Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Teo Talijančić
Consumers are using traditional media less and less, and are increasingly turning to digital video which is their tool for entertainment, but also research. Statistics prove it: video ads continue to give the best results through increased engagement of users in relation to the static ads. New trends are appearing where consumers are increasingly attracted to the dynamic visually connected form versus static image based visuals. Users expect the form to be short, simple and practical, or they will just scroll through your ad because it failed to grab their attention.
FACEBOOK VIDEO
Facebook, as it is already widely known, offers many opportunities to promote brands and products. In the wide range of ad formats that can be used in this channel, video ads are currently among those that give the biggest bang for the buck (in terms of reach), and are therefore the most desirable.
With many types of Facebook video ads, these three proved to be most economical and most effective:
- Short educational how-to video
- Gif/Boomerang
- Animated video content that doesn’t lean on sound, but tells the story in accompanying text.
Still, in some campaigns, video ads that are not custom tailored for Facebook work marvelously. An example would be the promotion of Disney’s blockbuster Captain America: Civil War.
Kapetan Amerika: Građanski rat – foršpan 2Novi Captain America trailer ima predobro iznenađenje na kraju! ;)
Posted by 2i Film on Friday, 11 March 2016
(source: 2iFilm)
Well-made trailers are the best way to convey the atmosphere of this type of film that engages current and future viewers. But what if the campaign requires more creative solution and a different approach? There are variations on the theme that users like just as much, and which leave designers room for play.
GIF
Gif is nothing new, but it is still one of the most popular formats on the internet, and this is because of the simple way of conveying the message in which a user in a very short time can be engaged, surprised, and can remember our message.
The procedure of making linear gifs is relatively simple, whether it is from a series of images, video, text or illustrations. With interactive gifs you should keep an eye on the speed and fluidity of animations, which need to be set to the desired level.
Interactive gif (Example 3) is designed as a game for followers of Podravka Facebook page in which the goal was to stop the food at just the right time. Users who succeeded boasted with screenshots in the comments and thus generated additional engagement on the page.
Before making a gif we need to ask ourselves what kind of results we want. Using linear gif with an entertaining or educational character will generate a larger number of likes. Interactive gifs bring a smaller number of likes, but more clicks and comments given the fact that they require higher user engagement. Interactive gifs can also be used for contests, with clear instructions that a comment with screenshot of the solution wins the game. It was also shown that users voluntarily respond and comment on the post, even if it’s not a contest.
A possible hurdle that should be kept in mind – if something is too complicated for the user, you can forget about the interaction. Status is reward enough for the users to get engaged, but they want to do it by a “single click” or in no way at all, which brings us back to the key role of a well-prepared gif.
BOOMERANG
With all the fuss about gifs, there was an emergence of new formats of similar visual expression. Although technically not part of the same basket as gifs, but a short video format with repetitive nature, Boomerang has provided the necessary spin-off and proved to be a real refreshment in the trends of digital advertising.
Boomerang by Instagram is a new entertaining way of presenting video content that works by recording a sequence of images that are then repeated backwards in a time frame of one second. This achieves a similar effect as gif, where everyday moments turn into memorable moving images. Of course, it did not take long for the marketing potential of this feature to be recognized, as we see on examples of Timberland and Verge.
In the first example of a Boomerang post Timberland unveiled its autumn catalog of products on Instagram, while in the second example Verge shows the main advantage of a new Microsoft product.
Example 4. Timberland
Example 5. Verge
Some useful advice that can help you in creating a successful Boomerang:
1. Planning
Same as with gifs, the key to success lies in good preparation. Ensure optimum conditions in terms of lighting, composition, positioning …
2. Simplicity
Good idea is as important as good execution. An inspiration for a great Boomerang can be everyday situations, such as jumping, dancing or even enjoying your favorite cake.
3. A steady hand
It’s necessary to find a stable position from which you can film and have the best control of the situation. It is recommended to film an object that moves continuously at always the same distance from the camera, since the focus should be in the same place.
4. Don’t film like a GIF
Boomerang functions on the principle that it films an object forward, then repeats the action backwards. For a perfect effect of repetitive action, the start and end position of filming should be the same.
5. Speed
Be mindful of the speed of the objects that is filmed. Slower movements will not be attractive enough when shown backwards, while movement that is too quick can result in an overly active and confusing scene.
6. Editing and exporting
An aggravating circumstance with Boomerang is the reduced option of editing within the app itself. At export into Instagram, a Boomerang can be cut to the desired format, added a filter or several clips can be combined together.
Pssst: hidden settings ;)
Power users who want more functionality and control within the app itself can meddle with the hidden settings. To unlock them, press the screen quickly with 4 fingers at the same time, about 4 times in a row. It’s a little tricky to perform, but in the end it pays off J Hidden settings offer options such as setting the resolution, number of frames per second and changes in the repeat mode (forward and back, forward and back with a pause, only forward or only backward). These options may prove extremely useful because they reduce the need to use additional software for editing.
With a little bit of creative thinking, Boomerang can be used as part of a successful page like Facebook campaign (Example 6), where the existing Instagram format is ported to another platform. In the post-processing you can also add sound, which is not supported in the original app. This playful way of displaying ads showed excellent results compared to previous static ads.
Example 6. Food community channel (source: Izone)
Example 7. Coca Cola
Girl in the ad that directly addresses users gives a human, authentic touch and gives the impression of native content that is increasingly popular in recent years, and Boomerang proved to be a perfect tool in achieving this goal.
Since this is a relatively new and fresh format, with a simple nature and cool factor, Boomerang will in general generate more likes but less comments on Facebook (which is the general experience with video). Therefore, it is good to use it to increase reach and gather new followers.
Although Boomerang has a duration of only one second of linear video stream, it is a single but valuable second of branding. The challenge this poses for the advertiser is to find a way to best utilize this valuable second of user’s attention.
The moral of the story is not to give up on the static formats, on the contrary, they are still likeable and show excellent figures. But apparently video formats are what interests users the most – they should just be used in a creative way, appropriate for the brand and the target audience.