How to Make An Engaging Video for Social Media in 2018

The trend of daily video views around the globe is very dominant. It is all over the internet, and you don’t need to look into the statistics because it’s not a secret as to how viral a good video is on social media.

So, how do you make a good video? That is the question that this article will answer through its six guidelines.

1.Identify your end goal & video statement

Marketing is one of the objectives existing right now in all social media. To let you know that we are on the same page. This write-up is about how you can use video for social media, in the best way as a marketing tool.

Now that you are acquainted with the true objective, it is essential to further break it down into more specific objectives.

Do you want to make people aware of your product? A new gadget came out, and do you need to promote it well? Or are you determined to show to the world your company culture so that it will ensure everyone that whatever product your company has is an absolute quality?

BONUS READ: How to setup goals for videos at every stage of your marketing funnel

Focusing on a single objective one at a time will help you get your point across while preventing your readers from being confused and too overwhelmed, and through this, your video will also be shorter, because it is more concise and more direct to the point.

People in social media, who are usually busy and have small patience with a long video, will surely love it.

2. Keep the camera steady

Since we are talking about social media, it is not uncommon that handheld smartphone cameras are usually used. However, your shaky hand is always the culprit here.

Don’t worry the solution is quite simple, one which does not require for you to dismember your hand and replace it with a mechanical one.

On a serious note, to have a smooth quality in your video, you do not need a fancy or expensive camera gear to do the job. Sometimes, all you need is a simple ingenuity.

There are different solutions to make your video look professional. One is investing in a tripod. Another one is utilizing the stabilization settings on your smartphone.

If you still want to take it to another level, you may also use an external lens that can fit your smartphone. This will significantly enhance the quality of your videos, which we all need aside from keeping the camera steady.

The thing is, they are all very cheap but very helpful in making great videos for your business.

3. Focus on a strong message when creating video content

Structure your video wherein all parts work hand in hand to achieve a very clear and compelling message. To do this, incorporate narratives to your video content, whereby, it is also an effective way of strengthening your connection with your viewers.

A good narrative has an easy to follow setups, where a problem is stated in the beginning and eventually gets solved in the end. It must be healthy to the heart, because it shall resonate with people, making them relate to the struggles you’d like to champion.

An intense message will always provoke a strong reaction. It is good to note that this results in your video leaving a memory to your viewers and a call to action to influence them.

By being memorable here, your narratives can be funny videos where people will find their giggles irresistible and contagious to others nearby. It can also be a motivational video that taps their energy to be instantly inspired.

Whatever it may be, a strong message in your video content will help you achieve people’s attraction to your brand, the way you have always dreamed of.

4. Take advantage of trends on social media

It is a basic human need to feel a sense of belongingness. This is a feeling that you are socially accepted in a group. This concept has some small changes in the passing of times, especially now in the modern world.

Social acceptance nowadays is also gauged in trendy things that you wear or use. To put it simply, everybody wants to be kept up to date, and nobody in his right mind wants to be left out as the odd member of the society.

What is trending, has significance to your end goal, and has relevance to your audience, is something you should consider in incorporating into your video.

The result will be an extremely engaging content and we all want that!

5. Try to connect with influencers

Influencers or trendsetters are very valuable people in social media marketing. They influence a lot of followers, and for business owners, these people are indispensable to the success of their brands in the market.

Thanks to them, you’ll no longer feel the pressure of staying on top of the social media trend, as you can just be updated to what keeps influencers busy. This is due to the fact that these people are very proactive and talented in exposing their preferences and opinions in such a way that many will follow them.

It is your job to befriend them. Follow their social media channels and who knows, you can maybe ask them on how they feel about your brand.

If not, you might consider hiring them, or you can always just study them, and learn from their actions on how to engage the audience the best way. With that, it is also possible that you can start being your own influencer.

6. Optimize your video content

To make your videos as perfect as possible, you should not forget some basic but essential principles in videography first, especially in the context of social media marketing.

First of all, your camera should be appropriate for social media. Then, avoid digital zoom and just try to move closer to the person or the object that your lens is trying to capture. Always choose a well-lighted area for your videos. Make your videos mobile friendly, that is, it takes a few seconds to load in smartphones.

Now, to finally put the final touch to a video, making sure that it will suit the general aesthetic need of the people, editing is an integral and important part which should be strictly observed.

An editing application will be your friend here. It will help you make an artsy, yet clean and easy to understand video.  

A YouTube video editor will do the trick for simple editing. But if you are into a more complex edit, you might want to try other programs available in the market. There are a lot to choose from.

Final Words

You won’t lose anything if you will follow these six guidelines in making engaging videos for social media.

You’ll never know if they are effective if you don’t apply them!

           

How to Scale Video Production Efficiently

It is simple to manage videos if you rarely make them. It is easier to track who was involved and how the script of the video content was built. But what happens when you scale video production and have multiple video campaigns running simultaneously? What do you do when you want to know who was involved in making a particular video? How do you manage video creation, review, distribution and analytics?

If your team is making more than 2 videos a day, you need a video management solution. Period. Instead of relying on multiple tools to create, review, track and analyse different video campaigns, you need one platform that can manage all your campaigns and monitor the processes at once. One platform to rule them all! Only then you can do what you do best – ideate and optimise.

Why your business should scale video production?

For a moment, imagine that your team can scale video production to 10 videos a day. You will realise that this opens up opportunities that you had never even considered before.

1. Generate more qualified leads

With video production not being an issue, you can have better targeted and more personalised video ads. You can explore new ad networks, platforms and audiences, run A/B tests, and experiment just like you do currently with images and text.

2. Reduce drop-off in your sales funnel

Including the word video in an email’s subject boosts open rates by 19%, improves click-through rates by 65% and reduces unsubscribes by 26% (source).

Your team can now create videos for every drip you’re running for your inbound traffic. You can have industry specific emails, usage specific emails, location specific emails, device & OS specific emails – all with relevant videos.

3. Boost SEO for all landing pages

You already know that including a video on your landing pages helps in SEO. Why restrict yourself to only the homepage? Create a video for every landing page you have. You can add demo videos, explainer videos and even testimonial videos to boost conversions on your landing pages.

4. Increase efficiency of your content strategy

Is your content generating quality leads for your sales team to convert? You can improve this by establishing your brand as an authority in your industry, which in turn, can be achieved by producing premium quality content that your users will find value in.

Make a video for every article you produce. The video can be a short 1 minute introduction to the article, where you mention prerequisites, statistics, etc. You can also summarise your article and present it as a 1-2 minute video. Just make sure you put the video in the first fold of the article, so that users can view it before they read your article.

Create your own video library on your blog. If you use WordPress, you can select themes that support video uploads. If not, you can create a video gallery on your existing blog with the help of your web developers. These videos can be a part of your existing content strategy, or you can build a new one around it.

5. Get traction on social media

Social media is a breeding ground for videos. By posting videos, you can boost user engagement and increase brand awareness efficiently.

Honestly, apart from YouTube, no other social media platform will help you generate revenue by producing more videos. But you will get something more valuable from this – a solid social media presence! You can generate leads to fill the top of your funnel, build your brand’s authority, and engage existing and potential users by running competitions.

