The average person sees a whopping 5,000 ads per day. So, what is your brand doing to stand out? It’s all about delivering an experience that will resonate with users and inspire a reaction. A great way to give digital ads a unique flare is through motion graphics. These can be a fun and informative way of educating users about your products and services and tend to perform better than their static counterparts on social media. Here’s why using motion graphics can help your conversions.
Why Video Matters
Running ads on social media can be a great way to increase brand awareness and drive traffic back to your website, especially with motion graphics or short videos. Even Mark Zuckerburg himself said that video is a megatrend. Studies show that people are more likely to engage with video content and can boost conversions by 20-30% when executed correctly, and it makes sense.
“When we began introducing graphics and animated ads into our campaigns, quality and engagement rates almost tripled. The new motion ads drew more attention and the consumer was able to relate with the product, especially when used in story ad placements.”Kevin Chang, Ad Ops Specialist at Cape & Bay
We instinctively notice things with motion, and Facebook has taken note of that. Developers at Facebook are always tweaking their algorithm to deliver the right types of quality content to their users. Currently, their algorithm favors video and motion graphics over static content, making it more likely your ad will get served up to users. That’s not the only benefit of animated ads.
Digital ads on Facebook may only cover 20% of their images with text, which can make it hard to convey a message. However, using video can basically eliminate this rule so long as the text is not within the first frame of your ad. That means you can get more out of your ads and up your probability of increasing leads.
When it comes down to it, motion graphic ads give consumers more of a chance to connect with your brand. Those selling tangible products can especially benefit, giving you the opportunity to show how it works and show customers the benefits of your products. However, no matter the industry, we’ve found that video ads always tend to outperform their static counterparts.
“Motion graphic ads really are great and can be used for any industry, but when used to sell a physical product, it’s the only way to go in my opinion.”Kevin Chang, Ad Ops Specialist at Cape & Bay
Best Practices for Better Digital Motion Ads
Using video and motion graphics in your social media content tends to work best when raising awareness or introducing your products to those at the top of the marketing funnel. If you’re going to captivate users with motion graphics, there are some best practices you’ll want to keep in mind. Every brand is different, and it may take some A/B testing to find out what works best for your brand. Maximize your impact and exposure with these general tips and tricks:
Utilize Square Videos
98% of users access Facebook from their mobile devices, meaning smaller screens to view content on. When executed correctly, digital video ads can maximize screen space. Using square video takes up 78% of the screen, giving you an ample amount of room to turn some heads.
Add Subtitles and Text Overlays
Let’s face it, not everyone will be patient enough to click on your ad for the sound. By adding subtitles and text overlays to call action to important points, you can still get your message across. Studies have shown that adding subtitles to your videos can increase view time by up to 12%. Not only does this bring attention to users who don’t want the sound, but it also helps increase accessibility for the hearing impaired.
Be Mindful of Video Length
Digital ads on Facebook can be up to 31 seconds long, but using all 31 seconds isn’t necessarily the best thing to do. It all depends on the audience you’re speaking to. For millennials and members of Gen Z, shorter videos of around 10 seconds tend to work best. Ads that are a little bit longer, up to 30 seconds, resonate best with those ages 35-54. So be sure to define your audience, and develop your content accordingly.
Whatever length you decide to go with, be sure to make the first 10 seconds as engaging and informative as possible.
Add an Actionable CTA
The goal is to get the most bang from your digital advertising bucks. As with any ad or piece of content, be sure to include a CTA so users know where to find more information. Keep your CTA short, concise, and to the point. Use action words and show the benefit of your product whenever possible.
Transform Your Facebook Ads
Using motion in your digital ads is more than just a passing fad, it’s here for the long run. With the right strategy, using video ads can help you stand out from competitors and break through the digital noise on Facebook. The digital advertising and paid media experts at Cape and Bay are tenured in creating ads that convert. We’re here every step of the way to test what works best for your brand and finetune your strategy for the best results possible.
Ready to bring in those leads? Let’s chat.
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