Visual ads are more engaging than text and images combined. Unsurprisingly, they are at the center of marketers’ attention. The largest social media network connects over 2.5 billion people around the world, but it gives brands less than a second to stop the user scrolling their news feed. People love videos more than static images or carousel ads. Every day, over a billion of them, are watched on Facebook. Videos are a strong driver of online sales, but it is not easy to make eye-catching ads.
As the Facebook audience is bombarded with ads every second, brands need outstanding clips that tell a story and captivate the viewer from the first fraction of a second. Fortunately, AI is there to help you. Check the Aitarget address to learn about efficient tools powered by machine learning. They will create ads automatically using only your product feed and templates approved by Facebook! Here are five key principles to follow.
Focus on the Value of Your Product or Service
Every ad must give a clear answer to the question “what’s in it for me?” Engagement does not equal entertainment. While your video ad should be unique, aesthetically pleasing, and eye-catching, it must also stress the benefits of the product or service it demonstrates. This will motivate the users to follow your CTA, whether it is to visit your website or subscribe to your newsletter. Value is the key to stopping people scrolling and swiping.
For instance, your short clip could tell a story that revolves around resolving common problems. If you were advertising an app for video creators, you could incorporate the content crafted by its users into your promotional videos. This way, the potential customers would see the end result, so the ad would be more impactful. This is exactly what Adobe Spark has done.
Include a Teaser Summary
This special type of video ad includes a short summary of what the product is and what it does, combined with a CTA, such as “buy now” or “visit our website”. Creating a teaser lets you give additional context. Besides, you can use any information left out from the main video. A short phrase or question will make the clip more compelling.
Use the Power of Sound
Marketers are also social media users, so they can draw on their personal experiences. Loud sounds are annoying to an overwhelming majority of people — almost 80% of consumers on these networks. They hate ads that start playing automatically. This poses a significant challenge, as almost half of all promotional videos are meaningless without sound.
Brands should make sure their clips are still effective in the silent mode. For example, they could add captions to the clips automatically or manually. Facebook allows you to do this easily.
Secondly, the video itself may be understood without sound. For example, consider the famous ad by Lacoste titled “Timeless”. In this video, the brand tells a story of love that lasts a lifetime. As the characters get older and change their style preferences, the polo shirt remains the only constant in the wardrobe. The message is clear (this clothing is timeless).
You Have 3 Seconds to Capture Attention
Social networks bombard users with information and ads 24/7. For brands, it is increasingly difficult to stand out in this insanely competitive environment where millions of companies are vying for attention. Why should a user interrupt their habitual scrolling and pay attention to your clip? They won’t do it unless the ad is engaging and fast-paced from the beginning.
Marketers should focus on intriguing the user in the first three seconds. Otherwise, they lose their attention. According to a study conducted by Facebook, when 65% of its members watch the first 3 seconds of a video, they are likely to consider watching for 10 seconds or longer. 45% of them stay for half a minute.
For instance, America’s Test Kitchen saw a 45% increase in leads and a 31% decrease in cost per lead when it replaced static images with bold animated ones. As they were shown in the first three seconds, the clips were extremely effective. The user would immediately see an animated image, logo, or recipe, depending on the version of the ad.
Another key to success is speed. Fast-paced videos are more engaging and therefore efficient. The only exception is when the ad includes a celebrity whose endorsement is enough to keep the users watching.
Stick to the Square or Portrait Formats
Choose the winning specs. If you are wondering if your clips must be landscape, vertical or square, opt for the latter. It is the most effective format these days, as most users access social media from their smartphones. In comparison, the landscape option is best for desktop screens — laptops and PCs.
Square ads require more space on a news feed (78% more) as compared to the landscape. They also get more views and shares. This means the videos are easier to see, and they generate more engagement. Completion rates are also higher, which was confirmed during an A/B test carried out by the Jane Goodall Institute. The square version got 100% more views and 200% more shares.
To Sum Up
Videos are at the forefront of social media promotion, as they offer the most powerful way to generate leads, boost awareness and encourage loyalty. On the downside, creating an impressive ad tailored to Facebook guidelines is quite challenging. Brands must think out of the box to tell captivating stories that drive sales.
For a video ad to be effective, it must be designed with specific specs in mind, and achieve the goal even when the sound is off. Advertisers have just 3 seconds to capture the attention of their target audience, which makes fast speed or celebrity endorsement crucial. The companies must also ensure their ads fit mobile screens, as the majority of Facebook users scroll their feeds from a smartphone.