Different social media platforms like YouTube, Facebook, Instagram, Twitter and Snapchat support different video formats (square, landscape and portrait). You can create copies of the same video in different formats, and experiment to see which format and platform work the best for your brand. This article is a good place to start.

How to scale video production?

You can scale video production in 2 ways – increase number of videos for existing campaigns, or build new video campaigns.

1. Increase number of videos for existing campaigns

You can increase your current video production rate by either scaling your team, or by decreasing the time spent on producing a single video.

Scaling your team gives rise to new complications which I will address below. Ideally, you would want to optimise the video creation time without doing any changes to the team. This is why online video making tools like Rocketium are used by businesses to make more videos using their existing teams.

2. Build new video campaigns

Here are few ideas for new video campaigns you can run:

  • Video emails – you can use videos in sales emails to convert users to paying customers, or in newsletters to boost customer engagement and build stronger relations with your customers
  • Testimonials – make videos where clients share how great it’s been to work with you, industry partners who have benefited from your collaboration, or even your own team talking about what it was like to be part of your latest project
  • Reviews, UGC (User Generated Content) – run competitions asking your users to submit videos of how they use your product, or ask them to review your product through a video and string them all into one detailed video you can use in emails or landing pages
  • FAQs – checkout the FAQ microsite of McDonald’s Canada and how they use videos to answer frequently asked questions

Complications that arise when you scale video production

If you’ve decided to boost your video production rate, you need to brace yourself for these potential hurdles:

1. Managing multiple videos becomes difficult

With multiple video campaigns running simultaneously, keeping track of what campaigns are live, and the stage of each campaign becomes cumbersome.

Slack, Google Sheets, Trello – you’ll realise that each have their own restrictions and limitations.

2. Tracking video creators and contributors of individual videos is a pain

There are times when you would like to know who was involved in making a particular video – maybe you want to replicate it, or maybe you want to run A/B tests. But this becomes difficult and time consuming, particularly if the same team is involved with multiple video campaigns.

3. Communication gap increases

The communication between your video creation team, video design team and the distribution team must be quick and precise.

The distribution team consults the video analytics and determines what content works best on what platforms. This information should be conveyed to the video creation team so they can ideate and come up with engaging content for different channels. The video design team collects input from both the teams and styles the videos so they go hand-in-hand with the content, ensuring that viewers complete watching the whole video.

If communication breaks at any point, or the information is delivered later than expected, it could affect your entire video campaign. How do you scale video production and maintain clear communication at the same time?

4. Video review becomes complicated

There is a general review process followed in most media houses and business where there is a high content creation rate:

The video creation team creates a script and sends it to an editor for a review via email (or Slack). After reviewing, the editor sends corrections to the team, who make the changes and send the script back to the editor. After getting the final green signal, the video creation team fills in the content and proceeds to forward the video draft to the design team. The design team finalises the styles and sends it back to the editor for a final review. Post this, the distribution team picks up the videos and puts them in respective channels.

This process works seamlessly when you have very few videos. But once the video numbers go up, following the process becomes time consuming and complicated. There are times when either the creation team or the styling team sits idle because videos remain in the queue for review. This ultimately results in decreasing the efficiency of your video campaigns. This affects all efforts you’ve put in to scale video production.

5. Educating new recruits of different tools & processes is time consuming

When you have new members in the video creation, styling or the distribution team, you need to train and familiarise them with the multiple tools you’re using for communication, video creation, review, etc.

It may take close to a month for them to get to speed and perform efficiently.

WORKSPACE – One platform to rule them all!

Imagine if you had one platform, one tool, where you can create and manage all your videos at one place. Workspace is a complete end-to-end video management system at your fingertips. You can ideate, create, review, share and analyse videos by involving all the different teams at once.

Workspace is the perfect fit for newsrooms and large media houses which focus on publishing multiple videos in a day. All of the above roadblocks can be avoided by using Workspace, thus becoming your go-to platform to scale video production.

Features

1. Kanban style video management UI

You can create different lists which represent each stage of your video creation process. Using simple drag and drop, you can move videos from one list to the other, as it progresses through the video creation stages.

kanban style management for when you scale video creation
Each of these cards is a video!

If you use Trello, Workspace is a breeze!

2. In-built video creation studio

After you jot down ideas for videos, you can assign videos to individual members and create the video right there! The Rocketium Studio is integrated inside this, so you don’t have to depend on more than one tool to ideate and create.

3. Real time comment and review

You can view the drafts, review them, and comment right there the changes you would like to make. Just like Slack, you can tag your team mates and just like Google Docs, you can track the changes in real-time.

review and comment in real time in rocketium workspace
Tag team mates and they get notified in real time!

4. Integrations

Workspace comes with tons of integrations to help you create and manage videos.

For creators and editors:

  • You can access over 1.5 million royalty free media assets from Storyblocks, Shutterstock, Lobster (for UGC), Pexels and Pixabay
  • Creators can access copyright free music tracks from Soundstripe and individual composers
  • You get notifications via email and Slack
  • You can connect your website’s RSS feed to Workspace and create video entries automatically for every new article

Distributors can share videos directly to Facebook, Twitter, YouTube, Brightcove and Dropbox.

5. Analytics

Get metrics, numbers and visually appealing charts that let you know how your video campaign is performing, the contribution of every team member, and how much time it takes for you to make one video.
Analytics help scale video production

Use these to optimise your video creation process further!

You can sign up for Workspace here.

How to Create Instagram Posts to Engage Your Followers

Instagram has made it possible for creative individuals to showcase their work in the form of Instagram posts and videos, through a global shareable platform. An average of 95 million photos and videos are uploaded in Instagram each day, and that’s a clear look on how influential the app has become in the social media and online realm.

Editing photos could be done in the app, and while its feature upgrades cater to all kinds of creative approaches, some users might still want to have more editing options. Here are simple ways to create more engaging and unique content for your Instagram that will in turn help you grow your following and maintain a more consistent, aesthetic appeal.

Create Similar Themes And Add Lighting Using Photo Filters

Instagram has a decent selection of available filters, but it could, at times, be very limiting. Downloading an editing app that specializes in photo filters is a good solution to expand your choices, and Instasize is the best filters option in the market.

The revamped version of the famous app carries more than 50 artisan crafted photo filters, with new filters added each month for premium accounts. The filters have a wide range of artistic touches: from light and luminous, to dark and edgy. You can adjust the intensity of the shadows, hue, saturation, contrast, and even tweak the grains and vignette to create visually appealing Instagram posts.

By selecting similar tinted filters, you can create a theme for your profile that looks like each photo was well-curated. Your Instagram posts will definitely look like they came from a professional photo editor.

Instagram posts

Use Typography For Text-Centric Posts

Incorporating typography within your Instagram content is a great way to keep your followers engaged on your Instagram posts. It provides an emotional value to any simple text post and gives a fascinating design element to your profile.

While Typography could be a simple design discipline, working around it could take a lot of time. And if you want to create the most suitable layout based on your personal style, apps like Instasize and Hype Type will give you text design elements that cannot be found elsewhere.

Create stunning text announcements within seconds using the various text design layouts on the Instasize app. Bring text announcements to life with the animation options on Hype Type. Apps that specialize in various typography engineering will help give your uploads a more professional look, and your followers will enjoy the variation in content.

