What mistakes are people making with their video advertising? How can video marketers fix these mistakes and succeed in the modern battlefield of video advertising? How should video advertisements be structured and which key elements should be included?
Throughout this article we’ll walk you through everything you need to know about how to create high-converting creative video ads that ACTUALLY work in the modern space. Keep reading to learn more.
You are missing out on scaling growth opportunities, If you’re doing any one of these:
Launch new creatives once in a while
No systematic approach?
Not sure what, how, or why?
If you are not pumping out new creatives, your competitors who do will ultimately convert your customers into theirs. You wouldn’t be able to run enough split tests to truly optimize your ads with split testing. You also need to have more ad options to discover your biggest winner.
Most people only know the hook and CTA, and don’t understand what goes in between them that contributes to a successful ad. Without a systematic approach, you can’t identify what’s actually working, and wouldn’t be able to recreate the success.
Once you are familiar with what goes in between Hooks & CTA you can now create countless optimized video ads to launch creatives to hit the range of 50 to 100 per week. All you need to know is what modular & scalable pieces to plug them into the frame.
F.E.M.S.S.A. stands for: Frameworks, Elements, Modular, Segments & Structure, Auditing. Let’s dive deeper on this subject and talk about each part of the theory.
Frameworks are tested, and they’re proven. It produced 6-7 figures winning results many times and with many different industries. This is where you can get your best chances of success.
You can plug & play with these frameworks. They’re repeatable. But you have to fill the framework with modular elements.
When time gets unpredictable you want to rely on your Framework. You can be assured and know that you can take your elements, plug them in there, and expand.
This is one of our proven frameworks below!
Ex. Pass UGC Framework
Elements are the components that make up your ad, think about baking a cake.
You want to start looking at contents in a way that when you see these pieces, you can identify them. Once you can identify them! You can recreate them! Because now you can understand what is contributing to your success.
Our team figured this out and made each element, 4 seconds long, because that’s the amount of time somebody will need to read the copy and take in the visual. We always aim for 4 seconds & hardly ever go over.
This is all you will need is to identify what pieces you have been using for your success. Here are the elements that make up an ad, but not all of them are a part of one ad!
You want your elements to be modular! Why? Because you want repeatable success for your creatives. If you want to recreate your success, you need to be able to break it down and know what your ingredient list is.
You can then take a successful element from one ad, plug it into another ad, and several other ads. Being modular extends the life of your content & lowers your cost per content.
You need to know to the deepest level of what it’s going to be categorized so you can use it over and over again.
Anytime you can introduce a product with social proof, PR, or a number of reviews, it is HIGHLY effective and people will start to believe it is all it seems to be.
The structure of these elements is very important because they determine what framework you’ll be using. For example, these two are similar but there is a difference between product intro and discovery. Mixing the two will set off the tone, perspective, and the viewers.
Without structures, you are not able to reuse the element easily, and not going to have much life out of them. It won’t let you roll over the success you have.
Begin with creating your inventory and taking the contents you already have.
To Audit, you want to look for your winners & losers. Find which element works & didn’t work, and segregate them. From here, we want to cross-reference them. Look for what element is in this ad & that ad, and find the one being repeated.
The next question to solve is, which one of these is leading to success? These are the ones you want to be repeating. Take Inventory, track how many elements do you have that lead to success.
You’ll want to plug in the winning element and play, you’ll be mixing and matching the elements with an educated approach. After you have received data back from the Plug and Play, you can now start split testing because you’ll know what each part of the ad is made out of.
Step #1: Analyze Winner & Losers: Ad 1, Ad 3, and Ad 4 are winners with the highest conversion rate, lowest CPM (Cost Per Mille), and Highest CTR (Click Through Rate) stopping power, view time.
Step #2: Cross Reference: Hook #3 & Intro Product #2 are the same.
Step #3: Take Inventory: Record the winning elements from all the videos in the cross-reference
Step #4: Plug & Play: take all the winning elements, mix & match to fill the framework.
