Optimising video advertising: your guide to the marketers haven

Video is everywhere, and we mean EVERYWHERE. Try to search for something online and you’ll find at least one video in every good search result. Go on social media and you’ll find tons of videos telling you the news or showing you a cute cat purring. Open Youtube and find all sorts of videos whether it’s the entertainment you seek or valuable information and guides. 


We, as humans, are visual creatures for the most part. We memorize and interact better with visuals and illustrations. Moreover, We, as people living in the internet age, tend to prefer to watch videos online rather than television. 


This culminated in a whopping 45% of people watching at least one hour of video per day with a huge fraction going up to 6 hours, making videos an indispensable tool for marketers to raise brand awareness and generate legit leads.


Video for marketeers


Before we dive in how marketers can make the best of video advertising, it’s important to note why exactly do they need it, is it worth it? Indeed, video advertising costs more than other formats of ads, so why video? Let’s answer that in numbers. 

With 4 billion users watching videos every day, it’s no surprise that video marketers got a 54% increase in brand awareness and received a 66% increase in qualified leads a year. ROI has been proved to be more than sufficient for businesses to justify the cost with an 81% increase in sales. 

In short, the numbers are all for investing in a video ad strategy. Now let’s get to the practical part, how do you optimize your videos for the best results?


Generating insight


The thing with video campaigns is that they’re are highly analytical and customizable. If you already have a campaign and looking for improving and optimizing it, you’ve got to pay a lot of attention to the numbers you already have since they’re perfectly capable of guiding you to the next correct move with its immense number of metrics depending on your priorities. 


For example, in addition to the famous, and sort of generalized but very important “view rate”, you can use “click performance” to measure the quality of the first impression of your videos and see whether they attract people to check them out or not. “Engagement performance” and “video viewership” combined will tell you, in detail,  if you retain those clickers and keep them interested or not. 


In case of a problem in those metrics, it’s better to address it immediately so as not to render your campaign permanently noneffective. 


The “skip” window


Most video platforms give you 5 seconds before viewers can skip the ad. This narrow opportunity will determine a lot of things for your ad taking into consideration that people will naturally be more inclined to skip right away. 


Your first 5 seconds have to generate intrigue and interest, posing a relevant question, tackling a pain issue with a promise of a solution, all while entertaining and going easy on the senses. 

The skip rate will give you an idea about how effective your targeting is. If you’re doing it right, people will be more open to watching your ad through, if not, you’ll find your ad being constantly skipped. 


Remember, getting the job done in the very first 5 seconds enhances your view rate and eventually your SEO performance, so it’s not a small feat and you’ve got to put your best effort into it, content-wise. 


Facebook videos done right


Every platform has its own little details that can help you conquer it more rapidly and efficiently. With Facebook, you’ve got to understand that more than 33% of your viewers are doing so using a smartphone.

This demands that you design with mobile in mind. For this reason, make the ratios 4:5, 2:3 your default with vertical formats to make videos more comfortable and smooth to watch from a phone. 

Additionally, mobile viewers are impatient so the shorter your video the more efficient it is. Put your core message right in the beginning and keep the whole video under 15 seconds for best results. 

Lastly, when targetting Facebook audience, try to stay native and upload directly on Facebook rather than sharing your video from another website. And with that, the importance of a caption multiplies, so take care of that bit of copywriting. 


The biggest monster


Youtube is the largest video platform and the most active of them with users spending billions of hours watching and uploading. Advertising on that scale requires a lot of precise tweaks to make everything work in your favor. 

First and foremost, decide on your thumbnails and titles wisely. These are your gate to your viewer’s interest and their gate to being aware of you and your services. 


Two things you have to take into consideration when dealing with Youtube; first, for meaningful insights about your performance and the quality of your choices, wait at least 2 weeks before making changes so your campaign has garnered enough data for making patterns, and second, avoid ad fatigue at all costs. Ad fatigue is when viewers get annoyed by having the same ad popping over and over again, boring them. To avoid that, produce more than 2 versions of your ad to keep things varying but with the same concept. This will protect you from the wrath of the viewers and their deadly “skip ad” click. 


The art and science of video advertising


Consider putting up an ad campaign as being an artist or even a scientist. Experimentation is always key to breakthrough. Dare to try things that are new and shocking. Have one or two ads designed to test all sorts of viewer behavior. Not only that but also try to have an ad designed with the exact opposite specs of your main ad, just to see what comes out of the contrasts. Always be open to daring ideas with founded reasoning behind them. 

About Andrew Naser

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