Read Also: Tips For Selecting The Best Font For Videos

Create Fun Videos With Sound Bites

Videos have always been a popular form of online content, and uploading videos to your feed not only gives your profile diversity, but it will also attract more followers. If you’re absolutely new to video editing, Rocketium is the perfect platform to use. You can create engaging HD videos in minutes with its easy-to-use interface that also allows you to select video clips and images from your phone and add your kind of music for a more personalized approach.

Creating videos with Rocketium is simple, and you can adjust the timing (video speed, text duration and delay), or even create a personal motif that will fit the overall vibe of your feed. Instagram video ads can also be created using the same. 

Mix And Match The Mentioned Editing Options For More Unique Results

Knowing which apps + software to use to help curate better content is just step one. In order to edit content, you need content to begin with! We suggest creating some type of style board or begin collecting images that you’d like to use, replicate, etc.. get those creative juices flowing.

Your instagram feed should reflect bits and pieces of who you are. The more you share, the better the relationship you’ll be able to grow with your following. Authenticity is key! Utilizing apps and software to help you reach your end goal is completely necessary, and we hope you found the tools mentioned above useful in your Instagram journey. Happy editing!

Why Video and UGC are Marketing Wins

If you aren’t with the times already, where have you been? The way we communicate is becoming more visual. With so many distractions in life, it’s much easier to get the gist of something by watching a video.

According to Wyzowl, only 10 percent of people remember what they hear. Throw into the mix that 80 percent remember what they see and do, and you have a strong argument for the power of visual communication.

Let’s not forget that YouTube is the second biggest search engine on the web. As a company, if you’re not already communicating through video, you should be. And if you include user-generated content (UGC) into your marketing collateral, you’re well on your way to engaging moving pictures.  

So, join us as we look at why all brands should be creating video marketing campaigns with the help of UGC.

What is UGC?

UGC is one of the most popular marketing methods and utilises visuals taken by real people. Audiences are tired of seeing the same type of marketing campaigns with similar-looking people, set to the same backdrops.

Instead, they demand more authenticity and want to feel a stronger connection with brands. This is where UGC plays a vital role; it’s a way for consumers to see people just like themselves in marketing promotions.

93 percent of marketers see brand results improve after influencer engagement, and UGC is one of its biggest drivers. By applying UGC to video marketing, companies provide an even more immersive experience for audiences to enjoy.

Stronger connections

Just like UGC, conveying a message through video resonates more with viewers. There is something inherently more real about watching someone or something in motion. Emotions drive actions, and it’s easier to take them at face value when it’s in video form.

Being able to see someone’s tone of voice or moving facial expressions can completely change perception. The interactions feel like they’re two-way, as opposed to a picture, which doesn’t have the same effect.

UGC makes your content go viral

That’s not to say that a video campaign will make someone rush out to buy a product. What it does do, however, is play on your subconscious and have a greater lasting impact. Videos are more memorable, which is mainly down to their ability to create stronger connections.

Ease of use

There was a time where only the biggest brands could afford video marketing. To make a motion campaign was considerably more costly than regular photo campaigns. Getting hold of the equipment, hiring the director and the talent – it all added up.

Today, however, making a marketing video is significantly more cost friendly. Taking a video on your smartphone can be just as impressive as high-end cameras and has helped to create a new wave of creativity.

There are also now affordable companies who can help to optimise videos and drive engagement.

It’s now possible to create engaging video content in just five minutes. You can create your own campaigns fast and with efficiency. There is no excuse for businesses that leave video off their marketing checklist.

It’s the internet king

Video constitutes for 69 percent of all internet traffic, which reveals a huge shift in consumer mindset. Those numbers are staggering considering it’s still a fairly new concept in how it’s utilised and displayed.

As the tech for video marketing improves, making it more cost-effective and easy to use, a larger number of people are jumping on the bandwagon. While some still see video as a typical TV advert, new platforms have changed the way it’s used on a day-to-basis.

Social media has become a breeding ground for video. What started with short five-second shorts on vine has evolved to Snapchat, Instagram and Facebook stories. Smart companies are tapping into that audience and using video and UGC to strike a chord with their audience.

More chance of going viral

It’s every brand’s dream to create that one piece of content that goes viral. We’ve now got to the point where it’s almost exclusively videos that ‘break the internet’. Companies like Volkswagen, Dollar Shave Club, and Blendtec have all successfully viralized their video content. The range of different companies shows that anyone can go viral if done correctly.

UGC drives your marketing

Visuals are processed up to 60,000 times faster than text. 93 percent of communication is non verbal. And by the end of this year, visual communication will rise to 84%. It’s not hard to see why video has a better chance of breaking down barriers than any other form.

This is not the future of marketing; it’s the now

We have entered the realms where video communication is key. Those still sceptical will struggle to keep up with the competition as video dominance continues to rise. Any business, from small to global, can easily create video content in-house.

With a splash of UGC, companies further increase their chances of making successful content that hits the mark with its intended audience. Or, in other words, communications that pop.

Audiences want to feel like they’re part of the brand. Using video content with UGC is one of the best ways to capture that feeling, build brand awareness and increase ROI.

About Lobster

Lobster is an AI-powered platform which allows brands, agencies and the press to license visual content directly from social media users and could archives. Follow them on Twitter here.

A Closer Look at Video Thumbnail and its Importance

How many times have you spent quality time making a video script and adding breathtaking animations, but still ended up with little views and engagement? This has happened to me plenty times. However, you can change this by focussing on a very tiny, but important part of video marketing – the video thumbnail!

What is a video thumbnail?

A thumbnail is a reduced-size version of any image or video. Originally it got the name from being about the size of a human thumb nail.

Thumbnails are used by various platforms (especially social media) because they’re easier to scan and organise than the original files. By using thumbnails, platforms can make smaller and easily viewable pages and allow users to have control over exactly what they want to see.

Why is a thumbnail important?

You’ve probably heard this phrase plenty times – “Don’t judge a book by its cover”. Though these are words to live by, it is often the most neglected advice.

Every day, every minute, every second, your videos are judged by their thumbnails. In fact, video thumbnail plays a very important role in encouraging viewers to hit the PLAY button.

With so many videos on the Internet competing for attention, a video thumbnail can determine whether your video is watched or ignored.

[Tweet “A great thumbnail makes a creator’s content stand out.”]

How do I select a click-worthy thumbnail?

A thumbnail should achieve the following things:

  • Hint at the premise of the video content
  • Compel viewers to click
  • Branding
  • Look amazing on any device screen size

Here are few points to keep in mind when you select a thumbnail for your video:

1. Add text to represent your video content

Your thumbnail should convey your viewer what they’re going to see in the video. This is why it should sync with the title, description and the content of the video.

A good tip is to include some text in your thumbnails. Platforms like Facebook have a restriction on the amount of text you can put into a video thumbnail, so keep that in mind!

In fact, you can also include some hashtags in the thumbnail. Compare the views of this Jimmy Falon video to others:

Use hashtags in your video thumbnail

As someone who regularly watches videos on different platforms, I request you to avoid using click-bait video thumbnails. This causes a lot of annoyance to the viewer and give out a ‘cheating’ vibe. And this is not good for your brand.

In the not so distant future, platforms like YouTube and Facebook can slowly start identifying such users using machine learning, and start penalising them.

