Timing Price Moves – My First Vid!

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Contents

15 Tips for Filming and Editing Marketing Videos

Lately, I haven’t been blogging as much here at WordStream. I haven’t been on an extended road trip (sob), nor have I spent the last eight weeks or so in quiet contemplation in a monastery atop a mountain in the Himalayas (though I could definitely use it).

The reason I’ve been blogging a lot less than usual is because I’ve been working on some exciting side projects here at WordStream, namely shooting and editing a lot of video (stay tuned in the coming weeks for more info).

Many marketers want to get into video, but to say it can be intimidating would be an understatement. With so much to think about – from camera equipment and editing software to lighting a shot and optimizing audio – the barriers to entry can be high. Fortunately, the price of decent gear and post-production software has dropped significantly during the past 10 years, making now the ideal time to start producing your own marketing videos.

In today’s post, I’m going to share 15 tips for editing and producing marketing videos, so grab a cup of coffee and get ready for a crash course in marketing video production.

Marketing Videos: Pre-Production

1. Create a Storyboard and/or Shooting Script

The best marketing videos don’t just happen – they’re a result of meticulous planning and preparation.

Before you even think about getting your camera equipment ready, consider putting a storyboard and shooting script together. Storyboarding helps you figure out exactly what shots you need before you start filming, and a shooting script is like a screenplay for your video.

Storyboard panels for ‘Harry Potter and the Deathly Hallows, Part 2’

You don’t have to draw a stunning masterpiece for your storyboard. In fact, you don’t need to draw it at all. You can use a series of still photographs as a storyboard, or even rough sketches or stick figures – whatever is easiest. Just make sure you know what shots you need before you start filming.

Remember – the more time you spend planning your marketing video, the less likely you are to find yourself missing footage later on.

2. Prep Your Presenters or Interview Subjects

Make sure all your presenters or subjects know what’s expected of them beforehand to minimize mistakes or wasted time on the day of the shoot. You should have a good idea of what the finished product is going to look like long before you arrive at your location, and your presenters should know exactly what they’re doing.

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Also, try to avoid having your presenters memorize pages upon pages of script – they’re probably not actors, and asking this of them is likely to cause more anxiety (and mistakes) than allowing them a little freedom.

3. Know What B-Roll Footage You Need

Planning to intersperse shots of your team hard at work into your video, or cut away from your presenter to other footage? Then you need what videography professionals call B-roll footage.

B-roll is essentially any footage that isn’t of your primary subject. If you’re filming an explainer video showcasing your software product, B-roll footage might include shots of satisfied customers using your product, or an external shot of your offices, for example.

Whatever footage you need, figure it out during the pre-production phase to avoid situations in which you need footage you don’t have. Remember – there’s no such thing as too much B-roll.

TIP: If you need a shot of something that would be difficult or impossible to film yourself, such as aerial shots or footage from exotic locales, you can always use stock B-roll footage. I’ve used footage from Beachfront B-Roll several times in the past, and the quality and diversity of the footage is excellent.

Marketing Videos: Production

Whether you’re shooting a video or taking a photograph, composition is crucial to the finished product. Composition is so important it deserves a post in and of itself. However, since this is a crash course, we’ll just cover the basics for now.

Composition is the proper term for how a shot is framed and staged, or “composed.” This refers to how your subject – whatever it is you’re filming – is arranged and positioned within the shot.

4. Use the Rule of Thirds

Whenever you’re filming anything (or taking photos), remember the “Rule of Thirds.”

Imagine your shot is divided into nine equal sectors by two horizontal lines and two vertical lines, like so:

Notice how the primary subject in the image is positioned where two of the four points (which are known as the “anchor points”) intersect? This technique is used to draw the eye toward the main points of interest in the shot. The viewer’s eye will naturally gravitate towards the top-left anchor point, and many people will spend longer dwelling on this area than other parts of the shot, making it a logical point at which to position the main area of interest in your shot – in this example, the face of the subject.

This is a pretty standard composition using the Rule of Thirds, and although it might not seem that remarkable, composing your shot in this way makes it easier for the eye to “read” and results in a much more aesthetically pleasing shot overall. Your audience probably won’t even notice the composition of the shot, because it just “works.”

The Rule of Thirds can be applied to just about any type of shot, including landscapes. Using the horizontal lines is a great guide for where the horizon line of your exterior shots should be, and where your subject should be positioned:

In the example above, the upper of the two horizontal lines is the logical horizon point for this shot, as using the lower of the two would result in the shot containing way too much empty sky. Of course, this might be precisely the effect you’re trying to achieve, so think of this as a guideline rather than a hard-and-fast “rule.”

Many cameras enable you to overlay this grid onto your viewfinder, making it easy to compose your shot before and during filming.

However you choose to frame your shot, make sure that you keep composition in mind, especially when setting up your camera. To read more about shot composition, check out this great guide to line, shape, negative space, and other composition techniques.

Marketing Videos: Lighting

Few things will ruin a marketing video faster than a shot that is either too light or too dark. Yes, you can correct image brightness and contrast in post-production to some extent (more on this later), but it’s better to get the shot right on the day of the shoot than relying on “fixing it in post” later on.

5. Avoid Conflicts Between Natural and Artificial Light

When it comes to lighting in video, different kinds of light have different temperatures. These color temperatures are measured in degrees Kelvin (°K):

Again, this is a complex topic and could easily warrant its own post, but for our purposes, all you need to know is that mixing two light sources with different color temperatures will make for an unevenly lit shot.

Let’s say you’re shooting an explainer video featuring a member of your team. You’ve chosen an indoor room with good acoustics (more on this later), and you’re ready to start filming. The room is lit primarily by fluorescent lights, but there’s a problem – a large window that lets in plenty of natural daylight.

If you position your subject too close to the window, you could run into a potential contrast in light sources – the fluorescent overhead light with a temperature of around 4500° K, and the daylight, which has a temperature of around 5600° K. This kind of conflict can be difficult to compensate for, and it’s a headache you really don’t need.

Wherever you’re shooting, ensure that your primary light source is even and consistent. If you shoot indoors, avoid rooms with windows. If this isn’t possible, position your subject sufficiently far from the windows to avoid the daylight interfering with your shot.

6. Manually Set Your Camera’s White Balance

Now we know that different light sources have different temperatures, we need to account for these temperature ranges by manually setting the camera’s white balance – a process that basically tells the camera what “true white” looks like in an environment to avoid color casting.

In the image above, the shot on the left has a blue color cast caused by the natural temperature of the daylight in the shot. The white balance of the shot on the right has been set correctly, capturing the true colors of the image.

Many cameras have an auto-white balance feature, but I strongly recommend learning how to set it manually. This avoids relying on your camera to achieve a correctly color balanced shot. You can learn how to do this by referring to the instruction manual of your camera.

