Performance marketing is all about standing out from other brands. Hundreds of different ads appear on social media every day.
How do you capture users' attention? It comes down to the idea, creativity, tailoring to the medium, and many other variables. I strongly believe you can achieve much more by creating engaging video instead of using static graphics. In this article, I'll outline the general principles of creating video for performance campaigns while also analyzing variables depending on where we run the ad.
YouTube
Key principles for YouTube
YouTube ad campaigns are no longer the domain of big brands only. More and more brands see how effective YouTube advertising can be. Whether someone skips our video depends largely on the first 5 seconds, but not only that. Creativity and unconventional thinking matter more and more, but there are also a few simple rules to keep in mind.
YouTube's rules allow skipping an ad after 5 seconds, so it's important to use that time well. It's a good moment to introduce yourself and show the company logo, slogan, or product (even if someone skips the ad, the brand stays in the user's mind). Sound is also very important. YouTube users often open tabs that run in the background. It's sound that reaches them first and plays a key role in how the ad is received. An interesting trick that can grab attention is, for example, reversing the pattern and having no sound. The viewer is surprised by the lack of sound and will switch to the tab to check what happened, and that's when they'll land on our ad.
The optimal duration of a YouTube video ad is 15 to 30 seconds. It should affect the viewer equally well with and without sound. It's worth considering the right choice of voice-over. Ads with a voice-over not only communicate key information more effectively but also achieve better results in terms of credibility, conveying new information, significance, and persuasion. The choice of voice-over artist matters, as it helps create an emotional connection between the viewer and the brand and influences how our video is perceived: as funny, serious, light, playful, charming, or dramatic. Moreover, by using the same voice across a series of ads, it can become a recognizable "brand voice." If we decide to use this technique, it's worth displaying the spoken text. Subtitles must be visible and easy to read, and the font used should be sans-serif, such as Helvetica, Verdana, or Arial.
When talking about this social network, the first thing that comes to mind is scrolling the wall. Our feed shows us posts, photos, and ads. A good ad should be prepared in such a way that the user scrolling down stops on it at least for a moment. How do you achieve that? How do you spark their interest? Here are a few practical tips.
Effective formats for Facebook
On both Instagram and Facebook, the first 3 seconds play a key role. It's very often after them that the viewer decides whether to keep watching or not, so we need to spark their interest within those 3 seconds. How do you do that? Unlike YouTube, visual effects are more important than sound. Over 80% of people watch videos on Facebook without sound, so they need to understand the message without audio; for this purpose, use clear subtitles that signal a problem from the first second or pose an engaging question. In the first seconds of our video, it's also worth ensuring the presence of the brand/product logo or slogan.
The optimal duration of a Facebook ad is 5 to 15 seconds, but depending on the type of campaign or stage of the sales funnel, 60-second formats can also work. This is the time in which we need to spark interest and present our product or brand. Dynamic editing, interesting shots in motion, and vivid colors will help us with this. Ad material should be prepared in a 4:5 format. We increasingly use Facebook on mobile devices, so let's make sure the ad displays properly on those devices. This should be kept in mind already at the video shooting stage, as it may not always be possible to "crop" such material appropriately afterward.
Social proof is the well-known psychological principle of the so-called social proof of correctness. When considering buying a new product or using a service, we check other users' opinions online, look for recommendations, and check forums. How can you apply social proof in an ad? It can be shown in various ways:
- customer statements,
- information from review sites (e.g., showing a product review),
- statements from experts in a given field,
- bragging about successes - e.g., whether the product has won any awards or been recognized,
- using credible influencers.
Instagram – aesthetics matter
Ads created for Instagram differ somewhat from Facebook ads. What you definitely need to pay attention to is that content is consumed on a phone. Therefore, when planning a social media campaign, it's worth creating creatives specifically for Instagram. Here are a few guidelines to keep in mind.
How to create effective video for a Facebook performance campaign?
On YouTube, the first 5 seconds are key; on Instagram, it's only 3 seconds. This is the time when we should interest the viewer so they don't skip our ad. Instagram is a platform where a huge amount of content is aesthetic, so let's make sure our video ad is too. The first shot we show in the ad should ideally be planned in an unusual way to intrigue the viewer. A good solution is UGC (user-generated content), which can attract the viewer. The person watching has the impression that a friend recorded stories and is talking to them. In this case, statements straight to the camera can work well.
