the Chef Nightly app, the visual appears entirely still, except for animated steam that continually rises from the hot skillet on the table.</p> <p>Animation Whether its digital or stop motion, animation can be a powerful visual tool to catch peoples attention. On platforms like Facebook and Instagram, people are used to seeing real life photos and videos, so a colorfully animated ad is more likely to stand out. This Facebook ad from Too Faced Cosmetics makes great use of stop motion animation.10</p> <p>6. Keep it fun and positiveENTERTAIN AND DELIGHT VIEWERS</p> <p>Many people use Facebook and Twitter to be entertained</p> <p>Integrating humor can help your video ads resonate with your audience</p> <p>Advertising Automation</p> <p>People use social media to connect with friends and discover new things they care about. Many times, using Facebook or Instagram can be a fun escape, so dont be afraid to match your video creative to fit into this context. Taking an approach anchored by humor or human interest can be a fun strategy to test. Videos that are upbeat and entertaining may be more effective at driving your desired action.</p> <p>In Dollar Shave Clubs Instagram ad, the company tells a short, funny story that immediately conveys the value of their product to viewers.11</p> <p>7. Optimize for silenceADS ARE SEEN, BUT NOT ALWAYS HEARD</p> <p>Music and dialog are important tools, but viewers might not hear them</p> <p>Use creative overlay text and bold visual storytelling to get your message across without relying on audio</p> <p>Advertising Automation</p> <p>A videos music or dialog can be an important storytelling tool, but you should plan your ad creative assuming that the soundtrack may never be heard. Video ads on Facebook and Instagram auto-play with the audio muted, so people wont hear anything until they click on the video itself. Through the use of creative overlay text and bold visual storytelling, you can convey the value of your product without speaking a single word.</p> <p>This Instagram video ad from Gap gets across the modern style theyre promoting without the need for audio.12</p> <p>8. Make your content immersiveBRING VIEWERS OUTSIDE OF FACEBOOK OR INSTAGRAM</p> <p>Transport audiences and give them a unique, engaging experience</p> <p>Help people feel like theyre interacting with your product firsthand</p> <p>Advertising Automation</p> <p>Transporting audiences into your video makes for a more memorable experience. Try using an immersive perspective to help viewers feel like theyre interacting with your offerings first-hand. This Facebook video ad from Walt Disney World makes viewers feel like theyre shooting down a water slide at Blizzard Beach.13</p> <p>Ideas to Jumpstart Your Video Ad Campaigns</p> <p>Advertising Automation</p> <p>Creating and launching your first video ads can be fast and simple. These creative ideas will help get you up and running quickly, so you can start seeing how video can improve your bottom-line ROI as soon as possible.14</p> <p>1. Repurpose a TV ad or demo videoUSE EXISTING VIDEOS TO GET UP AND RUNNING QUICKLY</p> <p>Repurposing other videos for Facebook and Instagram can make them even more actionable</p> <p>Consider some light editing to optimize existing videos for each ad channel</p> <p>Advertising Automation</p> <p>If youve already created a TV ad for your brand or product, then you have a great starting point for video ads! While theres ample opportunity to produce custom video content tailored to each specific digital advertising channel, repurposing existing creative assets is a smart way to hit the ground running quickly.</p> <p>Television ads can work well as social ads because they give your audience a high-level introduction to your brand while remaining short, easily digestible, and entertaining. Repurposing TV ads for paid digital advertising gives you the opportunity to make the ad even more actionable with CTA buttons and informative copy. </p> <p>If you want to reuse an introduction or demo video from your website, make sure that its short and instantly understandable, even without sound. If thats not already the case, some lightweight editing can go a long way in making an existing video more effective for advertising on channels like Facebook or Instagram. Remember, people can easily visit your website or app to learn more, so dont feel the pressure to bog down your video by including every single detail or selling point.</p> <p>In this example, Thumbtacks video could work equally well if it were broadcast on TV, featured on their website, or promoted as part of a digital ad campaign.15</p> <p>2. Make a video product catalogA LITTLE MOTION GOES A LONG WAY</p> <p>Turn existing product photos into a short video slideshow</p> <p>Try featuring just one product per video for maximum impact</p> <p>Advertising Automation</p> <p>An easy way to dive into using video ads is to approach them in the same way you would a product-focused photo ad. Dedicate each video to just one product, showing off its unique details or filming it in action. Enhance the impact by styling these videos to have atmosphere and attitude, creating a visually engaging experience.</p> <p>Keep in mind that your videos can be very short, even just a few seconds. By using existing product photography or short video clips, you can experiment with featuring your offerings in a whole new way. Adding just a little eye-catching motion to your ads could be the trigger that inspires your target audience to make a purchase or download your appgrowing your revenues in the process.</p> <p>Here, Neiman Marcus Facebook video ad keeps things clear and simple when showing off the LAGOS Jewelry line with an eye-catching visual.16</p> <p>3. Show off gameplay or user experienceOFFER A GLIMPSE INTO YOUR GAME OR APP</p> <p>Previewing in-app content can result in higher intent clicks to install your app</p> <p>Showcase a visual experience that puts the viewer in the center of the action</p> <p>Advertising Automation</p> <p>Video ads are the perfect way to give audiences an idea of what its like to use your app or play your game. Offer up a visual experience that puts the viewer right in the center of the action.</p> <p>When someone has a sense of what theyll get prior to downloading your app, they may be more inclined to click the ad and download the app to explore for themselves. Even better, these new users downloading your app will already be familiar with the in-app experience, which could mean they are more likely to turn into high-value,...</p>