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By Matteo Gasparello
A new Facebook study revealed that people spend 5 times longer watching video content than reading static content.
Gary Vaynerchuk, Larry Kim, and Neil Patel all used video ads to grow their audiences on every major social network, increase brand recall for their products and reach consumers at scale.
But how can you take advantage of them?
In this guide, I’m going to show you:
Ready? Let’s do it!
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With video ad spend to reach $20B in 2020, we know that more and more companies are investing in video advertising online.Why? Because they work.
In fact, the average time viewers spent watching video ads in 2017 has grown by 19% compared to the year before.
On top of that, the Video Completion Rate (Videos Played All the Way Through) reached a staggering 69% in 2017.
But if you want to succeed with digital video ads in 2020, there are some things you should know.
First, like for every digital marketing channel, also the video space starts to get saturated (the law of diminishing returns affects any kind of advertisement) and CTR is lower compared to previous years.
To win the video ad war, we see more and more companies competing with shorter ads.
To start, Snapchat limits ads to a max of 10 seconds, and also Facebook recommends video ads to be 15 seconds or shorter.
IAB released a great research and discovered that 10 second videos can help maximize impact among Millennials, who are particularly sensitive to mobile ad clutter.
Mobile video ads for this audience should be well targeted, relevant and enjoyable to help maximize its potential impact.
An upside of shorter ads is that they allow more ab testing: it’s much easier to create four versions of a 10-second ad, than four versions of a 30-second ad, give the same budget and timeframe.
Video Ads can be powerful for several reasons: you can drive traffic to a product page, or to an engaging article on your website:
The last trend, of course, is about mobile.
In fact, mobile video viewing broke records in 2018.
But that’s not all:
Forrester discovered that mobile is forecast to account for 72% of the growth in spending on online video advertising in the next 5 years.
With a CTR higher than any other type of ad, you start to see why you should invest in video advertising.
But how do you plan and create an effective video ad?
Keep on reading, the answer is in chapter 2
So you want to create a video ad. Where should you start?
It’s simple: from a detailed plan.
Who fails to plan, plans to fail, they say, and this is absolutely true for video ads, that require a good investment of time and money.
In this chapter, you’ll discover how to optimize your ad budget for maximum results, and the best practices to create an high-impact ad.
The goal of media planning is to determine the best combination of media to achieve the marketing campaign objectives. In our case, we‘ll plan for the creation and the promotion of the best video ad possible.
The upside of media planning: you create a comprehensive strategy so you’ll know where you are going and you won’t waste your budget creating an ad that doesn’t convert.
The downsides? None. It’s a crucial step that should never be overlooked.
What I want you to do is to get to know your customer and write down everything you may need for your video ad: the exact words to use, the features of your product you should mention, which social networks to use to promote your web video ad.
You have several ways to gather this data:
Find five previous customers willing to chat with you on the phone for 15-20 minutes, and understand why they bought from you.
Write down the exact words they are using to describe your product (you’ll use them later in your ad).
Understand where they hang out online: you’ll use this info to understand which channels use to promote your video.
ASK AROUND – Talk with the CEO, VP of Strategy and anyone else from leadership that can give insights on who their dream client is.
TALK WITH SALES – What do prospective clients ask them?
CHECK THE CRM – What are people saying when they contact the company?
STALK CUSTOMERS ONLINE – Get the name and surname of 20 past clients and check them online. Discover which social networks they use every day, what content they share, and which pages they follow.
You should also check what your competitors are doing online.
By using Buzzsumo, you can understand which topics are getting the most shares (these can be useful ideas for your videos) and in which platforms they are being shared.
You see where I’m going with this?
You are making your life easier because with these three strategies you understand what your customers want to hear, and where they want to hear it.
Now that you know who you are talking to, and what your prospective customers want to listen, it’s time to put together your video ad.
Here some tips for a great ad.
If you are recording the video yourself, you should put together a script, understand how your camera works, how to set up a basic studio and how to cut and compose the video. Hubspot created the best guide I found online on the topic.
If you don’t have the resources to create a professional video with talking heads, you can create short listicles, precisely like Business Insider does.
A video listicle is a short video that features a list of interesting facts on a specific topic, and it’s quite straightforward to create. You can use it as a teaser for an in-depth article or show some key features of your product.
There are several tools you can use to easily create videos. With Magisto you can upload your single photo shots and images to Magisto, choose a theme, and the tool will put them together for you with AI.
