Videos ads have long been bothering marketers in their content generation plans.
Due to the formats, video ads are usually more complicated to generate than other formats, such as graphics and articles.
Factors like the plots, the shooting, the editing, the music, and many other factors affect the performance of the video ads.
But how are they affecting the performance, or how should they be used wisely to maximise the marketing performance?
Duration
Duration is very important at the beginning of creating the content.
Bear in mind you can create multiple durations of final videos from the main video, which enables you to conserve resources.
Usually, awareness contents are better if it is short. 6-second or 15-second are common.
The reason behind is main purpose of the ads is to let the audience remember your brand/products. Therefore short but impressive videos would be the best choice.
And conversion contents could be longer. Because the audience already remembers your brand and is interested to know more about your brand/products. A 2-minute long video is still acceptable for conversion content.
2. Frame ratio
Frame ratio is important in today’s digital world. Since every social media and ad platform got a different best ratio, it is important to let your producer or editor knows the final ratios of content that you want.
A rule of thumb would be
Facebook: 1:1 or 4:5
Instagram: 1:1 or 4:5
IG Story: 9:16(vertical)
YouTube: 16:9
Twitter: 2:1
3. The leading “Character”/”Theme”
The main purpose of awareness videos is to let the audience remember the brand/products.
Usually using “People” as the main character, and putting “Story” as the main theme of the videos would get better performance. As this could easier to build connections between your brands and the audience.
For consideration and conversion videos, the main purpose is to build brand/product favourability and conversion towards your brand/products.
Usually using “Product” as the main character, and putting “Features” as the main theme of the videos would get better performance. This could let the audience know that your brand/products are more suitable than others.
4. Music
Although most Facebook & Instagram users would not turn the audio on while viewing the post, YouTube users are likely to turn the audio on.
It is usually advised to use upbeat music at the beginning of the videos to catch the attention of the audience.
5. Audio and Supers
Audio especially speaking has a strong grabbing attention ability. Therefore it is wise to put people speaking, or voiceover in the videos.
Moreover, supers, that is the words on the screen, also can enhance the message that you want to bring to your audience.
6. CTA(Call-to-action)
Call-to-action is important in every ad. A more preferred way would be for the character in the videos to tell the CTA verbally, with supers on it.
However, this would be quite resources consuming if the ads got a lot of versions.
You could also prepare a standard end card with a call-to-action on it, and then use it in every video.
Video creatives are strongly affecting the performance of video ads, and there are no fixed rules for producing great ads. Experiments should be always used to find out the better performance video creatives.
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