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Visual Media Marketing: Using Videos to Captivate Your Audience

Online marketing is a complex topic overall, but the most important facet of the entire subject is visual media marketing. It’s not enough to just create top-tier products and set up your online store for intuitiveness and easy navigation–you also have to visually market your brand to draw in new customers and retain your existing customers.

Out of all the options available, including image ads and email marketing, videos are the best way to captivate your target audience and get them to check out your site where they wouldn’t otherwise.

Let’s take a closer look at why visual media marketing is so important, plus why video ads should be the cornerstone of your digital marketing campaigns.

The Importance of Visual Media Marketing

There’s no denying that marketing for visual media is incredibly important in this day and age. With so much traffic coming from social media and other online platforms, it’s vital that you capture your target audience through the most effective advertisement you can make.

These are increasingly video ads rather than still image ads. Video ads are more effective than image ads, provided you make them with engaging imagery and sound and capture the attention of your target audience quickly so they can’t scroll away.

Video marketing is even more important for businesses or brands that compete in crowded niches, like apparel or technology. There are thousands of companies all competing for the same limited audience (albeit an audience with millions of potential customers), so your ads have to stand out if you want your marketing to be a broad success.

How Videos Can Boost Your Conversion Rates

So, why videos? How can video ads boost your conversion rates and help your brand in the long term compared to other types of ads, like image ads or text ads (which are usually easier to create)?

It turns out that video ads are improvements upon their single-image counterparts for three primary reasons.

Improving Engagement

For one, video advertisements are excellent for boosting user engagement.

It’s simply because watching a video ad takes more brainpower and more engagement than scrolling past a still image ad. While it takes more effort and money to create a top video advertisement, this is often well worth it in the long run because each ad you make will have more converting power overall.

Simply put, video ads can boost engagement with your brand, which can then increase the likelihood of a new consumer converting to a paying customer. Video ads are also important for boosting engagement with existing customers, particularly in competitive niches.

In competitive industries, brands must constantly reaffirm their connections to their existing customers (especially since it’s usually cheaper to keep an existing customer than to get a new customer altogether). To do this, they have to keep putting out high-quality ads to retain consumer interest over the long term.

Video ads are great for this. They remind your current consumers that you exist and can act as messaging vectors to tell customers about upcoming promotions, special offers, and how you are evolving your business to meet their needs.

Bottom line: when it comes to driving user engagement, video ads are the cream of the crop.

Social Media Marketing

Video ads are also great choices in large part because of their suitability for social media marketing.

Social media marketing is a big marketing focus in and of itself; many brands looking to capture as much of their target audience as possible will want to advertise regularly on social media platforms like Facebook and Instagram.

Why? Billions of people use these platforms, of course! If you can create excellent ads on these platforms, you’ll reach a wider audience than you could ever imagine.

Video ads are particularly good for social media marketing because they capture the attention of habitual scrollers more easily than image ads, which don’t catch the eye and don’t stop someone scrolling to the bottom of their social media page looking for fresh content.

In comparison, video ads are very effective at capturing the attention of your target audience and getting them to stop and engage with your brand. Furthermore, video ads are more memorable than image ads because they tell a story (more on that below).

In a nutshell, if you want to advertise on social media as effectively as possible, you’ll leverage video ads as often or even more often than still video ads.

Telling Stories

Perhaps most important of all, video ads are adept at telling stories in a way that image and text ads simply cannot. It all comes down to the medium.

Think about it – image ads only have a single image in which to:

  • Attract a potential convert
  • Connect with that would be customer
  • Explain how your brand can help solve a pain point
  • Include a call to action button to get the customer to visit your site or store

That’s a lot to demand from a single image, especially when you take Instagram or other social media platform image requirements and restrictions into account.

In contrast, video ads give you the flexibility and space to tell a complete story from start to finish. They’re fantastic for connecting with customers and explaining exactly how your brand can solve a projected pain point.

Take this example of a video ad for an automotive company:

  • Say you create car polish that serves as a replacement for traditional wax
  • You can make a video ad with a protagonist (a well-trained actor, possibly hired by a knowledgeable digital marketing agency) and show exactly how wax fails to keep one’s car safe and clean over the long-term
  • Then you can show your special car polish in action, demonstrating in life motion exactly how effective it is
  • Your video ad can then include a call to action at the end

It’s easy to imagine how such a video ad would be much better at getting consumers’ attention compared to static image ads.

In this way, video ads are potentially the best type of advertisement for getting new customers to check out your store.

The Elements of a Good Video Ad

Of course, video ads aren’t great just because. The best video ads will include a number of shared components or pieces that help to accomplish your marketing goals, whether you need to convert new customers, increase brand awareness, or retain your existing customers if they are in danger of losing their brand loyalty.

A good video ad will include these elements:

  • An initial pain point or problem that your brand can solve. This connects with your target consumer (since the pain point should ostensibly be something they experience in their everyday life) and gets them engaged with the advertisement since they will anticipate a solution.
  • A clear solution provided by your brand’s flagship product or service. This shows your brand is the only solution for the pain point you previously demonstrated.
  • A call to action at the end that inspires the customer to visit your site or online store. Don’t forget this step because even the best ads can fail to convert if you don’t make it easy for a customer to visit your store.
  • Excellent production design, acting, and other physical elements that make your ad stand out from the rest

The last aspect can easily be achieved by partnering with a high-quality visual marketing agency, such as VisCap Media. We can also assist with storyboarding your ad, coming up with the creative core for your marketing push, and more.