I created the video above with Wave: it’s more expensive than Animoto, but it has more features than other online tools I tried. I liked it because it’s easy to resize a video for the different social networks with just a few clicks, and there’re lots of text effects.
And if you need completely free stock videos, I got you covered too with Pexels. You can thank me later!
From the moment of conception, you need to be thinking about your video in terms of mobile devices first, everything else second.
First, because most of the people will be seeing your video ad from mobile anyway, second because some apps (like Snapchat) are mobile only.
Some best practices to get mobile ads right:
Ads shorter than 15 seconds (but that are usually around 6 sec) are gaining momentum because they are successful at capturing the attention via mobile.
When you can use a 30 sec ad to tell your full story, you can experiment with a 15 sec version to improve reach and frequency, reinforce your message, and reduce overall campaign costs.
There are three main ways you can take advantage of them.
You can use a short ad to seed an idea, and reveal the full story with a longer ad weeks later.
Run your long and short ad together to increase ad recall.
When your primary campaign is finishing, you can connect short ads to retargeting (read here if you want to learn how to do effective retargeting video ads) to increase ad recall and convert more viewers, by showing your short ad only to people that saw your full-length video.
For any online video advertising platform you choose, just make sure to follow the guidelines below to create ads of the appropriate length.
As part of your efforts to think about the mobile platform first, design videos that can be fully understood and enjoyed with the sound off. After all, the best sound for facebook video ads is silence.
Use text overlays to convey essential points and always use titles, captions and similar techniques so that people know what is going on.
Netflix is, of course, doing it right:
One nice exception is Snapchat that starts ads with the volume on by default.
As Kim Larson from Google points out, you should make sure to measure progress with the right metric.
Don’t simply track views, but use KPIs that make sense to your business goals.
The beauty of video advertising online is that, unlike with television, we actually can measure every different metric in real time, so follow Kim’s advice and make sure to track the ones most important to you.
Now that you know how to plan your video advertising strategy, how to create your video and how to track the results, we can finally start buying ads.
The next chapters will guide you to create video ads in the most important advertising platforms online.
Facebook provides incredible opportunities to target the perfect customer on granular levels.
With Facebook video ads, you can take advance of metrics like personal interests, locations, website visits, custom and lookalike audience.
Whether if you are a B2B or B2C marketer, you should have Facebook video ads as part of your digital marketing strategy.
On Facebook, users aren’t forced to watch your video ad to get to the next thing in their newsfeed. 98% of the time they just scroll right past your video ad. So Larry Kim (CEO of MobileMonkey) tells people to make the ad’s pitch in reverse.
Make sure that the “explosions” are happening at the very beginning of your Facebook Ads, to capture attention immediately, and then later explain the why/how.
If you want to create a Facebook video ad that really stands out, I’ll share with you some advanced tactics in a bit.
But right now, let’s focus on the basics. Here some guidelines and best practices you should always follow for video ads on Facebook:
And now the advanced tactics you were all waiting for.
As Hope Horner from Lemonlight pointed out, if you use this strategy right, it can be a marketing goldmine. Lead ads allow users to share their contact info directly on Facebook, which can result in more subscribers than driving them to an external landing page.
You can later use the leads as you want: add them to your newsletter or use them to create custom and lookalike audiences.
The video comes in handy if you are promoting a physical location or a saas. For example, you can:
To create the best lead video ad of the whole internet, simply log into Facebook Ads manager and choose “Lead Generation”.
Define your audience like you would usually do for any facebook ad.
Upload your video.
Now you can finally create your form. Make sure to ask only for the essential info, if you want to maximise signups, or to add more fields if you’re looking for fewer but more qualified leads.
Imagine being able to target only people that love your content so much that they watch your videos until the end.
Well, Facebook allows you to do precisely that (and much more) to re-engage users and drive more conversions.
In fact, it’s possible to create an engagement custom audience of people who’ve interacted with your video on Facebook:
With this strategy, someone can view your video — with or without sound — and automatically be added to an audience to target later.
How you do it:
1 – Go to your Audiences, click the Create Audience drop-down and choose Custom Audience.
2 – Click Engagement
3 – Click video
4 – In the “Engagement” field, choose the amount of time you want people in your audience to have spent viewing your video.
5 – Click on “choose videos” and choose a video that you previously shared on your Facebook or Instagram page.
Congrats, you can now target this audience with a new ad!
Perfect loops are like good GIFS: videos that seamlessly blend from end to beginning.
