Until recently, video content was something that only the bigger brands created, because they were basically the only ones who could afford it.
In the past few years though, it's obvious that's no longer the case. No matter what your company size it's most likely that you're using video, one way or another.
2017 was the year of video, just like 2016 was and just like 2018 will be. In 2017 we noticed a 50% growth in sales of all kinds of videos and let me tell you; it's no longer about having a video or not, it's about how many videos you have, how often you post them, where you post them and how you build a whole strategy around the content.
And because volume is important, but so is quality, I want to share with you a few insights about what marketers should keep in mind when they're planning their video ads strategy.
Very often, you don't know where your video is likely to perform best.
Is it Facebook? YouTube? Snapchat? Instagram? Linkedin? It depends on the type of video, its message, its length etc.This is why, when you work with a videographer or an animator, you should share your video goals (more on that below) and try to have them shoot or animate in a way that can then be cropped and adapted to the different orientation options - 16:9 (horizontal), 1:1 (square) or 9:16 (Vertical).
Keep in mind that vertical videos are the hot trend right now, with Snap Ads, Instagram Ads and YouTube in-app ads. Depending on your campaign goals, you should even consider shooting specifically in a vertical-optimized format.
Just recently Fiverr released a new service focused on multi-platform videos, called Short Video Ads, in which you're likely to find all types of video ads creation services, no matter what your budget is.
Set Clear Goals
Many marketers and entrepreneurs work a lot on making a video, spending money and effort and then get disappointed by its performance.
Usually, it doesn't happen because the video is bad, it happens because they just didn't set a goal and a plan for the video. They created a video because they heard it's important.
Common problems could be creating an explainer video, running it as an ad and not getting any conversions, or creating an ad for Facebook, using the same cut as a pre-roll.
Repurposing your videos
Here's the good news - there's probably a lot more you can do with with videos you already created in the past, and there's definitely more to do with that explainer video that you are going to create, as long as you plan ahead.
It's no surprise that the video editing room is often being called the "Magic Room." A good video editor will know how to take the key guidelines of creating video ads for the different platforms such as Snap, Instagram, Facebook and YouTube and edit your existing videos to meet the standards and best practices.
This is not to say that this is the best practice, the possibilities are definitely wider when you're making a dedicated video ad, but because video ads are usually short (3-30 seconds) - it's likely that you'll be able to take a 90 seconds explainer or testimonial video, and repurpose it to be a Bumper Ad or a Snap Ad with the addition of a few titles, clear CTA and engaging music.
Another recommended tool for that matter is Magisto, a DIY tool that can help you repurpose your existing videos and edit them into shorter, crisper videos, according to your needs.
To sum it up, if you take into account all the three points I mentioned, it's likely that you'll end up with more effective video ads. When I say more - I mean: More videos, More Effective.
Just like all performance campaigns, there's a lot of optimizations and experiments to run until your video nails it, so I always recommend setting expectations with the videographers you work with and have them quote you for more revisions and more versions.