Great video ads might take a little bit to create to your satisfaction, but they’ll be well worth it in the end. Furthermore, you can run video ads for quite a long time, getting more bang for your buck for every week they remain up and active.

Summary

Ultimately, video ads can and should be the primary type of advertisement for your visual media marketing campaign. This is doubly true since you don’t have to have a degree in video advertising or communications to create a top-tier marketing campaign for your brand.

That’s because you can partner with a digital marketing agency like VisCap Media. As experts in this field, we are well-equipped and ready to create and post high-quality video ads to represent your brand exactly to your specifications and convert your target users.

Want to see our work in action? Check out our portfolio, and don’t hesitate to contact us today to see how we can help your company succeed!

Sources

Videos vs. Images: Which Drives More Engagement in Facebook Ads? | Databox

Most used social media 2021 | Statistia

36 Social Media Marketing Statistics to Know for 2021 | Sprout Social

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Articles

How Much Do Instagram Ads Cost: A Pricing Guide

Online businesses are in constant competition with one another, especially when it comes to advertisements. it can be difficult to connect with your target audience and increase conversion rates for your brand or company without an effective online marketing campaign.

One of the best ways to reach out to target consumers and make them customers is to use Instagram ads, both for their accessibility and their wide potential reach.

However, Instagram ads are not always cheap. Even worse, it can be difficult to nail down how much a hypothetical future Instagram ad campaign will cost. For business owners that have a limited marketing budget, getting a solid price range down is crucial so they know what they can make and how often they can post new ads.

Let’s examine the costs for Instagram ads in detail, as well as go into the many factors that can affect the cost of individual ads or entire marketing campaigns.

Cost Range for Instagram Ads

Nailing down a single price for an Instagram ad is tricky because there are so many factors involved with making an ad and posting it on the platform. Furthermore, you have to keep in mind that different ads are targeted to different groups of people.

With that said, according to WebFX, the average Instagram ad costs between $.20 and $2 for cost per click or CPC. Note that this only measures the cost it takes to get a single person to click on your ad.

Additionally, the average cost per impression (measured in CPM or cost per 1000 impressions), you’ll expect to pay around $6.70 on average. This can easily skyrocket depending on your industry, as more popular or ad-inundated industries may charge higher prices.

Ultimately, Instagram is one of the most expensive advertising platforms to use. It’s still considered worthwhile, as you can reach a wider target consumer audience through both Instagram and its parent company, Facebook.

Factors That Affect Ad Prices

While the above range is useful for calculating a basic budget you can plan to spend on your ad campaign, you should keep the below factors in mind. Each of these can affect advertisement prices and allow you to adjust your marketing budget accordingly.

Type of Ads

The type of ad can play a big role in its overall price, as well as make a given advertisement more or less appropriate for your business. Instagram ads come in types like story ads, video ads, photo ads, collection ads, and more.

Remember, there aren’t any “off-the-shelf” pricing models you can use for ads. Instead, the type and overall quality of your ad will combine to make a general average price for each individual advertisement in your campaign.

Photo ads are typically cheaper, for example, while video advertisements are usually a little pricier since they take longer to produce at a suitable quality. 

Bidding Strategy

The bidding strategy you use can also affect your ads’ overall prices. Instagram allows you to use four different bidding strategies: cost per click or CPC, cost per 1000 impressions or CPM, cost per like or CPL, and cost per action or CPA.

Each of these bidding strategies will suit different marketing campaigns and industries. If you want, for example, to increase the public awareness of your brand, CPL ads might be the best bidding strategy to use.

On the flip side, if you want to target people closer to converting to full customers, you’ll want to focus on CPA or CPC advertisements, as the people you are communicating with are lower in your sales funnel.

Targeting and Metrics

The metrics you choose to focus on can also impact advertisement costs. It all depends on how you measure success. Furthermore, who you plan to target and the current competition you have to market against can impact ad campaign costs as well.

For example, widening your target audience can sometimes decrease the cost of Instagram ads, as you’ll use wider parameters. As you narrow your targets, the costs for ads go up since you need to create more specific content and Instagram has to work harder to bring your ad to your target consumers.

Targeting factors that can affect advertising costs include:

  • Location
  • Custom audience metrics
  • Demographics
  • Automated targeting tools
  • Interest
  • Behaviors
  • And more

Bottom line: more general ads are cheaper, and more specialized ads are usually more expensive.

Ad Quality

The quality of your Instagram ads will necessarily affect their cost. This is common sense; better ads take more time and skill to create. However, spending a little more time on your ads before posting them, and making sure they will regularly direct people to the landing page or another location you want them to reach, can be beneficial in the long run. Instagram will score your ad better if it is higher in quality.

Placement and Relevance

Placement can affect the general cost of your Instagram ads. For example, you can have your ads either posted on Instagram alone or on Instagram and Facebook simultaneously. Naturally, the latter costs a little more but can be better for reaching more people.

You’ll also want to consider ad relevance. Again, the more relevant your ad is to your industry and the better it is at directing people to your website or business, the higher Instagram will weight it using its internal metrics. As they’re weighted higher by Instagram, your ads will be more cost-effective in the long run. 

Audience Size

As touched on earlier, the larger the audience you want to reach with your Instagram ads, the cheaper they will likely be. Smaller audiences result in more competition (in most cases, with exceptions for niche industries), so the cost per ad will likely go up.