Even if the color casting in the example above is the effect you’re trying to achieve, film the shot using the correct white balance and adjust the color in post-production – don’t rely on lazy camerawork to achieve a particular effect.

7. Avoid ‘Spotlighting’ Your Subject

Unless you’re filming a Broadway musical, you should probably avoid placing your subject in bright pools of direct light. Intense primary light sources can blow out the brightness and contrast of your shot and cause unflattering reflections on your subject. There are many different lighting techniques, each of which can be used to achieve a certain effect.

If you’re lucky enough to have a professional light rig, don’t just point it at your subject – make sure your shot is lit evenly, and use a reflector and/or a diffuser to minimize harsh spotlighting or shadows (such as the “mustache” in the far-left example above).

To learn more about lighting for video, check out the awesome videos at the Vimeo Video School.

8. Check the Acoustics of Your Filming Location

Before you start filming, check the acoustics of the location in which you’re shooting. Is there an echo? If so, try and find somewhere else to shoot. You can fix a lot of audio problems in post-production, but even a faint echo can be a nightmare to get rid of completely.

You don’t need to soundproof a conference room in your office (but hey, if you can, go for it), but be sure to bear the acoustics of your location in mind when you’re scouting for possible places to film. It could save you a lot of headaches later.

9. Shoot Multiple Takes

Even experienced presenters make mistakes, and the last thing you want is a situation in which you only have a single take of a crucial part of your marketing video.

Even Norse gods mess up sometimes.

On the day of the shoot, make sure to run through multiple takes. This provides you with a safety net in case you notice something wrong with one of the takes, and allows you to edit together your final sequence from several clips of the same sequence rather than relying on just one.

Even if the first take goes flawlessly, shoot another – just in case.

Marketing Videos: Post-Production

Before we dive into my post-production tips, you need to choose and familiarize yourself with your editing software.

I strongly recommend using Adobe Premiere Pro, which has been my go-to editing package for almost a decade. This remarkably robust editing program has everything you need to start producing professional-quality marketing videos, and the pricing plans are very reasonable (around $250 per year for an individual license), meaning that the barriers to entry have been lowered considerably, even for small businesses.

Despite being a comprehensive professional editing suite, Adobe Premiere Pro is also surprisingly user-friendly, and the learning resources and user community at the Adobe website are amazing.

If you’re working on a Mac, you might be tempted to opt for Apple’s Final Cut Pro. Although Final Cut Pro is a fine editing package, I still recommend using Premiere Pro. In my opinion, the ease with which you can seamlessly move between Premiere Pro and other Adobe programs such as After Effects and Photoshop alone makes it the stronger software program.

10. Tidy Up Your Clips Before You Start Assembling the Rough Cut

When importing your footage into your editing program, clean up your clips as you import them. Most editing packages allow you to set “in” and “out” points for each clip, reducing their length by trimming out pauses, giggles, and false starts.

Editing the final sequence together using trimmed clips is a lot easier than adjusting each individual clip on the fly.

11. Always Cut ‘On the Action’

When editing a shot of someone doing something, make sure to cut to the next shot during the action that your subject is performing.

For example, if you’re editing together a sequence of someone opening a door before walking through it, cut to the shot of the subject opening the door at the precise moment the person turns the door handle. Cutting away before or after the action can look jarring and distract the viewer. You may not even have to worry about this, but it’s worth bearing in mind if you’re working on a more ambitious video.

12. Assemble the Rough Cut Before Working Out Any Timing Issues

Once you’ve got all the clips you need imported into your editing program, it’s time to start actually putting the rough cut of your marketing video together.

Editing a sequence can get complicated quickly, so tidy up your clips as you work.

However, before you begin the painstaking process of frame-by-frame editing, get your clips roughly into place. There’s no point agonizing over precise timing issues until your video has already begun to take shape. It won’t look pretty, but it’ll give you a solid idea of which parts of your marketing video need the most work.

13. Don’t Overdo It with Transitions and Effects

Unless you’re making a Star Wars parody video (which would be kind of awesome in a marketing context), don’t use radial wipe transitions – or star wipes, or any of the other “zany” effect presets that come with your editing software. The more attention to draw to your transitions and editing, the cheaper and more amateurish your video will look (and yet we still forgive George Lucas for this).

If you have to, use simple cross-fades to transition from one shot to another. Let your content do the talking, not your editing software.

14. Choose Your Music Carefully

Not every video needs background music, but if you’ve decided that yours does, be careful about your choices. For example, you probably wouldn’t expect to hear Norwegian death metal in a promotional video for an animal shelter. Ensure your music is suitable for your project.

Also, pay close attention to the licensing requirements of the music you plan to use. Unless you use royalty-free music or compose your own, most music is subject to stringent copyright restrictions that could land you in some seriously hot legal water if you don’t play by the rules.

Remember – a record company won’t care if you’re “only” using copyrighted songs in a short marketing video. It’s copyright infringement, plain and simple, and it could result in a costly lawsuit, so tread carefully and err on the side of caution.

TIP: There are several sites that offer royalty-free background music and sound effects, including:

You can also use certain songs and orchestral pieces if they are considered to be within the public domain. You can read more about public domain music at the Public Domain Information Project, and browse a selection of public domain artists and genres at Public Domain Music.

15. Don’t Assume You Can Fix Everything in Post-Production

Editing packages such as Premiere Pro and Final Cut Pro are extraordinarily powerful and enable you to accomplish a great deal with your videos, but they’re not magic.

Don’t assume that any and all problems with your video can be fixed in post-production. Sometimes, you simply won’t be able to correct the brightness or contrast of a shot as much as you need to, or manage to isolate a single person’s voice in a room crowded with hundreds of people. Yes, it might be possible given enough time and skill, but post-production should be seen as a process to add polish and finesse to your video, not an opportunity to go back and fix mistakes that could have been easily avoided during a properly planned shoot.

And … Cut!

Hopefully, this post has given you some ideas of pitfalls you can avoid when the time comes to start producing your own marketing videos.

If you have questions about any of the points raised or anything else video-related, let me know in the comments – I’ll do my best to answer them.

Academy

July 16, 2020 13 Comments Animalz

While video may have killed the radio star, Facebook Video Ads definitely have the opposite effect on your advertising. Facebook video ads are some of the most effective advertising formats you have at your disposal.

Not only are they a great way to show off your brand’s personality and connect emotionally with an audience, but they keep Facebook users’ attention.

That’s why we’ve put together this ultimate Facebook video ads guide to help you get all you can out of these valuable advertising assets.

But having all the knowledge was not enough for our readers, so you asked for more. And we’ll give you more!

We asked out Top expert to reveal their secrets and to try and test every possible strategy so you can create the best Facebook video ads ever.

And here you have it:

6 Advanced Strategies for Creating High-Performing Facebook Video Ads

To go straight to the Facebook Video Ads Strategy Section click here!

Did you know that viewers spend, on average, 5X longer looking at your video than a static image?

