Welcome to Video Marketing To Grow your Business
I’m Gerry Tacovsky and thank you for joining me.
Today, I am going to show you how to create effective video ads which will increase your return on ad spend by 12%.
When video ads first started to roll out Facebook, which just seemed like yesterday, I was always asked, how long should the video ad be.
Now having done commercial ads for television, there are very specific lengths – 15 seconds, 30 seconds and 60 seconds and they had to be exactly to the second. And the longer the commercial, the higher the broadcasts.
But on Facebook or Youtube or most other social media platform, length doesn’t matter – right guys. You can have your video long as you like and you don’t pay any extra. Awesome.
So my answer to how long should your video should be was – as long as it needs to be, to get your message across to your target audience.
But now that has been flipped around. Your video ad it needs to be as short as possible, to get your message across to your target audience.
So why flip? All the video stats that I have ever seen, show the same thing – the longer the video, obviously the less viewers will still be there at the end. It never increases but always goes down.
Traditionally, the Call to Action – the main objective of the video – was always at the end of the video when there was the least number of people watch the video – which makes no sense.
Now some people would say that those that stayed until the end for the Call to Action – are your Hot Leads. No doubt – but there wouldn’t be many and we may have lost out Warm potential prospects.
Of course, you can retarget them – but that will cost you more money.
Now talking about money… If you have someone created a short video for you – say 6 seconds, should you pay less than you would for a 3 minute video ad?
So let’s look at the stats again. All of my stats say the same thing.
Facebook agrees. They know exactly every stat from every single video ad which have ever run on Facebook. And they tell us that the 6 second video ads are more effective than any other longer ads.
Facebook tested 6 second ads with 30 seconds for the same product.
The 6-second ads delivered an 11% increase in ad recall, 12% increase in return on ad spend and obviously increase the significant completion rate, and more importantly, proved to be most effective in driving results for the brand in several other key metrics including conversion rate, average purchase value and clickthrough rate.
The shorter video won hands down.
So should you be spend more or less for creating 6 second video than a 3 minute video?
Let’s look at copywriting. Some copywirtiters will base their fees on the number of words they write or how long it will takes to complete the job. So they might charge $1per word or $100 per hour.
And so you think the shorter the video would take less time and so should be cheaper to make.
But I think it’s the opposite. Let’s go back to the copywrighter example.
An average writer will write a page to get the message across to his or her audience.
A good write will write a paragraph to get the same message across to the audience.
But a great writer will write just a few words and it will be more effective. For example;
• McDonalds – “I’m Lovin’ It”
• Red Bull – “It Gives You Wiiiings!”
• L’Oreal – “Because You’re Worth It”
• Nike – “Just Do It”
• Energizer – “It Keeps Going, and Going, and Going…”
• Jaguar – “Grace, Space, Pace”
• Zurich – “Because Change Happens”
• Apple – “Think Different”
In just a few simple words, these brands come alive and touch the emotions of their target audience. They resonate with their audience.
So let’s go back to the purpose of your video ad.
1. Grab the attention of your target audience.
2. Create interest in your product offer.
3. Build The Desire to WANT your offer.
4. Take action – go to a landing page, optin or buy a product.
That is job of your video. It is not about getting you to watch a video as long as possible.
So here are my new video ad tips;
Short video 6 to 15 seconds.
First 3 seconds to grab attention
Within Ten seconds – create interest.
Within 15 seconds – build desire and action with the right intent.
If you have a longer video just keep creating a stronger desire and use a CTA with scarcity.
I hope you have found it useful.
I’m Gerry Tacovsky
Now if you are looking any tips or help with your video ads, you can get a free strategy session with me by clicking the link below.