We’re not kidding, FOMO is real. Psychologists estimate that 5% to 10% of the population may have social media addiction. Backing this theory, some reports offer compelling evidence that Instagram can literally make hearts take flight. A wired machine shows a significant increase in BPM during the use of the app. And this is why Instagram video ads play a potent role in the digital marketing era.
A book by columnist Rebecca Lieb defines content as the atomic particle of all digital marketing. Explicitly, Instagram has earned its title as the sheik of all content marketing channels. Statistics show that the social media platform yields 10 times more brand engagement than that of Facebook. And it’s not just about reach, we’re talking about the holy grail of conversion rates. Not surprisingly, you’re probably among the masses of brands that have hopped on the IG bandwagon. It’s no doubt that Instagram video ads are pocketable, entertaining, and most importantly, welcomed by consumers. But chiefly, the million-dollar question today is how you can create quality content that will transfigure into the hook, line, and sinker for your consumers.
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This post was updated in June 2021
Why Employ Instagram Video Ads?
Did you know that Instagram videos gain 38% more engagement than still images? Enough said! Marketers today revolve brand strategies around transforming online communities into lucrative business opportunities. Why? Because nothing sticks in your head more than a relatable story. Furthermore, watching a video is a passive activity that requires minimal effort. Coupled with heart-tugging resonation and originality, videos are the ultimate medium for branding. Amid the myriad of social media platforms, we’ll illustrate why Instagram video ads should be an integral part of your marketing funnel below.
Let’s start with some basic numbers. There are 1 billion monthly active users on Instagram, and that was just in 2018. Especially with the 2019 work-from-home pandemic, it’s only a logical assumption that this number has increased greatly. Probably right alongside the number of times you open the refrigerator door! By default, users tend to find themselves mindlessly scrolling through the app whenever they are bored, in need of distraction, or on the toilet bowl. Most noteworthy, 71% of the active users are under the age of 35. Statistics also show that users have high disposable income levels, many ranging from 75k to 40k per year. To put it another way, Instagram video ads reach a majority of impulsive, trend-following young-adult earners. And well, that’s basically every marketer’s wet dream!
In addition, just like most platforms, marketers are able to channel budgets into targeted consumer segments. When we shift the 10-digit users into perspective, we find that the average user spends about 53 minutes on Instagram throughout a day. As a result, the combination of the right audience at the right time increases ROI and minimizes the leak in the sales funnel.
Engagement is something you can’t buy but rather, have to build. Instagram, however, provides the perfect platform that allows engagement to flourish. So much so that the “like” button is clicked on an average of 4.2 billion times a day! And if you’re asking why not Facebook? The answer is simply that pictures speak a thousand words. With a focus display on visual graphics and videos, Instagram can more easily capture the attention of users within a glance of milliseconds. Additionally, Instagram video ads can increase awareness, educate users, tell brand stories, and even facilitate customer service. If your content is gripping enough, you might even acquire a marketing ripple effect with the engagement of just one influencer and with a single post!
On the flip side, however, it’s important to note that engagement is a double-edged sword. Both positive and negative opinions have the ability to spread like wildfire. Therefore, it’s important to only post well-thought-through, relevant, and high-quality content that is beneficial to your audience.
Marketing strategies are all about ROIs and their graphic representation is ultimately what most top management bosses see. Here’s a motivational fact: 70% of consumers look up brands on Instagram. As a matter of fact, research shows that the platform has helped 80% of users to decide on a purchase of product or service. Additionally, a third of Instagram users have purchased products or services on their mobile devices through the platform. And if that’s not encouraging enough, Instagram video ads are a great investment for generating leads and site traffic. Its brilliance lies in the platform’s seamless capability to share content with mention tags and rebranding through different outlets. For instance, sharing an Instagram video on WhatsApp now allows the recipient to directly view the content within the chat screen. Such convenience is golden in the era of convenience.
Making Instagram Video Ads
Can you guess who hold’s the highest number of followers on Instagram? No, it’s not Donald J. Trump! As for now, celebrities such as Cristiano Ronaldo, Kim, Kardashian, and Ariana Grande are on the top 10 list. Brands Nike and National Geographic join the list, both surpassing 138million followers. Just like a stock market, these rankings change on a daily basis. The key to holding your brand’s position is remaining constantly relevant. That means posting video content that correlates to today’s trends, local and international current affairs, and even politics. Here’s a laundry list of considerations that can help you develop great Instagram video ads.
In need of some inspiration? Check out killer Instagram video ads examples! Don’t get too hasty in executing the production just yet. Like all marketing content, planning a strategy is first and foremost before action. Your content strategy should pivot around what appeals to your target demographic. Then, start by setting an objective for the ad. Too many cooks spoil the broth so keep your mind focused and only pick one goal from the below.
