Tag Archive for: video ads

creative a video for facebook

How Do Successful Startups Make Their Video Ads?

creative a video for facebook

“Video, video, video…” that’s all the algorithm ever talks about! But truly, it’s because video (more than any other type of ad creative) has the power to do three amazing things:

  1. Simplify complicated concepts
  2. Make a personal connection 
  3. Snag the attention of overstimulated scrollers

So, as a startup marketing agency, we’re constantly trying to unlock new, powerful, and simple ways to get more video content. We’re also on a mission to empower more startup founders, scaleups, and everyone in between to get their hands dirty and make their own (ESPECIALLY if they’re strapped for cash).

Ultimately, if there’s one major takeaway from this article, it’s that creative doesn’t have to be a production. If you hang around here long enough you might start a drinking game centered on the number of times you’ll hear that phrase. But it’s true! We believe that creative should always be beholden to data. And if it can’t prove itself in the face of Facebook Business Manager—or better yet, Google Analytics—then it probably should be kicked to the curb…even if you did shell out for that $20k brand video. (It’s okay, there’s still a great place for that on your “about” page!).

The following 3 tactics for making video ads have become staples around our creative team. And you’ll find evidence of all three tucked into our Creative Portfolio. What’s more, is that all three video types have proven themselves on the battlefield. And are consistently generating lower CPCs and higher CVRs, indicating that they’re at once attention-grabbing and fueled with enough information to make for a smooth path towards conversion once a user hits the site. Winning.

1. Make TikTok Videos

Cost = $0

Wipe those sweaty palms on your jeans and plop yourself in front of the camera. No, really! It’s MUCH more cost effective to test out your messaging and explore with the format when you whip up a video yourself than shelling out thousands for an influencer’s time. 

We take the same approach. Before we reach out to influencers or professional creators, we’ll map out our 2-3 best “storylines” and create a TikTok video that corresponds to each. Then, after we’ve run that creative for a few weeks in our campaigns, we’ll be armed with tons of great information that will help us get exactly what we need from creators. 

Tips for trying your hand at your own TikTok videos:

  • Skim through this video (skip to 1:30)
  • Take some time to scroll through TikTok to get a feel for trends
  • Make sure you pick a “commercially licensed sound” 
  • Don’t hesitate to delete it and start over approximately 600 times while you’re getting the hang of it 
  • Even if its not perfect, that’s okay! 

Here’s an example of TikTok creative we’ve made in house.

2. Record a Zoom Conversation

Cost = $150 for editing/resizing

Testimonial videos are a super powerful tool for building trust and allowing prospective customers to hear from actual people. But hiring a production company to make them or asking your customers to record themselves is simply hard to achieve.

So, we’ve started asking our partners’ power users to sit down with us in a simple, conversational, 20-minute Zoom call. Whether they’re taking the call from their phone or hanging out in their office, being able to see their face and have a casual chat about why they enjoy the ways your company has improved their lives makes AMAZING ad creative.

Then, we’ll tap a video editor to splice together the best soundbites, resize it to fit our various ad placements, and voila!

Tips for having a successful recorded Zoom:

  • Help prep them/give them some background information. (The more context you can provide, the better they’ll tailor their answers).
  • Take a moment to small talk and help them relax before you hit record.
  • Get personal! Ask them about concrete ways their lives are better because of what you do. 

Here’s an example of ad creative we’ve made from a Zoom call.

3. Hire a Motion Designer

Cost = $1000 for motion design 

When done right, motion design can become powerful ad creative as well as a strong conversion tool on your website. But, it takes the right contractor to capture your vision and create something that can straddle that fence. 

This is where it helps to have a dialed-in vision and a rock solid brief. Check out this brief we made when we originally tapped a video editor to make us a motion graphic for our partners, AKKO.

video storyboard example

It’s important to note that I am NO designer—I just have tons of ideas and a deep understanding of AKKO’s most important value props! So, if this looks intimidating, first write out the “script” or on-screen text. Then imagine how to best bring this to life with animation. A google search for “animated brand videos” or “animated explainer videos” can really help here.

Then, comb through UpWork, our favorite place to find creative talent. The more you can bring to your brief in UpWork, the better, more detailed responses you will get (and the more accurate the estimates!).

Here’s an example of motion graphic ad creative.

Above all, don’t overthink, just start! It’s so easy to get stuck on the starting line with ad creative. TikTok can feel intimidating, asking people for their valuable time is tough, finding the right motion designer can feel scary, but the great thing is that ad creative is ephemeral. This is all about test, test, and test again. Then test some more. Be ruthless about throwing out creative that’s not converting and making more of what is! Need a little boost in this department? Let’s talk.

5 Tips for Making Great (and Cost Effective) Video Ad Creative

shooting a video ad on a phone

In two short words, we can sum up the whole point of this article: video performs. No matter if we’re talking ad performance (like we’ll dig into in this article) or organic engagement, landing page CRO, and beyond, video works. 

Here’s the thing, though, not all video is created equal. As a growth marketing agency, no matter how gorgeous, flashy, or on-brand a piece of creative is, we’ll ditch it any day in favor of creative that converts. 

Like any seasoned growth marketer will tell you: there’s no clear path to growth. An effective strategy leans on fearless testing, thoughtful hypothesizing, and an unshakeable zest for learning from failures. So, over the years we’ve accumulated a list of learnings as a direct result of successes and failures. While these are not complete (and will, frankly, never be because ad platforms are constantly changing), here are some pointers for getting your creative wheels turning:

  • Get to the point QUICKLY. Like within 15 seconds. 
  • Drop in some memorable branded elements (like a subtle logo overlay).
  • Captions are a MUST. About 80% of users watch video on Facebook without sound.
  • Don’t overthink it! Ad creative is ephemeral. It’s more important to get something out there than wait until it feels perfect. 
  • Humor is HARD. Unless you can really do it right, it’s best to steer clear.
  • Constantly search for inspo! Our favorite places to go are Facebook Ads Library, WPromote’s Ad Creative Bank, and PIVADS

Ultimately, when you’re thinking about kickstarting a campaign with video, our greatest pointer: don’t overthink it; just start.