Timing

When you post your ad can have an impact on costs as well. For example, if you plan to post a bunch of Instagram ads during busy times of the year for sales, like the holiday season, you’ll have lots more competition, and ad prices will go up. The reverse is also true – post during the off-season and your ad costs will likely be lower than average.

Click-Through Rate (CTR)

The click-through rate may affect your overall Instagram ad pricing rates, as healthy CTR levels indicate that your ads are successfully resonating with your target audience. If your ads don’t resonate, they may cost more in the long run as they are not getting clicks and generating revenue for your business.

Industry

Your company’s industry can play a role in ad costs. As with factors like timing, the more competition there is, the pricier your ads will have to be to both be posted on Instagram in the first place and to receive enough attention for them to be profitable.

Typically, industries like clothing and apparel pay higher costs for Instagram ads (in part because the platform is a haven for clothing advertisements already). However, B2B companies also typically pay higher Instagram ad costs because fewer B2B companies use platforms like Instagram for advertising. So even though there isn’t a lot of repetition in a raw numbers sense, there is a lot of competition due to the narrow size of the niche.

Budget

Last but not least, the budget you have for your marketing campaign can affect the ads’ costs themselves. If you have a smaller marketing budget and produce fewer ads, Instagram’s system will take longer to learn and maximize the efficacy of your campaign. Your Instagram ads might cost more on a per-click or per-impression basis compared to a bigger ad campaign that may be costly upfront but be cheaper in the long run.

Are Instagram Ads Worthwhile?

Absolutely, even if they end up being more expensive than paying for cheap PPC ads you can post on Google or other platforms. There’s no denying that both Instagram and Facebook are incredibly popular, with billions of users worldwide being shared between both platforms.

Furthermore, Instagram and Facebook both include a number of ad campaign controls that allow you to target certain consumers, reach your target audience more directly, and maintain relevance over the long term.

In short, Instagram is one of the best social media platforms on which to post ads, especially if you have help from a top-tier video marketing campaign.

In fact, that’s exactly what VisCap Media is designed to do: help you produce high-quality video content for your next Instagam (or any other) ad campaign. We can work with you to create ads that speak directly to your target consumers and accurately represent your brand. With our help, you’ll dominate your niche and reach marketing success.

Contact us today and see what we can do for you!

Sources

How Much Does It Cost to Advertise on Instagram? | Web FX

Most used social media 2021 | Statista

Advertising on Instagram | Instagram

Facebook Bid Strategy Guide | Facebook

 

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Articles

Everything You Need to Know About Instagram Video Ads

You can have the best product or solution for your niche, but no one will buy it if they don’t know that your brand exists. Advertising is the road to success, and online advertising through social media platforms like Instagram can help elevate your brand more rapidly than relying solely on generic Google ads. Even better, Instagram ads connect you more directly to customers, facilitating emotional bonds that are harder to ignore.

But Instagram as a social media platform is inundated with advertisers already. So if you want your video ads to stick with your core audience and drive conversions, you’ll need to know everything you can about making and targeting your Instagram video ads successfully.  

Starting Off: Campaign Objectives

Before creating your video ads or starting a marketing campaign, you’ll first need to establish some campaign objectives. To start using Instagram Ads, navigate to the Facebook Ad Manager: the primary control hub for both Instagram advertisements and Facebook ads.

While Facebook has 13 campaign objectives to choose from, Instagram has 11 in total for feed ads and seven for stories ads (more on those distinctions below).

The selectable campaign objectives allow you to narrow your marketing campaign’s goals and help Instagram’s algorithms target key consumers that will be most likely to respond to your video ads based on their content, focus, and more. Here’s a breakdown of the campaign objectives you can choose for Instagram feed ads:

  • Brand awareness, which helps your target audience become more aware of your company. It can also be useful for maintaining a target audience over time, such as in between big product pushes
  • Reach, which helps you to reach more consumers or expand your market. Small companies looking to become larger will focus on this campaign more frequently
  • Traffic, which focuses your ads on generating traffic for your main website or app store
  • Engagement, which drives engagement between your target audience and your brand. Again, this can help retain your audience over the long-term
  • App installs, which is self-explanatory: it drives downloads and installs of your app. This specialized campaign objective is only appropriate for brands that offer apps for download in the first place
  • Video views, which are ideal for brands that want to push their video advertisements
  • Lead generation, which assists with generating leads for companies that often require consultation or several meetings before getting a client or customer to sign on
  • Conversions, which helps drive leads to convert on your website or digital store
  • Catalog sales, which is also self-explanatory
  • Store traffic – this is essentially a focused version of the regular traffic campaign objective, more suited to brands with online stores they want to boost significantly
  • Messages, which can help to drive engagement and conversion if you have a chat interface or customer service department you want to direct traffic to

The above-bolded objectives are available for Instagram Stories ads. While the available objectives for Instagram Stories ads are limited right now, it’s likely that all the campaign objectives above will eventually become available for any Instagram ad you choose to create.

As you can see, Instagram offers a relatively extensive list of campaign objectives to choose from. Pick the one that best suits your marketing goals, which you should already have identified before starting your marketing campaign.

All of these campaign objectives can work for video ads. However, the long-form possibilities of video advertising make video ads naturally suited for campaign objectives like conversion, video views, store traffic, and lead generation goals.