1. Increase Product Sales
Demo, explainer, live, AR, and VR videos are all formats of Instagram video ads that can help give a boost to your site traffic and conversions. They focus mainly on promoting your product or service. The most common category is explainer videos. They demonstrate how your product can help the viewer overcome a problem or fill a need. Demo videos can encompass how-to content such as the unboxing and assembly of your product, as well as showcase all your USP features. And if you have a bigger budget, AR and VR videos allow your audience to experience a product rather than to just hear about it. Do note that they may however limit remarketing as technology may become a barrier.
2. Creating Brand Awareness
Seth Godin said that “people do not buy goods and services. They buy relations, stories, and magic.” Instagram video ads that revolve around the brand stories are, therefore, the cornerstone of creating brand awareness. They create an authentic, relatable, and humanized interaction with the consumer with the use of emotional marketing.
3. Encouraging Engagement
Content featuring live videos, customer testimonials, and events are ways a brand can stir engagement. Live videos captured on-site at events are usually shared on Instagram stories rather than feeds. Such content allows for real-time personal interaction with viewers which can help to build stronger customer rapport. In more specialized sectors such as pharmaceuticals, engineering, and healthcare, expert interviews are especially valued. Involving top players and influencers in your industry can get your brand a truckload more limelight and respect.
Let’s face it, most things on earth can be bought with money. It is no doubt that an ample budget can cater to the rental of props, equipment, and hiring of influencers. All of which determines the premium quality of your video. However, the best part about Instagram video ads is its flexibility to work with different budgets. Production costs can range from a negligible amount, all the way to the millions. Because social platform revolves around casual lifestyle, you do not need a hefty budget to make a video ad. Instead of posh settings, it is rather the relevancy of your content that can galvanize your viewer’s call-to-action.
Undeniably, video quality still plays a huge role in making your ad intelligible. But there are ways to maneuverer around sizable costs depending on your capabilities. Outsourcing doesn’t necessarily mean steep costs. Affordable yet well-reviewed platforms like this one can help you to craft your Instagram video ad from start to finish. Instead of going full-stack, you can also choose to outsource only parts of the process. Such include scriptwriting, voice over, motion graphics, and even translation.
Instagram Video Ads Requirements
Always frame your ad in the confines of a smartphone. Keeping to Instagram video specifications and good practices are important in ensuring you don’t lose viewership. Here are some important things to take note of:
1. Video dimensions
Consider vertical (1080 x 1920) or square (1080 x 1080) dimensions. Avoid horizontal formats as they can be cut off especially when featured on Instagram stories.
2. File Size
The maximum video size on Instagram is 4GB. This should be easy to keep within since lengthy video ads are usually not allowed. It is advisable to convert your file into an MP4 or MOV format to ensure compatibility.
Naturally, high-resolution videos are preferred. Instagram recommends square pixels, H.264 compression, and a fixed frame rate. Do take note of sound quality as well, keeping it at 128kpbs or higher with stereo AAC audio compression.
Short and sweet is the way to go. Either way, Instagram only allows a maximum frame of 60 seconds for in-feeds and a max of 15 seconds for stories. Within this, make sure you relay gripping information or promote your brand within the first couple of seconds. Only by starting with what’s at stake for the buyer can you earn the right to their attention.
Bonus Tips on Posting
Got it all bagged down? Before you start out on your production journey, here are a few tips and tricks on posting. Remember that nowledge is power, and that power can help you to increase your Instagram Video Ad click-through rate!
Frequency of Posts
Many marketers grapple with how often they should appear on feeds. Too frequent posts can make your brand a nuisance, and too little deem you forgotten and outdated. There is no right or wrong answer to the conundrum, but the average brand posts content approximately 1.5 times a day. Roughly gauging around that, you can consider more frequent posts if you are driving an ongoing campaign.
Best Time of the Day
It’s a common sight to see faces buried in phones on almost every public transportation. Commutes have become the most valuable time for marketers to grab screen attention. But did you know that the best time to appear on feeds is actually 2 pm to 3 pm CDT, and can vary according to your brand’s industry? Check out this link to find out what time and days are best for your conversions.
Rules on Hashtags
Content inclusive of one or more hashtags can increase engagement by up to 12.6%. Hashtags are essentially a metadata tag that helps to categorize your content with a specific theme or keyword. They are an important aspect of all Instagram video ads as they help you to gain relevant visibility. In recent years, however, hashtags have become a problem. So much so that has led to a cap limit and generated a list of banned hashtags to flag bot, trolls, and spammers. The list constantly changes and it is important to make sure you do not include any of them, lest you get blocked. Instagram allows a maximum of 30 hashtags. The average number per post is approximately 10.7, making 11 hashtags the magical number for a single post.
In a Nutshell
The key takeaway message for Instagram video ads production is that every gram of quality counts. Pun intended! From the humble beginnings of SixDegrees site in 1997 to the booming age of Instagram and Facebook, one thing’s for certain: social media is not just a passing fad. So while you’re at it, give your viewers a giggle and brighten their day. Don’t be a sheep in the herd! Apply emotional marketing tactics for a sure-win video ad and aim to create original and memorable content that shines!
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