Video Creation Guide for Ads

1
Video Creation
Guide for Ads.
All copyrights reserved to www.linkedin.com/ahmedgowda

Video Ads Creation Guide
2Sources: Wochit, Facebook Video Ads: Best Practices for 2018.
WHY SHOULD YOU
READ THESE SLIDES?

Grab
Attention
EARLY
If it doesn’t give you interesting, relevant insights straight
away (or at least a catchy hook), you’re probably hitting
the back button a few seconds in.
You have only 5 Sec to do it.

Keep
It Short.
Video Commercial: 10-15 (Up to 30 if the content is very attractive)
Video Episode: 1:00 to 1:30 mins maximum.
There’s also an increasing trend in mobile advertising toward making tight, snappy
6-second ads. Facebook COO Sheryl Sandberg stated in 2017 that compared to
15- and 30-second ads, 6-second ads showed “higher brand metrics across the board”.

Get
your
Brand
in right
away
In a meta-analysis of video marketing data, Facebook found:
• 23% of consumers more likely to remember which brand made a given video ad if the brand
was featured in the first 3 seconds.
• 13% of consumers more likely if the brand was featured after 4 seconds (compared to ads where
the brand wasn’t explicitly shown in the video):

Optimize
your Ad.
Title and
Description
Your ad title and description also
feed information to Facebook’s
targeting algorithms about the
topic of your video, so make sure
you include any keywords relevant
to your ad.
Over 33,000 Facebook videos in 2017 with
certain phrases in titles got way more video
views than others.
Videos including title
phrases like “to know
about”, “ things to know”
“5 things to” and “what
you need” all exceeded an
average of 50,000 views
per video

Focus on
Sound-off
Views
85% of Facebook video views happened with the sound turned off.
Adding Facebook video Ad. subtitles increases view times by 12% on average.
Your videos should communicate your message even without audio. Don’t rely on voiceovers or
dialog to relay key information. Use captions and graphic overlays to make sure your message gets
across with sound on or off.

Get
Or Go
Square
• Square videos actually take up 78% more screen space than landscape videos.
• 35% more views and 100% more engagement than comparable horizontal videos.
More screen space for your video ad means your visuals and text will grab more attention and be
more easily readable. It’s simple, really. The bigger your video appears, the harder it is to ignore
and the more likely people are to engage with it.
Vertical

THINK
MOBILE
FIRST
Facebook’s meta-analysis of video ads on Facebook and Instagram found that mobile-first ads had
longer average view times and better brand recall than mobile-adapted or traditional video ads
Mobile First: The videos which were created fitting mobile specs.
Adapted to Mobile: The videos which were created with Desktop Specs and resized to fit Mob.
Traditional Narrative: The videos which were only made and used as wide desktop video.

Stick your
CTAs in
the middle
CTA* Call to Action
The first 3 seconds of your video are crucial for presenting your brand and creating interest, so you
can’t afford to spend them pitching a call to action.
300,00 analyzed videos with CTAs and found that 95.9% had CTAs post-roll, 4% had them mid-roll,
and only 0.1% had them pre-roll.

Nail
Your
Thumbnail
If you choose your own
thumbnail, make sure to go
easy on the text. Facebook
video thumbnails that consist of
over 20% text by area “may
experience reduced delivery”
Thumbnail should
achieve the following things:
• Hint at the premise of the video content.
• Compel viewers to click.
• Attractive Branding or Artwork.
• Look amazing on any device screen size.
Example:
This is very attractive
because it’s mysterious
as we all know the price
of an iPhone.

10.1
Which Video
For Which Buyer
Persona
Awareness Stage
Your buyer wants to solve a problem, find a solution or fulfill some kind of need. The
important thing in this stage is to help them recognize what they’re looking for by providing
helpful answers, insight and expertise.
• Short format (30-90 seconds)
• Helpful how-to content
• Fun company culture videos
• Inspirational, motivating content
• CTAs leading to more in-depth content locked by landing page forms

10.2
Which Video
For Which Buyer
Persona
Consideration Stage
Now your buyer is busy researching solutions and considering options for solving their
problem. It’s time to showcase your solutions, explain why they would or wouldn’t be a good
choice and build their relationship with your brand.
• Short or long format (2 - 10 minutes)
• Informative and entertaining
• Explainer videos
• Product demos
• Testimonials
• Case studies
• CTAs leading to decision-based content

10.2
Which Video
For Which Buyer
Persona
Decision Stage
Finally, your buyer is ready to make a purchase. They’re just deciding on what specifically to
purchase and from who. Your job is to make this a no-brainer with details, unbiased reviews,
guides and discounts.
• Short or long format of any length
• FAQ
• Testimonials, reviews and unboxing
• Instructional or in-depth product features guide
• CTAs for purchase-related offers and discounts

Video Creation Guide for Ads

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