2. Make it visually appealing

Impress your audience at first sight. Use the right color palette, but also make sure it doesn’t end up too gaudy and bright. You can use some image editing tools like Pixlr to enhance the colors by editing the image’s saturation and by using hue filters.

Tubular Insights claim that something as simple as sharpening the edges can have also a subliminal effect on your thumbnail!

3. Include a human face to build an emotional connect

This usually makes people click you video because it makes them feel more connected. Once that connection is made, viewers are more likely to watch the entire video.

If possible, use a close-up shot because it helps the image stand out, irrespective of the device it is being viewed on. Look at the views on these BuzzFeed videos:

Buzzfeed video thumbnail

Tip: Based on what emotion your video is trying to evoke,  use a face that exaggerates this emotion!

4. Brand your thumbnails

Given the real estate of the thumbnail, it can become difficult to add your brand’s logo. But try to include it whenever you can. This ensures your video stands out in a collection/list, and helps the viewer identify your content.

Have a look at the Vice YouTube channel:

Brand your video thumbnails

5. Run A/B tests

Using tools like TubeBuddy and Vidyard, you can conduct split tests to determine which thumbnail drives more clicks and views to your videos.

Well planned A/B experiments will improve the performance of your videos almost instantly, so don’t ignore this valuable strategy!

How do I add thumbnails on different platforms?

1. YouTube

YouTube picks 3 frames your video and lets you select any one of those. If you’re uploading a new video, you’ll see this option AFTER YouTube has finished processing your video:

How to add thumbnail for new video in YouTube

If you’re editing an existing video, you’ll see this option right beside the video’s preview:

How to add video thumbnail in youtube

YouTube also lets you upload your own thumbnail by clicking on “Customised Thumbnail”

2. Facebook

Facebook picks upto 10 frames from your video and lets you select any one. This is the screen you’ll see when you upload a new video:

How to add thumbnail for a new facebook video

As you can see, you have the option to upload your own custom image as well.

In case you missed this, you can also add thumbnails for your existing videos:

Step 1: Click on EDIT VIDEO

Step 1 to add thumbnail in facebook

Step 2: Select thumbnail

Step 2 to add thumbnail in facebook

3. Instagram

You can choose the thumbnail from within the Instagram app. This is the screen you’ll see when you upload your video:

How to set thumbnail in instagram

Recommended Video Size For Various Social Media Platforms

Videos are an integral part of an engaging social media presence. As a video maker, it can be hard to keep track of the different video size specifications for different social networks (specifications like video format, aspect ratio, video sizes, duration, etc). You can bookmark this article as a reference guide to create the best video sizes for every social media platform.

Video Size for Facebook

Video consumption on Facebook is increasing every year. I will not be surprised if Facebook is your go-to platform for video – both as a marketer and as a user. These are all the places where you can use videos on Facebook:

1. NATIVE VIDEOS ON FACEBOOK

This is the most common type of video on Facebook, and though it is difficult for brands to get a good organic reach because of Facebook’s recent updates, it is still a viable way to share video.

Native video sizes on Facebook
Native video on Facebook

Video Guidelines

  • Recommended video size: 1280 x 720
  • Orientations accepted: Landscape, Square, Portrait
  • Accepted aspect ratios are 16:9 (for landscape), 1:1 (for square) and 9:16 (for portrait).
  • Mobile renders all videos to 2:3
  • Max file size: 4 GB
  • Recommended video formats: MP4, MOV
  • Max duration: 240 minutes

2. NATIVE VIDEO ADS ON FACEBOOK

When you boost any of your videos, they become native video ads, and they look like other videos, residing in users’ feeds. Once played on the desktop, they stick to the right column as you scroll down to the next post.

You can boost any of your existing videos and they will show up as native video ads to your selected audience. Do note that such videos are labelled as ‘Sponsored’.

Facebook video ad by netflix
Video ad by Netflix on Facebook

Video Guidelines

  • Recommended video size: 1280 x 720
  • Orientations accepted: Landscape, Square, Portrait
  • Accepted aspect ratios are 16:9 (for landscape), 1:1 (for square) and 9:16 (for portrait).
  • Mobile renders all videos to 2:3
  • Max file size: 4 GB
  • Recommended video formats: MP4, MOV
  • Max duration: 240 minutes

3. CAROUSEL VIDEO ADS ON FACEBOOK

You can use Carousel video ads to showcase upto 10 images and videos within your target audience’s news feed. You can use the extra space to highlight different products, showcase specific details about a single product, service or promotion, or tell a story about your brand that develops across each carousel card.

Infact, Digiday claims that Facebook’s Carousel ads are 10 times better than its regular ads.

Video sizes of carousel ads on facebook
Example of a carousel ad on Facebook

Video Guidelines

  • Minimum number of cards: 2
  • Recommended video size: 1080 x 1080
  • Orientations: Square
  • Accepted aspect ratio is 1:1
  • Max file size: 4 GB
  • Recommended video formats: MP4, MOV
  • Max duration: 240 minutes

4. FACEBOOK COLLECTION ADS

Collections is an ad format that makes it easier for Facebook users to discover, browse and purchase products and services from their mobile device.

A video collection typically includes a cover video followed by several images, hence making it perfect for displaying multiple products or multiple variations of a single product.

Example of a Collection video ad
Example of a Collection video ad

Video Guidelines

  • Recommended video size: 1200 x 628
  • Orientations: Landscape, Square
  • Accepted aspect ratio is 16:9 (for landscape) and 1:1 (for square)
  • Max file size: 4 GB
  • Recommended video formats: MP4, MOV
  • Max duration: 240 minutes

5. FACEBOOK COVER VIDEOS

Facebook cover videos are similar to cover images – they occupy the space at the top of your Facebook Page. The video will automatically start playing in mute when a user visits the page. Visitors have the option to unmute, or expand to play the video in fullscreen.

Cover video sizes on Facebook
Cover video put up by Buffer on Facebook

Video Guidelines

  • Recommended video size: 820 x 462
  • Orientations: Landscape
  • Recommended video formats: MP4, MOV
  • Min duration: 20 seconds
  • Max duration: 90 seconds

Video Size for Instagram

Instagram’s advertising revenue has increased significantly in the last year. Understanding Instagram video ads and their impact is very important for an advertiser if you want to execute the perfect ad campaign on Instagram.

1. INSTAGRAM STORIES

Stories run in a full screen, vertical format. With 60% of stories viewed with sound-on, be sure to share content that sounds as good as it looks. This means selecting the perfect music track for your video is very important.

Video Guidelines

  • Recommended video size: 1080 x 1920
  • Orientations: Portrait
  • Recommended aspect ratio is 9:16
  • Max file size: 4 GB
  • Recommended video formats: MP4, MOV
  • Max duration: 15 seconds

2. INSTAGRAM NATIVE VIDEOS

You can post Instagram videos in either the landscape or the square format. However, square video size has an edge over landscape video size.

Square videos consume more real estate on the user’s screen. This means your viewer is not distracted by other posts and the metrics of your own video (views, likes, comments, etc). The only thing a user sees is the video and the CTA associated with it.