Think of A.U.D.I.T. as:
Distribute To Your Framework
Clients typically want to pay $4K to 5K per Content Packages. Yes, they’re not cheap! It comes with 68 Unique Pieces and about 2-3 storyboards.
Good creatives should never die out! Let’s make sure we’re getting rid of the riff raff and promoting the hell outta the winning video ads.
It’s always important to test ads with the P.L.R.T. or the Path of Least Resistance Test. If you’re testing creatives, that means you should ONLY be testing creatives.
This means that proven copy and proven thumbnails should be used to prevent these variables from affecting your results.
From there, you’re gonna start gold mining. Red, yellow, and green are used to sort the different variations to see which video ads performed the best.
Red is going to be at the bottom of the barrel, below metrics, and needs to be cut.
Yellow is in the middle and can go either way. To figure out what to do with yellow video ads, use a correlation decision making tree.
Green are your winning video ads that have floated to the top and need to be promoted and scaled like crazy.
You can also apply the 80/20 rule where 80% of the video ads are made using proven frameworks, and the other 20% is used for testing. You can also go 70/30 or 60/40 depending on how many new video ads you would like to test.
In a sticky situation, you can still fall back on your proven framework ads that are guaranteed to provide results. These are your workhorses that will keep you moving, but you GOTTA be consistently testing new video ads.
The more you can test, the more likely you’ll strike a goldmine video ad that will be an absolute winner.
User Generated Content, or UGC, is a really useful framework that can be repurposed to create MANY more video ads than before.
There’s more than two ways to use UGC content, but we’ll go over two in this article as an example. The two ways we’ll be talking about using UGC content is in Direct Response (DR) script driven videos and in element morphing pieces of video ads.
Any winning videos can be turned into UGC content through UGC morphing. When morphing, we’re basically turning all text-driven elements that were in the video ad and automatically bring them to UGC style content. Turning the video ad into something very similar to “As Seen On TV” ads.
In past frameworks, AFTER the solution has been introduced inside of the video ad, the UGC content is used to provide social proof and reinforce the product as a believable solution to the target audience.
Let’s say you get 8 Unique Pieces of video advertising content for $8K.
That puts your piece per content at $1K. If you break those pieces into modules fashion you can now multiply how many ads you have. You can make 80 content and that will bring your cost per piece of content down to $100.
Get familiar with F.E.M.S.S.A. to scale aggressively! Let’s make up for iOS 14 privacy updates in the most creative way possible!
The process of creating modular video ads is not easy. We outline the video, write the scripts, cast the talent, film the videos, edit the videos together, then publish and track the content for the best results. This process is a lot of work and is also very time consuming. It’s even worse if the modular video ads are being made by less experienced individuals as there’s quite a learning curve to everything from writing to filming to tracking & reporting.
There’s nothing wrong with finding a really great creative video advertising agency to do the heavy lifting when it comes to video ads creatives. Here at Viscap Media, we’re marketers at heart and not just geeks with cameras. We want you to get the best possible results with your video ads campaigns. We’re here to help and to learn more about us, check Viscap Media’s page on video advertising.
When you’re ready, reach out to us and we’ll be happy to set up a video call and consultation to see how we can best help your brand succeed.
So, to make a long story short let’s run through the 5 key takeaways from this article.
F.E.M.S.S.A. is for pre-production roadmapping and stands for Frameworks, Elements, Modular, Segments & Structure, Auditing.
A.U.D.I.T. is for screening video ads for performance and stands for Analyze, Usability, Distribute To Your Framework, Integrate it, Test It.
The 4 key metrics to look for when auditing an ad are video average watch time, playthrough percentage, cost per click cost, and finally the click through rate.
Use the 80/20 Rule when launching and testing ads. Use the P.L.R.T. or the Path of Least Resistance Test to test ads and keep constant variables.
