Shakr Tips #11: Variation Tips 2

Today, we are going to continue learning more about Variation process, continuing with various Variation methods.

Color Variation

Users want colors that suit their brands. While we cannot satisfy with all the colors, just adding a couple of colors through Color Variation process gives users more choices and thus makes your design more effective. Changing either the design’s point color or theme color can change the video’s look significantly. (You can also use Peacock instead of Color Variation to include ability to change color as a feature. Please refer to our next post for more information.)

 Red

Red

 Yellow

Yellow

Text Variation

If there’s text at the bottom of the displayed section of a video, you can relocate it to other parts of the display, like top, center, and bottom. Also, you can make the text aligned to left, right, or center. Having various text locations under one video design helps you to be ready for users’ various needs with your video design.

 Text at the top

Text at the top

 Text at the middle (Original)

Text at the middle (Original)

 Text at the bottom

Text at the bottom

Structure Variation

Structure variation process transforms the original video design into another with completely different structure. For example, Reflector has several different versions with Overlay, Demo, Dynamic, Grid, and Text. Or, you can also add versions that support Carousels or Instagram Stories.

 Original (10 seconds)

Original (10 seconds)

original_Sequence+10_Sequence+10.png
 Demo + Testimonial

Demo + Testimonial

가로버전_02_Demo+Testimonial.png

Using structure storyboards, you can organize what kind of structure variation you want to give more efficiently.

There are a lot more variations to the Variation process, such as languages and fonts. Try various combinations to give a boost to your video design.

Shakr Tips #10: Varation Tips Part 1

Welcome to another episode of Shakr Tips!

Today, we are going to continue learning more about Variation process, starting with aspect ratios and length.

스크린샷 2018-04-26 18.18.12.jpeg

But first, let’s review what Variation process is from last post. The Variation is a process where designers can give partial changes to designs that they have already made. In today’s Shakr Tips, we will learn more about Variations to aspect ratios and lengths.

Aspect Ratio Variations

When you make a video design, you probably would make it in standard widescreen 16:9 ratio. However, as we discussed in previous posts of Shakr Tips, it is important to also consider more mobile-optimized aspect ratios, because they are more effective with most of the viewers who are on mobile. If you started with the widescreen ratio, it is easy to add variants in the square (1:1) or vertical (9:16). Of course, it can be done in vice versa.

 16:9 video (Widescreen)

16:9 video (Widescreen)

 1:1 video (Square)

1:1 video (Square)

 9:16 video (Vertical)

9:16 video (Vertical)

For example, here is VHS video design, in three variants. Just through simple aspect ratio Variation process, now we have three video designs. Aspect ratio variation is recommended as it means users can choose according to the platform they need.

Length Variation

This process changes video designs’ entire length. It is for users who have to think about different platforms which have different requirements in length.

 10 seconds

10 seconds

 20 seconds

20 seconds

 30 seconds

30 seconds

If your original design’s length is about 20~30 seconds, you can shorten it (around 10 seconds) or stretch it (around 60 seconds) through Variation. For example, above are 10-second, 20-second, and 30-second video designs from Reflector Original. These designs went through Variation process to have different lengths. As you can see, this was achieved by either cutting out some segments or repeatedly increase the number of shots to fit the length. This gives users flexibility when making their own videos.

We learned about Variation process in aspect ratios and length. We hope it was helpful in understanding how these work. It is simply about giving a little “variation”. Adding multiple video designs through simple Variation processes should also help with most importantly, your revenue.

We will continue our exploration with Variation process in the next episode of Shakr Tips!

Shakr Tips #9: Variation

Welcome back to another episode of Shakr Tips, where we feature useful tips to help you with designing effective videos.

Today, we are going to learn about variation, which can turn one design into various videos, without making a separate design.

Variation process plays an important factor in Shakr, where customers’ breadth of customization may be limited. Even making a few variations can give users a lot more choices.

What is “Variation”?

Variation is a process which gives a video design partially different versions with various lengths, colors, media types (images or videos), and structures.

refle.png

For example, Reflector Original design has gone through Variation process to have different lengths of 10, 20, or 30 seconds and each length has separate photo and video versions. These various versions give users to find video design of their exact needs, without designers having to make separate designs for each purpose.

refle_02.png

Also, designers can give changes to structure of the design, like the example that has Demo and Overlay versions in addition to Original.