Video Guidelines

  • Recommended video size: 1080 x 1080
  • Orientations: Landscape, Square
  • Recommended aspect ratios are 16:9 (for landscape) and 1:1 (for square)
  • Max file size: 4 GB
  • Recommended video formats: MP4, MOV
  • Max duration: 60 seconds

3. INSTAGRAM CAROUSEL VIDEO ADS

These work exactly the same as Facebook video ads. You can showcase up to 10 images or videos within a single ad, each with its own link.

Video Guidelines

  • Minimum number of cards: 2
  • Recommended video size: 1080 x 1080
  • Orientations: Square
  • Accepted aspect ratio is 1:1
  • Max file size: 4 GB
  • Recommended video formats: MP4, MOV
  • Max duration: 60 seconds

Video Size for Twitter

As a digital marketer who is active on Twitter, it’s all about grabbing your users’ attention with enticing and click-worthy video content. In the sports and entertainment industry, Twitter is often the go-to for sharing video content.

You also need to keep yourself updated with some good practices for Twitter videos.

All video sizes for twitter
An example of a video on Twitter

There are 4 types of videos on Twitter: recorded videos, live videos and imported videos and promoted videos. The same video guidelines apply to all these videos.

Video Guidelines

  • Recommended video size: 1280 x 720
  • Orientations: Landscape, Square and Portrait
  • Accepted aspect ratios are 16:9 (for landscape), 1:1 (for square) and 9:16 (for portrait)
  • Max file size: 512 MB
  • Recommended video formats: MP4 for web, MOV for mobile
  • Max duration: 140 seconds

Video Sizes for YouTube

YouTube is the second-largest search engine behind Google, and the largest for videos. As a marketer, YouTube is the perfect space to promote, educate and share video content about your brand.

1. NATIVE VIDEOS ON YOUTUBE

YouTube allows users to upload different types of media formats and the freedom to use plenty of different dimensions. However, videos in smaller ratios tend to have black bars (known as pillarbox) to make them fit into the YouTube player without cropping your content.

YouTube native video size
An example of a native video on YouTube

Video Guidelines

  • Recommended video size: 426 x 240 (240p)  to 3840 x 2160 (2160p)
  • Recommended Orientations: Landscape
  • Accepted aspect ratio is 16:9 (for 4:3 ratios, pillarboxing is added automatically)
  • Max file size: 128 GB
  • Recommended video formats: MOV, MPEG4, MP4, AVI, WMV, FLV, 3GPP, and WebM
  • Max duration: 12 hours

2. VIDEO ADS ON YOUTUBE

Google claims that brands advertising on YouTube often receive a 20% increase in traffic. Now, YouTube video ads are pretty straightforward and can be classified into skippable, non-skippable, mid-roll, and pre-roll video ads.

These ads follow the same video size and specs, they just differ in their maximum duration.

  • Skippable Video Ads:

These videos can be set to play before, during or after the original video content and users can skip it after 5 seconds. This ad format is the only one that allows advertisers to monetize the views from any viewing device (desktop, tablet, mobile, TV or a gaming console).

  • Non-Skippable Video Ads:

These videos can be set to play before, during or after the original video content, but users are forced to watch the full 15 seconds. But, views from TVs or gaming consoles do not count as monetizable views.

  • Mid-roll Video Ads:

These videos are played mid-view (like TV commercials) and are only available for original content that is longer than 10 minutes. They are added either automatically, based on YouTube’s algorithm, or manually.

Mid-rolls can be skippable, but users must watch at least 30 seconds of the video ad before they see the ‘Skip Ad’ option.

  • Pre-roll Video Ads:

These videos are played before the original video content. They’re small 6-second video ads that cannot be skipped, and are usually optimized for mobile views.

Video Guidelines

  • Recommended resolution: 426 x 240 (240p)  to 3840 x 2160 (2160p)
  • Recommended Orientations: Landscape
  • Accepted aspect ratio is 16:9 (for 4:3 ratios, pillarboxing is added automatically)
  • Max file size: 128 GB
  • Recommended video formats: MOV, MPEG4, MP4, AVI, WMV, FLV, 3GPP, and WebM
  • Min duration of mid-roll video ads: 30 seconds
  • Max duration of
    • Skippable ads: 12 hours
    • Non-skippable ads: 15-30 seconds
    • Pre-roll video ads: 6 seconds

Video Size for Snapchat

Snapchat is an active network for younger generations and is used heavily by Millenials to share video content. The advertising opportunities on Snapchat are huge!

There are partner opportunities to put video within Snapchat’s discovery option, and the dimensions for which are the same. But you are required to reach out to them for more details on advertising. Snapchat users see these ads in between viewing other users’ Stories.

Video Guidelines

  • Recommended video size:1080 x 1920
  • Recommended Orientations: Portrait
  • Accepted aspect ratio is 9:16
  • Max file size: 1 GB
  • Recommended video formats: MP4 and MOV
  • Min duration: 15 seconds

Which tool can help me make videos for all social media platforms?

It is difficult to find online solutions that help you make videos for EVERY platform. But a few selected tools can help you make videos in different orientations for different social network.

Rocketium is one such online platform that gives you the option to make videos in Landscape, Square and Portrait orientations.

Twitter Videos: A Detailed Guide

Video is killing it on social media, and it is no surprise. Videos engage, inform, entertain, and successfully convey your message in a way other mediums struggle to. In fact, Twitter videos are becoming increasingly central to the real-time conversations that happen on the microblogging platform.

Why Twitter Videos?

Adweek analyzed Twitter’s annual Online Video Playbook and created a delightful infographic. Here are a few stats from it:

  • Twitter sees 800 million visitors a month
  • 82% of users on Twitter actively engage with brands
  • 93% of Twitter video views are from mobile
  • Videos are 6x more likely to be retweeted on Twitter than photos, and 3x more than gifs
  • Twitter videos have increased by over 50% since the beginning of 2016
  • 48% of videos included a sequential resolution, i.e. a problem set up at the beginning was solved at the end
  • 37% of Twitter users would like to see more Twitter videos from their favorite brands
  • 41% of Twitter users favor Twitter as a way to discover video content

Twitter video consumption is on the rise, and will continue to grow as the network develops new features for users and marketers.

Best Practices to Follow

Here are some practices you can follow to make sure your Twitter videos perform well and gain traction. Do note that following these is not an absolute necessity, but since they’ve been tried and tested by many businesses, it is a good practice.

What video format is best suited for Twitter?

Twitter supports all 3 formats – landscape, square and portrait. As a marketer, you want your viewer to watch your video without any distractions. This ensures your viewer understands the message you want to convey. To reduce distractions, your video must take up the maximum real estate of the screen.

[Tweet “Square and Portrait (Vertical) videos are the best format for Twitter.”]

Square videos are best for twitter
Square videos are the best
format for Twitter

How long should my Twitter Video be?

The maximum length Twitter supports is 140 seconds, but you need to grab a user’s attention quickly, especially on Twitter. If the first few seconds of your video fail to do that, then the length of your video does not even matter.

To use a Twitter video to teach your audience something interesting about your brand, you can extend the video to upto 90 seconds. If your content is gripping, viewers don’t mind watching lengthy videos.

To use Twitter videos to generate leads, create short videos upto 30 seconds on topics that makes the user click on your brand or the CTA to know more.

For example, check out this Tweet by Food Network Canada. Don’t you feel like knowing what other amazing recipes they tweet about?

How can I engage my viewers through a Twitter Video?

