Results of our various video marketing experiments on Facebook and Instagram.
What makes a great video ad?
How to create great video ads?
Which aspect ratio works best?
What is the perfect video length?
Does music make any difference?
Does the gender of the characters in the video matter?
Do people respond better to personalized video ads?
Carousel vs. single video, which is better?
Do animated stickers boost video ad performance?
This presentation was created by Alyona Chernyaeva at wave.video https://Wave.video
2. 87%of online marketers use
video content
Video generates 12x more shares
than text and images combines
x12
of online shoppers say
video is the best medium for
discovering new products
30%
Data sources: Renderforest,
Oberlo, Social Media Today,
OptinMonster.
WHEN IT COMES
TO VIDEO, THE
DATA SPEAKS FOR
ITSELF:
of consumers want
to see more video content
from a brand they support
54%
WHY VIDEO?
5. Design for sound off, but
delight with sound on
Optimize for different
platforms and
devices
Capture attention in the first
few seconds
Showcase your brand – early
and often
Make it as long as you
need to convey the
message
Include a clear and
engaging CTA
HOW TO CREATE
GREAT VIDEO ADS:
⏱
👁
🏃
🔊
📱
💬
28. INSTAGRAM STORIES
MEN
FEMALE CHARACTER👩
WOMEN
MALE CHARACTER🧔
⬆ 10% Higher reach
⬆ 10% More clicks
⬇ 6% Lower cost per click
⬇ 11% Lower reach
⬆ 20% More clicks
⬇ 16% Lower cost per click
⬆ 48% More ThruPlays ⬆ 7% More ThruPlays
29. MEN WERE 43% MORE LIKELY TO WATCH THE
AD WITH A FEMALE CHARACTER TO THE END
WOMEN WERE 10% MORE LIKELY TO WATCH
THE AD WITH A MALE CHARACTER TO THE END
👩
🧔
30. PEOPLE WERE 15% MORE LIKELY TO RESPOND TO
ADS WITH A CHARACTER OF THE OPPOSITE
GENDER ON INSTAGRAM STORIES.
💖
32. NEW YORK SAN FRANCISCO
Same ads,
different target audiences
Platforms: Facebook
& Instagram Feeds
Objective: Conversions
📱
🔍
33. NEW YORKERS
NY AD🍏
SAN FRANCISCANS
SF AD🌯
⬆ 40% More clicks
⬆ 18% More signups
⬆ 5% More clicks
⬆ 45% More signups
⬇ 16% Lower cost per signup ⬇ 31% Lower cost per signup
34. 07. DO CAROUSEL VIDEO ADS
PERFORM BETTER THAN
SINGLE VIDEOS?
🎡
37. SINGLE VIDEO🥇
⬆
⬇
44% Higher reach
⬇ 41% Lower cost
per result
⬇ 23% Less clicks
21% Less ThruPlays
⬇ 30% Less engagement
38. SINGLE VIDEO
Less clicks26%
Less ThruPlays35%
FACEBOOK FEED INSTAGRAM STORIES
SINGLE VIDEO
Higher Reach4%
Less clicks13%
More ThruPlays12%
Higher Reach149%
Lower cost per result3% Lower cost per
result
60%
39. 08. WILL PEOPLE CLICK MORE
ON AN AD WITH ANIMATED
STICKERS?
😃
40. Same ad with and without
stickers
Platforms: Instagram
Stories, Facebook &
Instagram Feeds
Objective: Landing page
views
📱
🔍
41. WITH STICKERS🥇
⬆
⬆
30% More landing
page views
⬇ 6% Lower cost per result
⬆ 6% More clicks
18% More ThruPlays
⬆ 11% Higher reach
42. Personalize your visuals to
get the best ROI
Use a single video for
best brand awareness
Hook your audience right away – no
time for intros
Create more vertical videos – they show
the best performance across platforms
and devices
Add animated stickers to your
video to boost traffic!
Use cheerful and positive music,
especially on Instagram Stories
Create carousel video ads to
maximize engagement and
clicks
Keep experimenting to find what
works best for your business
KEY TAKEAWAYS
⏱
👌
🕵
📱
🎡
😃 💬
1⃣