How to make information flow video ads more efficient?

Some advertisers have already reaped the benefits of being the first to appear in information flow video ads , while others are still struggling to find a way out... So, how can we make the delivery of information flow video ads more efficient?

Based on his own experience in advertising, Qingguajun has the following suggestions:

Grasp the “golden 6 seconds” of video communication

In-feed video ads are usually 15-30 seconds long. The first 6 seconds are the key to whether an ad is effective and can generate conversions. Statistics from a large amount of video advertising data show that more than 90% of users scroll past the video ad after watching it for 6 seconds. So, what can brands do to make good use of these “golden 6 seconds”?

The following three points are very important: First, the first 1-3 seconds of the picture must be eye-catching. For example, you can use a popular star/a visually impactful and cool picture as the beginning, or use a big-character poster to ask questions to stimulate thinking and attract attention, etc.; second, the text should be concise and prominent, and the subtitles that were previously narrated must be condensed into core keywords and sentences to directly hit the user's eyes and heart; third, use core interest points (which can be brand selling points that are superior to competitors; or brand selling points that can meet the audience's needs or solve their pain points, etc.) or demand scenarios that can resonate with users to quickly get to the point, so as to effectively attract the interest of the target population and strengthen user memory.

The characters in the video should be consistent with the audience

It is recommended that video ads use real people who are consistent with the target audience of the brand/product, and narrate with real scenes (using celebrity titles), etc. For example, in video ads with adult language, if the characters are outstanding and are college students or young professionals, it will be easier for users to feel real and involved, thereby improving the advertising effect.

Emphasis on the role of text

Many advertisers may view video ads as a format that relies solely on sound and images, while downplaying the role of text. In fact, both the text in the video and the title copy have a huge impact on the entire information flow video advertising - because consumers may watch the advertisement with the sound turned off. Although dynamic images may attract their attention, since they cannot hear the sound, they cannot fully understand the brand information and concept that the video wants to convey. At this time, the text elements in the title copy or video can better convey the advertised products or services to consumers, and even quickly attract users to click. Therefore, in the later stage of delivery optimization, the copy title is also a very important testing indicator for marketers (after all, the same video content, with different titles, may have very different conversion effects).

More original content and format

Information flow video ads are essentially still ads. In order to maximize the effect of advertising without disrupting the user's normal experience, in addition to providing users with valuable information, it is also necessary for the advertising to be displayed close to the original and not be a disturbance to the user.

Content native. That is, before delivery, analyze the channel category or page content theme, and then place the brand information flow ads around highly relevant channel types and content to ensure that the ads accurately target the interested groups while increasing the attractiveness and click-through rate of the ads.

Scene native. That is, the displayed advertising content has a certain relevance to the user's current usage scenario. For example, based on the user's current time period, geographical location, weather conditions, life status (at work, exercising, eating), etc., outputting advertising information that is highly integrated with the scene will make the advertising more humane and warm, and the conversion effect will be significantly improved.

Technology support deployment

What is explained above are mostly some suggestions for making creative information flow video ads. In addition, in the actual advertising process, the support of some technical means is indispensable, such as using big data analysis technology and algorithms to accurately know who the user is, user preferences, behavioral habits, real scenarios, etc., and then generate advertising ideas suitable for TA based on this; for example, using A/B Test technology, using actual data performance to select creative materials with outstanding conversion rates, etc. Only by combining "content + technology" can you create information flow video ads that suit your customers' needs and inspire them to learn more about you, thus ultimately leading to sales conversions!

The above is the content of this article. We hope to provide some ideas and inspiration for marketers to better master the production and delivery of information flow video ads, and make information flow video ads quickly become a new potential and driving force for brand marketing growth!

Author: Meishu Technology

Source: Meishu Technology