Include your brand logo in your video. By doing this, you increase purchase intent by 9%! Here are few other tips to kill it in Twitter videos:

1. Make text based videos

Twitter videos are set to autoplay without sound. Text has now become an integral element of videos on social media. As a social media marketer, you cannot ignore text based videos. With the abundance of tools like Rocketium, you cannot even have excuses like “Video making is time consuming and expensive”

2. Increase conversations on Twitter using hashtags

Twitter really is all about having conversations. Pick a trending hashtag, and either start your own conversation or join one. Hashtags are an easy way to get your videos in front of a wider audience, and not just the people that are following you.

Reply to queries with a how-to video or live video message as this is much more engaging than a generic message.

3. Talk about on-going events

Videos around live events have known to increase brand favourability by 63%.

Lowe’s and BBDO New York delivered this on the Fourth of July, 2013:

https://vine.co/v/haLxW2u2iBm

4. Collect and share user-generated content

People love fame. Create a campaign where you ask your audience to submit fun videos around a brand-related theme and then reward them with goodies and vouchers. User-generated content campaigns receive a lot of traction and can take your social media marketing to the next level.

5. Include people in your Twitter videos

When people are in the first few frames of your video, viewer retention doubles!

Short, people-focused videos can help tell your brand story and introduce your people to your customers. This is also a wonderful way to create testimonial videos and success stories.

6. Go Live on Twitter

Periscope lets anyone broadcast live video via Twitter. You can do this while you’re attending a fun promotional event representing your brand or if you’re hosting one. Give people a sneak peek of what your business is really like by creating Periscopes of industry events, special launches, or product tutorials.

4 Types of Twitter Videos

A typical twitter video could be either of the 4 types, depending on your Marketing goal:

1. Recorded Video

You can use the Twitter app to record videos through your device’s camera, and then upload it from within the app. In fact, there are talks that Twitter is working on a Snapcaht-style video sharing feature.

To record a video for a tweet:

  1. Tap the ‘Tweet’ icon then tap the ‘Photo’ icon
  2. Tap the ‘Video’ icon to access video mode.
  3. Record a video by holding down the ‘Record’ icon  To add more to your video, simply press and hold again. You can record up to 2 minutes and 20 seconds (140 seconds) of video.
  4. When you are done recording your video, tap ‘Done’. You can preview your video before Tweeting it by tapping the play button. You can make additional edits to your video before sharing.
  5. Tap ‘Tweet’ to share your message and video.

2. Live Videos

Live video is the most immersive way to experience what’s happening around the world. From monumental moments and sport events to celebrations and things that make you LOL, it is very easy for you to broadcast a live video straight from the Twitter app.

To go Live on Twitter:

  1. Tap the ‘Tweet’ icon
  2. Tap ‘LIVE’
  3. You will see the pre-broadcast screen where you can frame your shot
  4. When you’re ready, press “Go Live” to start broadcasting.

Once you’re live, anyone on Twitter and Periscope can join your live video and participate in your experience.

3. Imported Video

You can import videos to Twitter using the Twitter app.

To import a video for a tweet:

  1. Tap the ‘Tweet’ icon
  2. Find the video you’d like to Tweet and tap to select it.
  3. You can trim the length of your selected video by dragging either side of the bar at the bottom. Maximum video length is 2 minutes and 20 seconds (140 seconds).
  4. Tap ‘Trim’ to finish your edits. You can preview your video by tapping the play button before Tweeting it. This also allows you to make additional edits to your video before sharing.
  5. Tap ‘Tweet’ to share your message and video.

4. Promoted video

Twitter allows brands to run video advertisements to those looking to target and engage with their customers on Twitter. All promoted video tweets show up in targeted users’ feeds and have the label “Promoted” added to it.

Promoted Twitter Videos

You can choose between different formats and placement options:

  • First View: Grab the most prominent real estate on Twitter—the top of the timeline ad slot—for 24 hours to really make a splash with your Twitter video ad.
  • Conversational video: Add campaign hashtags and call-to-action buttons to promoted videos to drive conversation and encourage sharing.
  • Instant Unlock Card: Combine conversational videos with a call-to-action that invites people to Tweet your promotional hashtag and message to unlock exclusive video content.
  • Video Website Card: Create a promoted video featuring an auto-playing video, headline, and a URL Twitter users can click to go to your website.
  • In-Stream Video Ads: Show a video ad before, after, or during other videos, including live-streamed video, to target people while they’re already viewing related video content.

__________________________________________________________________________________________________________________

Rocketium is a web-app that lets you create videos with perfection, in a jiffy. Its blogger-like interface, intelligent media search, and powerful styling options empower video editors to create professional-looking videos for Twitter as well.

Understanding Instagram Video Ads

Online ads are an integral part of any digital marketing strategy. There are several types of video ads that every marketer must know about. Through this article, I’m going to convince you why Instagram video ads are worth investing into and how you can kill it on Instagram with a few good practices.

Why Instagram?

If you’re looking for a platform where you can find and interact with your target audience, Instagram is a paradise.

Instagram has more active users than Twitter

The latest Instagram statistics by CNBC show that there are currently more than 800 million monthly active users and 500 million of those are daily active users. That’s more than double the monthly active users of Twitter.

[Tweet “At least 30% of Instagram users have purchased a product they first discovered on Instagram.”]

Instagram users love to interact with brands

80% of users follow a business on Instagramwith 60% hearing about a product or a service through the platform. As of March 2017, over 120 million Instagram users performed an action after knowing about a brand. They either visited a website, called a business, got directions, emailed or direct messaged a business.

Brands use hashtags to increase post engagement. With Instagram’s latest updates, it is possible to even follow hashtags, making it easier for brands to interact with users.

hashtags used by brands and businesses
Image courtesy: Sproutsocial

Why Video Ads?

While photo ads are the most common, Instagram video advertising have gained a lot of traction.

25% of Instagram Ads Are Single Videos

Brands like MTV, Ford, Lululemon and Disney use video ads to achieve various business goals. After just 1 week of launching, Lululemon’s video ads received 2x more engagement than its photos did.

Number of Ads on Instagram Are Increasing

Instagram is continuing to prove itself as an extremely valuable advertising avenue for marketers.

According to Klear, there were 171,000 Instagram ads in December 2017 vs 134,000 in July 2017. That’s a growth of 28% in just 6 months!

Also, the total amount of ads from December 2016 to 2017 increased by 85,000 (almost 2x).

Instagram Mobile Ad Revenue to Hit $7 Billion in 2018

Instagram ad revenue is expected to reach $7 billion in 2018, according to Statista. That’s almost a $5 billion jump from just 2 years ago.

instagram video ads revenue from mobile - statistia
Image credits: Statistia

The Types of Video Ads on Instagram

There are 3 types of video ads inside Instagram: Story Ads, Native Ads and Carousel Ads. All ads have a “Sponsored” label affixed to them.

1. Stories Ads

Instagram Stories is a great way for you to tap into people’s passions and inspire them to take action. In fact, of the 300 million accounts using Instagram Stories, one-third of the most viewed stories come from businesses, and one in five stories gets a direct message from its viewers.



You can see how your Instagram Stories ads perform in the insights section of your business profile on the app. You can also view more metrics within Ads Manager and Power Editor including reach, impressions, and video metrics just like you would for other ads.

