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DON’T CREATE ANOTHER VIDEO AD UNTIL YOU READ THIS! THE BEST PRACTICES FOR VIDEO ADS

With billions of videos watched daily across platforms like YouTube, Facebook, and Instagram, creating compelling video ads that resonate with viewers is essential for any brand’s success. 

However, not all video ads are created equal—getting the length, format, and engagement strategy right is key to making a lasting impact.

Here are some of the best practices for creating video ads that drive results:

1. PERFECTING THE LENGTH

When it comes to video ads, size does matter. The ideal length for a video ad can vary depending on the platform and your objective, but as a general rule, shorter is better.

  • SHORT-FORM VIDEO ADS (6–15 SECONDS): These bite-sized ads are great for quick brand awareness and are typically used as pre-roll or in-feed ads. Platforms like Instagram Stories and YouTube bumper ads are perfect for these short videos. Since attention spans are short, make sure your message is clear from the very beginning.

  • MID-LENGTH VIDEO ADS (15–30 SECONDS): This is the most common length for video ads as it strikes a balance between being informative and engaging. For social platforms like Facebook and Instagram, a 15–30-second ad is optimal for grabbing attention while allowing room for a call-to-action (CTA).

  • LONG-FORM VIDEO ADS (60 SECONDS OR MORE): These are typically used for storytelling or more in-depth product showcases. They work well in environments where users are more likely to watch for longer periods, such as YouTube or sponsored content. While longer videos provide more time to explain your product or service, they must remain engaging throughout to keep viewers interested.

2. CHOOSING THE RIGHT FORMAT

Different platforms require different video formats, so it’s essential to adapt your content for where it will be seen. 

  • VERTICAL VIDEOS: Popularized by platforms like Instagram Stories, TikTok, and Snapchat, vertical video is ideal for mobile users, offering a full-screen experience. Vertical videos create an immersive experience that feels natural for mobile viewers and helps increase engagement.

  • SQUARE VIDEOS: Once a go-to for social feeds, square videos are now less prioritized on Instagram and Facebook but can still work well on LinkedIn or where a balanced format is needed.

  • HORIZONTAL VIDEOS: While vertical and square formats dominate on mobile, horizontal video is still the preferred format for longer-form content on platforms like YouTube or use in more traditional media such as News Broadcasts, Television Shows, Cinema & Feature Films.

3. ENGAGEMENT TIPS FOR MAXIMUM IMPACT

Creating a video ad is just the first step; driving engagement is key to achieving results. 

  • HOOK VIEWERS INSTANTLY: The first few seconds of your video ad are crucial. Capture attention with bold visuals, a strong opening line, or an eye-catching headline. Consider posing a question or showing an unexpected visual to draw viewers in.

  • INCLUDE CAPTIONS: Some viewers watch videos with the sound off, especially on platforms like Facebook and Instagram. Including captions ensures that your message is communicated even without audio and makes your content more accessible to a wider audience.

  • STRONG CALL-TO-ACTION (CTA): Every video ad should have a clear and compelling CTA. Whether it’s directing viewers to a website, encouraging them to make a purchase, or signing up for more information, your CTA should be easy to understand and located towards the end of the video.

  • TELL A STORY: People are more likely to engage with video ads that tell a story, whether emotional, inspiring, or humorous. Craft your video ad in a way that connects with your audience on a personal level, evoking emotion and keeping them interested until the end.

  • LEVERAGE USER-GENERATED CONTENT (UGC): UGC includes reviews, testimonials, photos, or videos created by your customers—not your brand. It adds trust and authenticity to your marketing. Encourage customers to share their experiences using branded hashtags, contests, or other creative prompts. Then, feature their content in your video ads to boost engagement and credibility. These are just a few examples—there are plenty of ways to incorporate UGC depending on what fits your brand best.

  • TEST AND OPTIMIZE: Video ads perform differently across platforms, audiences, and industries. A/B tests different versions of your ad to determine which ones are most effective. Experiment with varying lengths, formats, CTAs, and messaging to improve your performance continuously.

CONCLUSION

Creating compelling, high-performing video ads is crucial in today’s competitive digital space. Tailor your video length to the platform, choose the right format, and use engagement-boosting strategies to capture attention and drive results.

Whether you’re creating a 6-second bumper ad or a 2-minute in-depth story, the key is to deliver a message that resonates with your audience and prompts them to take action. Following these best practices will help you maximize the impact of your video ads and elevate your brand’s visibility in the digital landscape.

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