Any winning video can be repurposed into a kick-ass UGC video ad through morphing.
There’s nothing wrong with finding a really great creative video advertising agency to do the heavy lifting when it comes to video ads creatives. Here at Viscap Media, we’re marketers at heart and not just geeks with cameras. We want you to get the best possible results with your video ads campaigns. We’re here to help! To learn more about us, check Viscap Media’s page on video advertising.
When you’re ready, reach out to us and we’ll be happy to set up a video call and consultation to see how we can best help your brand succeed.
Now that you’ve gotten a taste of Viscap Media’s CEO speaking about powerful modular videos and UGC content that convert, it’s time to see him in-person or in real-time on a livestream!
We’re excited to announce that Cody Iverson will be speaking at the GeekOut Ukraine event on Saturday August 28, 2021 at 11AM GMT. You can follow the link to GeekOut Ukraine Live to get your FREE pass to watch.
Don’t miss your chance to learn new ways of using video advertising and UGC content to skyrocket your eCommerce business to the moon!
We look forward to seeing you there!
GeekOut Ukraine Live | GeekOut
Fun fact, did you know that over 100 million Americans are using TikTok every day? As a percentage, that’s 37.3% of the country or more than one in three people! 64.4% of users are between the ages of 20-49 with 11% above the age of 50.
TikTok is a relatively newer social media platform that has taken over the video content space. TikTok videos originally had a 15 second time limit on them. It’s been increased over the years to 1 minute, and finally 3 minutes most recently. TikTok organic videos are looped and are usually watched on the never-ending “For You” page that automatically chooses what content gets shown based on how the user interacts with the app. If the user watches a video to the end or likes it, the app is more likely to show that user more content that is similar.
Android owners can upload videos that are up to 72 MB while iPhone owners have the luxury of a 287.6 MB upload ceiling. Looks like another reason to buy Apple!
TikTok also has a built-in video editor where you can add text, captions, graphics, and soundtracks! The coolest part has to be the soundtrack features in TikTok as posts that use specific music become searchable by that sound track. More about that later.
So how do we reach our target audience and what’s the best way to do it on TikTok social media organically?
We’ll go over how to find trending organic marketing content, some TikTok organic marketing strategies, and some best practices for structuring the organic video content. Let’s figure ALL of this out so that we can include TikTok social media organic marketing content into our overall marketing mix and social media video marketing strategy.
Duet is a neat feature that lets you create side by side videos with content that’s already posted to TikTok. Not all videos are available for Duet and the TikTok app will let you know by having the Duet icon greyed out and unclickable in those situations. You can make your videos unavailable for this feature under your Privacy & Safety settings. You can also limit single videos so they can’t be used in Duet by going under the single video settings by tapping on the 3 dots on the video, going to the privacy settings, and change the “Allow Duet” setting to off.
Duets are usually reaction videos or repurposed clips that are used to complete conversations. The Duet feature can be used by tapping “Share”, and then tapping “Duet” on the menu that pops up. Duets can be searched manually with “duet @[original poster name]” as there’s not currently a way to search for the category in its entirety.
The “Stitch” function allows people to repurpose up to 5 seconds of content that is already posted on TikTok. The main difference between stitch and duet is stitch allows people to put the repurposed video inside the timeline of the new video where duet splits and shares the screen between the repurposed and new video content.
The most popular use for Stitch is to create funny and unique endings for content that’s already posted. Adding a funny alternate ending or plot twist can generate a lot of views and is a great way of increasing the reach of your organic marketing videos. The stitch function can be found right next to Duet. It can be found by tapping “Share” then “Stitch” on the menu that pops up. Not all videos are shareable for Stitch and TikTok will let you know that Stitch is not available for the video by having it greyed out and untappable. You can make your videos unavailable for this feature under your Privacy & Safety settings.
