Ash TV makes it easy to plan video campaigns, launch your video campaigns in front of the correct audience and then measure and adapt for success.
We recommend focusing your attention on 3 areas when planning your video activity; landing pages, video content and target audience, let’s dive into our recommended practice for all 3 of these areas.
To be clear, landing pages are the page your audience arrives at directly after clicking the call-to-action on top of your video. While we’re not landing page experts we do have a few useful recommendations of where to get started to ensure that landing pages don’t become a limiting factor to your video campaigns success.
Consider partnering with a third party that produce great landing pages, we recommend Leadpages and Instapage. These are programming-free landing page generation tools, however please ensure that your landing page solution comes with the ability to install tracking pixels! This will stop anyone from having to go through any complicated tracking procedures or even worse not tracking campaigns at all.
When it comes to video content (a.k.a. Video creative) we have collected years of learnings and recommendations when it comes best practices for generate customers.
The most important video tips of 2019 so far are to, focus on text-based content, ensure video content is fit for your Ad Format and use target-audience specific keywords. Even if this means making some dynamic content. Let’s dive into each one of these tips below.
Focusing on text-based content
First of all, what do we mean by focusing on text-based content? Originally text in video was an afterthought, production companies would spend tens of thousands of pounds creating beautiful emotional content, and then add subtitles overlaying the bottom eighth of their content, in 2019, this won’t cut it! We estimate that 70% of all web-users are now viewing content on their mobile phones at any given time (this differs from territory to territory however this is pretty accurate for the United Kingdom). What does this mean for video? Well this means that the majority of people are going to be watching your content with no sound at all. In 2017 we tracked that more than 50% of Ash TV video advertisements were never unmuted, we have seen similar results when tracking video engagement across Facebook and other social media platforms.
This means that it’s essential to make videos that have plenty of text! Be kind to those who are watching without sound, voiceovers are great but you can no longer rely on them.
Produce content fit for your Ad Format
Only a few years ago marketers where requesting a single 16:9 version of their content from production companies, their media buyers would then have to squish this content into all sorts of shapes and sizes to fit advertising platforms, this is the wrong approach and often results in the meaning of your video being completely lost. Instead, design your content with this in mind. Speak to your video advertising platforms before content production begins if possible, ask them what size and shape videos display at on their platforms, every video platform including Ash TV does offer a 16:9 format option however these tend not to be the most optimised, rather just an option to ensure that branded content can fit inside of video ad formats.
We would recommend producing a 9:16, 16:9 and a custom size depending on which video advertising platform you’re currently running with (every video advertising platform and format differs slightly) speak to your account manager to get some more information on this!
If possible, request the raw footage from any shoots from your video production team, this is a new practice however it’s very effective for new video practices that may require all shapes, sizes, gifs, animations, and other variations of the content you’re having produced. Video is no longer a project that gives you a single piece of content, every shoot should give you potentially hundreds of recyclable assets.
Include audience specific keywords in ad copy
This is a best-practice we’ve picked up from a few years of trial and error. Content engagement increases massively when you include specific keywords (and imagery) that relates directly to your video’s target audience. Text is a really easy way to do this so we tend to recommend this over including specific stock video or imagery.
Is your video targeted to students? Include that keyword specifically in your ad copy a few times. If you’re selling a generic sports product, develop multiple versions of your videos targeted at specific sports such as Football, Basketball and Baseball and create a split-tested campaign for each of these interests.
Finally on the topic of video, we have created a whole guide full of our 21 best practices for creating sales-driving content! (and it’s free). Head over to claim your free copy and start making better content to power your video campaigns!
Defining your target audience
This step should typically be done before video content is produced, it’s important that you deliver your target audience to your video production team before they start planning. This audience should hugely impact the type of video you’re creating and the language and imagery that you use to convey your messages, so it’s a great starting point to have in mind before the planning phase starts!
When it comes to how we define a target audience, the only real way to understand who purchases your product most often is by testing. As a good starting point we would recommend taking a look at any previous campaigns that you have done in Facebook, Google Ads or any other place that you have needed to define a target audience. If you’re defining a target audience for the first time then you may have to use some guess work!
Once you have your best guess for target audience it’s time to begin testing. Try to create 3 different audience segments and display the same video content to all 3. This is a great way to back up any hypothesis you may have with data instead of guesswork! After running campaigns for a few months you will have a much better idea of exactly which audience is purchasing your products.
Once you’ve finished your pre-getting started steps, it’s time to create your account and most importantly, reach out to your account manager!
Your account manager at Ash TV will have years of experience running, planning and optimising video campaigns for a vast array of different businesses and audiences. Speak to us for some great tips and advice on how to make your campaign a success!
If you don’t have an account with us, speak to us on our live chat to set up a call with one of our account experts.
We hope this helps you to start your video journey with us, or any video activity you try online!
Ash Lewis, CEO, Ash TV