Videos boast a power that no other medium holds – the power to tell an impactful story in a short period of time, sometimes as short as 30 seconds. Capitalizing on this very power, marketers developed video ads, which dominate the realm of advertising till date. Yet, the art of utilizing available resources to their full potential is what makes a difference. A powerful video advertisement’s power is imaginary if it gets no exposure, because it is the audience which determines the magnitude of an advertisement’s power and if it remains unseen for the most part, its potential is never realized. In the context of marketing, the impact of your brand’s story (whether it be the story of your new product, your brand’s evolution, or even the philosophy at the core of your brand) enclosed in the small package of a video ad depends upon on one important factor: the platform on which it is displayed.
A video in the making
To each their own
Each platform resonates with certain types of videos, and the selection of a platform depends upon your target audience. For instance, if you’re targeting the youth in India then Facebook is the way to go. On the other hand, Millennials in Britain tend to be more active on Instagram. If we dig deeper, we can optimize our approach even further. The urban youth of India belonging to upper-middle class and above has switched over to Instagram and Snapchat, leaving Facebook behind. What does this mean for your video ads then? You cannot use the same video advertisement for YouTube and Instagram. On Instagram, the audio is muted by default and therefore captions become a necessity. YouTube, on the other hand, has the audio on by default and to hook the audience in, successful video advertisements there require captivating audio (be it music or a dialogue). Further, YouTube, at times, provides its user an option to skip the advertisement after the first five seconds. Therefore, your video ad should convey the gist of your product as well as your brand’s story within five seconds. Let’s go over two of the most popular platforms suited for video ads and what they require of them:
YouTube entertains horizontal (16:9 or 4:3 ratio) videos and the time-limit is extremely liberal. If your advertisement is longer than usual but has the potential to hit home with your target audience, YouTube is a perfect platform. Paisabazaar’s The Wedding Speech had a runtime of 271 seconds but it hooked the audience in. A shortened version of the same on a platform like Instagram wouldn’t have done it justice.
Unlike YouTube, Instagram is features square videos (1:1 ratio) and the audio is muted by default. As mentioned before, on platforms like these, captions play a greater role in seeing the message of your advertisement through. The video ads on Instagram tend to be more dynamic with bigger captions and engaging visuals, and kept as short as 15 to 30 seconds. In a recent study, it was found that square video ads lead to more engagement.
Choosing platforms for your video ads requires in-depth research on different platforms, usage trends of the same, your target audience, competition, your products/services, etc. This whole process can be a headache but that’s why we leave it to expert marketers and advertising agencies – like us! DigitaLabs offers to take charge of the whole process for their clients, creating video advertisements and utilizing them on distinct platforms to ensure they realize their potential.