Soundtrack Syncing is another very popular type of TikTok organic marketing content. This is done by having the soundtrack already loaded up, playing it over the phone speakers, then syncing video with the chosen soundtrack. Some things people like to sync up include: lips, dance moves, and objects/events. The audio clip could be a trending song, an audio clip from someone speaking, or audio of something else completely. The only limitation is your imagination!
A great example of soundtrack syncing would be the Menulog TikTok campaign where a Snoop Dog song was used for a dance challenge! Menulog included a hashtag for their campaign (#DeliveryDance) and offered up delivery for a whole year for the prize winner. TikTokers were volunteering user generated content in the hopes of winning the prize. Their engagement went through the roof with this absolute banger of an idea!
TikTok Live is a great place that people can livestream on. The requirements are pretty straightforward. You gotta be 16 years old to start livestreaming, and 18 years old to accept gifts on live streams. Whether you’re a musician, Walmart, or a human lizard, TikTok Live is a great place to livestream content to attract viewers and get more awareness around your personal or company brand.
A good example of this is how Walmart launched a TikTok Live shopping experience where they live streamed Walmart Fashion for an hour with TikTok influencers. The idea behind the project was to have the clothing influencers wear shoppable clothing that’s available through Walmart with just a tap of the “Shop Now” button. It’s currently huge in Asia and is expected to take off in the US. This could be huge for ecommerce as TikTok gains more attention and becomes used more for marketing efforts like the one Walmart launched.
There are also other platforms that are trying out this partnership with ecommerce brands with Facebook, Amazon, and Google launching their own livestream & shop social media commerce.
Adding a link in the bio of your profile is a great way to send traffic there through your TikTok channel! Follow these quick steps to get started.
You can even take this a step further by making a Beacons webpage, then linking to Beacons through the TikTok Linkin.bio. It’s an app aimed at creators so they can easily set up and start profiting from their content.
Social media content creators can take donations, sell merch, do affiliate marketing, and much more! The website building is very straightforward, too. Everything is made up of gummy blocks that can be rearranged and edited easily. Creators can even embed TikTok videos next to the products that they’re promoting! If you’re an influencer or really into affiliate marketing, this is definitely the link in bio tool you should be using to make the most bang for your buck!
How do I find my target audience on TikTok? Finding your target audience on TikTok is very similar to finding them in other places such as for other social media platforms or your blog. Who are your customers and what do they like? What are they talking about? Start off with interesting topics that your clients, customers, or viewers would find interesting and go from there.
You can make these topics into “buckets” and expand it even further to get even more ideas. Another way is to take those same topics and find out what questions are trending, then answer them. This satisfies the “I want to know” search that your audience is looking for. An easy way to find some questions to answer is by searching suggested queries websites. All you need to do is insert a topic and it should automagically make a list of the top questions related to the topic.
If you’re still struggling with organic marketing inspiration, that’s okay! TikTok has an “Inspiration” section where you can browse some successful brands to see what they’re doing and how they operate. You can also go to the #trending page to see what kind of content is making it to the top. If you’re on desktop, you can scroll down and see the top hashtags, searches, and soundtracks being used under the “Discover” section.
Now that we have our content ideas, let’s get cooking!
How should I structure my TikTok social media video content to be as engaging as possible? The best way to structure an organic marketing TikTok video is to start with the end, then have the start of the video next, and then finally have the meat or body of the video. This will allow your video to loop smoothly and seamlessly. If you do it right, it should take the viewer a minute to realize that it’s looped. It’ll also add an interesting hook to your video if you do it right.
There are a few tricks that you can keep up your sleeve to increase your audience watch time and reach. The first trick is to use trending songs in your videos. You can find these in the “Discover” section as we discussed earlier. When TikTokers look up the song, your video will also show under it.
Another neat trick to keep in your pocket that increases user engagement on the videos is to try and speed up your videos to make them more fast-paced and exciting. You can do this by cutting out the spaces between your phrases in the video, using camera tricks like zooming in, and having dynamic text that moves or changes throughout the video. Add some awesome upbeat music in the background for extra points!
