Instagram is one of the most popular social media platforms today. The photo and video sharing app has more than 800 million monthly active users, and there are more than 52 million photos posted on the platform each day.
Because the reach of Instagram is so great, it's also become an outstanding place for businesses to advertise.
Instagram offers businesses the opportunity to target audiences who might be interested in their products or services and to market in a dynamic, visually appealing, and engaging way, using either photos or videos.
If you are interested in using Instagram to tackle social video marketing, it can help to understand more about how Instagram video ads work – as well as what makes the most successful ones so effective.
Here are the most important things you should know if you want to master the art of making stellar Instagram video ads.
The Basics of Instagram Video Ads
Instagram has allowed businesses to create video ads for their businesses since November 2016.
Single video ads are videos that appear alone in a user's feed, and they can be up to 60 seconds long.
More than 25 percent of all ads on Instagram today are single videos, so they've proven to be both a popular and effective way for a company to grow their business on Instagram.
How to Make Instagram Video Ads That Work
Instagram ads are powerful and effective in video form. But you can't just create a video and throw it up on the web.
Instead, you should be careful about creating that video ad, keeping in mind what people's tastes are, how they engage with your content, and what your intended goals are.
Here are some helpful tips to keep in mind as you create.
Keep Videos Short
You want your Instagram video ad to be long enough to get all of the important content in.
While video ads can be 60 seconds long, studies show that engagement drops the longer your video is. Keep content informative, but condensed.
That way, you'll keep people's attention just long enough to take in your whole message.
You may have a voice-over talking in your video or audio describing who your company is or what you're promoting. However, many people watch Instagram video ads without the sound on, since you have to actively turn on the sound on a device in order to hear it in your Instagram feed.
Because so many people will be listening to your video ad with the sound off, include captions and text and don't rely too much on background music.
You want your message to shine through loud and clear, even if people can't hear anything.
Make Sure Video Content Blends and Is Brand-Consistent
You don't want your Instagram ad to stand out like a sore thumb in someone's newsfeed.
An Instagram user will be seeing your video for a reason – because they've expressed interest in your company or your industry or because they live or do business in your region.
To make sure people don't immediately skip past your Instagram video ad, create content that sticks to the general aesthetic of your brand. This will help ensure that it blends in to the other content on their Instagram and doesn't feel too disruptive or out of place.
Start with Movement, Right Off the Bat
Make sure that your Instagram video includes movement or motion from the very beginning. This means that your very first shot should include animation, people moving, objects being moved or whatever it might be.
That way, people won't scroll pass your ad thinking they've encountered a still photo ad, and they'll be clued in to stick around to watch how the rest of your ad plays out.
Don't waste time creating a video ad if people will just mistake it for a photo.
Include a Clear Call to Action
At the end of your Instagram video ad, users shouldn't just know that you exist as a company. They need to know what you want them to do, which means it's important for you to include a CTA, or call-to-action.
This call-to-action can be to visit your website (which they then should be able to do with the click of a button) or to investigate a certain product or service more (which you should allow them to do by directing them to a mobile optimized landing page).
By being very clear about your CTA, you can use Instagram video ads not only to drive up awareness about your business but also to actually generate revenue and convert leads.
Social media is a powerful tool these days, particularly Instagram. In a world where content is consumed on demand and attention spans are shot, Instagram video ads represent a great opportunity to promote your business.
Keep some important factors in mind when you create your Instagram video ad, and you'll have some promotional material that not only wows in its beauty and visual appeal but also that captures the hearts and minds of people who see it – moving them to take action and make a purchase.