For decades, videos and motion pictures have proven to be more effective in engaging audiences compared to still images, especially in creative content and promotional advertisements. Study shows that 57% of online customers have a higher chance to buy a product after watching product videos. With the rise of social media platforms, we have options to distribute video content. Instagram Ads is now the favorite platform to publish videos.
As it is crucial for businesses to have an Instagram account, it’s also important to do Instagram Ads. Most businesses will put ads on Instagram as 1 billion people are scrolling through it every month. So what you have to do now is optimize your video marketing game. Down here we provide you 9 Instagram video marketing tips to boost your brand sales.
1. Plan Your Video
Now you have an idea to create a video, but before you execute the idea, you need a plan. To plan a video marketing, you need to figure out three things first: Goals, Target Audience, and Distribution Channel.
What are the goals?
Before you start to distribute the video, think about the goals. What is the expected outcome that you want to help increase your brand sales? Is it video views? Is it sales consideration? Or sales conversion? Once you set the goals you will begin to see what your audience should do after they watch the video.
Defining your target audience will help you craft the video. Since the video should impersonate your buyer’s persona and the segmented target on Instagram.
As the goal has been set, you need to decide: where you want to blast your video? On Facebook? Instagram Ads? Of course you can use multiple distribution channels, the more channels you use, the more leads would come. Just make sure to keep them on track so you can optimize the one that works best.
2. Understand the Video Ads Format
Instagram provides a range of video ads format, knowing all the formats will benefit your content creation. You can do research on what format fits your goals best and optimize your video.
#1 In-Feed Video Ads
This format blends with the user’s feed, it offers you to advertise in a more natural way. You’ll be able to give a glance of your brand while users are scrolling. This format is the best way to increase brand awareness and has a higher engagement rate. So you might want to create a more seamless content that camouflages with the feed’s content and not “sell” too hard.
#2 Instagram Stories
This might be the one that marketers use the most. After Instagram launched Instagram Stories, the usage number kept increasing. By now, nearly 1.7 billion users use Instagram Stories daily. And 15%-25% of viewers swipe up to check on products on branded stories.
This format is basically Instagram Stories, only you are able to put links so people can go directly to your brand’s website. So make sure your content is speaking directly about the product or service you sell.
#3 Carousel Ads Video
The placement is perfect if you want to show more information about your brand. With the carousel, you will be able to advertise with three swipeable and interactive videos. Take advantage of this format to really describe your product as this format can fit quite many information. However, it is also important to ensure the content is engaging, so users will not get bored and most importantly, compelled to swipe to the next picture.
#4 Instagram TV (IGTV)
Need a longer time to advertise? IGTV offers you a one-hour long vertical video. You can show more about what your brand is offering. You can speak about your brand identity or give more engaging video like tips to use your product.
3. Make the First Few Seconds Count
People tend to skip the ads, especially Instagram Ads that are easily skipped. So make sure to put in your best effort for the first seconds of the videos. Create a video that gains attention and has a strong impression for the audiences.
4. Offer a Solution
Instead of selling and introducing your product, explain more about what problem the users have. What is the pain point that your target audience might have? After you identify the problem, you can show them that your product is the solution they need. This tactic will drive them to check out the link you add to the ads.
5. Instagram Captions are Important
When it comes to ads, any kind of ads, the caption is always important. You want to explain briefly about the video, what campaign you have or what promotion is going on. But don’t go too far, keep it minimum to avoid cluttered screens.
6. Use a Clear and Compelling CTA
Call to action will guide your audience to visit your website and lead them to buy the product. That is why it is very important to always provide CTA. It will create a simple buying journey instead to drive them to check the link on your bio. Use a clear and compelling CTA such as Buy Now, Learn More, or Download Now.
7. Make It More Engaging
People will get bored if you give them a 15 seconds video only about the product. Create an engaging video, this could be a funny one, an emotional one, or even an interactive one. A video that will evoke emotions will gain attention, and it is more likely to get shared by the viewers of your ads.
8. Think About Thumbnail
Different from Facebook and Youtube, where you can customize thumbnails, with Instagram Ads you have to use a part of your video for the thumbnail. This means that in planning the content of your video, you need to prepare a shot that can be used as a compelling thumbnail. Thumbnails are very important as it will be the first thing the audience will see. It defines whether the users will continue to watch or just skip the ads.
9. Don’t Forget to A/B Test
As a good marketer would do, don’t forget to do the A/B test. Create multiple videos and publish them all, then see which one works more. From the analytics, you can see which video is more engaging and create more conversions. You can shut down the rest and keep the one that works best.
There you go, 9 tips for killer video marketing campaigns. Now put your theory to practice by analyzing your competitors’ social media video campaigns with Analisa.io, and then producing your own viral videos with production platforms like Performante.io, then complete the marketing process with data-driven reports and social insights from Analisa.io.