And that these viewers are easily targeted, increasing your reach, driving engagement, and boosting conversion more than any other forms of promotion?

Plus, Facebook continues to focus aggressively on a video-first approach to its platform (the same goes for Instagram).

Here’s what you’ll learn in this guide:

So what do you say?

Are you ready to create Facebook video ads that wow your audience?

Let’s get started!

3 Reasons You Should Use Facebook Video Ads

With Facebook and Instagram advertising, it’s never been easier to reach an audience for your brand. You can build targeted audiences based on any number of different data points, narrowing down the specific people who you know will be interested in your content.

And with Facebook’s recently updated Video Creation Kit, everyone else has it easier too, including your competitors.

You need to make sure you’re creating video ads that not only appeal to your potential customers but spark an emotional connection. Do it right and you’ll have no problem boosting audience engagement and driving more valuable conversions.

Here are our top three reasons why you need to have a video ad strategy in place for your Facebook advertising.

1. Facebook Users Love Video

Facebook has 2.38 billion monthly active users. That’s more than a quarter of the world’s population!

Our own research tells us that Facebook users watch close to 3 billion hours of video every day, including over 16 minutes of video ads every month. It’s no surprise, then, that Agorapulse found that Facebook native videos have an 86% higher reach than similar content on YouTube.

Native Facebook videos are the videos that play directly in the News Feed, like your Facebook video ads. Source

So what does this mean for you?

Using Facebook video ads not only helps you connect with your audience on the channel they prefer, but you make that connection using the type of media they already like to consume. A targeted video ad is the best opportunity you have to get your content to people at the right place at the right time.

You’d be crazy to leave video out of your advertising strategy!

2. Facebook Video Ads Boost Engagement

Video ads capture the attention of your audience better than any other type of ad.

A HubSpot study found that 54% of people wanted to see more video content from a brand or business they support. Those people are also 85% more likely to purchase after viewing a product video. Add that to the fact that most people typically only read between 20% and 28% of the words on your website, and it’s not surprising that four times as many consumers would rather watch a video about your product than read about it.

Take this example from Red Bull:

Redbull video of a hang glider going the distance.

While the energy drink company is probably most well-known for their “Red Bull gives you wings” campaign, they’re also a huge sponsor of extreme sports like racing and skydiving. This all comes together at their annual Flugtag event, an air show where participants create and compete with their own flying machines.

To boost engagement with this event, Red Bull produces captivating video content of some of the most extreme moments.

For instance, “Hanging on” (the Facebook video we shared early), shows a hang glider breaking a record in Chile. Another follows Felix Baumgartner, who literally jumped from space in 2020. And yet another video presents cliff diving from a perspective that feels like it’s compiled from members of the crowd.

This naturally draws people in. There’s motion, risk, and, most importantly, people doing something amazing. While it might not make sense for a company that sells insurance, it’s a perfect fit for one that sells energy drinks.

Red Bull repurposes this content into ads for their annual Flugtag event and their product by association. The engaging, high-intensity content compels people to like or share their videos, which increases Red Bull’s overall reach. They would never see the same results using written content or static images.

3. Facebook Video Ads Drive More conversions

When people share video content with their network, it taps into word-of-mouth marketing. In those situations, video outperforms text and static images by a staggering 1200%, driving 135% more organic traffic in 2020.

This dramatic increase in organic reach is another reason why videos should be a part of your ad campaigns. Showing your products being used by real people or highlighting different aspects of your brand’s personality helps you make emotional connections with the customer.

Organic reach and word-of-mouth are also two of the most authentic and effective ways to promote your brand on social media. According to HubSpot, video ads received 20% more clicks than images. People are drawn to engage with video because it makes them feel something. Without these emotional connections with your customer through video, it would be impossible to drive this kind of reach organically

How to Choose the Right Audience for Your Facebook Video Ads

Video is universal, but your audience is not. To make an impact with video ads on Facebook, you need to target the right people with the right ad at the right time.

Doing so ensures your video ads are displayed to people who are interested in your content. When you know exactly who is going to see the videos, it’s easier to provide them with relevant and useful information. Your message resonates with that audience, and this boosts engagement.

Build Custom Audiences

With a custom audience, you can easily identify the right people to target and create content for them through your ad campaigns. Instead of displaying your video ads to everyone and hoping to catch their attention, you’re setting up a select group of people who you know will find the video engaging.

Creating this audience can be done manually by uploading a data set or through an API, which automatically updates your target audience based on specific criteria, such as their past engagement or movement through your funnel.

This feature lets you tailor your audience based on their personal information.

  • You can target a geographic location.

Location targeting options in your Facebook Ads Manager.

This is great for small businesses whose product is only available in a specific location, like the New York metropolitan area.

  • You can target by demographical information, such as gender, age range, relationship status, and education.

There are a number of different options for demographic targeting in the Facebook Ads Manager.

This helps you show the ad to people who match your buyer personas.

  • You can also target based on Facebook likes and interests, which uses data listed on user profiles as well as the pages and groups that users engage with regularly.

Targeting customers via their interests is a great way to find people who are further along the buying journey.

This is a good targeting strategy when you know where your potential customers spend their time on Facebook. If there are community groups or related hobbies your customers tend to prefer, build your audience based on that information.

  • It’s also good to create audiences based on behaviors such as purchase history, device usage, and overall browsing activity on Facebook.

With behavior targeting, you can find people who are actively seeking out products similar to your own.

Combine these traits to start targeting the individuals who match your buyer personas best. That helps you create video content that’s suited to their needs, which gives you a much better chance of boosting engagement.

It’s also possible to customize your target audience by triggering ads when certain lead events occur. For instance, Madison Reed, an at-home hair color startup, sends a targeted video ad to people once they complete an online style quiz.

Online style quiz example from Madison Reed.

This is a great idea because Madison Reed knows these people are interested in their product. Also, using the information from the quiz, they can display ads that fit the potential customer’s personal preferences.

All of this works together to help you find the audience with the biggest opportunity. But Facebook lets you take it a step further as well, helping you retarget individuals who previously engaged with your videos.

Retarget Followers Who Watched Your Videos

Even when you target specific demographics or interests, not everyone is going to pay full attention to your ad in their News Feed. Just because they see it doesn’t mean they’re engaged with it.

That’s why your Facebook video ad campaign needs to use the custom audience retargeting feature as well. When someone watches your video, whether it’s the entire thing or only half of it, they are probably interested in your product and the value it can provide for them.

Log onto Facebook Ads Manager to see a breakdown of who has viewed your video and who has completed it. To count as “viewed,” the individual needs to watch at least three seconds of your video. To count as “completed,” they need to have watched at least 95%.

Video watch stats via Facebook.

Compiling a list of who has viewed or completed your videos helps build an audience of people who were previously “hooked” by your content. They’ve already expressed an interest and would be amenable to watching similar videos. We’ll call these individuals your warm leads.

