As we’ve seen throughout Instagram’s evolution, videos tend to get more engagement than photos. Why is this? When we’re mindlessly scrolling through Instagram, we expect to see a photo. We don’t take much time to look at a post unless it really catches our attention. That’s why when we see something deviant from the norm (in this case, an eye-catching video), we become interested.
Because of mindless scrolling on social platforms (Instagram especially), it’s more important than ever to create engaging creative to stand out from the clutter and generate awareness. When you combine the power of paid social, with the psychology and creativity of a great video, you put your business into a position to win.
At Sircle Media we believe in the power of innovation and being on the forefront of change. That’s why we sat down with one of our content leads, Zach McAdam, to learn more about his approach to creating effective, eye-catching video ads.
Zach says that because many CPG Brands advertise similar products, it’s important to be bold and try and differentiate from the rest. Because of this, Zach has been experimenting with comedy video ads for one of our clients, @TruthNutrition, a 100% natural, vegan fermented BCAA supplement.
He says that many brands like to show how their product is the solution to a problem, but don’t show the actual problem. In his recent Truth Nutrition video ad, he shows a person (attempting) to run on a treadmill but eventually failing, falling face first. He implies that the reason this occurred was that he forgot to take Truth Nutrition. Not only do ads such as these create interest, but they also add a layer of personality and humor. The icing on the cake – adding a call-to-action for the user to move beyond the ad. If you create a video ad where the consumer is curious about what happens next, they’re more likely to follow through on your call-to-action, thus improving your ROI.
When working with in-feed ads, Zach says that bright and/or uncommon colors are a great way to grab attention. Especially in the crowded CPG space, where there are so many products, you have to think outside of the box and go the extra mile to create interest. You can also do this by really showcasing a brand’s personality, which can draw prospects in a little emotionally to who you are and not just what you sell.
Sircle is also always keeping an eye on new areas to test, especially for those clients who are open both financially and conceptually to experimentation. One potential consideration for a brand like @TruthNutrition, which has a target audience of athletes, is Spotify. Here they can serve as a ‘digital billboard’ for those working out in the gym to one of their favorite playlists. While only 40% of Spotify’s users are premium members, 60% are still interrupted by ads while using the app.
In a world where paid social is essential (meaning nothing is really that organic anymore) and video outperforms photography, it should be clear why video ads are so important for your business. It is mission-critical to invest in giving your brand the best chance to succeed both on current platforms (i.e. Instagram) and emerging ones (i.e. Spotify, TikTok, etc.). The good news is, we can help!