This post covered basic concepts of Variation process. If you want to learn more, look forward to our next few posts of Shakr Tips containing more information about the Variation process!

 Landscape (16:9)

Landscape (16:9)

 Square (1:1)

Square (1:1)

 Vertical (9:16)

Vertical (9:16)

Here’s the sneak peek for next post, which is about achieving different aspect ratios of same video design through Variation.

Shakr Tips #8: Facebook Cover Videos

 WeWork Facebook

WeWork Facebook

Did you know that you can use videos as cover on your corporate page? A cover is regarded very important as it is one of the first contents that visitors see when they enter your page. Also, using videos as covers give the stronger identity of your brand, thus resulting in more effectiveness.

Production

  • Smallest size supported is 820x312 (pixels), and 820x456 is recommended. However, since size is automatically adjusted when uploaded to Facebook, 1280x720 video works as well.
  • Length should be around 20~90 seconds. You can also loop the video.
  • Wave file (.wav) is recommended for audio.

Tips

  • Since recommended size is fit for mobile, even if you upload by recommended size, top and bottom should be cut off a little. Thus, it is recommended to place the logo or slogan towards the center of the video so that viewers have no problems watching it from PC.
  • Facebook Cover videos will autoplay the video muted, and viewers have to manually turn on the audio. We recommend making a video that can deliver the message visually without the audio.
  • Length of Facebook cover video ranges from 20~90 seconds. Thus, it is important to show your brand in this range of time.
  • Given how fast the landscape of social media change in this age, we do not recommend sticking with one content for a long time. How about setting a period of your contents, and decide on which content would be suitable for different seasons?

I hope you got a greater understanding of Facebook Cover videos. Now you can make video designs that make charming interactions and provide ample experiences for potential customers!

Shakr Tips #7: Dynamic video ad

Today in continuing series of Shakr Tips, we are going to learn about dynamic video ad.

What is Dynamic video ad?

dynamic nike

https://vimeo.com/141515025

Dynamic video ad is marketing method of making targeted ad contents for a specific target audience. By making a specific video for a specific audience, dynamic video ads can achieve higher performance. Shakr is suited for dynamic video ads, as the whole platform is designed to perform easy A/B testing with one video design. Since most of the ads are exposed in mobile, we will use square aspect ratio video design as an example in this post.

Basic structure

As stated above, this video has mobile-optimized square aspect ratio. It is recommended to make the video simple and short(ten seconds maximum). Since we are not sure of how much text we need for each video, we recommend having maximum space for text as possible. However, if you want to retain some specific design elements, you can also make a little variation between video designs. For example, below are variations with either four lines of text or two.

dynamic_01.gif

While two videos are extremely similar, the text is now decreased to two lines, and has ranks according to the number of letters per line. The user can make simple video ad by utilizing a design that has a simple structure of just one scene, and fit for any text.

* Using just one cut is not a must. While having multiple cuts is possible, given the characteristics of dynamic video ads, we recommend using just one cut.

Transitions

We recommend sticking to single-cut video with single user media and text that suits the design. Unlike other videos that consist of multiple cuts, the dynamic video does not require transitions. It will be easier to design the template if you plan the structure in advance. Keep in mind that users would want to deliver their contents in various ways using your design in a preferably simple manner.

11.png

Sounds

Sound can be a cumbersome problem given how short the video is. You can start with Shakr-provided Epidemic Sounds’ SFX-STINGS menu to browse through audio sources that are designed with short length in mind. When you select a sound, keep in mind that short videos tend to loop numerous times.

  https://player.epidemicsound.com/#/

https://player.epidemicsound.com/#/

* It is important to find the sound that suits your design, rather than length. If the length doesn’t fit, you can always edit the sound.

Logos

01.gif

Making a space for logos is recommended as it is an effective way to advertise the brand. However, we recommend making an additional design that doesn’t have the logo, so that the user can choose between two.

Quick Start

Here are some sample After Effects projects for those having troubles with dynamic videos.