Because ads autoplay in Facebook’s News Feed, users who watch for more than three seconds can be considered at least somewhat interested in your content. Users who have completed your Facebook video are very interested.

With so many reasons why a user will stop watching, when they stick it out through the whole video, you know they are ready to hear more about your product or your brand.

The subset of people who completed watching your video is the most likely to appreciate more ads from your brand.

Creating a custom audience from these engagement metrics helps you target these warm leads more effectively. You can promote more brand awareness and top-of-funnel content to people who have viewed your video and show more mid-funnel or bottom-of-funnel content to people who have completed the videos.

This not only helps drive down advertising costs, as you’re targeting users who are more likely to end up completing a purchase, but it also helps you provide a better overall experience for potential customers. It’s your opportunity to start building trust in the brand and fostering stronger relationships, which makes it easier to engender loyalty after a purchase has been made.

When you think about your campaigns as a sequence, it’s easier to build an ad experience that moves potential customers through the funnel efficiently.

Take this example from Target showing a young girl in a princess costume dancing around the house, excited for Halloween. This is the first video a Facebook user will see as a part of Target’s ad campaign.

By creating a custom audience of people who completed the video, Target has the ability to target them more effectively.

What does Target know about the person who watched this video?

  • They’re excited about Halloween.
  • They have children.
  • They’re thinking about purchasing a costume.

Put that together and you can extrapolate that they would be interested in Halloween-based activities for their children. That’s why Target followed up with this ad to people who viewed the dancing princess video.

Retargeted Halloween ad based on a previously watched video.

The “Spooktacular Kids Event” highlights the interests Target gleaned from the people who watched their first video. They used the Facebook users’ previous activity, their likely family status, their location, and the holiday to build an ad that speaks directly to those users’ needs.

In doing so, Target provides more relevant content to these warm leads and potentially decreases their ad spend as a result. They’re building a relationship with potential customers, slowly introducing more targeted, conversion-focused content as they move closer to making a purchase.

How to Create Facebook Video Ads for Every Stage of the Funnel

Custom audiences and ad retargeting show your Facebook video ads to the right audience. Now you must consider where they are in the sales and marketing funnel as well. An ad that appeals to someone who’s just found out about your brand will need to be very different from the ad that convinces them to go out and make a purchase.

Think about what kind of content will resonate best at each stage of your funnel. It’s important to understand the exact goal of every video ad you create.

Create Content tailored to Specific Customer Needs

People at different stages of the sales and marketing funnel have different needs. If you’re targeting prospects, create ads that introduce the brand and run the campaign under brand awareness or video views objectives. As those people move from the awareness stage to consideration, show them more conversion-driven ads.

You not only need to understand the way that people move through your funnel but how each ad progresses sequentially to create a comprehensive picture of your brand. You’re slowly providing and building on your value proposition over time.

It’s time to use custom audiences in your ad campaign again. Let’s say you want to retarget people who have watched more than 50% of your brand awareness video.

Custom audience based on previous video engagement.

If they’ve watched 50% of your video, you know that they’ve at least seen enough information to know a little bit about your brand. If your video is one-minute long and you know that the most valuable content happens at around 25 seconds, targeting people who’ve only watched 25% (15 seconds) wouldn’t be effective and people who watched 75% (45 seconds) may already be further along the funnel.

This is why it’s important that you understand how different types of content appeal to different subsets of your audience. The more specific you can be with your video content, the more effective it will be, and ultimately, the cheaper your customer acquisition costs.

You can also set up specific ads based on actions that Facebook users have taken on your website.

For example, ThirdLove, a startup disrupting the lingerie industry, uses targeted Facebook video ads. After someone completes an online fit questionnaire, a Facebook ad reinforces the valuable information the questionnaire provided and moves potential customers further along the funnel.

ThirdLove questionnaire video ad.

They can also use the information provided in the questionnaire to feature specific products they know the potential customer is interested in.

Sequence Your Ads to Guide Customers Through the Funnel

Sequencing your ads slowly introduces customers to your brand and is one of the best strategies for optimizing your sales and marketing funnel ads. Use them to walk customers down the sales funnel.

This study from Facebook shows how successful Refinery29 was with their ad campaign when they slowly introduced customers to their brand through sequencing. The first ad looked like this:

Sequenced ad A from Refinery29.

Customers saw it on days 1 through 4 of the campaign and were introduced to the personality of the Refinery29 brand.

Sequenced ad B from Refinery29.

The ad above was shown to customers on days 5 through 8 of the campaign. It built on the connections made in the first ad and suggested how viewers might interact with Refinery29 through a daily beauty tips email series.

Sequenced ad C from Refinery29.

The final ad of this campaign was shown between days 9 through 12. It doubled down on the call-to-action and told the potential customer how they can become a part of the Refinery29 community as an R29 Insider.

Here’s what Facebook found through this study:

  • Sequenced ads resulted in more click-throughs than one-off ads. 87% of users who saw these sequenced ads visited the associated landing page in the call-to-action.
  • There was a clear relationship between sequenced ads and subscriptions. Subscriptions increased by 56% in response to this campaign.
  • The majority of conversions were made by people exposed to all three parts of the sequenced ad campaign.

Facebook’s study concluded that sequencing works because it tells a story—it makes customers feel an emotional connection to your brand before asking anything of them.

Understand that it can take a large number of ads to create that connection, especially if you don’t have a lot of brand recognition. But once you do, your potential customers will be much more likely to convert.

Five Tips for Creating Successful Facebook Video Ads

Facebook users interact with video ads differently than static image ads or carousel ads. Understanding how to make the most of their attention is the key to creating high-performing, engaging content.

With the right strategy, video ads are a great opportunity to show off your personality and connect with followers on an emotional level.

When you’re putting together your video ad campaign, consider the following best practices.

#1) Keep Your Video Ads concise

Facebook users are inundated with all types of content in their News Feeds. From friendly posts to memes, competitor ads to funny videos, you can typically expect to capture only about 60 seconds of your audience’s attention.

That’s why it’s so important that your video ads are succinct and easy to understand. If you’re not capturing their attention as soon as possible, viewers won’t stick around!

Keep your videos as clear and concise as possible with these tips.

  • Front-load video ads with the most important information first. If you don’t get to the point quickly, it’s very likely that users won’t watch the video to the point where they understand the value your product provides. Showcase this value as soon as possible.
  • Be specific with each ad. If you include too much information in a single video, it’s easy to lose focus, which makes the video less engaging. Focus on a single theme in every video; don’t try to communicate more than necessary.
  • Make it personal. When you appeal to Facebook users’ emotions, it’s easy to make a connection that lasts.

Take this example from sustainable shoe producer Allbirds:

Allbirds six-second video ad.

In just six seconds, they show the product being worn by a model with the simple statement, “Allbirds, the perfect shoe for travels far and wide.” It’s a simple and straightforward statement of their value without any additional information to muddy the message.