Check out these 4 video editing tips for engaging social media content by our friends over at Instasize!

2. Native Ads

What are Native Ads?

Native ads, according to Outbrain, are “any paid content that is in-feed and inherently non-disruptive.” It is considered “native” because it is formatted specifically for the platform that is hosting it, making it blend in with all other content on the platform. This does not affect the user experience and ad content becomes more engaging, information-based, and highly targeted.



3. Carousel Ads

You can bring another layer of depth to your ad campaigns, where people can swipe to view additional photos or videos in a single ad.



Instagram Video Ads Best Practices to Follow

Here are some practices you can follow to make sure your Instagram video ads perform well. Do note that following these is not an absolute necessity, but since they’ve been tried and tested by many businesses, it is a good practice.

1. Stories Video Ads

Stories ads run in a full screen, vertical format. This means all your Stories video ads format must be set to Portrait (9:16 aspect ratio).

With 60% of stories viewed with sound-on, be sure to share content that sounds as good as it looks. This means selecting the perfect music track for your video is very important.

Making text-based video ads is also a good idea. Videos with text overlays work very well compared to non-text videos when it comes to building brand awareness or driving action through purchases and installs.

Here are some points to remember (recommended by Facebook):

  • Resolution: 1080 x 1920 pixels
  • File Size: 4GB Max
  • Instagram Video Ads Duration: 1 to 15 seconds
  • Maximum Video Ad Ratio : 9:16
  • Sound: Optional
  • Video thumbnail images that consist of more than 20% text may experience reduced delivery

These are Objectives you can set for your Stories video ad:

  • Reach
  • Traffic
  • Conversions
  • App Installs
  • Lead Generation
  • Video Views
  • Brand Awareness

There are 12 Call to Actions available on Instagram for Stories video ads:

Apply Now Learn More Shop Now
Book Now Get Showtimes Sign Up
Contact Us Request Time Watch More
Download See Menu Listen Now

You can select the CTA which fits best with your video ad.

2. Native Video Ads

You can post Instagram video ads in either the landscape or the square format. However, square video ads have an edge over landscape video ads.

Square videos consume more space on the user’s screen. This means your video ad viewer is not distracted by other posts and the metrics of your own video ad (views, likes, comments, etc). The only thing a user sees in the video and the CTA associated with it.

It is very easy for a user to get distracted by Landscape video ads. There are several reasons for the distraction–caption, hashtags, comments on same video ad, another video/image post.

Here are some points to remember (recommended by Facebook):

  • Resolution: at least 1080 x 1080 pixels
  • File Size: 4GB Max
  • Instagram Video Ads Duration: 1 to 60 seconds
  • Minimum Video Ad Dimensions : 4:5
  • Maximum Video Ad Dimensions : 1.91:1
  • Text: Two rows of text will display
  • Video thumbnail images that consist of more than 20% text may experience reduced delivery

These are Objectives you can set for your Native video ads:

  • Reach
  • Traffic
  • Conversions
  • App Installs
  • Lead Generation
  • Video Views
  • Brand Awareness
  • Store Visits
  • Engagement

There are 15 Call to Actions available on Instagram for Stories video ads:

Apply Now Learn More Shop Now
Book Now Download Sign Up
Contact Us Get Directions Watch More
Call Now Get Showtimes Listen Now
See Menu Request Time Send Message

3. Carousel Video Ads

Using Carousel Instagram video advertising, you can showcase up to 10 images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products, showcase specific details about a single product, service or promotion, or tell a story about your brand that develops across each carousel card.

Here are some points to remember (recommended by Facebook):

  • Minimum number of cards: 2
  • Maximum number of cards: 10
  • Instagram Video Ads Duration: up to 60 seconds
  • Carousel ratio: 1:1
  • Text: Two rows of text will display
  • Images that consist of more than 20% text may experience reduced delivery.

These are Objectives you can set for your Carousel video ad:

  • Reach
  • Traffic
  • Conversions
  • App Installs
  • Lead Generation
  • Brand Awareness
  • Store Visits
  • Catalog Sales

There are 15 Call to Actions available on Instagram for Carousel video ads:

Apply Now Learn More Shop Now
Book Now Download Sign Up
Contact Us Get Directions Watch More
Call Now Get Showtimes Listen Now
See Menu Request Time Send Message

If you’re looking to make Instagram video ads, be sure to checkout Rocketium. You can make videos in every format – landscape, square, portrait, and can also conduct A/B tests for videos!

A/B Testing For Videos: 5 Easy Steps

10 years ago, simply making video content was enough to stand out and gain traction. Today, if you want to stay on top of the video craze, it’s time you begin A/B testing your videos. I’m just going to go ahead and assume you’re familiar with A/B testing and its importance, if not, you can check this out.

Why should I Carry Out A/B Testing for Videos?

To most marketers, video is time-consuming and expensive to produce. Then why am I suggesting you to make multiple variants of your videos? Because your video is useful only if people actually watch it. And honestly, video that isn’t increasing your viewer engagement is a waste of your time and money.

[Tweet “The only way to use video effectively is to produce content that your audience loves to consume.”]

A/B testing will tell you what factors in your videos influence the probability of the viewer watching the entire video. And you can then use this insight to make more videos that your viewers love!

In fact, brands carry out A/B testing for video ads on Snapchat and Instagram more often than you’d imagine.

Here is how you can conduct A/B testing with video ads.

What Metrics Should You Measure While Carrying Out A/B Testing ?

The effectiveness of a variation is usually measured by comparing the Click Rates of all the variations. But this does not work for online videos because it only tells you how many times your video was viewed.

You need to learn how relevant and useful your content is and how the viewers are reacting to it.

For a video ad, you should be tracking the Lead Conversion Rate. It is the percentage of viewers that perform an action after watching your video and are transformed to leads in your pipeline. By measuring this, you know how many people haphazardly clicked on your video and how many were actually intrigued by your content.

For videos that you put up on social media, you should track the Post Engagement scores. Most platforms like Facebook, YouTube, Instagram and Twitter share these metrics with you. Different social media networks measure engagement differently – views, likes, dislikes, shares, reactions, comments and upvotes are a few examples.

ab testing
Wistia lists down some video metrics you should track

5 steps to Carry Out A/B Testing for videos

STEP 1: Identify what element you want to set as the variable

There are several elements of your video that you can run variations for. These elements can be categorised into external and internal elements. The external elements influence the probability of a user clicking “Play” whereas the internal elements influence the view time and the actions a viewer performs after watching the video.

External

  1. Video Thumbnail
  2. Description of the Video
  3. Video Title
  4. Target Audience
  5. Platform (own website, blog, social media, etc)

Internal

  1. Video Content
  2. Media Files (Image vs Video Clips)
  3. Length of the Video
  4. Color Palette (Here are tips to select the right color palette for your videos)
  5. Typography (How do you know which font works best for your video? By reading this!)
  6. Music (Read up on how to choose the perfect music track for your videos)
  7. Animations (Transitions and Overlays)
  8. Call to Action/Outro scene

NOTE: Keep only 1 element as the variable. If you vary multiple elements, you cannot credit a single element for the better performance of your winner variant.