Tip #1: Have Stills? Don’t Count Them Out

If you’re feeling extra tight on budget, short on time, or, you just have a gorgeous collection of stills, simple over-image text animation is an easy way to significantly boost performance. There are two relatively simple ways to go about this:

  1. Hire a freelance designer that can add over-image text in Adobe Illustrator (or some similar program) then migrate it into After Effects to add a little magic of movement. Looking for the perfect fit? Upwork is a great place to start to hire contractors that can jump on it quickly and most often for a super reasonable price. 
  2. Try your own hand! There are tons of drag-and-drop design tools out there to help people without much design experience create something usable in minutes. The reigning champ (in our opinion) is Canva. Pro tip: lean heavily on their templates especially if you don’t have lots of design background.

Animated text inspo roundup: Pilot | DoorDash | Blue Apron

Tip #2: Get Yourself Some UGC

User-generated content is, quite simply, golden. Think about it: how much more likely are you to buy a product like a razor when you see a real, relatable person incorporating it into their everyday life (like billie does) vs. a staged ad that showcases the product in a sterile, overly-glam staged environment (like Gillette does)?

Companies like billie that do UGC remarkably well are likely able to tap a wide range of influencers and probably have a community manager on their team (or partners with a PR firm) who spends most of their week connecting with influencers, managing the creative production, and keeping up with contracts. 

For most smaller businesses looking to get into the UGC game, it can be a challenge to know where to start. That’s why we recommend testing a service like Billo. The interface is super easy to use, the creators are friendly, fun, and super professional, the support is amazing, and it makes getting user-generated content super doable on a tight (financial and time) budget. 

We tested a UGC video from Billo for our partner AKKO — check out the results!

UGC inspo roundup: Shopify | Ritual | Ruggable 

Tip #3: Try Your Own Hand

One of the most experienced Social Ads Experts/Growth Marketers on our team wrote an article awhile back. The title tells you all you need to know about our recommendations for testing video on you ad platforms if you’re not ready to try Canva or UGC: Got a Crappy iPhone Video? You’ve Got the Perfect Facebook Ad.

The TLDR; “Typically, brands think that developing video assets = 💸💸💸. But that isn’t the case. Shoot the video on your iPhone, edit it together in TikTok, and export it to use on other social channels. Mimic the latest video editing trends on social, and you can get scrappy with creating your own video content — and see great results.”

Tip #4: Build Yourself a Rolodex of Freelancers

There are SO many different ways to infuse movement into your ad creative. And so it naturally follows that there is a seemingly infinite number of creatives to help you make it. If you’ve got a bit of a budget to spend, you’ve got the opportunity to hire creatives ready to bring your ideas to life. 

As we mentioned above, Upwork is where we’ll start if we’ve got no existing connections to leverage for a new creative idea. Here’s a quick list of things to keep in mind when you hire a freelancer to help with video ad creative:

  1. Can they help with illustration/animation? (This is one of the easiest ways to create flexible assets that don’t depend on a costly video shoot).
  2. Do they have experience working with ads? They function quite differently than brand creative.
  3. Do they charge hourly or by project? (For three unique video assets without shooting, earmark anywhere from $1200 – $2000)
  4. How quick is their turnaround?

Once you’ve found a freelancer that meets your criteria, write up a quick document outlining your three unique video ideas, the most important messaging you’d like to convey, any existing branded elements you have, and a full folder of creative assets (like illustrations, photos, video, etc) that the freelancer can use. The more information you can provide (plus examples of what you like), the smoother the process will go.

Illustrated ad inspo roundup: Bench | Hotjar | SEMRush

Tip #5: Test, Test, Test

So, we put our creative through the ringer early and often to check up on four key metrics:

  1. Cost Per Click (CPC): is the creative grabby/interesting enough that it can generate a quick click from our audience?
  2. Click-Through Rate (CTR): another way of looking at CPC and essentially answers the same question. Is it compelling enough that we can get someone to want to learn more?
  3. Time on Site (TOS): does the creative match the site experience? In other words, does your creative provide a smooth transition once your user hits the site?
  4. Leads: Can be swapped for revenue, signups, etc. based on your business. This tells us which creative kickstarted the strongest path towards conversion.

In the chart below, we ran a creative audit for a partner of ours that does bookkeeping for SMBs. We tested a wide variety of creative then pulled the top-performers and bottom-performers to compare metrics and glean insights. Based on what we see here we have a strong idea of what messaging resonates best, what creative led to the most conversions, and which creative just simply flopped. 

Creative CPC CTR TOS Leads (calls)
[Video] Let’s go Brad $0.51 4.22% 0:00:11 3
[Video] Stop bookkeeping $1.02 6.36% 0:00:18 8
[Still] Family time $0.51 1.97% 0:00:10 0
[Still] Social proof $0.27 0.22% 0:00:02 0
[Still] Working late $0.43 1.00% 0:00:03 0
[Still] Meet your bookkeeper $1.07 2.71% 0:00:05 0

Now, based on what worked and the resources we’ve gleaned along the way, we’re ready to hit the ground with a creative refresh that leans heavier on what worked and ditches what doesn’t.

Ultimately, creative doesn’t have to be a production. While it should take time and consideration, we see too many organizations that shy away from video to their own demise! Looking for help kickstarting your own ad channels or leveling up your creative game? Let’s talk.