Instagram Ad Targeting Options

The second half of setting up your Instagram marketing campaign is configuring your targeting options. Through the Facebook Ad Manager, you’ll be able to target specific Instagram users so you aren’t competing with larger brands that dominate your market niche and so you don’t waste your marketing dollars trying to get everyone on the platform interested in your brand (an impossibility).

Targeting a specific core audience for your company is important as it allows your marketing campaign to be more focused and to offer more true value to your core consumers. This, in turn, will make your brand more valuable and your marketing campaign more effective.

Instagram offers a variety of targeting controls you can tweak. These include:

  • Location, which helps you target Instagram users based on their country, state, ZIP Code, and more. This can be particularly helpful for small local businesses whose only clients will logically be those geographically close to their practices
  • Age, which naturally allows you to target different age ranges
  • Gender, which let you target either all Instagram users or men or women
  • Languages, which you should actually leave blank in most cases unless you are targeting an uncommon language in your region
  • Demographics – this could be the most important targeting control on the list. This is found under the “detailed targeting” tab, which will have various subcategories. Choosing the subcategories that are most accurate to your core audience will help Instagram’s algorithms bring your ads to the people most likely to convert into paying customers
  • Interests, which is similar to demographics. It also contains multiple subcategories. Be as specific as possible, particularly if you are a small business interested in cultivating a very tight niche of users
  • Behaviors, which is similar to both demographics and interests. There are multiple subcategories to sift through
  • Connections, which allow you to target people that are connected to your app, event, or page already. This can be great for making ads for regular customers or driving long-term engagement
  • Custom audience, which allows you to upload a list of contacts from your computer and target leads you already have
  • Lookalike audience, which allows you to create a look-alike audience that will have Instagram try to find people with similar traits to your current core audience

It’s a lot of targeting controls to go through, but you should take the time to choose the best options for each one.

In social media video advertising, specificity leads to success. Don’t try to capture all traffic in your industry at once. Try to focus on people who are most likely to convert into paying customers and build up into a larger brand over time.

The more specific your targeting is, the more likely your ads will reach the best possible people to see them.

Placing Your Instagram Ads

Once you’ve got both your campaign objectives and your targeting controls out of the way, you’ll then need to decide where you want to place your Instagram video ads.

As touched on above, Instagram allows you to make two different types of ads: feed ads and Stories ads. Both types of ads can be effective, but they have slightly different uses and different limitations.

Feed Ads

Feed ads are shown on users’ feeds in between organic content posts from other users that they follow. This provides an opportunity to craft engaging and artful video ads that can appear like native content. Done properly, your video ads will sneak into your target audience’s scrolling habits without them even realizing it.

As a result, video ads placed on the feed can be effective for driving new users to your sales funnel, increasing conversion rates, and more.

Thankfully, Instagram’s feed ads support video content. You can create either standard video ads or video carousel ads, which showcase multiple products in rapid succession with a scrolling motion. However, note that Instagram feed ads can only be up to 60 seconds long.

So any video ads you make for the feed have to be attention-grabbing and informative fast. We’d also highly recommend adding captions to your video ads if you put them on the Instagram feed. Most people who scroll through Instagram ambiently don’t have their sound enabled. Captions can help you get your information across without requiring them to plug in their earbuds.

Stories Ads

The Stories feature is one of the aspects that make Instagram a unique social media platform. Through the Stories function, you can make video ads that can appear for up to 15 seconds in between organic content posted by regular users.

The benefit to this ad placement strategy is that your video ads won’t be intrusive, so they won’t potentially annoy your target audience. Your total video length can be 120 seconds or twice that of a regular feed ad, but only if someone clicks on the ad specifically.

So most of your engagement or eye-grabbing content should be frontloaded toward the beginning of the ad to get people to click on it in the first place.

Organic Content Integration

There’s one other “placement strategy” you can leverage when making Instagram video ads: simply enhancing your existing organic content.

If your brand already has an established Instagram presence, including several videos showcasing your products or practice, you can lace advertising elements into those videos and make them passive ads for your brand.

For example, a local orthodontic practice might avoid spending a ton of its marketing budget on other types of Instagram ads and simply update their main Instagram profile every day with natural content from within the practice itself. Showing videos of smiling patients and a few procedures can do wonders for driving engagement and generating leads.

Potential clients will flip through the profile and see that the practice is staffed with skilled orthodontists and produces great results. That alone can be more effective than any pre-made video ad.

Crafting Content Wisely

So, why does it matter where you place your Instagram video ads?

The placement strategy you choose can affect the type of content you create. For example, feed ads necessarily have to be short, sweet, and to the point. Stories ads can be a little broader, but only if you make the beginning of the video content particularly eye-catching and informative.

Regardless, your Instagram video ads should always do three major things:

  • Introduce a problem or pain point for your target audience
  • Introduce a solution to the problem – your product or service
  • Provide a link to your store, app, or website with a call to action

Each of these elements is key not only for driving engagement also driving conversion.

Here’s an example:

  • You run a dog grooming business and want to boost appointments on your website
  • You make an ad that shows a dirty, ungroomed dog, with big text of the top
  • You then show video of the dog being washed by smiling, professional groomers
  • The next short clip shows the dog clean and happy

In this basic example, your video ad showed the problem and the solution. All you need to add now is a call to action or link to your website. Such an ad outline can easily be placed either on Instagram’s feeds or Stories. 

How Much Do Instagram Ads Cost?

