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Online video ad revenue is expected to reach nearly $5 billion in 2016; an amount that eclipses the $2.8 billion that video ads earned in 2013. Many businesses are getting on board with video advertising trends, using Facebook and Instagram to showcase their products and services in an engaging and innovative way. Looking for inspiration? Here are 5 companies that are taking their social video ads to the next level, and what you can learn from their success.
Society of Grownups teaches millennials how to manage their finances and any money-related matters they may encounter. To drive home the importance of money management, Society of Grownups created a series of Facebook video ads depicting several instances where audiences may need their classes. The videos contain amusing short sketches that entertain viewers while explaining the application of financial skills in real-world scenarios.
How does greeting card company Shoebox stay relevant in a digital world? By making short, shareable video ads that speak to a millennial generation. These bite-size videos mimic the brand’s off-beat humor (a sample greeting card: “Always trust your gut – especially when it tells you to put a donut in there”) and are right at home among organic Facebook Newsfeed videos that also feature quick and quirky content.
Peloton makes its TV commercials work just as hard as its customers! By turning a 30-second spot into a Facebook video, Peloton is able to get more bang for the buck by introducing its next-generation exercise bike to a wider, digital audience. If you’ve already spent money on a television commercial or video for your website, try introducing it to a Facebook or Instagram audience. Worst case scenario, you’ll know what your audience doesn’t want to see.
When video ads auto-play on Facebook timelines, they initially run without sound unless the viewer chooses to activate the audio with a click. Thanks to the proliferation of mobile devices, it’s often the case that people are browsing Facebook in public and unable to take videos off mute. In this scenario, it’s important that your video ads hook the viewer and get the point across in a visual way. In this Facebook video ad, Glowforge showcases how easy its 3D printers are to use, and how advanced projects can be, making the value of the product clear to audiences regardless of whether they hear the narrator speaking. If the viewer does choose to play sound, the voiceover will enhance the video instead of repeating what’s already been made obvious through the video’s imagery.
Fossil knows that video ads go far on a visually-focused platform like Instagram. This rich medium allows the watch brand to show off a new product with an emphasis on function and style, in keeping with the spirit of organic Instagram content. Because Instagram’s videos play on a loop, Fossil’s ad seamlessly repeats, letting users savor each unique feature of the showcased smartwatch.
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