How have auto-play video ads on Instagram fared since launching in October, and how can brands best take advantage of the medium?
Instagram said in a blog post that its 15-second auto-play video ads are now available in the U.S., U.K., Canada, Australia and France, offering up apparel retailer Banana Republic as a success story.
According to the Facebook-owned photo- and video-sharing network, Banana Republic used a time-lapse technique to develop its video ads, highlighting its winter line, and the retailer’s campaign “drove a significant lift in ad recall and lift in associating the brand with fashion-forward clothing.”
How can other brands achieve similar results? Instagram offered these tips:
- Sound: All video on Instagram plays automatically without audio. It’s important to craft your video spots as if they will play silently, and consider sound a plus.
- Motion: As a general rule, consider having motion in the first few frames of your video to capture attention. We’ve found that your audience might overlook video if they don’t notice movement, and assume it’s a still.
- Pacing: Even though it’s only 15 seconds long, approach the rhythm of your film deliberately. Consider how it will affect the tone, emotion, mood and story. And keep in mind that with our looping feature, your video will automatically replay.
- Perspective: Consider camera position and its effect on an audience. When a camera is low, it can make the subject feel intimidating. Viewers may feel more in control with an elevated camera position.
Readers: What have your experiences been like with video ads on Instagram?