Allbirds does an excellent job of this in their video ads, which are typically less than 15-seconds long and focus on a single attribute of their sustainable footwear product.

#2) Tell a Compelling Story

Your videos need a narrative hook. When you think like a storyteller, it’s easier to make every video memorable. You’re not just trying to sell a product or introduce an idea. Aim to solidify the relationship between a potential customer and your brand.

Storytelling will make your brand seem more trustworthy, human, and memorable.

  • Your videos need to grab their attention as soon as possible. It’s important that you engage with users in the first frame.
  • Be authentic. Show off the personality of your brand and your team. Video helps you relate to potential customers better than static image or carousel ads.

Chatbooks, a photo book and printing company, provides a great example of narrative employed in the following video ad.

Chatbooks unexpected bath video ad.

While baths and photo books have little to do with each other, the ad draws you in, makes you laugh, and even surprises you without overtly trying to sell you on a product. With nearly half-a-million shares, their fun and engaging video is a great case study of the impact of quality storytelling on user engagement.

With music, colors, and dynamic expressions, you can really capture the emotions of what you’re saying, making it easy to turn a quick line of marketing copy into an engaging narrative.

#3) Plan for Your Video Ads to be Played Without Sound

Facebook video ads start playing immediately when a user scrolls past them, but they’re muted, which means you won’t be able to use sound to grab someone’s attention.

According to Digiday, 85% of Facebook video ads are played without sound, even when users stop scrolling to watch. Consider closed captioning, which, according to Instapage, can increase viewership. Take this example from Cubcoats.

Cubcoats closed captioning example ad.

Use textual clues and add captions whenever possible. Cubcoats does this to show how their product works and to introduce the problem they solve. As Cubcoats sells a dual-purpose product, their video ad shows not only the product as a stuffed animal but as a hoodie.

#4) Use In-stream Ads to Boost Impressions

Facebook’s in-stream, or mid-roll, ads let you place an ad at any point within an existing Facebook video, which increases view times as well as impressions, as you’re getting in front of users after they’re already engaged with an existing video.

Plus, 70% of these impressions are viewed to completion with the sound on!

Using automatic placement means the ads will always run based on your creative and objective requirements as well. In-stream ads are one of the best tools you have for capturing the attention of Facebook users.

Just remember that these ads do interrupt the experience of another video, so it’s important to stay clear and concise with your message.

#5) Always Include a Text Tagline

Make sure the end screen in your video has a strong tagline. “Visit our site to learn more” or “Purchase Now!” can help guide your audience to the next step of your campaign, whether that entails visiting a landing page, subscribing to your newsletter, or making a purchase.

The visual of your tagline—even if it’s featured in your description—can make a difference in the number of viewers who actually convert.

If you’re using these video ads to show a bit of your personality as well, the closing text can also be used to reinforce your brand’s value proposition.

Take these three ads from apparel retailer Chubbies.

Chubbies ads all close with the same tagline, “The weekend has arrived.”

Their ads all show different models wearing different products they sell, but they use the last frame of the video to restate their brand’s tagline.

It’s this kind of repetition that strengthens their relationship with their customers over time.

Wrapping It Up (for Now)

Facebook is always changing how it interfaces with users and marketers.

But video ads aren’t going anywhere.

Using video to tell a story about your brand is the best way to make direct connections with your audience.

Here’s a recap of the main sections again for your convenience!

Get the most out of your advertising budget—and get a head start on the video trend—by making your first video today.

6 Advanced Strategies for Creating Facebook Video Ads

Integrating Facebook video ads into your campaign strategy isn’t hard, but to be truly successful with video, you have to make sure these ads perform better than your competition.

With these six tips, we’ll show you how to come out on top and create video ads that are not only effective but entertaining as well.

Strategy #1 – Give Your Facebook Video Ads a Clear Purpose

The best Facebook video ads fulfill a specific purpose. Whether you’re promoting a new product, teaching people how to do something, or just helping someone grow, your ad needs a clear intent.

We’ve put together four different types of ads with examples to show you how each one can help you level up your Facebook video ad strategy.

Promotional Ads

This type of ad can help push new buyers towards making a purchase or remind current customers of the value your product provides.

You can still have fun with your ads even when they are promoting a specific aspect of your product.

Within the first three seconds, the daughter in this ad presents Geico’s main value proposition: “Mom, I just saved a lot of money on my car insurance by switching to Geico,” to which the mom replies, “I should take a closer look at Geico.”

In under 10 seconds, they’ve introduced their product, spoken about its value, and added a simple reminder to “take a closer look” at their product. From there, they zoom in on something more esoteric: cuckoo clock figures speaking about the values of Geico more specifically. This kind of progression is great for a promotional ad because it reinforces the value statements made in the first few seconds.

Only once they reach the 15-second mark does the ad shift into something with more personality. It shows a conversation among the cuckoo clock figures about their lives over the past 114 years, which is amusing and a great way give something extra to Facebook viewers who stuck it out to the end of the video.

Instructional Ads

If you want to convince someone of your product’s usefulness, instructional ads are your best option. Show potential customers how easy your product is to use, for example.

Sephora uses this ad to instruct potential buyers on the value of it’s product.

Sephora introduces the product in the first frame, then zooms in on the “ultra-fine tip.” By 1/3 of the way through, a model uses the brow pencil “to shape and define” her eyebrows. This is followed by before-and-after shots and a rundown of the pencil colors available.

It’s practical and straightforward and only 15 seconds long, which increases the potential for people to watch it through to the end. Sephora also does a great job of captioning their video for people who watch it without sound.

Conversational Ads

This is your opportunity to show personality and connect with Facebook users on an emotional level.

Beardbrand model Greg Berzinsky talking to potential customers.

Beardbrand does an excellent job of showing the personalities of their team as well as brand ambassadors like Greg Berzinsky. In this video ad, they use time-lapse photos to show how long a beard can grow in 90 days.

While the ad doesn’t really speak to Beardbrand’s products at all, that’s not what Beardbrand wants; they’re more interested in telling a story. Greg is one of the most popular of their models/influencers, and people ask him questions about his beard-growing habits on a regular basis. A big part of Beardbrand’s value proposition is education and community, so this is a great way to reinforce that message.

It also helps humanize their model, showing how 90 days of beard growth progresses for him in much the same way as it does for their customers.

Aspirational Ads

Spur people into action with an aspirational ad. By focusing on how your product helps Facebook users accomplish a goal, you show them value and connect your brand with an emotional response.

GoPro’s aspirational ad shows how their product helps vacationers have fun.

This 15-second ad is shot entirely with a GoPro, the product being sold (which is never shown in the ad itself). Instead, it shows off how the GoPro lets people experience their trips and how they can use the product to capture those exciting moments on the go

The “Plan irresponsibly. Explore thoroughly. #TripOn #GoProTravel” tagline brings this all together into a simple and straightforward value proposition, which is enhanced with visuals from the video.

