August 29, 2017
Transferring a TV ad to Facebook and Instagram isn’t as easy as a simple upload. There are numerous details to consider, such as aspect ratios, duration, and message delivery. Additionally, there’s a difference in viewership expectations between traditional TV commercials and social media videos.
As opposed to social media videos, TV ads are viewed in a “forced view environment” of approximately 30 seconds. Viewers aren’t given the main point of the ad until the end. Facebook and Instagram video ads, on the other hand, need to cater to mobile devices and the fast-paced routines of their consumers.[bctt tweet=”Unlike TV ads, social media videos should get the message across within the first few seconds. #digitaladvertising #viewerexpectations” username=””]
Below are five ways you must do to repurpose your TV ads for Facebook and Instagram:
- Shorten the video to approximately 10 seconds. According to a Facebook research, 47% of a video’s value is delivered in the first three seconds and 74% in the first 10 seconds. If you create a video longer than 10 seconds, you lose your viewers’ interests.
- Communicate your message clearly from the get-go. Unlike a TV ad, you want to give your viewers the point of your ad while their attention is freshly attuned. In fact, your ad’s message should appear within three to ten seconds of the ad.
- Craft videos for sound off. Viewers should be able to easily interpret your message without sound. Use captions to allow viewers to understand your video without sound.
- Use the correct aspect ratio. If you can’t alter your TV ad to the optimal vertical 4:5 ratio for Instagram or a 2:3 ratio for Facebook, you may need to get creative. If you do have the 16:9 widescreen ratio, Facebook recommends experimenting with grids and stacked images. For instance, you can run two or more parallel storylines simultaneously by splitting the screen.
- Get your brand on the screen at the start. Again, the average social media viewer’s attention span is shorter when it comes to video content. Make your mark as early on as you can.
- Be creative with aesthetics and rhythm. This ties back to number two. Although you want your viewers to grasp your message without sound, they aren’t going to bother watching your video if it doesn’t give them anything visually pleasing. And if the content’s visual rhythm is too fast or too slow, your viewers are less likely to give your video much attention.
Keep this list in mind, and you’re well on your way to transferring over to a social-media video marketing campaign.