There is nothing quite like video to capture an audience’s attention. According to recent studies, social video generates 1200% more shares than text and image content combined. This staggering statistic underscores the immense potential of video ads to maximize your campaign’s performance. However, not just any video will do. It’s incredibly important to optimize your video content and strategy meticulously. From setting clear objectives to crafting engaging and mobile-friendly videos, every detail matters. So how is it done? Keep reading to find out everything you need to know to excel at Meta video ads.
Understanding Meta Video Ads
Why do we care so much about the videos in our Meta ads content? Well, let’s start by thinking about how people interact with it. When we deliver an ad to someone on Meta, they are most likely on either Facebook or Instagram, scrolling through their feed. They might be in the checkout line at their local grocery store, at their kid’s basketball game, or some other place where they may only have a few moments to catch up and then continue on with their day. This isn’t keyword-based marketing. These people aren’t sitting down typing or tapping words to find something they need right then in that moment.
On platforms like Meta, we need to convince people to enter the market and do what we’re asking whilst they are focused on something else in the midst of their busy day. According to a report from Insivia, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text; so for this reason, video is a no-brainer on social media. If you want to succeed, odds are you’re going to need to invest in video and take it seriously.
Setting Clear Objectives
One of the first things you’ll need to decide prior to planning and creating your video content is to determine your campaign objectives. Are you looking for brand awareness, conversions, engagement, traffic, or something else? You will want to keep your KPIs top of mind in your video preparation. Here are a few examples of how video strategy might differ depending on your KPI:
- Brand Awareness: Use engaging and memorable videos that highlight your brand’s story, values, and unique selling points.
- Lead Generation: Create videos that offer valuable information or incentives, such as free resources, webinars, or exclusive offers, while encouraging people to provide their contact information.
- Conversions: Showcase your products or services in action, including clear calls-to-action (CTA) that guide viewers towards making a purchase or completing your desired action.
- Traffic: Use videos that pique curiosity or provide a teaser of what visitors can expect on your website, encouraging clicks through a compelling CTA.
- Engagement: Create interactive and shareable content that invites viewers to participate, comment, or share their experiences.
Crafting Engaging Content
Now that you have your objective in mind, how exactly do you craft engaging video content? Here are the key areas to consider:
Tell a Story
A well-crafted story can evoke emotions, build connections, and make your brand more memorable. Elements of a good story include using relatable characters that your audience can identify with, including a conflict and resolution to introduce a problem and show how you can solve it, and creating an emotional appeal to stir feelings of happiness, surprise, or empathy. We need to tap into people’s emotions to succeed, and telling a story with all of those elements can often be a surefire way to win the auction and win the sale.
Use High-Quality Visuals
High-quality visuals are essential for capturing and retaining viewers’ attention. Ensure your videos are well-lit, have clear and sharp images, and are visually appealing.
Effective Use of Audio
Audio plays a critical role in setting the tone and enhancing the storytelling aspect of your video. Use background music, sound effects, and clear narration to complement your visuals. Remember that many viewers watch without sound, so include captions to ensure your message is conveyed effectively even when muted.
Optimal Video Length
The ideal length for a video ad varies depending on the platform and the ad’s objective. However, shorter videos that are 15 seconds or less generally perform better in capturing attention quickly.
Video Formats
On Meta, it’s best to placement-optimize your videos. This means providing videos in 1:1, 9:16, and 16:9 formats for all placements like feed, stories, etc. Meta includes Instagram Feed, Facebook Feed, Instagram Stories, Reels, and more. It’s important to show video in a format that aligns with how users naturally view content on their desired placement. Make sure to follow safe space guidelines for all placements, too!
Capture Attention Quickly
The first few seconds of your video are crucial for capturing attention. Start with a strong hook to draw viewers in. Also, make sure to choose a compelling thumbnail to represent your video content, and include text overlays if needed to provide context.
Clear Call-To-Action
Include a clear and concise call-to-action in your video. Whether it’s to visit your website, sign up for a newsletter, or make a purchase, people should be guided clearly down the path of your intended action.
Utilizing the Right Tools
We’re not all born with a talent in graphic design, video production, and editing. The good news is that there are plenty of tools out there to help anyone create an engaging video. Here are some great examples of tools to try – find what works best for you!
- Canva
- Canva has a user-friendly interface, making it accessible even for those with no prior video editing experience. It has numerous pre-made templates suitable for Meta, a drag-and-drop interface, and a vast stock library. Try to customize the templates where you can, incorporate your branding, and use animations sparingly.
- Adobe Spark
- Adobe Spark is very similar to Canva but is part of the Adobe Creative Cloud. It has a simple drag-and-drop interface, customizable templates, and voiceover capabilities.
- CapCut
- Developed by ByteDance (the same company behind TikTok), CapCut is a mobile-friendly video editing app that offers advanced features typically found in desktop software. It has more advanced editing tools, a wide range of effects and filters, and a music library. Utilize templates to tap into trending content.
- InVideo
- Ideal for quickly creating professional-looking videos with minimal effort, InVideo offers an extensive range of templates, text overlay options, and an easy-to-use interface.
- Animoto
- This tool works best for creating slideshow-style videos with a mix of photos and video clips. Animoto provides a simple drag-and-drop editor and a variety of templates tailored to different industries.
- Lumen5
- Perfect for repurposing existing content into video formats to extend its reach. Lumen5 uses AI to transform blog posts and articles into engaging videos automatically.
Leveraging User-Generated and Influencer Content
User-generated content (UGC) and influencer content are great video styles to enhance the authenticity and reach of your ads. By leveraging content created by real users and influencers, brands can build trust, foster community engagement, and amplify their marketing efforts. While influencer content can get pretty expensive, UGC is some of the most cost-effective content creation available. So, regardless of your budget, there are definitely options you can explore.
How to Obtain Influencer Content
There is a lot involved in obtaining influencer content. It’s typically best to work with your agency so they can help identify the right influencers, set clear objectives and guidelines, collaborate on content creation, and measure and analyze the results. There are some self-serve options available, but be prepared to spend a lot of time on this project. The wins can be huge, but they do not come without significant effort.
How to Obtain UGC
UGC is awesome because it reduces the burden on your marketing team to constantly produce new content while also not breaking the bank. You can obtain user-generated content in many different ways. For example, you can create campaign hashtags, run contests and challenges, or engage directly with UGC creators on UGC networks or even just with your own customer base. User-generated content can be created by anyone who has some basic mobile video skills.
Iteration and Optimization – The Keys to Successful Meta Video Ads
Crafting compelling video content for Meta Ads can significantly maximize your campaign’s impact on your KPIs. By understanding the unique characteristics of Meta platforms, setting clear and measurable objectives, and utilizing advanced video creation tools and user-generated and influencer content, you can create ads that capture attention, engage viewers, and drive conversions.
However, I can’t understate the importance of testing and iteration. Even if you follow all of these best practices, not all video content will succeed. We never know how the audience will respond. Even if we feel a video is epically awesome, sometimes your audience just won’t see it that way. Review the data, reiterate, and retest until you find the perfect mix of video strategies that work for your brand.
Need some inspiration with your Meta video ads? Check out our previous blog post to learn about thumb-stopping ads on Meta.
