5 Video Ad Tips for 2020
5 Video Ad Tips for 2020 – There will always be a few eternal, universal laws to video ads. These are the aspects that will probably never change no matter the year.
An example of this is short-form content because you’ll only have your audience’s attention for just a few minutes if you’re lucky, a captivating first three-second, because that determines whether your audience stays or not, and a straightforward approach.
All these are video ad tips for any period. The fact is that platforms and the people who use them are constantly changing; there’s a need to re-strategize every year.
So what are the points of emphasis for this year when it comes to video ads? Read on below to find out.
The Amazing 5 Video Ad Tips for 2020
1. Optimize For Sound-Off Views + Overlay with Subtitles
Recent data showed that 86% of Facebook videos were played with the sound off. Does this change anything? And if so, what exactly does this mean?
Well, yes, this changes a lot. Imagine a video ad where the bulk of the information is conveyed with the voice (which is pretty much most video ads), with some CTA even carried by voice alone. This kind of video played with sound off is, well, not very useful.
So what does this mean, and how can you make a successful video ad despite this? Simple, you optimize for sound-off views.
And how do you do this? The first method is to get incredibly visual. Instead of conveying most of the information in the video with your voice, try using other graphics elements from images to charts and even emoji and just plain texts on screen.
And then there’s the second method – overlaying with subtitles. This means that people who forgot to turn sound on will still be able to read and see what you’re trying to say.
These are how you optimize for sound-off views.
2. Formatting – Go With Vertical or Square
Vertical and square video formats are THE format for the year. There’s no doubt about that. Before we go into further details, it is worth noting that a study carried out by Animoto recently showed that vertical and square videos receive an average of 35% more views and 85% more engagement than landscape videos.
Those are both astonishing figures by any evaluation. Why is this so? There are quite a few reasons, but one of the major ones is the mobile compatibility of square and vertical videos.
Studies showed that square videos take up about 78% of a user’s newsfeed page. This itself is telling.
Say you were trying to erect a billboard, would you go for one that would fill up more space or fill up less? The answer is self-evident.
Square and vertical videos also offer higher creative asset variety, larger canvas to work with and appear more personal and natural on mobile.
3. CTA Goes in the Middle
Your call to action should always go in the middle of your video ads in 2020. Generally, there are three broad options: having it right at the beginning of the video, in the end, or somewhere in the middle.
Our final verdict is that appropriate CTAs should always go in the middle. This way, your call-to-action does not catch the viewers off guard, as it does when it appears in the beginning, and does not look too late as it does when it sometimes comes during the ending of the video.
Having your CTA in the middle ensures you spur the viewer to take a step right when they’ve become interested and not a moment too soon or too late.
Over the last couple of years, mobile optimization has become a sort of household name in the digital sphere. And while web and UI/UX designers can be said to have jumped on this trend quite early, the same cannot be said of video marketers.
It is quite understandable, of course. It is much easier to serve videos in the same format on desktops, tablets, and laptops as you do with smartphones.
But thanks to the continual increase in mobile consumption of internet content, and social media’s constant cellular specialization, it has become even more imperative to make video content and ads explicitly created for mobile-only.
Or at least, that puts mobile consumption first before anything else. Some ways to do this include specific placement of elements, adjusting video formats as explained in the first point above, and making use of effects that go seamlessly with other mobile features.
5. Key Performance Index (KPI)
Perhaps more than any other year so far, 2020 is more about data than any other thing. But with the abundance of raw data available, you have to prioritize some over the other. You simply can’t keep up with all. Trying to micromanage every possible data point and the data source is a more significant avenue for failure than not working with data.
How does this apply to video ads? Well, you simply ensure your video ad campaign is more effective by defining a set of KPI and monitoring the data until they achieve your set performance benchmarks.
KPI in this form can refer to Key Performance Index, or Key Performance Indicators, which are both referencing the same things in this context.
The goal of a KPI in video ads is to set measurable outcomes/objectives for certain aspects of your videos. Among some of the most common performance indices are views, impressions, unique users, awareness lift, clicks, and view-through rate. For an actionable index, we have clicks, signups, purchases, and sales.
For video ads, though, the most important KPIs are the number of first three seconds views and your outbound click-through rate.
The first three seconds are essential because it hooks the viewers and sets the tone for the whole video, while the outbound CTR forms the very purpose of the ad.
Running a successful video ad campaign is perhaps more imperative now in 2020 than any of the past years. It is also much harder far to stand out and capture the viewers’ attention. Thankfully, though, we have provided five essential tips above that are sure to guarantee a well-informed, data-driven video campaign with a high success rate.
John leads the growth team at OFFEO and is highly passionate about everything digital. He has in-depth knowledge of SEO, Facebook advertising, and content marketing, and enjoys helping other marketers become successful.
Frequently Asked Questions -FAQ’S
What format should I go for when running ads on Facebook?
The recommended format will be either square (1:1) or vertical (4:5). Try to avoid using landscape formats as you are not able to secure as much ad real estate space as the other two formats.
How can I create video advertisements?
You can try out OFFEO, drag, and drop video creation platform that allows you to create social media advertisements effortlessly.
Is it expensive to run video ads?
The term ” expensive” can be entirely subjective, depending on the benchmarks of the cost that you are looking for. Generally, it’s more expensive to run ads in the USA as compared to other countries.
What type of video ads work best?
We notice that UGC(user-generated content) coupled with animation overlays tend to work very well on social as they look native and able to capture the user’s attention quickly.
Facebook (It’s properties such as Instagram) is the 1 #social advertising platform. If you are looking to reach the younger crowd, you can try out Tik Tok or SNAP. For reaching out to more female-centric visual community , Pinterest is the way to go.