Business owners today feel quite overwhelmed with the number of options they have in front of them for promotion. Also, as marketers, we too have many options available for adding a digital marketing mix. One such option is Instagram video ads. Today, Instagram boasts over 400 million monthly active users who share nearly 80 million posts daily, making it one of the most effective social media platforms for marketers. The audience on Instagram is highly engaged, as there are nearly 4.5 billion likes on different posts daily.
Instagram has offered multiple marketing tools like carousel ads, photo ads, and video ads, etc. Since we all know how effective video marketing is when promoting a product or brand online, this article will discuss how you can use videos effectively in Instagram video ads. But first, here is the list down of popular video ad formats that Instagram has to offer.
Instagram Video Ads Formats
In-Feed Video Ads
Instagram In-feed video ads blend smoothly into your audience’s feed as they have looked like standard Instagram posts. In-feed video ads are technically the most natural way of raising brand awareness as people spend most of their time on Instagram scrolling their feed. With a combined placement strategy (with an Instagram story), in-feed video-ads could help you achieve a higher conversion rate.
The Aspect ratios for in-feed video ads are 4:5 for the vertical, 1:91:1 for the landscape, and 1:1 for the square layout. The supported video size for all three layouts is 4GB, and the max video length is 60 seconds.
Perhaps the most incredible way to market and display limited-time offers and promotions like discounts and giveaways, Instagram stories are a full-screen video ads format. These are the limited-window posts that disappear after 24 hours of posting and show up between the stories tab.
This video ads format has the highest Click-Through Rates (CTR) and the lowest Cost Per Click (CPC). Here, you can use several visual elements like stickers, filters, special effects, text overlays, video effects, and much more to make your ad look more engaging. CTA (Call To Action) button comes in the form of a swipe up gesture that directly links the user to your website.
The aspect ratio for Instagram stories is 9:16. The max supported video size here is 4GB with a limited video length of 15 seconds.
IGTV (Instagram TV)
For those who aim for long-format videos, Instagram IGTV is perhaps the most significant video ads format. The tool is utilized widely for presenting an inside look at the brand. Also, IGTV is a great way to show-off behind-the-scenes of your product demo video production. In simple words, if you want to show a step-by-step tutorial or a live demonstration of your product, Instagram IGTV is the right choice for you. Even though there is quite some room for improvements, this video platform still looks promising for marketers trying to promote brands and products.
The aspect ratio for Instagram IGTV is a minimum of 4:5 and a maximum of 9:16. The maximum video size is 650MB, and the maximum video length is 10 minutes. However, for verified users, the video length could be extended up to 60 minutes with a maximum size of 3.6GB.
Since Instagram automatically crops the videos to fit them in its prescribed ratios, it is essential to know that you should resize videos for Instagram as per the ratios dedicated for each format. This will you avoid making your videos look awkward and unpresentable.
How To Use Videos Effectively For Instagram Video Ads
Leverage The First Few Seconds To Grab Attention
The first step towards engaging your audience with your video is to grab their attention. Since the audience on Instagram quickly scrolls through their feed, you have to make a video compelling enough to stop them. On the other hand, the video sounds are muted by default on Instagram. Therefore, your video’s initial few seconds should have enough movement to let your audience know that it is a video and not just a mere image. If you fail to achieve this, there’s a high chance that your audience will scroll through your video without even realizing that it was on their feed.
Make Good Use Of Text
Since Instagram has muted audios by default, it is essential to leverage simple yet impactful tricks to grab users’ attention to have them watch the video till the end. For that, there are typically two approaches to choose from. You can use catchy captions to grab users’ attention towards the video, or you can create dynamic text effects within the video to make users watch the video till the end. If your textual elements are catchy enough, there’s a high chance that users will watch your video again with the sounds on.
However, there’s one thing to consider when using text in the video. Try not to overwhelm the video with a lot of text because this might make it look more cluttered than informative.
Try To Relate With The Audience
There’s a high chance of converting your targeted audience into consumers if you try and relate with them. The best way to do that is to pursue the golden circle rule of marketing. You should first identify the problem that your targeted audience is facing and then focus on how your particular product will solve it for them. This will help you relate with the audience and add an essence of emotion to the video. Once you have successfully managed to develop an emotional bond with the audience, you’ll easily convert them into consumers.
The Video Ads Should Bring Value To The User
Since video ads on the Instagram feed appear like a standard post, it is essential to know that it should blend naturally with them. In simple words, video ads should look less like advertisements. Instead, they should be more informative and bring more value to users. If your video ad is overly promotional, there’s a high chance that users will scroll past it without watching it till the end.
Focus On One Goal At A Time
On Instagram video posts, the maximum size for a video could be 60 seconds. Therefore, you have to utilize this time effectively to make your video ad successful. Suppose you incorporate all marketing elements like raising brand awareness, buy now, promotions, product, and brand education into one video. In that case, the video will become cluttered, and there’s a high chance that users will not remember any important information in the video.
Therefore, it is important to focus on these goals in a single video to achieve your goal effectively. Let’s say, if you’re educating your audience about a product, it is essential to focus on the features and potential benefits of the product rather than adding too many selling points.
Every small element in the video impacts it as a whole. Therefore it is crucial to stay consistent with the brand identity. The colors, visuals, and content should always be relevant to the product and brand; otherwise, the video will appear inauthentic and irrelevant.
By leveraging these tips, you can effectively use videos to achieve maximum conversions out of your Instagram video ads.