Meta loves video, for two main reasons:
- It allows it to compete with TikTok for attention span.
- It allows it to sell more advertising space to people like you and me!
When people are watching video, they’re more passive that actively scrolling. Yes, the little thumb movement to move between posts is enough to become ‘active’ in today’s social media scene!
There’s a reason why corporations pay big bucks for ads during Football or the Super Bowl. The audience is more likely to stick around and watch the ad, and they’ll recall more.
Meta will prioritise videos over images, so it’s important to have reels as part of your organic marketing strategy. Some key points:
No fancy intros: There’s no need for a 5 second intro of your logo swirling into focus, you’re not Marvel Studios and people aren’t about to watch for 3 hours. Watch out for the millennial pause. Older creators would pause for 1-2 seconds to make sure the camera was recording before speaking. This dead time is now punished by the algorithm.
You have at best 1-2 seconds to catch someone’s attention on social media. And even with the best video in the world, you can expect this performance:
Videos will get more reach, and they’re necessary to expand your exposure. But they take longer to film and edit to a quality standard.
If you want people to take action, images outperform video. As a general rule of thumb, for organic post 2-3 videos for every 1 image. For direct call to action ads (Lead Ads), the majority of your creative should be images.
What type of images?
- One block of text or a clear graphic
- An image of smiling, happy people, with no text.
- An image of smiling, happy people, with a clear question or call to action.
Meta loves variety, because then it can show the creative most likely to appeal to the user. If you only have one call to action or one type of image, and that doesn’t appeal to them, you haven’t got another shot with them.
For videos in lead ads, make sure you follow these guidelines:
- Short (15-30 seconds max!)
- Vertical format
- Background music (but don’t drown out the speaker)
- Subtitles
- Clear pain point or offer and call to action “Hey AREA, are you looking to get in shape but hate gyms? We’re the gym for non gym people to get in great shape in only a few hours a week. To learn more, just enter your details below and we’ll reach out to have a friendly chat with no pressure. Don’t miss out!”
As always, if you want someone to manage this for you, freeing up your time for other tasks, just book some time to chat here.