How to create video ads that will be watched

Influencers and brands are always looking for the best ways to engage their audience on social media. New content trends, formats and platforms are always popping up, but there’s one type of content that’s still holding the upper hand: video.

Why do marketers use video ads?

Digital videos allow us to connect with audiences in a unique and personal way. They engage audiences far more than standard images, using sound, motion and emotion to elicit a response. But not all videos will have the desired effect on their audience. So how do you create videos that work? How do you use videos in ads to drive interest and action?

Types of video ads on YouTube

Different types of ads on YouTube appear in different places. So remember to tailor your content accordingly. YouTube’s video ad types are as follows:

TrueView Ads

TrueView ads are the most common ad type on YouTube. They are perfect for brands that want to reach as many people as possible.

When creating content for these ads, make sure your message is broad enough to fit a number of different video topics. TrueView ads have a minimum length of 12 seconds and a maximum limit of 6 minutes.

There are two main types of TrueView ads:

Image credit: thinkwithgoogle.com

In-stream ads appear before the main YouTube video, but can be skipped after a certain amount of time. They are usually associated with a banner ad at the bottom of the video. These are the most common type of TrueView ads.

Image credit: thinkwithgoogle.com

Discovery ads appear in YouTube search results. This placement works best if your video and thumbnail make an impact and draw attention.

InStream Ads (not disable)

These ads are quite similar to a TrueView ad, but viewers will not be able to ignore them. You have a minimum of 6 seconds and a maximum of 15 seconds for this type of ad.

Image credit: thinkwithgoogle.com

Creating these ads should clearly and quickly communicate your message. Even if the viewer watches your entire ad, they may lose interest in your message long before the end. Use text and images that grab and hold attention.

Bumper Ads

Image credit: thinkwithgoogle.com

Bumper ads can’t be ignored either, but they are much shorter. They are limited to 6 seconds in length, which leaves you even less time to communicate your message.

However, viewers are less likely to disengage from a Bumper ad. Videos that are intriguing or quirky are more effective for this type of placement.

Overlay Ads

Overlay ads are banner ads that appear at the bottom of Yo

uTube. These are intended to reach a relevant audience who are already interested in a similar topic.

However, your audience may see them as intrusive and they don’t offer much space to convey your message.

Image credit: oberlo.co.ukThink

carefully about the main message you want to convey with your overlay ad and how you can communicate your message with a few images and text

.

Types of Video Ads on FacebookLike

YouTube, Facebook offers many video placements to help you achieve your business goals. Video ads can appear in multiple locations on Facebook, Instagram, Audience Network and Messenger.

The different locations allow for variation in video length, but Facebook recommends that your ads be less than 15 seconds long. You can upload your video ad or create one using Facebook’s video creation tools.

Example of a Facebook in-stream ad. Credit:

FacebookCommon types of ad placements on Facebook include News Feed ads, in-stream ads and Facebook Story ads. Use Facebook video ads to promote your products or services, highlight your unique selling proposition (USP) or tell your brand story.

For a complete list of Facebook video ad placements and requirements, check out the official Facebook Business Video Ad Guide.

You’ll create, manage and track your video ads through the Google Ads platform, not YouTube. Once you’ve chosen the type of ad you want to run on YouTube, you’ll need to upload it.

To upload a video ad to YouTube via Google Ads Manager:

1. Create or sign in to your brand’s YouTube account.

2. Click on the small camera icon in the top right corner of YouTube.

3. Click on Upload Video:

4. Select the file you want to upload and add all the necessary information, including title, description and tags:

5. Create or sign in to your Google Ads account. Click on “All Campaigns” in the left sidebar:

6. Click on the big blue “New Campaign” button:

7. Select Video for the campaign type:

8. Select a goal for the campaign objective.

9. Choose a name for the campaign

.

10. Set a daily budget and delivery method.

11. Select a bidding strategy:

12. Choose the target audience:

13. Decide on the type of ad to run.

14. Enter the keywords to target.

15. Set up the CTAs, URLs and ad titles.

16. click on Save.

17. Click on Continue Campaign.

  1. Open Facebook Ads Manager.
  2. Click on Create.
  3. Choose a goal for the video, and then click Continue.
  4. Enter your campaign’s budget optimization information, where relevant. Then click on Next.
  5. Choose your budget, audience, placements, and optimization, then click Next.
  6. In the Format section, click on Carousel or Image/Single Video. If your goal is the number of video views, your only format option is Single Video. To use the carousel format, choose a different goal.
  7. Upload your video.
    • If your format is Image/Single Video: Click Add Media, click Add Video, then select your video from your library. If you want to upload a new video, click Upload.
    • If you want to create a video with your images, go to the Ad Content section and click Create Video.
    • If your format is Carousel: scroll down to the Ad Content section and click on the Add Media drop-down menu. Click on Add Video and then click on the carousel card you just created.
  8. Add your text, links and tracking information. Click Publish to launch your video ad.

Best Practices for Video Ads

1. Mobile-First

The internet is quickly adopting a mobile-first mentality, which means brands should strive to provide a seamless experience for everyone, regardless of screen size or connection speed.

According to Google, 75% of adults watch YouTube from their mobile devices. When creating your video ads, make sure they clearly translate your message, whether on mobile or desktop.

2. Show rather than tell

With video ads, you’ll need to get your message across quickly. Think outside the box when you need to convey different types of information. Use audio and visuals in your ad to highlight its most essential elements.

For example, don’t tell your audience about the benefits of your product, show them. Show a person doing everything they need to do right after drinking your coffee, or show a user shopping faster with your new shopping app.

3. Use different platforms

Frequently, users will share interesting videos they see on Facebook or YouTube, but not necessarily on the platform where they found them. Make sure that users can share your video content on multiple social media platforms to enhance the user experience and increase your reach.

Keep in mind that sometimes you’ll need to tailor your content to the demographics of a specific platform. Cross-platform content will not work for every campaign.

Track your video ads

Monitoring your ad’s performance is essential to ensure that people are engaging with it. Platforms like Facebook offer additional tracking details for ads created and run through their ad management system.

You can add UTMs to your video posts with Social Media Poster’s UTM generator for all other platforms. The generator allows you to add UTM parameters to your links, such as campaign name, campaign medium and campaign source :

By adding UTMs to

For your sponsored posts, you can use Google Analytics to track the traffic coming to your website, especially from your social media campaigns.

You can also use the Social Media Ads tool to track your Facebook campaigns. Social Media Ads helps you create and manage your ad campaigns, and optimize poorly performing ads.

The tool’s dashboard lets you see your Facebook campaign data at a glance, including impressions and reach:

Click on your campaigns to see each campaign’s ads and their statistics. Keep an eye on your impressions, reach and clicks – these numbers can tell you how many people are interested in your ad once they’ve seen it:

Key take

aways

  • Videos are one of the most popular ways to consume content online. They allow you to communicate quickly and effectively, and can help drive real action if done well.
  • Pay close attention to the placements and requirements of each platform when creating your video ads.
  • Track the performance of your videos using third-party tools to ensure viewers are engaging with your content.


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