It’s tough to nail down an exact number for the cost of an Instagram ad, let alone a full marketing campaign. Ad costs are determined based on CBC or cost per click or CPM or cost per impression metrics, as well as other aspects in Instagram ad auction algorithms.

Average CPC Instagram ad prices can range from between $.70 and $.80, although these prices can go up for particularly competitive industries like clothing and apparel. Your best bet, if you are a small company, is to budget at least several hundred dollars for your ad campaign at first, then expect that budget to bloom as you add more ads to your campaign with time.

Summary

Ultimately, mastering the art of making successful Instagram video ads will take time. But anyone can start boosting their leads, conversion rate, or website traffic now just by keeping the above advice in mind.

Remember to focus on accomplishing specific campaign objectives, target the people most likely to visit your business, and craft your ads wisely by constructing your videos so they suit where you place them on Instagram.

If you need help making high-quality video content, VisCap Media can help. As an established, experienced video marketing agency, we’re especially skilled at helping businesses take advantage of social media platforms and boost conversion rates across the board. Contact us today to see what we can do for you! 

Sources

How Much Does It Cost to Advertise on Instagram? | WebFX

Choose the Right Objective | Facebook 

Advertising Targeting Options | Facebook for Business

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Articles

Instagram Video Specs: What You Need to Know to Advertise on Instagram

More and more brands are taking to Instagram to post video ads. Your brand should be, too, as video advertisements are more effective at converting new customers, improving brand awareness, and maintaining customer relationships than image or text ads.

Furthermore, social media giants like Instagram and Facebook have several billion users between them. That’s a huge target audience you can potentially start scooping through if you create excellent video content that converts.

But before you start posting videos like crazy on Instagram, it’s important to familiarize yourself with the video specs required by the platform. Each Instagram video has to adhere to certain specifications and restrictions to be posted without a problem throughout the site.

Want to make the most of your Instagram video ads? Let us break down the specs you need to keep in mind below.

Why Video Specs Matter

Every brand should try to post creative and engaging video ads on Instagram. But if you want your ads to be successful – that is, you want them to both convert and be posted correctly on this giant social media platform – you have to keep video specs in mind.

Even though Instagram is pretty flexible, it maintains very strict video specifications for each of its advertisements. This is done to ensure that different companies can post videos regularly and ensure that video content can show up on both the desktop site and the mobile app equally well.

Unfortunately, Instagram occasionally updates its video specifications and doesn’t always send out a note to companies that may need to update their existing video ads or that are about to launch a new video ad campaign.

Fortunately, we’ve broken down the up-to-date video specs for Instagram ads. Different types of ads have different specifications, as they take up different spaces on the website and app and have different requirements.

General Video Ad Specs

Standard Instagram video ads are incredibly popular, both for their flexibility and their ubiquity. People love watching video ads much more than still image ads, so many companies and marketing agencies make these types of video ads more than any other kind.

But it’s important to keep their specifications in mind to ensure that your target audience sees your video content in all of its intended glory. The specs for standard Instagram video ads are:

  • 1080 x 1080 P recommended resolution. You can go lower than this, but your ads will look shoddy by comparison to others on the platform
  • 4:5 aspect ratio. This is non-negotiable.
  • MP4 and MOV are the recommended video formats
  • 30 GB maximum video size for all formats
  • 2-minute maximum video length for all formats

These rules might seem strict on the surface, but they do provide significant flexibility regarding your storytelling options and the kinds of things you can do with your ads. If you need help figuring out how to make the most of these restrictions, consider hiring a video marketing agency like VisCap!

Instagram Stories Video Ad Specs

Instagram’s Stories feature is one of its most popular, and for good reason–it’s a great way for browsers to consume content quickly and easily and explore themed content that tells an engaging, converting story. Naturally, many advertisers also rely on Instagram Stories to convert new customers and to keep current consumers engaged with their brands.

More than half of brands on Instagram have posted at least one Story. There’s a lot of advertising power within this feature of the platform. Therefore, you’ll want to make at least several Instagram Stories ads over the course of your video marketing campaign.

Stories video ads have their own specifications, including:

  • 1080 x 1080P recommended resolution. As before, you can go lower than this resolution, but why would you?
  • 9:16 aspect ratio
  • MP4 or MOV formats only
  • Maximum video duration of two minutes
  • Maximum video size of 4 MB
  • Optional video sound and captions

It’s always a good idea to add captions to your video advertisements regardless of platform or type. Why? The fact is that most people view video ads on Instagram and other social media platforms without the sound on. Think about it; you don’t want advertisements to suddenly blare loudly while you’re browsing Instagram on public transportation!

Captions allow you to tell your video story and engage with consumers even if they have the sound turned totally off. It may also inspire them to turn the sound on if they are in a private place but have the sound turned off by default.

Furthermore, captions make your ads more inclusive for those who are hard of hearing or deaf. Bottom line: there’s no downside to adding captions to your video ads, so take advantage of this option whenever you make a new Instagram Stories ad.

Instagram Carousel Video Ad Specs

Carousel ads are another popular way to advertise on Instagram (and its parent company, Facebook). In short, carousel ads let you showcase several images or videos within a single advertisement, offering excellent bang for your buck.

However, because of their complexity, video carousel ads have some limitations to note. You can add up to 10 videos for a single carousel ad, although you’ll need to be careful when creating these ads so you don’t overwhelm your audience.