While this video doesn’t need sound to get its point across, GoPro can assume that the people watching it will want to see how it captures noise as well as images.

Strategy #2 – Think like a silent film artist

We know that 85% of video views are watched without sound, which is why your videos must be engaging while muted. Silent films were often overly dramatic and used captions to ensure the viewer understood what was really going on.

Start by making your visuals more impactful.

Mailchimp does an awesome job of this in their Facebook video ads . They build whole shots based on color and use each frame to differentiate between parts of their product as well as their brand.

Mailchimp Facebook ad featuring color-blocking.

In their Facebook ad, each feature is designated a specific color: Social Ads in green, Postcards in gold, and Landing Pages in orange. This is set off against a yellow background, and the colors play off one another to show how each separate part works together to “boost performance by 300%,” which is the tagline for the ad.

They do this in other video ads as well, and none use sound to enhance the viewing experience. A potential customer can easily understand the ad without having to listen to it.

Strategy #3 – Use Design Tools to Make Your Ads Look Better

With so much competition for Facebook users’ attention, your video needs to be eye-catching to stand out . We’re not saying that you have to spend a lot of money to produce a high-quality video, but you do need to focus on how it looks in the News Feed.

Catchy colors like red, for example, are proven to trigger certain emotions in human beings. The same is true of other primary colors. You can also use slow motion, gifs, and text overlay to get your message across.

We’ve put together a list of 16 simple video editing tools to help you get started.

For example, see the video below from Brooklyn-based business Baked . At first glance, it’s a simple shot of coffee being poured.

Baked NYC continuous slow-motion pour ad.

The ad seems to go on for quite some time, and that’s the point. Baked is using the video to bring to mind a “Slow Moving Monday.” It not only shows the craft they put into their product, but the video helps tap into the idea of their product being worth the wait.

Another, shorter ad from Baked incorporates a unique viewing angle, some geometrical shapes, and a well-timed title slide.

Baked NYC pie video ad.

Before Baked got in touch with Facebook Creative Hub and started making videos like this, they were uploading the same shots of coffee and pastries over and over again. After the video above, they saw a 40% increase in Thanksgiving pie purchases—proving to everyone that putting a little extra effort into the design of your video can have a big impact and drive a big return.

Using these design techniques can help you stand out in your viewers’ streams, keeping it in line with much of the content they experience every day and making your brand feel more friendly and accessible.

Strategy #4 – Pair Your Video Ad Campaigns With a Specific Product Launch

Tease the release of a product or feature it to increase the excitement for it. This is a tactic that’s used a lot in the entertainment industry. Take this teaser video ad for DC Universe’s Swamp Thing:

Teaser videos increase anticipation for upcoming events.

They use the 43-second video to build the tension for an upcoming TV show release.

You don’t actually see the main character of the show until more than 30 seconds in. It’s all about anticipation.

Use this technique for more business-focused products as well. Video platform Wistia used playful, behind-the-scenes footage in a video to drum up anticipation for their Enterprise plan.

Wistia does a great job of making their product announcement fun with this video.

Wistia’s decision to use Jeff Vincent in a penguin suit helps build the mystery behind what’s “coming to [viewers] tomorrow.” Those who follow Wistia on Instagram feel “in” on this company secret.

Releasing teasers like Wistia’s is a great way to make your social media followers feel like they are a part of something exclusive , which can help build customer loyalty.

Building an air of mystery, hype, and/or privilege around a new product or service with creative video ads can be instrumental in elevating sales at the launch.

Strategy #5 – Run Smart A/B Tests

A/B test your ads to refine your strategy. This helps you build better ads in the future and ensures that you’re always giving Facebook users the type of content that resonates. We’ve put together three tips to help you create better split-tests.

TIP #1 – Wait a few days before evaluating your results.

Facebook recommends waiting between 3 and 14 days to capture sufficient data; we recommend waiting between 7 and 14 days. While we know you’re eager to see results, you must wait for them to accrue.

If you check with less than one week’s worth of data, you won’t be able to see how every day of that week performs in relation to the others. If you wait more than two weeks, it could very well result in a lower ROI since we’ve seen that most A/B split test winners can be determined before this two-week period is up.

TIP #2 – Wait to confirm your results until you have at least 95% statistical significance.

Verify your findings using an A/B significance test like Kissmetrics . Users begin by inputting their overall page visits along with conversions.

KissMetrics provides a statistical significance test to help you run better A/B tests.

In addition to delivering conversion rates for each test of its users, Kissmetrics determines the certainty with which one version of the advertisement is more successful than the other.

Here, Kissmetrics is 99% certain that variation “B” will convert users at a higher rate than variation “A.” Kissmetrics deems any certainty rate below 95% not to be significant (i.e., users should not move forward with the campaign).

Using an A/B significance test can help boost confidence in a new campaign and avoid costly errors by using the wrong video ad variation.

TIP #3 – Stick to testing one variable at a time.

If you test more than one variable during your A/B test, you’ll never know what change worked.

Always test one variable at a time.

For example, if your current audience is men in their twenties and thirties on the East Coast of the United States, but you’d like to see if the same demographic will engage with your content on the West Coast — test the new location but keep the gender and age range constant.

While multivariate tests do exist , they are more complicated and come at a higher price. The value of single factor A/B tests is understanding exactly what variable you can credit for your results prior to moving forward.

Strategy #6 – Utilize Facebook Lead Ads

Increasing amounts of Facebook’s video ad revenue (and ad revenue in general) come from mobile users.

Make sure that your ads are optimized for mobile users . Facebook’s lead ads are a great way to do this.

These types of ads are most effective when audiences are already somewhat familiar with your brand, so test different custom audiences of non-customers and see what works best.

Lead ads help you tailor content to users more specifically.

Lead ads help you capture important information you need from users to help you nurture them into clients.

This may be site visitors who didn’t purchase or users who viewed your brand awareness video.

The End

With the information in this guide, you can create high-performing Facebook video ads. Use them to connect with your audience, promote your products, and have fun with your brand’s personality.

By combining these tactics in different ways, you can build a strategy that’s not only right for your specific company, but right for your audience and their unique needs.

So… what are you waiting for? Start your first great Facebook video ads campaign NOW!

And if you want to make your advertising (on both Facebook, Instagram and Google ads) easier, give AdEspresso a try!

The first 2 weeks are FREE!! Yes, you can thank us later!

9 Best Interactive Videos of All Time

What Is Interactive Video?

If you were handed the option for more control over a situation, wouldn’t you take it? Sure you would. That’s the power at the heart of interactive videos.

But what is it exactly? Interactive video transforms the linear storytelling arc by letting viewers take the story where they want it to go. The forms interactive video can take are limitless. You can give your viewers quizzes, control over viewing perspective, gamified content, clickable menus and interactive storylines that let them choose their own adventure.

