The quality of your video content can make or break your paid media ads so it’s worth investing in. But how do you make sure you’re getting the most value out of your ad content?
Creating multi purpose content that can be easily uplifted to suit a range of ad platforms will provide added value.
Here are our top tips to getting the most value out of your ad content:
1: Define Your Goals & Create Content To Meet Them
Once your marketing goals are clearly defined, you can then work out what type of ad content will meet these goals. You’ll need to create specific content to achieve each goal – or you run the risk of the content not meeting these needs.
Careful and creative planning from the start will ensure you are set up to meet each goal within the resources you have.
2: Do Your Research
It is vital that you collect relevant psychographic/ behavioural data of your target audience for each ad platform. This data will inform many aspects of the content you create and will form the foundation for you to plan from.
Understanding these audience insights will enable you to confidently go super granular with your targeting. This will increase your chances of conversion and will help you to plan out device specific content that meets your goals.
3: Define What You Have To Work With
Understanding what design assets you have and the flexibility of your brand guidelines will help you plan what other content you need to collect and curate to achieve your ad goals.
Working with designers, production managers and editors from the start will ensure you collect the most relevant content that can be utilised in the most efficient way.
4: Plan For Asset Updates In Advance
Based on the brand guidelines and communications strategy, develop a plan of what outputs and content will be used for future campaigns and what methods could be used to refresh these assets. Certain methods will work for certain brands/ campaigns and your agency will support you in understanding these options. Ie: Ad Templates, animated text changes, colour and treatment changes, image changes.
Work out different creative approaches to gathering this content now. This enables you to create content that meets current campaign needs, but allows the flexibility to refresh that look in the future whilst remaining on brand.
5: A/B Test Clear Messages
Communicate clear messages that are culturally/ market specific to your customer and the ad platforms you are using. Communicate the key benefits you offer and refine your messages according to the results of A/B tests.
By creating content that is easily adaptable, you can rapidly create and refresh ads. This ensures that they always work for your target audiences.
6: Create Platform Specific Ads
Focus on what each platform does best and don’t try to use the same ad for each platform. With careful planning, you can create multiple ads efficiently that meet your needs and that compliment the expectations and wants of the users. For example: Whilst creating a hero Youtube video, Behind The Scenes content can be gathered for instagram stories. Or to blend into a feed that viewers find interesting.
Plan in thumbnails, looping requirements and (fade) music needs in advance. Your agency ensure this is well planned out and the correct content is collected in the most efficient way. (Adhering to the correct aspect ratios, dimensions, sound requirements, etc.)
7: Plan In Strong CTA’s & Customer Journeys
Ensure that you plan out strong CTA’s and customer journeys that are linked to your goals. Planning these in advance will ensure that you lead your audience to relevant, targeted landing pages. It will also ensue that you provide a friction free experience.
8: Create A Detailed Storyboard
Create a well planned, visually detailed storyboard that is shared and signed off with key stakeholders in the planning phase. This part of the process is crucial and will reduce the likelihood of misinterpretations. It will also reduce costly revisions having to be made down the line.
9: Nail The Script And Copy
As marketing professionals, the chance is that you know the importance of telling a good story, of emotional connection and of helping your audiences feel positive associations with your brand. You know to provide genuinely useful content and you know the power of being authentic.
What is critical is that you communicate this in the most effective way for your ads you are creating. Engage a professional scriptwriter or agency to create a well written, well paced script to ensure your messages get through. Bad script, bad content.
10: Have a Good Hook
We all know that YouTube gives us only 5 seconds to hook in our audience. And on social media it’s often less. Be aware that sound is often turned off when scrolling on platforms such as Instagram.
Plan how to instantly get your viewers attention and make them want to view your ad. You can do this using creative visual and audio cues.