The important specifications to keep in mind include:

  • Resolution must be 600p x 600p at minimum
  • Maximum resolution is 1080p x 1080p
  • 1:1 aspect ratio
  • The only format allowed is MP4.
  • Maximum video length is 60 seconds.
  • Maximum video size is 4 GB per video or per carousel “card.”
  • Remember, Instagram allows you to post between two and 10 videos per advertisement.

Given how effective these advertisements can be, these are actually fairly reasonable restrictions, especially since you can use them to convert new target consumers regularly.

However, it’s important to note that all Instagram carousel video ads have to have a thumbnail image. This image is essentially a preview for the overall Instagram ad. It has its own specifications, including:

  • 1:1 aspect ratio
  • Thumbnail images can’t have more than 20% text taking up the image space. Instagram’s algorithms automatically detect text, and sometimes they will prevent an ad from being posted because they make a mistake. It’s best to keep text to a minimum on thumbnail images for this reason.

How to Ensure Your Ads Are Posted Correctly the First Time

In the event that you post a video that doesn’t fit within Instagram’s specifications, the platform may reject the video content entirely, or it may show up improperly on your target users’ feeds.

The best way to double-check that your video ads are running properly is to view them yourself. Post them on your Instagram business account, then try to find the ads on the same profile. Watch the ads through and make sure that they’re at the quality level you intended.

In most cases, Instagram lets you know if the video specs aren’t compatible with the platform and recommend ways to make changes. 

Of course, if you decide to partner with a top digital marketing agency like VisCap Media. In that case, you’ll have a guarantee that each of your Instagram video ads will be compatible and ready to post when they’re created. You will need to fiddle with video settings or repost your ads multiple times to make sure that your target audience sees them.

It’s just one more reason why our marketing agency has provided so much success for our past clients – we make great content and make video marketing easy for you!

Summary

Overall, Instagram’s video specs are far from impossible to manage. In fact, they may help to inspire advertising agencies and content creators to make better content than they would otherwise. For example, the recommended resolution of 1080 x 1080 P is an excellent guideline to go by; people are quite finicky in this day and age, and they may scroll past ads that aren’t this resolution at a minimum.

Not sure whether your video content can be created to fit within these restrictions, however? Not to worry; you can contact expert digital media marketers like VisCap to help you both create and post content on time and in ways that guarantee high conversions.

Just check out our portfolio to see everything we’ve done for past clients before! Instagram and Facebook are two platforms we are deeply familiar with. No matter what kind of video content you want to post, we’re sure we can help you with your marketing goals.

Contact us today, and let’s get started!

Sources

Most used social media 2021 | Statistia

Facebook Video Ad Specs for Instagram Feed, Video Views ad objective | Facebook

When People Pay Attention to Video Ads and Who | HBR

44 Instagram Statistics That Matter to Marketers in 2021 | Hootsuite Blog

Verizon Media Says 69 Percent Of Consumers Watching Video With Sound Off | Forbes

Man wearing a gray hoodie handing a camera to a woman sitting in a white bathtub
Articles

How to Get Help with Your Facebook Ads: Agencies that Help Users Convert

Facebook advertising is more important than ever before, but many companies aren’t finding immediate success when they post their initial video and still image advertisements.

Although Facebook advertising is crucial, there’s a lot more that goes into the art of successful Facebook advertising than just posting the first video ads you can come up with. It’s an art like any other, and that’s why brands that want to succeed are turning to agencies that can help them communicate to users–and eventually convert them into paying customers.

Want to know how a digital marketing agency can help your brand? Read on!

Why Use Facebook Ads at All? 

Simply put, because Facebook is one of the best platforms for you to reach as wide an audience as possible for your brand!

Facebook has billions of users on its platform at the time of this writing, and that trend isn’t looking to slow down anytime soon. In other words, if you want to reach your target consumers and get the most marketing bang for your buck, you’ll advertise on Facebook simply because of its convenience.

Through Facebook and its relatively sophisticated Ads Manager, you’ll be able to target certain demographics of users based on things like their interests or ages (or even their locations), as well as post ads on a scheduled cadence. Running an effective ad campaign is extremely easy using Facebook.

However, the quality of your ads will still determine how successful your Facebook marketing is overall. That’s where help organizations like marketing agencies come in.

Facebook Customer Support and Ad Support

It’s true that you can rely on Facebook’s built-in customer support and ad support controls. Facebook has a wealth of tutorials and information you can use to understand the Ads Manager, which provides a staggering number of choices regarding targeting options, payment plans for your ads, and more.

But it’s important to note that these resources don’t help you create ads that convert or reinvent your ad campaign for better success.

If you want your digital marketing to reach its peak potential, you’ll need to partner with an effective digital marketing agency.

The Best Way to Boost Ad Performance: Digital Marketing Agencies

Digital marketing agencies are exactly what they sound like: specialized organizations that know how to market in the digital sphere for the best benefit for your brand. Whether it’s creating video ads, optimizing mobile ads, or creating and maintaining a long-term marketing campaign from scratch, digital marketing agencies can bolster your marketing efforts and help your brand reach stratospheric success.

Take VisCap Media: one of the web’s most popular digital marketing agencies. Through an agency like ours, you’ll be able to focus your efforts on what you do best: running your business, creating excellent new products, and figuring out new ways to solve the problems of your core customers.

In the meantime, you can leave much of the marketing nitty-gritty to VisCap. For example, we can help you craft high-quality video advertisements for posting on Facebook, Instagram, and other social media or web platforms.

