As people spend more and more time on mobile, advertisers have the opportunity to drive both brand building and direct-response results. But creativity is key to capture your audience’s attention and drive action.
On mobile, video has proven to be one of the most engaging formats to connect with customers, and now, producing video ads does not have to be expensive or time consuming. In the past year, the number of advertisers using video in direct-response campaigns across our platforms increased 3.8X.1 In fact, you can easily transform existing still ads into lightweight video ads just by adding motion. That’s why our Creative Shop team developed a production approach called Create to Convert, an easy framework to add lightweight motion to still images to create more compelling and effective direct-response ads.
- Basic motion: Animate your still image by adding only one or two elements of motion in a few seconds and include a call-to-action (CTA) card at the end to drive your desired business outcome.
- Brand in motion: Bring the elements of your brand or logo to life in a few seconds to promote brand recognition and then add a CTA card at the end to drive action.
- Benefit in motion: Bring the key benefit or message of your ad to life through animation in a few seconds. This could be a product benefit, a special offer or discount, a testimonial or product variety. Highlighting the benefit will illuminate the value to your audience and adding a CTA at the end will enable them to easily take the next step toward conversion.
- Demo in motion: Focus motion on demonstrating how your app, website, service, product or feature works. Show people how to navigate your offerings and include a CTA at the end to enable them to seamlessly take action right from your ad.
We conducted 49 studies with brands using these production methods and saw a positive outcome for 69% of the brands.2 For example, Shopback used the Create to Convert method and saw a 5.5X better conversion rate and a 5.7X lower cost per registration from its video ads compared to using still ads alone. And on average, brands using both still ads and video ads saw a 17% higher rate of conversions compared to brands using only still ads.3
Here are some example of video ads brands built using the Create to Convert approach.
The Create to Convert approach makes the production of performance video ads accessible for businesses of all sizes, enabling them create effective video ads at scale.
We need to design mobile-first ad creative, however, one size does not fit all. Finding the balance between speed, quality, and scale of video production can be extraordinarily difficult. We’ve found that by partnering with Facebook on creative considerations for lightweight video we can eliminate some of those barriers to deliver value for both people and businesses.
Kim Weiner, VP of North America, Shuttlerock
Discover more insights and creative considerations on Facebook IQ to experiment with other ways to drive action from your ad campaigns.
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This article first appeared in www.en-gb.facebook.com
