Simple ways to adapt your campaign to Instagram
Simple ways to adapt your campaign to Instagram
We've collected for you a number of tips and rules for creating an Instagram creative that will help you bring out your best creative potential.
Table of contents
- Brand and message
- Printing and graphics
- rates and ratios
- Duration
- A story in sequels and remixes
- Caring for a mobile phone is completely different
Mobile video volume breaks records: More than half of online video views come from mobile devices, and their consumption is skyrocketing on Instagram . Mobile is where your customers can see everything, from ads to sponsored content — and it's time to customize your content for it.
People absolutely prefer short commercials over long commercials. But on a mobile device, the consumption of content is faster and the amount of attention is much lower, so the ability to "attract" people and keep their attention becomes more difficult. Our research shows that watching videos on mobile is fast and repetitive and should work with and without audio. Think about how you use your mobile device, and things are likely to make a lot of sense to you.
On mobile, 47% of a video's value comes in the first 3 seconds, and 74% in the first 10 seconds. After that, interest begins to decline. If your brand message is at the end of a 30-second video, it probably means that people will be less exposed to the message you want to convey.
How can you improve your video content for mobile?
With the work we've done and the tests we've done, we've come to some early conclusions about how to create high-quality “pocket ads” for yourself. In the article, we focus on five basic principles that can help you convert all types of content you already have so that they are best suited for mobile videos.
Brand and message
Make sure your brand gets credit and your message gets across.
# Incorporate your brand early. The earlier you integrate your brand into the video and the clearer the message you want to convey, the better the result. Many mobile videos show disappointing performance data because the call-to-action is unclear, the branding is not direct, and the viewer simply does not understand what to do next.
# Remember that branding is more than just a logo soup. What other features does your brand have that make it easy to identify: font, color, and aesthetics? Choose them carefully and use them often.
#Reserve the message in the campaign visually. Focus on delivering information without words and without sound. Use graphics, gestures, and visual content to explain and make your message easy to reach.
# Define the world quickly. Most ads in different media spend a lot of time trying to determine the context. On mobile, it is important to immediately grab attention and attract people directly into the drama
Printing and graphics
Convey your message using text and graphics rather than using narration. There is room for great creativity in the way text is incorporated into the video or image.
# Create visual interest. The original TV commercial for the new Chevrolet Camaro SS took about two minutes and didn't get to its main message until 69 seconds into the video. When it comes to mobile commercials , we have delivered the product first hand and above all. We also added a visual countdown timer and graphs to highlight the car's attributes.
#Relationship is everything. To make sure the message is meaningful, get people in quickly. When we did the 11/11 (China's Biggest Online Shopping Day) campaign, we had to let people know that we might not be aware of this special day. We were led by a clear message in many languages: "The world's largest online shopping event ".
# Make a cover for your story. This is a simple way to add words or context commonly used for narration in a TV ad. In an ad for Research on Alzheimer's Disease, we were able to get people to connect with him by saying that the narration in it is by a very famous person.
rates and ratios
How do you frame your content to make the most of your content and space?
# Adjust video ratios on mobile. Square or vertical videos often perform better on mobile - people don't have to flip their phones on its side to get the full screen effect. Studies examining increases in brand indicators (brand effect) show that there is a three to nine point increase for vertical videos compared to horizontal videos. We recommend a 4:5 ratio for Instagram .
# Play with the grid and collect photos. We know your laptop screen is small, but there's a lot to do with it. Try splitting the screen into two parts to show two stories that are happening in parallel. For the Beck commercial , we used a split screen to show product shots along with a story to give more visual drama and rhythm.
# Be clear about what your interest is. Lead the conversation with a single message that focuses on what you are offering. This will sharpen the product or promote visually for you
Duration
Send your complete message within an ideal mobile time frame.
# Play with shorter points. What can you pass in so short a time? Focus on your strongest benefit. We've also had great success with commercials that are six seconds long on the homepage or 15 seconds in broadcast.
# Start with your most interesting whip. Choose a lash or two that will put your message forward in the most efficient way and that will take the least amount of time. Mobile interest should be profitable for the viewer - so make sure it's useful.
# Divide the content into several short videos with the same message. If your content is full of good stuff and not much can get off of it, try breaking it down into a "mini-string" of short content along with the last message
A story in sequels and remixes
Try new ways to tell the story beyond the usual ways.
# play fast. The speed with which we consume mobile content is increasing. People are fascinated by fast visuals, so defy existing conventions - how much can they read and understand in a short amount of time?
# Start with the end. Flip your story to deliver the message faster. What if you start with the center point?
# Create a rhythm or "heartbeat". Creating a visual rhythm or repetition can make your video addictive
In short, view your content objectively as a collection of assets and content, rather than stories that should not be compromised. You'll be able to create more visual interest and drama while distancing yourself from the original story and plot. Trim, replace, and rearrange content to create something completely new and refreshing for mobile. You can make your mobile content more interesting and impactful when you use static images, slides, and loops to complement or even replace your video.
Get bigger to see bigger results
If we've learned anything from the topic of " Pocket Advertising " we've been working on, it's that small changes lead to little impact, and big changes lead to greater results and impact.
Examples of small changes include adding a logo or subtitle , or just shortening the video to be shorter. Examples of big changes include incorporating your message into the video in the first three seconds, bringing a story to life with dynamic graphics, experimenting with different video relationships, a complementary story and split screen. The more dedicated you are to getting your message across in a shorter period of time, the better you will achieve in a mobile environment.
In conclusion, today there is no doubt that Instagram content is essential to enhance your marketing strategy . This of course requires speaking the unique language the platform allows and matching it with the features you put on the table. With a few simple rules and tools, this is totally possible. With a small investment of effort and creativity - you can fly away with your message
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