We specialize in building branded content that can build awareness of your company and resonate with your audience on a deeper level. We’re so efficient at this that we guarantee you’ll lower your CPM (cost per thousand impressions) for your ads, letting your limited marketing budget do even more work! 

The VisCap Media Difference

There are other digital media marketing agencies, of course. But VisCap is different – in fact, we’ve accumulated a portfolio of top-tier work we’ve done for our past clients. All of our past clients have great things to say about their experience with us in large part because of our focus on the human elements that are crucial to any marketing campaign or single advertisement.

A Human-First Approach

Indeed, VisCap Media’s human-first approach is what separates us from other marketing agencies and will allow your brand to take off to new heights.

At its core, a marketing campaign is a series of messages designed to create an emotional relationship between yourself and your target consumer. Your brand has to do something worthwhile for your target consumers to convert them into paying customers.

With our advertising methods, we’ll forge lasting relationships with your target consumers and help your brand become the go-to choice for the people you hope to reach most.

How? By creating content that speaks to your customers on an emotional level rather than a purely logical level (although we also include plenty of facts!). With our help, your marketing efforts will reach even the most distant consumers, helping smaller brands to elevate their public awareness to much better levels.

How VisCap Boosts Facebook Advertising Results

Over the years, we’ve collected quite a few happy clients who have seen noticeable boosts to their engagement levels, conversion rates, and impressions. The secret to our success lies in three key elements that we leverage with every single advertisement or marketing campaign we work on.

Powerful Brand Representation

To begin, we emphasize powerful Brand representation in everything we do. Not our brand, either – yours! Before we make a single ad, we will work directly with your marketing team and get a sense of your brand and the value you bring to your core consumers.

This early research will allow us to represent your brand accurately and lead us to your target consumers, helping us present you in the best light possible. This preparation stage is also vital to prevent mistakes later during the production of a full-on marketing campaign.

With our help, you’ll be able to present your brand on Facebook advertisements as the number one or go-to solution for whatever primary pain point your products or services are designed to alleviate. Your target consumers won’t even think of going to a competitor since your brand will appear so much more attractive by comparison.

Tip-Top Production Value

Furthermore, every one of our advertisements is produced with high-quality production value and only the best acting talent. It’s one thing to imagine an excellent video advertisement; it’s another thing to produce it!

Take a look at our portfolio, and you’ll see what we mean. Each of the ads we work on is designed to be attractive on a visual and visceral level. We hire actors who can adequately project the required emotions to connect with your target consumers and seem convincing in their portrayals of each advertisement’s protagonist.

The result? Ads that truly resonate with your core consumers and that don’t seem overly corporate or fake. 

This is crucial when making Facebook advertisements that convert. Social media users are more ad-savvy than ever before–they know how to see through a fake ad incredibly quickly. If they detect that an ad doesn’t have good production value, they may turn off your brand altogether.

Avoid the risk entirely and go with VisCap Media – we’ll make your ads visually engaging experiences from start to finish!

Improve Engagement

Overall, we create our ads to improve engagement with your brand across the board. Whether that’s through driving social media likes or shares or directing traffic to your online store or website, our ads are proven to boost engagement with your company after just a few showings.

Even better, our ads are created to be used again and again. We can help you make a long-term marketing campaign to provide similar long-term results for your brand, not just a short-term boost in CPM.

As a result, your brand will become a bigger part of your industry or niche and, in turn, become harder to dislodge by your competitors. We can help both smaller brands that need help get their footing in a competitive industry or help larger companies that are already established but want to ensure that they don’t lose their number one spot to an up-and-coming competitor.

Summary

In the end, the best evidence we have for our efficacy is our existing portfolio. We invite everyone reading this to check out our portfolio and see the success we’ve already brought to brands just like yours! We have our reputation for a reason!

Still have questions or want to know the specifics of how our marketing agency can help your company? Don’t hesitate to contact VisCap Media today – we’re ready and waiting for your call!

Sources

Most used social media 2021 | Statistia

Cost Per Thousand (CPM) Definition | Investopedia

Study: 27% of social media users view ads more negatively | Marketing Dive

group of people bending over and looking into a camera monitor on a movie set.
Articles

Everything You Need to Know to Create Instagram Ads: A Complete Guide

These days, it’s tough for online companies to succeed if they don’t advertise on Instagram. The social media platform has exploded in popularity over the last few years and is now an advertising cornerstone, especially for brands focusing on specific industries or targeting users.

But jumping into the Instagram advertising scene without any information beforehand can be disastrous. Let us break down everything you need to know about creating high-quality, converting Instagram ads in detail

What Are Instagram Ads?

Advertising on Instagram has become more popular in the last few years, and for good reason. After all, billions of people use both Instagram and its parent company, Facebook. Advertising on this social media platform is one of the best ways to reach a wide audience regardless of your niche or industry.

Instagram ads are run through the Facebook Ads Manager, which allows you to manage your Instagram ads and your Facebook ads. You can run the same ad on both platforms in many cases, provided the ad in question adheres to platform-specific restrictions.

In general, Instagram ads come in two types: video or still image. The data on this point is clear. Video ads are much more successful at converting target consumers into paying customers, improving brand awareness, and retaining existing customers that may be moving away from your company.

By leveraging high-quality Instagram ads for your company, you’ll see better conversion rates across the board and much more successful marketing efforts.

