Video is the most engaging form of digital content, but many creators don't end up seeing the results they'd like from their video posts purely because they miss some smaller, functional elements and details.
Very often, minor adjustments can yield dramatic improvements - here are some key tips to help improve the performance of your video content.
1. Include Captions or Explanatory Text in Your Video
At the moment, Facebook videos play automatically as you scroll, with the sound muted. That's about to change, with Facebook recently announcing that they're switching videos to 'sound on' by default, but even when they do make the switch, many Facebook users have grown accustomed to having no sound from their feed videos, and will opt to keep videos muted.
To ensure your videos don't lose their impact - whether the sound is off or on - you can add captions and explanatory text to your videos to make sure you're content still communicates your message.
Studies have shown that captioned video ads increase video view time by an average of 12%, and by adding captions, you're not only accounting for users who may be watching with the sound off, but also for hearing impaired users who may also be interested in your message.
2. Create Compelling Video Thumbnails
Some Facebook users deactivate autoplay, so the only way you have to capture their attention is with your thumbnail image. Definitely, the video itself should provoke viewers' interest, but it's also important to craft an engaging thumbnail to attract attention.
Take a moment to consider how your thumbnail image appears and whether it's a good reflection of your content. Would you click on that thumbnail? Is there an image you can use that maximizes interest? Don't ignore the value of thumbnails in your video creation process.
3. Conduct A/B Tests to Improve ROI
Testing and tuning leads to more successful video ads.
A/B tests - also known as split tests - offer marketers an opportunity to experiment with multiple versions of a video to learn which one provides them with the best results.
Good split tests should isolate one variable at a time and leave everything else the same.
For example, you might try changing your call to action or video thumbnail to see if that helps increase engagement or conversions. If you want to test more than one variable, you should create distinct tests.
These incremental tests should help you improve your results one step at a time.
4. Customize Video Files for the Platform
Remember that different video formats work better for different platforms.
You can find format suggestions in the help sections of various social sites, but in general, a mobile Facebook, Twitter, Snapchat, or Instagram ad looks better when displayed in square or vertical frames. On the other hand, you probably want horizontal frames for videos on YouTube or on your website's desktop or laptop version. Your video won't look professional if it doesn't fit the platform.
5. Only Enable Autoplay for WiFi Connections
If people are connected via 4G or 3G network, your video may not offer them a good experience.
After you've invested in your video ad, the last thing you want to do is annoy viewers - in this case, enabling autoplay may be a bad idea.
On Facebook, you can choose to only enable autoplay when viewers are connected with WiFi. Just check the box next to "Only when connected to WiFi" when you edit your Facebook advertising placement settings.
You Can Always Improve the ROI for a Social Video Ad
As with all sorts of marketing, always consider your audience when you create a social video ad. When you think about the way that people consume videos on different platforms and devices, you can usually find ways to improve your own video ad's performance.
If you're not certain if a change will help increase views and conversions, try split testing different versions of your video. Most truly successful ads take a combination of inspiration, research, testing, and tuning.