Now that we’ve covered the basics and some cool tactics for engagement, let’s talk about organic social media marketing strategy. There’s a bunch of different ways to approach this depending on what your goals and objectives are. Make sure that everything you do has purpose behind it. One framework that you can use is the S.M.A.R.T. Framework. S.M.A.R.T. stands for Smart, Measurable, Attainable, Relevant, and Timely. If you’d like to learn more about this framework, feel free to follow the link. There’ll be another one at the bottom of this article too if you want to check it out afterwards.
Here we’ll cover a few to get you started and you can decide which strategies are appropriate for you and your business. Luckily TikTok also has case studies about these strategies so we can get an idea of what they consider an “A-level” winning marketing strategy is.
The first tactic you can add to your TikTok social media marketing strategy tool belt is to use affiliate marketing mixed with a unique hashtag and TikTok challenge. You can find influencers for free on the TikTok Creator Marketplace. Whatever you do, please please please make sure the influencers you choose align with your brand and that their audience will be receptive to the promotion. This will get you the most bang for your buck and see that your audience grow a lot faster. If you wanna check out a case study about a brand that did exactly this, check out this TikTok article about a makeup brand that was really successful with this strategy.
Another tactic that might pique your interest for your TikTok marketing strategy is to use hashtags to rank higher in search results. You’re gonna have to do some research for this one, so let’s look at some quick ways to sort this out. You can use an online hashtag generator to help you with ideas. You can use a website like tiktokhashtags to get the creative juices flowing. After you’ve got a list, you can start typing in hashtags to TikTok. There should be a list that drops down and shows you how popular that hashtag is. You can make a list of these hashtags for later reference.
Next step is to start doing some competitor analysis. Look at some of the most popular individuals or companies whom you would consider your direct and indirect competitors. Start making a list of their most used hashtags as this will help you get a better idea of which hashtags are getting the most interaction. The lesser used hashtags will also help you increase your reach as it’s a lot harder to rank under the popular hashtags when you’re just starting out.
Now that the research is done, it’s time to start choosing your hashtags! A good rule of thumb is to stick with six hashtags. Two viral hashtags, two trending hashtags, and 2 video-specific tags that are less common. This is an ever-changing platform with trends coming and going in a blink of an eye. Make sure you’re double-checking these hashtags every week to make sure they’re still trending and ranking well. This research is important to your overall social media organic marketing strategy and will most likely affect what kind of content you make on TikTok.
Some companies aren’t sure how to approach social media marketing, content marketing, and video marketing. That’s totally fine! Leave it to the experts to handle these projects so you can go back to running the company you love, or counting money on the beach in Antigua. This way you’re not having to keep up with modern trends, learning new platforms, and creating gripping video content. When you want to hire a firm for video marketing, I know VisCap Media is a specialist in this field and will be your first call! We know how to increase user engagement with scroll-stopping video marketing content!
Anyways, all of these things have learning curves to them and it’s sometimes better to step away and let the professionals handle the project. They can create social media marketing calendars, high-quality/high-converting video content, and a winning marketing strategy for your company.
Want to see what high quality video advertising can do for your business? Contact us at Viscap Media today to get started! As video marketing experts, we know the current industry, the social media platforms, the theory behind marketing, and creating video content that convert!
Contact us today, and let’s get started working on your digital marketing campaign plans!
To make a long story short, TikTok is a newer social media platform that is taking over the social media video content industry. It will take plenty of time, energy, trial, and error before you finally hit the nail on the head.
The best way to grow your organic marketing content is to follow TikTok’s guides, post content that your target audience wants to see, make the video content as engaging as possible, and have plenty of patience.
Your marketing efforts will be most effective if you decide to partner with a specialized video marketing agency such as VisCap Media. We’re experts in social media video advertising, branded videos, and much more! Come visit us on the web and contact us today so we can help you with your video assets for your paid social media marketing campaigns today!