STEP 2: Build a hypothesis

After you’ve decided what element to vary, conduct research on your target audience and create a hypothetical statement which is backed up by your research.

For example, your statement can be something like, “Changing the music track for the video on my landing page will increase the conversion rate”. Here is another example: “Reducing length of my video by 30s will result in more users on Facebook clicking on the play button”.

The goal of the experiment is to prove or disprove your statement.

STEP 3: Create Variations of Your Video

Using video making tools like Rocketium, you can clone your existing videos, and make changes to them.

For example, if you’ve decided to test that changing the music track will lead to more number of users watching the entire video on Facebook, then clone your video from Rocketium’s dashboard, enter Studio, and choose a different track. You will find this option under “Music”. Publish it, and save it on your dashboard.

Ab testing
Cloning a video from Rocketium dashboard

VIDEO TUTORIAL:

THAT’S RIGHT, I JUST CREATED A VARIANT IN UNDER A MINUTE! Who said that making videos was time consuming?

STEP 4: Run tests

If you’re running tests for video on your website/blog, you can use Vidvision to set up the experiment. Vidvision will randomly show either of the 2 variants to your viewers, and will give you metrics of how each variant performed.

This is especially useful when you’ve got a video on your landing page and you want to increase the conversion ratio.

If you plan on running tests on Facebook for video ads, then you can use Facebook Ads Manager to run 2 variants of the same video. For a step-by-step guide, you can check out SocialMediaExaminer’s post here.

YouTube does not provide a A/B testing feature internally, but you can use third party apps and extensions like TubeBuddy to conduct experiments on YouTube.

You should also set a date and time for when you want to end the experiment.

STEP 5: Analyse and repeat

Once the results of the experiment are in, sit down and analyse which variant worked better. Use this to determine if your hypothesis was correct or wrong.

But don’t be satisfied by one experiment. There is more room for optimisation and you can achieve that by running tests for other elements.

After a while, use these analytics and reports to set a standard for your videos on all other landing pages. You can confidently build a winning combination of the elements because you would’ve ran several tests by then.

Conclusion

A/B testing is a traditional approach to improve and optimise metrics. Maybe you were not aware of how this approach works with videos, or maybe you felt that A/B testing with videos is expensive and time-consuming. Whatever reasons you had to not run experiments with videos before, they should not hold you back now.

 Rocketium makes it extremely easy to create multiple versions of a video. Hence, it has proved to be an effective way to carry out A/B testing for videos.

A/B Testing With Online Video Ads

[Tweet “Did you know that simple A/B testing helped Obama raise $60 million?”]

The Director of Analysis for the Obama 2008 campaign, Dan Siroker, ran an experiment in December 2007. He focussed on converting visitors through website optimization and A/B testing to raise funds. The end result? Obama ended up raising $60 million by running a simple experiment.

What is A/B testing?

A/B testing (also called split testing) is a form of statistical analysis, used by marketers, in which you test 2 versions of the same thing to see which one performs better.

what is ab testing
Image credits: Optimizely

For example, you might want to find out what make your visitors sign up on your website. You should create 2 test groups – A and B, with a difference as small as a single word in the ‘Call to Action (CTA)’ on your website, or you can create 2 completely different versions of your website.

The most important thing to remember when running A/B tests is to test one variable at a time only. Let’s say you want to finalise the perfect outro with a CTA for all your social media videos. You run Group A with a CTA – “Like our page for more” and publish it on a Wednesday at 10:00 AM and you run Group B with a CTA – “Follow us to get regular updates” and publish it on a Friday at 5:00 PM. Now, when you compare the 2 groups, what change do you give credit to? Is it the CTA that ensured one group outperforms the other? Or was it the fact that you chose to publish it on a different day and at a different time?

A/B Tests for Video Advertisements

While businesses and marketers have embraced A/B testing for website, design, and static advertising elements, the world of A/B testing for video has remained a mystery to most.

There are lots of elements in a video that you can run A/B tests for – video script, video length, media files used, color palette, music selection, outro, etc. Video ads, however, have an exhaustive list of things you can test. Keep in mind that the metric you should be tracking to determine successful online video advertising is the click through rate of your ad.

1. Media

Variation A: Images

Variation B: Video clips

The best place for you to experiment with this is the first 3 seconds of your video ad. These 3 seconds determine whether the viewer is interested in watching the rest of your ad or not. The first 3 seconds also influence the action the viewer will perform after watching your ad.

"<yoastmark


Animated GIF - Find & Share on GIPHY

Variation A: Videos before images

Variation B: Images before videos

Another experiment that you can run is by altering the sequence of your media files. Maybe after this you’ll come to a conclusion that viewers who see a video in their last scene perform an action with a higher probability than the viewers who see an image in their last scene.

2. Text

Text animations

You can run experiments to see which text animation on your outro scenes result in more clicks and influence the action the viewer takes after watching your ad. Check out the 2 variations in animations for an Instagram ad:

Animated GIF - Find & Share on GIPHY


Animated GIF - Find & Share on GIPHY

Call to Action (CTA)

You can convert a scroll in the news feed to a click on your ad by varying the call to action in your video ad. A subtle change from “Learn More” to “Know More” to “Visit Us” could make a big difference.

Text vs No text

You can also experiment with text videos and no-text videos to see what drives your target audience to perform an action after they watch your ad. Once you compare both variations, select the best performer and set it as a standard for all your video ads that target this specific audience.

3. Colors

When selecting a color palette as a brand asset, it is important to test and compare different combinations. You can run experiments that vary the colors in the intro as well as the outro/CTA scene of your video ad.

Video ad variations for snapchat
Video ad variations for Snapchat

Here is an interesting read to help you select the right color palette for your videos.

4. Music and Audio

Depending upon the mood you want to set in the viewer’s mind when he sees your ad, you can experiment with music genres and tracks.

You can also experiment with Voiceovers to see whether your target audience performs an action on a video with a voiceover or without. Since most users watch video ads on their phones and they’re set to mute by default, your mobile video ads must, as a general rule of thumb, have text along with the voiceover.

Here are some tips that’ll help you pick the perfect track for your videos.

5. Video Thumbnail

On Facebook, YouTube and Instagram, the video thumbnail that you’ve selected for your video ad influences its views and click through rates.

If the thumbnail is relevant to your ad and your target audience connects with it, the actions performed after viewing your video will be quite high. For ex, if you publish a video ad for camping equipment but with the image of a beach as a thumbnail, your ad will perform very poorly.

Using Rocketium for A/B Testing Video Ads

[Tweet “Why aren’t brands A/B testing videos? Video has a reputation for being expensive and time-consuming.”]

It seems a lot more difficult to create multiple variations of an online video ad for testing than it does to create a few different static images, or change the CTA on a pop-up. Honestly, that is not true. Running A/B tests for digital video ads is quite easy to learn and implement.

Rocketium lets you clone and edit your videos. This feature is very handy when you’re running A/B tests for your video ads.

Cloning a video from Rocketium dashboard
Cloning a video from Rocketium dashboard

The clones of your videos can individually be uploaded to Facebook Ad Library directly using the Share feature.

Sharing your video ad to facebook's ad library
Sharing your video ad to Facebook’s ad library

You can then use the metrics provided by Facebook to test which video copy received better click through rates. This can then be used as a standard for all the online video ads your brand will run in the future.