They are easy to make and great if you are on a budget, but you still want to create beautiful looking mini-videos.
They are ideal for social because the viewer can’t understand when the video finishes (it’s in a perfect loop), so they help to get more people to watch your videos till the end, or more.
If you want to create a perfect loop, you have several options.
1# strategy: Giphy
Go to Giphy, download a gif in MP4 video format. You are done.
Open a video you own in iMovie and cut a single scene that you can play on a loop.
Use as your video ad.
Flixel specialises in “cinemagraphs”, mini videos composed of a part (usually the main subject) that doesn’t move, and another part (usually the background) that moves. Exactly like in the Adidas example above.
There’s a free trial for iOS and MacOS.
Alternatively, try Animoto: upload a video you own to their website, choose a 5-second frame that would be nice in a loop, add filters and some copy, and you are done. It’s similar to the iMovie strategy but easier to use and with more available effects.
With this, we conclude Facebook video ads.
Next up: Instagram!
Instagram video ads are ideal if you want to increase web traffic sales and drive awareness.
With the help of highly-visual content, you can get users to engage with your posts and show off your B2C offerings.
But why should you advertise on Instagram in the first place?
As you can see, Instagram is a great platform to advertise, but before starting your next media buying campaign you should ask yourself:
Let’s start with demographics.
According to Statista, in January 2018 the most active Instagram users were men and women, 18 to 34 years old (61%).
With this in mind, you should understand if your target audience talks about your industry/product/service on Instagram.
Facebook surveyed 11,000 young adults and, from their video advertising research, they discovered that some of the most popular topics on Instagram are the following:
Fashion/beauty, food, TV/films, hobbies, music.
Finally, ask yourself: can we create visual content that blends into our target audience’s Instagram feed?
According to the same Facebook study above, “Instagrammers appreciate aesthetic quality in visual content”. Instagram is a visual-first platform, where visual content, rather than text, is the primary form of communication.
If your product/service tick all the three boxes above, congratulations. Instagram is the perfect platform for your brand!
Since the two platforms are considerably different, Marketing Land points out that long and conversion-centric content should live on Facebook, while you should leave Instagram to the artsy, visually appealing videos.
Instagram ads use the same advertising system as Facebook. You can specify your target audience’s location, demographics, interests, behaviors, and more. You can even target people who have bought from you or interacted with you and others like them.
As a result, you can use the same strategies that we discussed on the Facebook ads chapter, and apply them to the two types of Instagram video ads available to you: stories and native.
Stories ads run in a full screen, vertical format. This means all your Stories video ads format must be portrait (9:16 aspect ratio).
With 60% of stories viewed with sound-on, be sure to share content that sounds as good as it looks.
You can also experiment with text overlays. Videos with text on top work very well compared to non-text videos to build brand awareness or to drive action through purchases and installs.
Why should you use story ads? Because the use of Instagram Stories is growing.
To create your first Instagram Story ad, simply head to Facebook Ads Manager and create a new ad. When it’s the moment to choose where to display your ad, disable every placement except for Instagram stories.
If you don’t have a big budget, you can still create Instagram Stories of high impact, by using the stop motion feature of the instagram app.
Simply open the app and start creating a new story.
Select “stop motion” from the available options on bottom of the screen.
Now play with the product placement and take multiple pictures to show your product as if it’s moving.
Save and upload as an ad with the “Ads Manager” app.
You can post Instagram video ads in either landscape or square format. However, square videos have the edge over landscape videos.
Square videos consume more space on the user’s screen, meaning that your viewer is not distracted by other posts and the metrics (views, likes, comments, etc).
But don’t stop there: AB test a square video with a video with an aspect ratio of 4:5 to see what’s performing better for you.
Native videos specs:
There are several ways to promote your video on Instagram.
Some of them offer you more options, while other are simpler and faster to use.
If you want to have access to as many options as possible and be in complete control of your ad, use Facebook Ads Manager or Facebook Power Editor. For a quick and easy way to promote your video, you can directly use the Instagram app (you’ll need to have a business Instagram account for that).
For a detailed tutorial on how to place ads, I recommend you to check out this great guide that Buffer put together on Instagram ads.
Anyway, to create Instagram or Facebook ads, I usually use Adespresso. It’s a great tool because it makes it extremely easy to test multiple variations of your ad: you can test various headlines, descriptions and videos. Here a great tutorial to set up an Instagram video ad campaign in Adespresso.
