Meta, the company that owns Instagram, analyzed over 500 video ads from 70+ campaigns to find best practices to improve video marketing:
- visual elements, such as content, imagery, length, and messaging, are crucial to maximizing ROI. Media elements, including placements, reach, frequency, and objectives, also play a role in driving ROI. 70% of online video ROI was found to be dependent on visual choices
- Targeting a broad audience can be more effective than targeting a small one. Tools like AI and platforms with large reach can be helpful for reaching a broad audience
- The ROI for both video and brand awareness and reach tactics is similar, with a 4% difference in favor of brand awareness and reach
- Video is good for more complex messaging, while brand awareness and reach is good for maintaining a presence in the market
- Increasing ad placements can help increase returns and reach more people. Campaigns with more than 8 placements are 3x more effective than those with 1-3 placements, with the biggest jump observed between campaigns with 6-7 and more than 8 placements
- The best frequency for maximizing ROI is between 1 and 1.5 times per week. This can be achieved through a 6-week campaign with a frequency of 6 to 9 times. A frequency of 1 per week leads to a 22% higher ROI than a frequency of 0.5 to 1 per week. Frequency should not exceed 2 times per week in order to maintain efficiency and maximize ROI.
- Mobile optimization is important for reaching consumers, as mobile-optimized assets have 1.9x higher ROI than non-mobile optimized assets
- Ensuring an ad is created for a sound off environment is one of the most powerful differentiators, achieving 4.8x improvement over ads not built for sound off
- ROI was over 5x higher when a logo was used in the ad
- ROI was 2.3x higher when the product appears in the ad within the first two seconds
- ROI was 36% higher than when the product is easily noticed but not the primary focus
- Placing products within lifestyle situations, such as sporting events or celebrations, which saw ROI increase by 26%