Instagram video ads are one of the most useful weapons in an advertiser’s arsenal. But, you can’t just shoot a video ad and post it without giving it much thought. If you want your video ad to perform well, you must take some tips into account.
How to Create Effective Instagram Video Ads
Instagram has become quite a hit not just with individuals, but with businesses, too. It has become a major platform that advertisers can’t ignore. Whereas other social media platforms are trying to protect their users by monitoring advertisements, Instagram itself promotes ads as a way to increase engagement with its users.
Companies looking to advertise using Instagram have multiple options to choose from. You can choose from photo ads, carousel ads, video ads, and ads on Instagram Stories. The last two types of Instagram ads are much more effective in connecting with the users as they allow motion, sound, and sight to get the attention of the users.
Placing video ads allows advertisers to get their message across, but you need to be careful when creating the ads. Here are the best tips for Instagram video ads you should consider:
1. First Few Seconds Matters the Most
Users consume content at lightning-fast speeds. Most of the Instagram users will just scroll through their feeds or keep tapping to the next story. Therefore, you need to make an effort to make the first few seconds of the videos very interesting. This way, users are compelled to stop. Make sure to use catchy movement within the first three seconds of your Instagram video ad. Go for something that grabs attention instead of using an artsy yet slow opening.
2. Use Text and Captions
Instagram has videos on mute by default. When you have one less element to work with to capture attention, you need to use other means to convey your message. Apart from the visuals in the video itself, it’s imperative to use text. Add text to your video ads on Instagram so that users will know what it’s about without needing to unmute. You should also add a compelling and relevant caption to your Instagram ads.
But, you need to be careful about not using too much text. When you have a text-heavy video ad, you risk making it look unorganized and messy. Just use enough text to stimulate interest so that the user unmutes and even watches the whole video.
3. Identify and Solve a Problem
The best way to get the attention of the users is by offering them a solution to a problem.
You should identify the problem first as it will intrigue the users as to what solution you have to offer. This also facilitates an emotional connection between your brand and the user.
Once they stop their feed to see your ad, you can show them the product or service that you provide.
4. Have a Single Objective
When creating IG video ads, you should be clear about your motives. What do you want the ad to accomplish? This will help you pick the right campaign objective using the Facebook or Instagram ads manager. Generally, there are four objectives advertisers want to focus on:
- Brand Awareness. If you want your audience to recognize and remember your brand, this is the objective you should pick.
- Video Views. This is the objective you should choose if you want to get as many video views as your budget allows.
- Traffic. If you want people to click on your landing page, the traffic objective is the way to go.
- Conversions. The conversions objective is the best option if you want to increase sales of your product or service.
5. Blend In
Hard selling is not the best method to use when you create Instagram ads. People hate ads, so they likely won’t stick around if they know they’re watching an ad. Instead, try to make your video ad look less like an ad.
Blend in with your users’ feeds in an organic way. You should feature beautiful imagery, educate users with tips, or provide a tutorial in your Instagram video ads. For instance, if you run a travel company, you have a better chance of getting users to watch your ads all the way if you show the places they can travel to. The best Instagram ads offer value and dial back on the sales talk.
6. Focus on Thumbnails
Unlike other social media platforms, Instagram sponsored ads must use thumbnails from the actual videos. Thus, you need to know the thumbnails you want to use even before you start creating the ad. Since thumbnails play a significant role in whether or not users will see your ad, you should make sure to incorporate your desired thumbnails into the video.
7. Use the Right Dimensions
Facebook allows users to click on videos to enlarge them, but Instagram doesn’t work that way. Therefore, you need to make sure that you shoot your Instagram video ads using the right dimensions. Don’t use a horizontal format. Instead, use a 1:1 aspect ratio of 1080×1080 for Instagram video posts. If you’re making an ad for Stories, shoot it in a vertical format at 1080×1920. This is because Stories take up the entire screen, while video posts only take up a square slot in your feed.
8. Optimize Video Settings
Nobody wants to watch an Instagram ad shot at low-quality. In fact, Facebook itself recommends using the highest resolution available, provided it’s within the file size and ratio limits. The maximum file size you can use is 4 GB. As for file types, Instagram accepts almost all conventional formats, but MOV and MP4 are favored. Other recommended Instagram ad specs include using progressive scan, H.264 compression, fixed frame rate, and square pixels.
9. Post the Right Video Length
Considering the time we spend looking at screens all day, it comes as no surprise that the average human attention span is now lower than that of a goldfish. With this in mind, Instagram advertisers should take a serious look at video length.
When it comes to Instagram video specs, your video ads are limited to 1-60 seconds, while your Stories ads are limited to 1-15 seconds. Experts, though, recommend that mobile video ads should only last under 15 seconds, with 6-second videos performing the best.
10. Include a Clear Call to Action
If you want viewers to take a specific action after watching your ad, you should make it simple for them to do so.
Instead of asking users to go to your IG bio to click on a link, use the “Learn More” link on your ad. This way, users can quickly just tap on that button and head to your landing page.
You can also encourage users to take action through your video. The best time to do this is in the middle of the video. Remember that people don’t like ads, so asking them to do something right from the get-go isn’t a good idea. Conversely, putting your CTA at the end eliminates any users who don’t sit through the entire video. Catch their attention within the first few seconds, then bring it home with a CTA midway through.
11. Optimize Your Mobile Landing Page
If your ad takes users to a landing page, you should take the necessary steps to optimize it for mobile as well. In 2018, 86 percent of the top-performing landing pages were mobile-friendly.
Additionally, a majority of people browse their Instagram feeds using their mobile device. Therefore, any user who answers your call to action will almost always see your landing page through a mobile screen. Given that people tend to click away if a landing page loads too slowly or is poorly designed, you should invest a fair amount of time optimizing it.
12. Use Split Testing
Testing is a critical part of the advertising process. Even if you put your best efforts into making an Instagram ad, there’s no guarantee it will perform the way you want it to. This is why split testing, otherwise known as A/B testing, is a valuable marketing tool. Create varying versions of your Instagram ad. You can change video length, CTAs, dimensions, font — even the smallest of tweaks can make a difference.
Of course, you don’t need to invest a huge sum of money from the start, especially if you’re a small business. Your main goal is still to earn a profit, so you likely can’t afford to spend your entire budget on your Instagram video ads. The best part about Instagram ads, though, is that it allows you to set your own daily budget limit. To start, go with a $5-$10 daily Instagram advertising cost to split-test your ads.
Aside from just focusing on how to promote Instagram posts, you should also spend time engaging with users who interacted with your existing ads. Respond to comments and answer questions. In doing so, users will feel that your business offers great customer support and truly cares about your viewers. In addition, a high number of comments also works to create credibility, establish trust, and pique other people’s curiosity. It’s a win-win situation.
A Lucrative Platform for Businesses
Instagram remains one of the most popular social media platforms in the modern era. With its current standing, it almost seems foolish not to capitalize on it as an advertising tool. Promote your business by running Instagram video ads. Effective video ads, though, take more than just photography and video-editing skills to create. You must also consider a number of other specifications, settings, and factors.
If you need help with digital marketing, Tanner Grey offers unparalleled solutions to businesses of all sizes. Give us a call at 844.500.1339 or contact us online to know more about how we can help you.
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