User-generated content is a form of content that was created by users, not by a brand.
The power of this kind of content is its trustworthiness: since it was created by real users, it appears more genuine.
In fact, according to Nielsen, 92 percent of consumers say they trust earned media, such as recommendations from friends and family, above all other forms of advertising.
User-generated content can help with conversions as well: customer product photos on a product page can increase conversion by 4.6%.
What’s more, many users have no objections against having their content used by brands. Iconosquare, for instance, found that 65% of users would feel honoured if a brand liked one of their posts.
If you have an active group of followers for your brand, scout for the best videos and ask them permission to repost them and promote them with ads. You may be amazed by the results.
Video ads are the brand new addition to Linkedin ads.
Currently available on mobile only, Linkedin video ads are auto-playing videos that can drive more visits to your website or more sign-ups to a LinkedIn lead generation form.
They are an excellent opportunity to target B2B companies, so let’s see why you need them and how to set them up.
We can say that with a very peculiar demographic, LinkedIn is the best platform for business-to-business interactions.
Your LinkedIn campaigns can help you gain visibility for your brand, generate leads, and boost traffic to your web pages with thought-leadership content.
The most amazing part of LinkedIn ads is its audience creation. If you want to target b2b prospects, there’s no better way to do it.
Linkedin ads are way more expensive than Facebook ads (in my experience, I’m talking minimum 10 times more, after optimisation) but you’ll have the possibility to target Linkedin users by, among other things, their seniority, their job title, or the industry they work in.
If you are starting to see how powerful they can be, you’ll be happy to know that now you can also create custom audiences based on company names, and retarget your website visitors as well.
Linkedin rolled out video ads on March 18, so make sure to be among the first to take advantage of them!
Here some best practices for you to follow:
BlitzMetrics CEO Dennis Yu shared with Linkedin his tips to condense messages into quick-hitting 60-second videos that are more likely to be viewed in their entirety:
Linkedin video ads specs:
Sign in to Campaign Manager, click on “Create new campaign” and choose “Sponsored Content”:
Choose any of the ad formats available. With any of them you’ll be able to use video as ad format:
Choose video as ad format:
Now upload your video based on the guidelines explained above in this chapter, and later click on “sponsor selected content”.
Now it’s only a matter of choosing the right audience for your video ad, your budget, and submit to Linkedin for approval.
The next step is to simply wait while you generate views and clicks on your ad.
After a couple of days, you can check your data to see how many people watched your video in full or until a certain point.
Social networks are not the only platforms where you can promote your video ad.
There are lots of additional networks that can allow you to reach more customers on more websites.
I’m gathering the most important ones in this chapter but be warned – some are really high level, and you’ll need a huge monthly ad spend to be accepted.
Tabola places its ads on some of the greatest websites of the world – in 2017 they reached 1.4 billion people a month, which is around half of the global internet users.
Taboola Feed is a feed of promoted news that appears after an article on websites that are using Taboola, and it can display video ads as well.
You can learn more and register for Taboola here: https://www.taboola.com
Oath is a subsidiary of Verizon that serves as the umbrella company of its digital content subdivisions, including AOL and Yahoo! Oath includes Brightroll and One by AOL.
To push your video ads to their websites, which include Huffington Post, TechCrunch and 40 more brands, you can contact them directly from here
Spotx Is an online platform that focuses only on video ads.
On their website, they claim that they can provide a direct pipeline to premium supply and buy video through public, private and curated Marketplaces.
They work with Zynga, Spotify, and CBS Local among others, so it’s worth checking them out.
You can learn more and contact them here
It’s a cloud-based service that helps broadcasters, cable networks, and service providers capitalise on their data and technology to increase advertising and subscription revenue.
They use machine learning, data and dynamic ad insertion to reduce ad waste and improve the targeting of your ad.
They have NBC and Comcast among their customers, and you can check them out here
It’s an advertising platform that can connect your brand with more than 700 million users globally (on desktop and mobile).
They have a unique approach to audience modelling: they look for the ideal behaviour, the activities and interests that indicate if a person will convert, regardless of what their profile may look like as a whole.
Some of their partners: Microsoft, Mastercard, IBM, Kellog’s.
Videology is an online platform that provides advertising across both TV and digital video.
If you’d like to promote your video ad on television, check them out.
It’s a provider of video and connected TV inventory, unique consumer insights, and cross-screen targeting technology. They claim they can help you reach and engage consumers wherever and however they consume video content.