No matter which form it takes, all interactive video shares the power to create with the audience. That’s different from traditional linear video, where the audience’s participation is limited to watching. Learn more by watching our interactive video about interactive video (yes, that just got really meta).

Why Is Everyone Talking About Interactive Video?

Interactive video offers a new world of opportunities. Not just creative possibilities. You can tailor content for different audiences, generate leads and better educate prospects. It’s also a way to capture valuable data about what people are most interested in based on audience behavior.

Interactive content routinely outperforms linear video on many metrics, including higher engagement, longer dwell time and better return on investment. In one study, interactive video had double-digit click-through rates of more than 11 percent. It also tends to be more memorable than linear video, because your interactions make you more connected to the content. In our survey, a whopping 78 percent of marketers reported success with interactive video. Whether you’re looking for more creative content or new ways to satisfy your data-driven team, interactive video succeeds at both.

Get Interactive With These Videos

We’ve put together nine of the best interactive videos we’ve ever seen to show you what’s possible… but don’t just watch them, interact with them to get the full effect. Play around with the controls, and have a little adventure.

Mended Little Hearts

In this interactive animated video, we meet Max, a kid who was born with a heart condition. Max is okay now, thanks to Mended Little Hearts. But his world would not have been as bright without help. The video gives you control over the kind of world Max lives in. Depending on how much you pledge, the world Max lives in changes dramatically.

You start at the zero-donation level. This most basic environment is all white. Poor Max is stuck in this sterile environment unless he gets a donation. When you pledge a donation of $2 at the first level, you give Max a friend to play with, some animals and fun things to do together. Still the all-white environment is sorta bleak — until you donate at the next level of $5. Then Max gets some grass to play in, plus some family members and a picnic. At the $10 level, this grass becomes a vivid green color, as you color Max’s world brighter with donations. At the $20 level, Max gets his own “Game of Thrones”-style direwolf. His world becomes even brighter and sunnier. The final frame lands back on the real-life Max and his family. He’s who you’ll be saving with your donation.

The interesting thing about this video is how clearly they tied the visual metaphor of being able to change a child’s world to donation levels. Once you’ve interacted with this video, you feel the power you have to change one child’s life.

Deloitte

When thinking about whether you want a work at a company or not, culture is often a high priority. But culture isn’t an easy thing to describe. It’s about as exciting as describing a mission statement. Culture is better felt than picked apart in bullet points. This video “Will You Fit Into Deloitte” takes you through a series of etiquette snafus and moral conundrums. By the end, you’ll better understand whether you’ve got what it takes to join the Deloitte team.

In one scenario, you’ve got to pick the right gift for a colleague you just met. What do you do? In another you’re brought into a client meeting, and a gust of wind sweeps your presentation notes away. What do you do? Or how do you deal with a malfunction in the copy room? (Hint: The answer is not run away.) This video shows the value of asking for help and other values Deloitte holds high.

If you make the wrong move in one of these situations, you’re met with a mildly humiliating thumbs down — and the chance to redeem yourself. This video gamifies the recruitment process by scoring your reactions to scenarios, which would be pretty dull to explain. The results of this interactive video? On YouTube, it outperformed linear video for Deloitte. The video also garnered noteworthy social buzz and average viewing times of more than four minutes.

Honda

(Click here to interact with the video – created in association with our interactive partner, WIREWAX!)

The Honda Civic is the ultimate family car. It also happens to make a great getaway vehicle, as we learn in this interactive video from global ad agency Wieden + Kennedy. The video they created for Honda is entitled “The Other Side,” and it’s a simultaneous experience of dual realities for one Honda driver. In one reality, he’s a carpool dad picking his kids up from school. The kids are still wearing masks from a school event as they hop into the backseat of the car dad’s driving. In the alternate reality, the dad is a lead-footed getaway driver. His backseat passengers are fellow thieves in an art heist racing to escape.

We flash to the alternate reality every time we hold down the letter “R” (a reference to the Honda Model featured, the Civic Type R). Frequent prompts pop up on the screen to “press and hold the R to see the other side.” These prompts are smartly run at regular intervals throughout the video. These flashes of alternate realities force you to ponder if you’re more of a carpool-parent or the getaway-driver type. In this Honda video, you can be both.

The results from this interactive video were dramatic for Honda. People spent an average time of more than three minutes with the video, which is particularly high for the automotive industry. Website traffic for the Honda Civic doubled during the campaign.

Nicky Case

“So, I always used to get anxiety,” explains narrator Nicky Case at the beginning of this animated explainer video. From there, the video shows us that neurons are what give you a happy brain or an anxious brain. It’s all based on connections your brain makes. The same connections that you make while interacting with neurons in the video.

The narrator continues describing his own experience with anxiety. He says he used to be afraid of a lot of things, from being seen as a failure to holes in the ground. He also goes on to explain advanced concepts like Hebbian learning. Yet he keeps them all grounded with interactive examples of neurons that you have to take part in — otherwise the video won’t progress.

You learn how your brain works with these gamified interactions. If you don’t connect enough neurons or make the connections quickly enough, you’re forced to do them over. Sure, it’s a game, but there’s a deeper reason behind it. If you didn’t understand there are ways to make new paths for neurons in your brain — ways to make yourself less neurotic — now you do. Fascinating!

Bob Dylan

Bob Dylan is one of those iconic artists some people can never get enough of. This interactive video lets you flip through channels of people lip syncing Bob Dylan’s classic song “Like a Rolling Stone.” Like your Dylan with a little anime? There’s a channel for that. You can get your Dylan on with tennis players in the middle of a game. Check out newscasters lip syncing in between breaking news. You can watch home shopping channel hosts gush over a dustbuster while lip syncing. All in all, the video has more than 125 of these wacky channels. There’s even a faux Bachelor channel with tight-skirted bachelorettes ready to scratch each other’s eyes out and a hot tub.

It’s a Dylan lover’s dream. Since the video was produced in conjunction with the release of a new Dylan box set, it’s viral content that practically shares itself. Anyone who loves Dylan is going to want to talk about it and pass it on. The channels are so surprising and offbeat, you can’t help but poke through the channels to see more (even if you’re not a die-hard Dylan fan). The video smartly opens with instructions. Once you hit play, the video opens on a quick flip through some channels before the song begins. It’s important to remember that people need guidance on how to use interactive videos. This video gets it, in every way. The results? This interactive gem racked up almost 1 million views in just its first day of going live!

Lifesaver

Many people fail to become trained or maintain their CPR training, even if it means a life could be saved. In this interactive explainer video for Lifesaver, we’re shown the lifesaving power of CPR and the Heimlich maneuver. The video opens by asking, “Would you know what to do?” You then become part of the rescue when you click on any of the four scenarios for Jake, Rebecca, Harry and Peter. When you click on the story for each of these people, you’re quickly put into a life-and-death situation where you’re prompted to take action.

