People spend an average of three hours each day consuming content on mobile devices. Sixty-two percent of users say they check their phones 35 times a day. Studies also show that people pay more attention to content on their mobile phones versus content on their desktops or laptops. For instance, an individual will more likely watch a video till the end on a cellphone than on a computer. These facts show that cellphones dominate people’s attention. Because most people frequent mobile phones, marketers must design ads that are mobile friendly, in particular, video ads.
Video has been gaining significant popularity among individuals. For instance, more and more people create and view Facebook Live videos. In fact, Facebook Live has been so popular that Facebook is currently entertaining the idea of placing ads within live streams. The advent of Facebook Live isn’t the only indicator of video’s popularity. Instagram Stories also gained favor, causing brands, businesses, and Snapchat stars to flock to this new feature. After its release, users produced 360,000 videos on Instagram Stories.
Evidently, video is today’s hottest thing. Even Mark Zuckerberg predicts that Facebook will be all video in the future. If consumers are paying attention to video, marketers must dip their hands into video advertising. Here are four tips advertisers must know when crafting a successful Facebook or Instagram video ad.
1. Capture Attention Quickly
Because users, the younger ones especially, consume content within 2.5 seconds, marketers must design videos that quickly capture the audience’s attention. One way to hook your audience is with captivating thumbnail images. This may be a colorful, mouth watering dish for a Tastemade ad, a sleek, glinting black Mercedes for a car ad, or a perspiring can of beer for a Budweiser ad.
You can also captivate readers by adding a hero, or a main character, to your ads. This can be a spokesperson, celebrity, familiar character, familiar product (a hero can also be an object), or a universally loved brand. For example, Progressive always uses Flo, the lovable, perky Progressive salesperson. Another example is Maybelline’s use of celebrities such as Elle Degeneres, Katy Perry, and Sophia Vergara as heroes of their Covergirl commercials.
When capturing attention, marketers must also incorporate brand identity such as color, logos, design, or images that makes the brand familiar or easily recognizable.
Finally, marketers must write interesting, provocative, or surprising copy that compels the audience to watch the ad.
2. Design for Sound Off
Because, as research shows, most people watch videos with sound off, marketers must design videos that tell stories without sound. To do this, marketers can use graphics, captions, and text to communiate the story. When you design for sound off, you can reach an otherwise unreachable audience. This audience could be those who are in a quiet room or situation when they can’t use audio.
3. Frame Your Visual Story
Because mobile screens are smaller, marketers must design videos that accommodate the smaller screen. For example, marketers can experiment with different shots and frames, for example, zooming in at the product you’re trying to promote, or highlighting key elements. Avoid creating wider shots as figures may be too hard to see with the smaller screen.
4. Experiment More
No single perfect solution exists for creating a successful video, so it is recommended that marketers experiment to find out what works well for them. After all, what works for one brand may not work for another. Do not be afraid to push boundaries.
Understandably, some businesses may not yet have the ability to advertise through mobile. Not to worry, these tips are also applicable beyond mobile devices, to platforms such as tv.
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