By 2020, it is expected that video will account for 75% of all mobile data. This is being propelled by Facebook’s shift to prioritise video content and its massive user base expansion.
Video, especially on mobile devices, is rapidly gaining popularity throughout the globe. There’s a huge opening for astute marketers here. Nevertheless, the previous guidelines are now obsolete. What factors should you keep in mind when comparing the films you’ve posted on Facebook with those you’ve posted elsewhere?
1. Appropriate size
Your video advertisement’s optimal length should be determined by the campaign’s goals and the target demographic. More and more video advertisements, including the much-discussed 6-second trend, are opting for shorter lengths.
This makes perfect sense.
There is a lot of material for your audience to sift through. It has been calculated that the average Facebook user may scroll as far as 300 feet every day. The Statue of Liberty is that tall!
While deciding on the best duration, keep in mind how the target demographic typically consumes media. If you’re marketing on Facebook, for instance, you should know that around 70% of your audience is “on-the-go” and interested in quick-hitting content like short videos, advertising in Instagram Stories, snaps, and instant messages.
2. Second, scalability
Ads can’t be as effective if people become tired of seeing them and you need a lot of video content to reach everyone. The standard for video advertisements has been the 30-second TV spot. Linear television channels used to be (and still are) a prime location for brand advertising. The frequency of occurrence is one of the most common metrics employed. Or, how often can I force someone to watch my commercial? The more eyes on anything, the better, so the thinking goes.
In digital settings such as Facebook, the method is useless. The ‘newsfeed’ serves as a metaphor for the constant need for new material to attract users. There is a massive expansion of consumer options available to users at the present time. As repeating an advertisement (just like conventional techniques) can have a negative effect on social media platforms, marketers need to take extra precautions to prevent ad weariness.
3. Third, superiority in quality
The power of captivating storytelling in creative material is something that will always be around. While it may take a different strategy to succeed in the realm of the mobile newsfeed, stories and messages are still feasible to convey.
The shift to shorter video advertisements raises the bar for originality, but as the (now-defunct) app Vine proved, it’s still feasible to get the job done in 6 seconds or less.
The good news is that six seconds can provide a sufficient space for a tale to be told. And it may be rather powerful if executed properly.
Yet, brands must maintain their dedication to quality. However difficult to achieve given the volume of material needed, it is crucial that all video advertising be of excellent quality to avoid damaging the brand’s reputation.
4. Video Organization
While planning the layout of your Facebook video advertising, you should keep a few things in mind.
Always think about how your content will look on a mobile device; in this case, vertical or square video is preferable over horizontal. Why not take use of the full screen for the same price as a horizontal video ad?
Shut the noise out. As of late, Facebook has been experimenting with having sound on by default. Hence, you may encounter campaigns with sound, but the user may quickly disable the feature. Subtitles are a must for the majority of your video advertisements.
The opening second of a short video ad needs action to attract the viewer’s attention and prevent them from scrolling past.
The conventional punchline seen in advertising of yore should be avoided in favour of the business’s identity and content being presented immediately.
Next, think about whether or not your intended audience has access to high-speed internet via wifi. This is crucial for the success of video ads in less developed nations.
5. Action prompts
Facebook facilitates instantaneous response. You may add a call to action as a subtitle to the video or as a headline within the video itself (like “learn more”) (like click below for more information).
It is essential to keep in mind that a call to action is a staple of all successful video advertisements. You can accomplish this in a snap with Facebook. Next, you should think about why you really want to do it.
6. Check and Revise
Creative therapy cannot be reduced to a single, foolproof formula. Having the aforementioned “ingredients” in place puts you miles ahead of the competition. Nonetheless, it is still possible to prepare anything that does not taste nice, even though all the necessary elements are present.
For this reason, you’ll need to maintain a regimen of testing, refinement, change, update, and tracking. Repetition is the key. The point is made.
Several well-known companies have blundered badly in the realm of creative marketing since so much of it is up to interpretation. Facebook’s versatility lies in the fact that problems can usually be fixed or adjusted quickly.
Coming to a close
There’s no doubt that firms need to adapt their marketing strategies to reflect the preferences of their target demographic. For businesses, getting their video ads perfect the first time may give them a significant edge over the competition.