It is not a secret that the format that has had the most growth in consumption in recent times is video. In fact, according to Facebook, by 2020, 75% of all mobile content will be in the video. Therefore, in this article, we will give 5 tips to boost your video strategy in digital advertising.
Likewise, it is essential to mention that Peru has one of the highest per capita YouTube consumption globally; So, we are clear about what should be in our digital strategy. The question is how to get the most out of it?
We have moved from conventional traditional media strategies. We are more concerned with how to gain the attention of the users. They have the power to evade many advertising formats and can decide what to watch.
Next, I will give you 5 recommendations that you should consider for your video strategy to obtain better results. In addition, I will share with you some tools and applications that will be very useful to you.
1.TAKE INTO ACCOUNT THE MOMENTS
According to internal Facebook data, 40% of people watch videos while watching TV. 40% watch videos between study and/or work intervals and 78% before going to sleep.
Added to this, we have the Google micro-moments, which force us to think about the journey and how to be relevant in the face of the many moments in which people use digital platforms.
2.VIDEOS IN DIGITAL ADVERTISING: CATCH ATTENTION QUICKLY
Users watch a video 5 times longer than a static image. That’s why a YouTube movie trailer works much better than a movie poster. However, it is essential to capture the attention in the first seconds. The way of consuming video on TV and YouTube is different. Therefore the Storytelling and the order of the elements in it must change.
Youtube vs. TV
While on TV, we have a more passive viewing environment on YouTube. Our viewing is active. So behavior changes.
Likewise, in traditional media, the plot is built little by little until reaching the climax and the big reveal. On another hand, on YouTube, it is essential to have a hook in the first seconds that gives the user a reason to continue viewing.
AND WHERE DOES THE BRAND GO?
One of the most common questions advertisers have is deciding where the brand should go, in the beginning, in the middle, or at the end of the ad.
Recent studies show us that brand recall rises when it appears in the first 5 seconds; however, we noticed a drop in the VTR (View-Thru Rate), although this is not negatively related to brand attributes. On the other hand, the mention of the brand increases the lift unrelated to the VTR. But yes, one of the ideas that we should not implement is to show the logo outside the product since this worsens both the lift and the VTR.
WHAT KIND OF CONTENT WORKS BEST?
Here we must bear in mind that the style of Storytelling is an essential factor for the success of our campaign. We will divide these styles into “comic or humorous”, “suspense” or “testimonials”:
brand lift
Among the most resounding findings, we note that humorous content is a relevant factor for the user to choose to continue watching the video (VTR). It also increases brand recall.
On the other hand, testimonial content works the least in ad display. So that could use it in the strategy, but in a different way.
3.DESIGN THINKING ABOUT THE FORMAT AND PLATFORM
YOUTUBE OR FACEBOOK?
We must bear in mind that they are two platforms that will complement a 360º communication strategy and have different behaviors and charges.
In Facebook, we have a charge after 3 seconds of viewing the ad or if 97% of the ad is viewed (the first thing that happens), and therefore, here, it is crucial to achieving great relevance in these first 3 seconds.
On the other hand, on YouTube, we have a charge within 30 seconds of viewing the video or at the end of the entire video viewing (the first thing that happens), but the user has the possibility of skipping the ad to the second 5.
So when designing our Storytelling and video, we have to consider these details to get the most out of the platform.
In addition, as a general recommendation, the duration of videos should be 15 seconds for digital advertising guidelines.
Finally, we must give relevance to the vertical format. We even already have the opportunity to use it on both platforms; in fact, vertical videos get 3 to 9 total recall points over horizontal video ads.
INSTAGRAM?
In this social network, we notice an essential variation, specifically in the consumption of Instagram stories.
In Facebook, we must design thinking that the content is seen without sound (more than 60% of the posts of stories have the sound activated).
On the other hand, on Instagram, we have an excellent opportunity to inspire action with story ads, combining the appropriate creative format with segmentation. An exciting alternative is the combination of stories with the canvas that allows an immersive experience.
4.EXPERIENCE
Digital allows us to experiment with different formats and experiences such as 360º videos, canvas, interactive videos, rich media, and many others.
Sometimes there will be no need for large productions, but there will be a need to prioritize an intelligent message and the location of elements in an ideal way. Precisely, experimentation, as we have seen, should not depend only on the formats but on the different types of content that we can elaborate.
5.BONUS TOOLS
FlexClip– An online video maker that can help you create stunning short ads with various templates.
Legend – Animate Text in Video & GIF App: Application that allows you to animate texts and give them desirable formats.
Ripl: Application where you can combine different images and provide them with text to generate a small video or animation from your cell phone.
Boomerang: The classic Instagram boomerang that uses our creativity to generate advertising videos.
Slideshow: With this internal functionality of the Facebook Ads Manager, we can compile a series of images to generate a video.
Photo grid: Application to create photo collages and customize layouts.