Twitter videos mirror the platform where they are hosted. To make an impact, they must be quick, personal and entertaining.
Mix them with the advanced advertising capabilities of Twitter ads, and you’ll have the perfect formula to gain new followers for your brand and drive conversions to your website.
Let’s start with some basics, and you’ll learn why you’ll love Twitter video ads.
First of all, Twitter’s ad targeting is insanely great.
You can target by keyword, hashtag or people that follow specific Twitter profiles: use these options if you are building your database or if you want to do some brand awareness.
You can also use “engager targeting”, which means to show your ad only to people that interacted with your tweets in the past – use this to drive more conversions to your website!
Finally, with “tailored audiences”, you can take advantage of retargeting your website visitors directly on Twitter and get highly relevant views for a very low cost.
So why choose video ads?
Well, tweets with video are 6x more likely to be retweeted than Tweets with photos, and you can use any of these targeting options we just discussed.
Here some best practices for scroll-stopping videos:
And these are the specs for Twitter video ads:
Here below, some strategies to get the most out of Twitter video ads.
Let’s create a campaign with the sole focus of maximising the views of your video.
To start, go to https://ads.twitter.com/ and choose “Promoted Video Views”.
Now decide your budget and, optionally, start and ending time.
Now it’s the tricky part, so pay attention because you’ll need to go back and forth between 3 separate tabs on your browser.
You’ll need to create a new sponsored tweet that contains your video, and to do that the first step is to create a new tweet by clicking on the blue icon on the right:
On the new tab of your browser, click on “Select Video” and “Media Library”.
From the new tab, click on “Upload Media” and on the blue button to compose a Tweet:
Now you can finally compose your tweet. If you want to can link back to your site but that’s optional. I recommend to “Edit media settings” to add a title and description to your video, and to click on “promoted only” to use this tweet only for your paid campaigns.
Click the blue button “tweet” and your tweet will be ready.
You now go back to the first tab (I told you this was going to be tricky) and:
Now that the tweet is ready, you can now define the right audience to promote it.
In my case, I wanted to target people in the UK that search for “Larry Kim” or that are following him (or similar accounts):
When you are happy with the settings, click next.
In the next page, you can change the bidding, and clone the ad group you just created by clicking on “Clone Ad Group”.
If you click there, your “ad set” will be duplicated. Use that if you are testing multiple videos and multiple audiences.
When you are ready, click next, and you will arrive at the final page.
Review the details of your campaign and click “Launch campaign” to start your Twitter video ad campaign!
Video Website Cards are a creative format that combines the power of video with the ability to drive users back to a site to learn more or take action immediately.
With a Video Website Card, businesses can:
How they work: when a user clicks on a video on mobile, the video anchors to the top of the screen and continues to play while the website loads below it.
To create a video website card, we’ll follow the strategy 1 explained above, but with a few differences.
First of all, our goal will be to generate website clicks or conversions:
Next, when you are creating your new tweet in compose mode, you’ll click on “select card” and “card library”.
From the new tab, click on “Create Card” and “Video Website Card”.
Fill up the card with your video, headline and URL and click on “create”.
Now head back to the previous tab of your browser (the Compose mode) and choose your video website card from the dropdown menus on bottom right (make sure you choose “video”):
Finally, head back to your first tab and search for the tweet you just created:
All the rest of the process stays the same: choose your targeting, your bidding method, and you’ll be ready to confirm and start your campaign!
YouTube processes more than 3 billion searches per month, and it’s the second largest search engine online right behind Google.
For most of its users, it serves a fundamental purpose: discovery.
Placing your video ad inside a youtube video, you are making sure to target a big audience that is willing to learn more about a specific topic or product, making it a fantastic platform to advertise on.
Compared to Facebook, Youtube video ads are more “traditional”, since you can basically force users to watch your ad for 5 or even 15 seconds. That means you can take your time and tell your story, and ultimately build up to a punchline at the end, just like a normal TV commercial.
Another great thing you should know is that advertising on youtube is more affordable than you think.
The cost per view of your ad varies for several reasons, but mostly because of your target market. For a very competitive market in a country like the US, you can expect to spend 0.50$ or more, but for other markets the cost is much lower, ranging between 10 and 30 cents per view. Larry Kim points out that in the USA, a typical CPM for (Facebook or) YouTube ads is around $15.
