Originally written by Partner Content on Small Business
Video ads are an amazingly powerful marketing medium. It attracts attention, keeps people in their endless scroll, and remains in the mind to convey messages and information in an engaging and easily digestible manner.
It's perfect for digital natives who want their content to be consumed in a fun and effortless way. So it's no real surprise that the global video ad market is growing at the rate of nodes. It rose from $ 3 billion in 2016 to $ 19.7 billion in 2019 and is projected to be at a CAGR of 41.1 percent year over year by 2027.
Even during the height of the Covid-19 pandemic, when marketers declined on many channels, global video advertising revenue remained stable, likely because people stuck at home were looking for entertainment. It is noticeable that video ads are viewed as part of the entertainment category.
Video ads have expanded to new platforms like social media ads, in-app video ads, and OTT streaming media ads, and have developed new styles like 360-degree video and vertical footage that make them even more eye-catching and immersive. It's impossible – and unwise – for SMBs to overlook them, especially when you're swimming in the same ocean as big corporations.
However, generating effective video ads is also a serious challenge for small businesses. Many companies skip them entirely, assuming it will take more time and effort than what they can save creating compelling video ad content. However, with the right tricks and tools, it is even possible for Bootstrap teams to generate top-quality video content in the smallest of spaces that require a huge budget.
Here's how to do it.
> See also: 5 tips to make your TikTok small business marketing a success
Turn photos into videos
Apps like Boosted make a major contribution to shortening and simplifying the process for SMEs. With Boosted, you can turn photos and stills that you already have on hand into professional-quality videos in minutes. It's available for the web, iOS, and Android.
Boosted makes the editing process easy and quick and serves as a link to creative and original video content without compromising quality. Just select a clip and music from the libraries, add your copy and visuals, adjust the music and color scheme, and you're good to go.
With built-in templates and resizing tools, you can prepare video content for paid ads on any platform without spending time adjusting ratios and crops.
Reuse evergreen text content
If you want your video ad to turn heads, you need to invest in script. Often times, you put more energy into planning your plot, tone, and style than actually recording and editing the video.
However, to ensure scalability, you need to make sure that you don't try to reinvent the wheel every time you create a new ad.
For this reason, it is helpful to use evergreen content for your video ads. You already know which topics are the most popular and what tone your audience will appreciate, and you've done all the research. All you need to do is convert it from text to video. Your favorite blog posts, podcasts, or social media posts can serve as the backbone for your new video ads.
> See also: How to Use Snapchat to Sell Your Products to Gen Z
Focus on the elements that are really important
When allocating video ad spend, choose the elements that really matter and are justified by the traction of video ads. It's a common misconception that a premium camera is required for good video. However, thanks to advanced built-in phone cameras, you can often record “good enough” video on your smartphone.
However, the more you save on equipment, the more you may have to spend later to improve video and sound quality. You can cut some corners more safely than others.
For example, a tripod is not negotiable. Phone cameras tend to be weak in the microphone department, so it is worth getting a separate microphone. After all, during the pandemic, ring lights have become shockingly popular with videographers because of their sharp, clear, and flattering lighting.
Keep it short
Today's consumers have short attention spans, and ephemeral content like Snapchat and Instagram Stories have them getting nervous in just seconds.
In the past few years, 30 seconds has become a clear favorite length of video. By the third quarter of 2020, 79 percent of video ads were 30 seconds long, compared to 55 percent in the third quarter of 2018. Mind you, pre-roll YouTube ads can be skipped after just six seconds.
This means that not only do you not have to invest in planning and recording long video ads, but you would actively detract from your ROI.
You can really only record a minute of content, edit it with an app, and post it on social media.
You can also record a longer video and then split it into several short ads to make the most of your time and effort. This is a great tactic for creating a series of consistent video ads.
Put your video content to work
Look for opportunities to create video content of all kinds for ways that will get the most of your investment. For example, if you've created a Facebook Live video or recorded a webinar, you can edit a section in a video ad.
There are a number of inexpensive video editing tools that make it easy to add the custom intros, overlays, and outros you need to convert a clip from a longer video into a short video display.
Camtasia, Filmora, and Screencast-o-matic are excellent options for the budget video editor.
Don't let the video ad revolution pass your SMB by
There's no reason for small business owners to miss out on video ads performance just because they're on a small team and / or a tight budget. By reusing text in videos and reusing existing video content, focusing on short video ads, and using the right editing apps and video devices, your SMB can compete with big companies on video ads and enjoy the increased ROI.
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