However, you can’t just post any Instagram ad and expect excellent results. You’ll need to keep a variety of factors in mind as you craft converting Instagram ads. Let’s break down some of these factors now.

Targeting Data and Audience Metrics

For starters, you’ll need to understand targeting data and audience metrics.

For your Instagram ads to be successful, they’ll need to both be targeted to specific people and crafted with specific interests in mind. You wouldn’t make an ad focused on food products if your target audience is in the IT industry, right?

Fortunately, the Facebook Ads Manager allows you to target specific groups of people based on characteristics like their demographic information, sex, age, and more. We go into more detail about this below.

Bottom line: You’ll need to create your ads with specific audience metrics and targeting data in mind for them to be as successful as possible.

Choosing Your Instagram Ad Type

Instagram ads also come in several different types. These include:

  • Stories ads: These ads are posted on Instagram users’ stories in between user-generated content. These are fantastic for conversions, raising brand awareness, lead generation, boosting store traffic, and more. 
  • Photo ads: These are still image ads that can be particularly good for driving app installs and increasing brand awareness, engagement, store traffic, and more. 
  • General video ads: These are like photo ads but use videos up to two minutes long instead of still images. 
  • Carousel ads: These ads can include between two and 10 photos or videos that can be rotated with a swipe of a user’s finger. These are great for capturing shoppers or for driving catalog sales, especially during promotional periods. 
  • Collection ads: These ads are particularly good for driving store traffic and conversion. These are great if you have multiple items you want to advertise as part of a single collection. 
  • Instagram Explore ads: These ads are great for driving brand awareness, conversions, traffic, video views, and more. Instagram Explore ads run on the Explore screen, where users look for new accounts and content. More than half of Instagram users check out this screen at least once per month. 

As you can see, there are lots of different Instagram ads you can create. It’ll take some time to get the hang of all the different types, but you can partner with experienced visual media marketing agencies like VisCap to get a jumpstart on your success.

In general, you’ll want to choose the Instagram ad type that best fits your marketing goals, like converting new users, raising brand awareness, and so on.

Posting Your Ad: A Step-by-Step Process

Once you’ve created an Instagram ad worthy of posting, you can visit the Facebook Ads Manager and post them after just a couple of minutes. Here are the basic steps.

Choose the Ad’ Objective

First, go to the Ads Manager and click “+Create.” You’ll be able to select from two different workflows to help you both create and manage your future advertisement. Guided Creation is better for newcomers to the platform. Click here to get started.

Next, you’ll need to choose the objective for your marketing campaign. You can select from pre-existing campaign objectives right on the Ads Manager screen. These are fairly self-explanatory and include categories like:

  • Brand awareness: Useful if you want people to know about your company in general
  • Video views: Good if you want more people to share your video
  • Engagement: Ideal for driving a higher proportion of comments, likes, shares, and more
  • Traffic: Designed to drive clicks to your website or app

You should already know your marketing campaign’s overall objective before even starting to create your ads. Pick the objective that best suits your goals and continue.

Picking Your Audience

Facebook Ads Manager requires you to choose your target audience from their platform as well. You can either create a new audience or use a saved audience (which will be helpful as you post more ads in the future).

When you create a new audience, you’ll be able to filter users based on tons of demographic information, such as their age, location, gender, interests, and more. In general, the more specific you go, the better your ad will perform.

It’s a good rule of thumb in digital marketing that casting a targeted and narrow net is better than casting a wide and potentially ineffective net. In other words, general targeting specifications don’t bring your ads to the people you want to convert the most. This then means the ads connect to fewer target users, resulting in poorer conversions overall.

Choose Ad Placements

You now have to choose your ad placements, which determine where your ads will appear on Instagram and Facebook.

The automatic placements function is great for newcomers and can help to maximize your budget. Manual placements will only be a good choice once you understand the platform in more depth. The manual placement option lets you focus your ads on places like Facebook video feeds, Instagram feeds and stories, Instagram’s Explore page, and so on.

Choose the placements that seem the best fit the goals of your marketing campaign and continue.

Choose Your Schedule/Budget

You’re almost there! Now you just need to choose your ad budget (how much money you want to spend on your promotion) and the advertising schedule.

Facebook gives you many options for your budget, like setting a daily budget (which lets you maximize how much money you spend on ads in a day) or a lifetime budget that has a set limit and stops posting ads once the budget runs out. You can also set bidding strategy options, optimization options, and more.

Again, a lot of these controls are relatively complex and in-depth. You might benefit from the experience and knowledge of a digital marketing agency like VisCap Media, which can help you post Facebook and Instagram ads to their best effect and make the most of your marketing budget.

Post the Ad! 

After setting your advertising schedule and budget, you can post your ad! Facebook allows you to make ads right on its interface, but if you want your ads to be successful, you’ll make them beforehand and upload them to the platform. You get more creative control and higher quality ads this way.

Choose a call to action from the available options and post! 

Summary

As you can see, making and posting high-quality Instagram ads can be complex and fraught with difficult decisions. It’s just another reason why VisCap Media can be an excellent help for your marketing efforts.

Want to see our past work? We’ve got a portfolio right on our main site showing exactly how we can help brands that partner with us. We’re also happy to answer any questions you might have – contact us today or check out our other Instagram advertising guides on our blog!

Sources

Most used social media 2021 | Statistia

36 Social Media Marketing Statistics to Know for 2021 | Sprout Social

Advertising on Instagram | Instagram

ADS IN EXPLORE | Instagram

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