Of course, more factors influence the cost per view. They are:
A great reason to choose Youtube to advertise your videos is that you only pay when people decide to watch your ad. For example, when someone chooses to view your ad for at least 30 seconds or engages with it – like clicking on a call-to-action overlay.
Youtube offers you four different video ad formats.
Which advertising option should you choose on Youtube?
Let’s see in detail how to optimise your next video ad campaign on youtube, step by step
First, go over to Adwords and create a new campaign from the blue button.
From Campaign Type, click on Video, choose your main goal for this campaign and click continue:
The process from now on is very straightforward, so I want to focus only on a few points.
Youtube search results – This option allows you only to create a “video discovery ad” that appears on YouTube search results only. It’s a promoted search result (made of an image and some copy). By clicking on it, your video ad will open.
YouTube videos & Video partners on the display Network – This option allows you to create “video discovery ad”, “in-stream ads” and “bumper ads” that will appear on Youtube videos, channels, homepage and on a collections of sites part of the Google Display Network.
There are several targeting options to allow you to show your ad to the right people.
The following options can be different for every ad set so that you can easily ab test different segments:
Here you’ll be able to upload your video or link any video already hosted by youtube (it doesn’t need to be connected to your account).
One note: to choose a different thumbnail, you’ll need to edit the video from youtube and change the thumbnail there.
Make sure to choose the right type of ad (in-stream, video discovery or bumper ad) and after you write your headline and description you will be ready to confirm your campaign and start your ad.
With this, we concluded our chapter on Youtube ads.
Let’s move to the last chapter, which focuses on a fantastic platform to target millennials: SnapChat!
If Millenials are part of your target audience, you should definitely run Snapchat video ads.
Snapchat has a young audience, but more than half of new users currently signing up are over the age of 25, making this a fantastic platform to advertise several B2C products.
Let’s see why Snapchat is different compared to other platforms, and how you can take advantage of that.
Snapchat is growing – and growing fast.
To make a comparison, Snapchat’s daily active users grew by 5% in the last quarter of 2017, while Facebook grew only by 2.2% – with a total of 187 million average daily active Snapchatters globally.
And when users are active, it seems that they can’t live without Snapchat:
The community spans a broad age range. A lot of people think it’s just teens who Snap on a regular basis, but the audience is ageing up.
They do have a large audience of teens and young adults, but more than 50% of daily new Snapchatters in the US are 25 or older, and nearly one-third of adult Snapchatters are parents.
Another thing that sets Snapchat apart is the amount of time users spend on the app each day – daily active Snapchatters open Snapchat an average of over 18 times every day.
If you want to reach any of the 185M active users with ads, you have several options: video ads, filters and lenses – but since the aim of this article is “video ads”, we’ll focus here only on the first category.
There are four advanced types of video ads, but they all start with a “snap ad”: a full-screen, 100% viewable video ad of max 10 seconds, with audio on by default.
After you create you snap ad, you can decide if you want to stick with it (usually to generate more awareness for your product) or if you’re going to drive action using one of the following:
How to choose the best audience possible for your video advertisements.
To create a new ad, simply head over to https://ads.snapchat.com/, log in with your Snapchat account and create a new campaign.
I recommend choosing “Advanced Create” to have the ability to create multiple ad sets and test your ads with different audiences.
In any case, you’ll have the possibility to choose the best objective for your campaign:
After this, you can define the audience for each of your ad sets.
One note here: the audience options will depend on the country you are targeting.
For example, if you target the United Kingdom, you will only be able to target users by “Lifestyle” (that are long-term interests of users), but if you target the US, you have three additional options:
One note on custom audiences
Snapchat, like other platforms, gives you the ability to create custom audiences: you can import a list of emails or device IDs to reach your customers and their lookalikes.
To create a new custom audience, click the arrow on the top left of any page and choose “Audiences”.
Going back to the creation of a new campaign, when you are ready with your audiences, you can move to the next and final step: ad creation.
Follow the guidelines explained at the beginning of the chapter to create a video that complains with Snapchat video specs and upload it to “Topsnap Media”.
Add the name of your brand, a headline and a call to action, and you will be ready.
Review your campaign and press “Publish Campaign” to submit your ads for publication!
I hope you enjoyed this guide to online video ads – it was a long read, but you can be sure that here there are all the most up to date information and best practices to create an highly-performing video ad.
Now I’d like to know what your next steps are. Are you going to give video ads a try? Which advertising platforms are you going to use?
Let me know in a comment below!
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