getting creative with facebook and instagram video advertising

Advertising Automation

LIGHTS, CAMERA, CALL-TO-ACTION!

Getting Creative with Facebook and Instagram Video Advertising


Video ads are no longer just the domain of brand marketers


Video ad growth is exploding, driven by direct response

$30.3 billion worldwide video ad spend by 2018Source: ZenithOptimedia, March 2016

VIDEO ADS ON FACEBOOK + INSTAGRAMFlexible ad formatsEye-catching autoplay functionalityIntegrated direct response tools

Creative best practices and inspiration

Tips to jumpstart high-performing campaigns

Analysis of exemplary ads and why they work


Creative best practices for videos that inspire action


1. Follow the 3 second rule

ENGAGE RIGHT FROM THE STARTCapture viewer’s attention in the first 3 secondsStart with a captivating visual hookExperiment with video length


2. Choose thumbnails wisely

AUTOPLAY IS NOT A GUARANTEEViewers may see your thumbnail first if the video does not start playing automaticallyChoose a bold, eye-catching thumbnail imageAvoid using a random still from your video


3. Stick to a sequence

FAMILIAR PATTERNS CAN HELP PERFORMANCEIntroduce your product and build up to a compelling call-to-action

Give viewers a clear next step using the ad copy or content in the video itself


4. Be creative with your call-to-action

LIGHTS, CAMERA, CALL-TO-ACTION!Use Facebook and Instagram’s built-in CTA buttons, like Watch More, Download, Book Now, Shop Now, and Sign Up

Test in-video CTAs, using bold visuals to inspire action


5. Don’t limit your definition of “video”

THINK OUTSIDE THE BOXExperiment with different video formats to help your ads stand out and drive maximum performance

Still Image Sequence

Cinemagraphs Stop Motion Animation


6. Keep it fun and positive

ENTERTAIN AND DELIGHT VIEWERSMany people use Facebook and Twitter to be entertainedIntegrating humor can help your video ads resonate with your audience


7. Optimize for silence

ADS ARE SEEN, BUT NOT ALWAYS HEARDMusic and dialog are important tools, but viewers might not hear themUse creative overlay text and bold visual storytelling to get your message across without relying on audio


8. Make your content immersive

BRING VIEWERS OUTSIDE OF FACEBOOK OR INSTAGRAMTransport audiences and give them a unique, engaging experienceHelp people feel like they’re interacting with your product firsthand


Ideas to Jumpstart Your Video Ad Campaigns


1. Repurpose a TV ad or demo video

USE EXISTING VIDEOS TO GET UP AND RUNNING QUICKLYRepurposing other videos for Facebook and Instagram can make them even more actionableConsider some light editing to optimize existing videos for each ad channel


2. Make a video product catalog

A LITTLE MOTION GOES A LONG WAYTurn existing product photos into a short video slideshowTry featuring just one product per video for maximum impact


3. Show off gameplay or user experience

OFFER A GLIMPSE INTO YOUR GAME OR APPPreviewing in-app content can result in higher intent clicks to install your appShowcase a visual experience that puts the viewer in the center of the action


4. Create a how-to video

PROMOTE YOUR VALUABLE EXPERTISEIf you use an existing how-to video, make sure the format and style suits your advertising channelDon’t forget to include a link to learn more, or shop the products in your video


Video Ad Examples and Why They Work


1. Fabletics

ENTERTAINING, CONCISE STORY WITH A STRONG CALL-TO-ACTIONClearly conveys the value of Fabletics’ product in a fun wayExpressive characters and on-screen text help reinforce the story without soundA bold call-to-action (VIP exclusive offer) ends the video to drive purchases


2. Norwegian

SAYING A LOT WITH A LITTLEA simple, calm beach scene conveys the tranquility of the Caribbean destinations where Norwegian can take youA subtle text overlay hints at the chance for discovery, enticing viewers to book a flightPicturesque scenery fits in naturally with other organic content on Instagram


3. PillPack

CLEARLY DEMONSTRATING COMPELLING VALUEEasy to understand how to use PillPack’s product and the value it provides—all in 15 seconds

The message and next steps are clear, even without the audio playing


4. TripIt

AUTHENTIC TESTIMONIALS IN A VIDEO SPECIFICALLY FORMATTED FOR INSTAGRAMFriendly faces communicate the value of TripIt’s appTripIt cut down a longer-form video to feel more native on InstagramThe video ends with a taste of in-app functionality before a call-to-action to drive new downloads


That’s a wrap


The time to capitalize on video ads is now

VIDEO—ESPECIALLY ON MOBILE—IS MORE POPULAR THAN EVER

Time spent watching video is greater than everMobile adoption is fueling video growthFacebook and Instagram are investing heavily in video productsVideo ads are a powerful tool for both branding and direct response campaigns


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getting creative with facebook and instagram video advertising

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