Walking the dog this morning, I mulled over the troubles I had putting useful thoughts about television commercials together. Yesterday I'd reviewed my master class video with commercial Director Simon Levene and was hoping to distill his insights for you. After writing page after page of notes, I found it was too specific to Directors and not befitting a business audience. But the idea of short videos wouldn’t go away - I turned my attention to ads appearing on Facebook and Instagram.
There are hundreds of webpages written about FaceBook/Instagram advertising and you'd need days to peruse them all. Hopefully, this boiled down version serves you well.
Here are seven takeaways from my dive into FB video ads:
Get attention early - people will tune out if the content takes too long to deliver the goods.
Keep it short - the FB recommended, and backed by their statistics, says 5-15 seconds.
Get your branding in right away - see tip one.
Optimize your ad title and description - check which phrases work best with A/B testing.
Caption your ads - more people watch with the sound turned off then you’d imagine.
Go vertical or go square - no one is turning their phone to watch landscape videos.
Think mobile - over 65% of users watch video on their phone
Have a clearly defined objective for your video ad - ultimately, the objective defines why the video exists. Are you after brand awareness, engagement, app installs, lead generation, conversions, store visits?
Facebook and Instagram are hot right now. Some thought must be put into them but they are or can be, an effective tool in the marketing game.
PS - here’s a link to my favourite Simon Levene TV commercial
His class inspired my “dreams” video on the front page of my website
(http://www.picturestoryproductions.com/). Drop me a line if you're keen to know more about Simon's insights.