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Vital Video Advertising Facts For Facebook and Instagram Marketers

Written by: Carolyn Berk, Content Marketing Associate

Video advertising is the rising star of the display advertising world, and with good reason. These immersive ads are more than simple pictures; they engage audiences with sights and sounds, making for a more memorable viewing experience. These rich attributes make video an ideal format for advertisers looking to share products or games with new audiences. Below are just a few things that you need to know before you launch your first — or next — video campaign on Facebook or Instagram:

CTA - Video AdsInfuse Your Videos with a CTA

While video ads are known for being attention-grabbing, running them without a clear objective doesn’t provide any long-term value to your business. Determine what you would like your audience to do after seeing your ads. If a direct response objective is your ultimate goal, try including a call-to-action (CTA) button with phrases like “Learn More,” “Download Now,” or “Shop Now.” Regardless of your CTA, you’ll want to use your video ads to showcase details about your brand — whether it’s giving users a taste of your app’s graphics and user experience, displaying in-game footage, or offering a sneak peek at new seasonal collections.

HD Screen - Video AdvertisingConsider the User Experience

Once upon a time, audiences could only view videos in movie theaters or on their TVs. Now people only need to open up a laptop, whip out a tablet or just look down at their phones in order to view a video. Because your video ads can be watched in a variety of ways, you need to ensure that they will resonate with audiences regardless of where they watch. Some best practices to keep in mind:

  • Because your video can be viewed on different-sized screens, make sure the formatting translates well to many devices.
  • Your video ad will play without sound until users choose to unmute them. Using text or subtitles can help deliver the message to viewers, even when your video is silent.
  • Captivate your audience within three seconds! Viewers may not always stick around to watch your whole video, so it’s vital that you grab and hold their attention within the first moments.

Film Play - Video AdvertisingReuse and Recycle Your Videos

Running a video ad campaign doesn’t necessarily mean starting from scratch. Many brands have opportunities to build on videos that they’re already using to drive customers to their business. Repurposing existing content allows you to easily test out video ROI before committing more budget to original campaigns. It also enables you to quickly experiment with different creative concepts, so you’ll have a good idea of what works and what doesn’t. Armed with this valuable data, your business will have a profitable future in video advertising.

  • Running a TV ad for your brand? Repurpose that ad for social advertising.
  • Have an intro video that provides an overview of your company on your website? Tweak that to run as an ad.
  • Use sales demo videos to explain your product to prospects? Take that content and splice it with a promotional message to give potential new customers an idea of what they can expect if they make a purchase.

Learn how leading mobile game company Kabam leveraged video ads and its own in-house expertise to find new high-value users for its hit game. Download The Case Study Now!

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