After you complete a CPR rescue, you’ll find out exactly how good your CPR timing is. The video times your simulated chest compressions (that you make by hitting a key on your keyboard). Additionally, there’s a scoreboard with your correct answers. The speed of your responses in the rescue is also rated.

The story closes by describing the patient’s hospital treatment and recovery. You can become surprisingly involved in these stories within a few minutes. Interacting with these people is what makes the connection more powerful. If you had been sitting on the sidelines and not helping “treat” these patients, it’s doubtful whether you’d be as invested.

This video is firing on all cylinders. It’s highly interactive, emotional and gamified. And it couldn’t be for a better cause. For its many accomplishments, the video has won a Webby Award and an E-Learning Award, and was even nominated for a BAFTA.

LaCantina Doors

LaCantina Doors manufactures folding door systems that allow for large openings to the outdoors. Instead of a standard sliding door, it’s possible to install panels of sliding doors that reach 40-foot, even 60-foot openings. It’s a high-end home product that requires many design considerations. The complexity and high price point of the product makes it ideal for interactive video.

LaCantina approached their interactive content by dividing it into sections: Operation, Configuration, Threshold, Glass, Hardware & Finishes, Screening and Unique Applications. They explain how the interactive video works at the beginning. It’s an important reminder of how much we can take for granted when introducing people to new experiences. This is especially true for older audiences (and the less digitally native among us).

In some ways, this is more of an interactive menu with the option to view more about parts of the product you’re interested in. But throughout the explainer videos, there’s a “Switch View” option. This gives you more control over what you’re seeing than watching a linear video. When you click the “Switch View” icon, it changes the angle of the camera or the scene content. The scenes are all attractively shot, and there’s a high-end feel to the production value. In terms of engagement, it would have been interesting to move the sliding doors through interactive controls. Clickable design options would’ve also made it more user-controlled… but that’s just us being super picky. Still, this business explainer video is likely to make waves for LaCantina as the “first interactive video” series in their industry.

Allianz Global Investors

Faced with challenges in recruiting, Allianz Global Investors opted to create an interactive video targeting millennials. They chose the theme of a portfolio manager’s first day on the job. At the beginning of the video, we’re greeted by our designated “onboarding buddy” in the lobby of Allianz headquarters. This cheerful woman walks us around the building and through a couple of typical job duties, such as buying and selling stocks.

As our orientation continues, the tour is interrupted by emergencies a real-life portfolio manager might encounter. We’re given interactive options such “buy a stock” or “sell stock” — there’s even the option to run away! Depending on what you choose, you’ll lose or gain points. (Spoiler alert: Running away isn’t going to score you any points.) After a few developments throughout the day and options to consult your colleagues, you have to choose the best stock to buy for the portfolio. Depending on what you choose, you’ll get a high or low score.

If you score higher, you may be more incentivized to work for Allianz. Conversely, Allianz may be able to weed out underperformers before they even get to the gate. More importantly, this explainer video gives Allianz the power to interest more recruits in a way that appeals to the millennial generation. They didn’t bore them with a linear business video. Allianz hooked these digital natives with navigable content and game-based scoring they crave.

Virtual Art Sessions

To introduce their 3D drawing app, Tilt Brush, Google commissioned six acclaimed artists to paint in real time using their software. At the beginning of this interactive video, you’re given the option to interact normally or to use VR, if you have a device. Then you’re taken to a menu of six artists, ranging in disciplines from sculpture and street art to fashion and illustration. Once you choose an artist, you’re taken into a session. In each of these sessions, we find the artist is in a blank, black space. Soon, the work begins to take shape as the artist starts moving around and making their first brush strokes.

You’re given a choice of speed of watching the artist work, but the real kicker is the ability to alter the perspective of the artist in action. Even if you don’t have a VR set, you get to experience the art in three dimensions with the 360-degree views from every angle. There are also links to traditional video interviews with each artist, which you can navigate to from inside each artist session. But you’ll hardly want to once you get caught up in zooming around the artistic works from every angle. This immersive exploration into the artistic process can be addictive.

Driving Success With Interactive Video

Interactive video offers a new world of options that turns typical marketing on its head, and puts the user in control, resulting in more captured data; higher engagement levels; and better ROI. As we’ve seen in the examples here, it’s particularly effective in a number of areas, including:

  • Outreach: Donations and campaigns often succeed on the emotional quality of the appeal, interactive video increases engagement and connection.
  • Teaching: Give important subjects, like CPR, a big boost with interactive questions and user controls.
  • Recruiting: Competing for top talent, especially for millennials, is driving recruitment strategies to new heights with interactive video.
  • Customer education: Educating consumers is notoriously expensive. Get better results and ROI with content that’s informative and entertaining.

That’s all for this round up of interactive videos, but we’ve got more where those came from. Check out these interactive videos for even more fresh ideas.

Considering your first interactive video? To get the best interactive video tip and tricks, be sure to pick up our essential free guide: Getting Started with Interactive Video.

Interactive video has been promising to transform video marketing for. forever. At least that’s what it feels like! And yet, until recently, expense, complexity and just general inertia, have kept it…

You might have heard about interactive videos, or even viewed one yourself. A lot of people are calling them the next big thing in video marketing – and we agree.…

Interactive video is a new way to boost sales, educate customers and engage viewers with unique, engaging branded entertainment. These input-driven videos allow viewers to click, shop, and explore content…

Edit slide timings

In this course:

If you have recorded slide timings and find that there are a couple of timings you want to tweak, you don’t need to re-record the whole show.

Want more?

If you have recorded slide timings and find that there are a couple of timings you want to tweak, you don’t need to re-record the whole show.

Instead, click the slide with the timing you want to change. Let’s say we need more time for the quick facts on Slide 2.

Then, click the TRANSITIONS tab.

In the Timing group, you’ll see the After box, which is checked and shows the recorded timing for the selected slide – 50 seconds.

I need to bump up the timing to 1 minute, so I’ll click the up arrow and change the number to 1 minute.

Note that the On Mouse Click box is also checked.

This means that, if I want to, I can click to advance the slide without waiting for the full minute.

If I uncheck On Mouse Click, I have to wait for the automatic timing to elapse on the slide before the slide will advance.

If there is any slide, for which you don’t want an automatic timing – for instance, this process slide, which can take a while to step through – select the slide, and uncheck the After box for that slide.

If you want to review all the slide timings and make sure they are set as you expect, click Slide Sorter.

The slide timings appear below each slide thumbnail.

Click Normal to return to Normal view.

To turn off slide timings, the quickest way is to click Slide Show and uncheck Use Timings.

Or, to clear timings completely, click the arrow next to Record Slide Show, point to Clear, and click either Clear Timing on Current Slide, for selected slides, or Clear Timings on All Slides.

For more information, see the course summary and experiment some more with PowerPoint.

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