Instagram material should be prepared vertically so it covers as much of the user's phone screen as possible - we need to plan the shoot in such a way that good re-cropping of material recorded for other ads, e.g., YouTube where horizontal is the standard, is possible. Another important matter is the first shot that appears to the viewer - let it be unusual, so as to spark interest. Dynamic editing also works well - it's worth using cuts in a heartbeat style, i.e., a new shot every 1-1.5 seconds. Transitions between subtitles and shots add dynamism to the ad. Let's remember the music - we often browse Instagram with sound on to hear what other people have to say on stories - so it's worth ensuring appropriate sound and music. If we use subtitles, let's try to make them clear (contrasting with the background) and ensure the font used is sans-serif.
TikTok
In June 2018, TikTok had over 500 million users in total, and in 2020 over 2 billion! It's a fairly young social platform that lets you watch short videos posted by other users. Like Instagram, it also allows you to create your own video content. Doesn't that argue for appearing there with an ad? The answer is simple - YES. Especially if we're targeting a young audience (although more and more older users are using TikTok year after year). How do you spark their interest? Here are a few ways.
TikTok – quick intrigue
With TikTok, we only have one second to spark the viewer's interest. From the start, we need to know what the most important message is or give a reason for the user to want to keep watching. The material must be tailored to the audience - when we go on TikTok, we want to be entertained, to see something super in the context of effective video. If viewers sense artificiality or it's obvious that our video is an ad - unfortunately, they'll swipe past it. When thinking about an ad on TikTok, don't think in terms of AD, just TIK TOK VIDEO; that way you'll create content matched to the standards of this entertainment platform, and the ad will bring the expected effect.
The optimal ad duration is 9 to 15 seconds, and its main task is to attract and intrigue a potential customer or user. Let's focus on that rather than conveying too many details. It's worth providing a link, e.g., to a page where the viewer will find more details if our ad works on them. For this reason, a TikTok ad works best at the top of the funnel, where we acquire new people and try to intrigue them. A natural style, effects, transitions, subtitles - i.e., what characterizes content shared on this platform - will help achieve this. A mandatory element is music and subtitles - even if the material is watched without sound, adding subtitles allows its meaning to be understood. Make sure to include a catchy call-to-action placed as close to the middle as possible, e.g., "Special offer for TikTok users" or "An offer just for you." What kind of material works best? Ones that show some kind of process. Unboxing, a tutorial, showing the moment of ordering a product and its delivery combined with interesting transition effects used on TikTok, e.g., a finger snap, affects viewers best. Additionally, it's interesting and consistent with materials posted by users.
Summary
By putting the above methods into practice, you'll create interesting video material that sparks interest. And since we're talking about interest, let me also mention UGC, i.e., User Generated Content. These are all content items that come from users, give the impression of being authentic and not manufactured, and therefore inspire greater trust and interest than traditional advertising content.
Video ads have enormous potential and are slowly becoming a must-have for every campaign. Creating engaging promotional films doesn't have to involve high costs. The essence is a creative idea for the video material. For this purpose, it's worth observing leaders in this field and the trends set by users themselves. Good targeting and tailoring the video creative to it are important. A poorly chosen audience won't react even to the most beautiful and creative ad. A unique idea matters, and it can often be created without a large financial outlay.
Author:
Bartłomiej Foszer – an expert in new marketing, video, and marketing strategies. Founder of the production house Foszer Sawicki and the animation studio Better Story Studio. He has completed over 2,000 productions for entities from 26 countries for the largest brands such as Coca Cola, Play, Mercedes, etc. A long-time business practitioner specializing in building marketing strategies, sales, and delivering value for business. For 14 years, he has been actively involved in numerous consulting projects aimed at companies, startups, brands, and personal brands. A specialist in scaling businesses to foreign markets. An investor involved in the Growth area of one of the most promising Polish startups offering personalized dietary supplements, Sundose. Business Advisor to the Swedish startup Preglife – an app for future and current parents, responsible for development and marketing strategy in the Polish, Spanish, and French markets. Investor and strategic advisor to the diet catering company Pomelo.
Summary
Effective video in performance campaigns requires tailoring to the specifics of the platform. On YouTube, the first 5 seconds and sound are key; on Facebook and Instagram – visual appeal and subtitles, because over 80% of viewers watch without audio. TikTok relies on a natural style and instant intrigue within one second. It's worth remembering social proof and the authenticity of the UGC format.
Author Bartłomiej Foszer, founder of a production house, emphasizes that a good idea can replace a large budget. Observing trends and precise targeting determine success – even the best creative won't work with a poorly chosen audience.
