GET SNAPPY WITH YOUR ADS
What is the ideal length for an AD?
It’s no secret that our attention spans have dramatically dropped since the pandemic and the introduction of short-form video content.
We’re consuming content much quicker so the urgency with digital needs to reflect that too, including ADs.
How many times have you watched the first second of a TikTok and then quickly scrolled away? Now think about ADs, how long would you spend on an AD on Instagram?
Probably about the same right? So our first tip of the day is to keep it CONCISE.
Get your salient information out there first, none of this “wait till the end of video for the reveal” or “go to part two”. We’re demanding and your audience will be the same, so don’t waste time. Get straight to it! The title, the offer, quick burst of info and then small T&Cs.
A static social AD should be no more than 80 characters to be fully digestible, and a video AD should be based on the ultimate goal or outcome.
Do you want to raise brand awareness? Go for 3-5 seconds.
Do you want to talk features and benefits? Go longer, 10-15 seconds.
Do you want to show people how to use your product or service? 30-45 seconds is golden.
But hey, we didn’t mention sales!?! Ultimately, everyone wants sales and lead conversion (spoiler alert), but keep in mind the bigger goal: Do you want more eyes on your page or website? More awareness about your product or business?
Stick to the above guidelines when creating your ADs. Make sure you use relevant information that is immediately presentable to your audience to capture them, so even if they scroll away after a second, they’ll have the info they need.
While we’re talking, include a link to your website and please make sure you’ve fully optimised it for mobile users.
Don’t get bogged down in the ROAS of it all, if you’re in tune with your audience’s desires and you’re using your identifiable logo, colours, and branding, you’ll be an ADs whizz in no time.
But if you actually have no time for ADs, check this out.