I hope you now have basic ideas about the dynamic video ad.
Next time, we will return with more Shakr Tips!

Shakr Tips #6: Tips on Making Vertical Videos

Continuing on the theme of vertical videos, today we would like to share few tips on making an interesting vertical video.

  • Short Video
    Given mobile ads has fast contents consumption speed, viewers tend to stop in the middle of a long video, even if the video is interesting. Also, keep in mind that Instagram Stories limits video length to 15 seconds.
  • Progress Display Design
    Using progress bar on the top of the screen, you can give a contrasting effect on movement in the ad. Using time display, it is possible to figure out how people are consuming your contents.

Instagram Business Blog

  • Suitable texts
    Given the vertical nature, it is recommended to use fonts that are narrow, (ex. Bebas) or design with several lines of text.
  • Visually appealing design
    Since the video plays by default without sound, the viewers should understand the message your video is trying to send by just seeing it with their eyes.
  • Split screen
    While mobile display is small, the ways to use that small display is limitless. Split the display in two or more sections to pace various stories at once.

This concludes our tips on vertical video production. Use these tips to create effective vertical video ad!

Shakr Tips #5: Platforms that use vertical videos

You may remember from last post that vertical video is used on various platforms. As people spend more time on mobile devices, many businesses and brands began to realize the potential and marketing effects of vertical videos. Especially, full screen contents, one of the characteristics of vertical videos, can grab users’ attention in refreshing ways. Today, we are going to learn about platforms that use vertical videos.

1) Instagram Stories

From the top of the feed, you can see Stories from your friends and your favorite businesses. When there are updates, a radiant ring is put around the profile. When a follower taps on a business profile, you can see the particular business’s story. When you are watching a Story, you can tap right or left to view previous or next contents, and swipe up to view the particular post in detail through a web link. Story post is deleted 24 hours after the inital upload, and viewers cannot like or comment on the post. Instead, they can send direct messages.

2) Instagram Stories Ads

These are video ads that are played between Stories. These ads are exposed to audience that advertisers have targeted, and unlike Instagram Stories, audience can see the ad even without following the account. While the viewer can swipe up the video to see more information just like Instagram Stories, the advertiser can only upload one video on Instagram Stories Ads.

After its launch, many people are uploading various aspects of their everyday life through Instagram Stories. Not only ordinary users, but businesses are also using the platform to share their news to followers using the platform.

Instagram Stories is a popular platform, with 150 million Instagram users using it every day, and 1 out of every 5 Instagram Stories invoke a Direct Message reply. Also, 70% of Instagram users follow at least one business account. Designing a video ad for Instagram Stories will help you boost your brand in a significant way.

Purpose of advertisement

  • Brand recognition
    Raises recognition of a business, a product, an app, or a service
  • Lead to interest
    Lead potential customers to learn more about your product or service.
  • Turnover
    Increase sales, app downloads, or visitors to a store

Behavioral Derivation Designs

  • Swipe up
    You can add links at the bottom of the Story so that the viewer can swipe up to visit webpage about the product that the Story was mentioning. You can design the ad to lead the viewer to check the link by swiping up.
  Instagram Business Blog

Instagram Business Blog

  • Tapping the profile
    By tapping on top-left part of the display, the viewer can visit the business’s profile. It is a simple, yet effective way for the viewer to check out the profile.
  • Tap to next Story
    By tapping right or left on a Story, the viewer can check out the next or previous Story post. This is more effective in Instagram Stories, as it allows multiple uploads compared to Instagram Stories Ads, which only allows one upload.

It is also possible to add variations* to the original vertical video including these behavioral derivation designs.

*Variation: Templates that are identical to original designs, but with additional design elements or different required media. Usually includes length, color, photo, video, and text.

Production

  • Length: Less than 15 seconds
  • Size: 720 x 1280, or 1080 x 1920
  • Audio: WAV

Each Instagram Story post is limited to videos under 15 seconds, so you have to keep that in mind when making the video. Stick to 9:16 aspect ratio, with either 720 x 1280 or 1080 x 1920 being viable options. Also, audio for the video should be made with WAV.

Quick Start

If you are having a hard time with vertical videos for Instagrams Stories or Ads, you can check out sample After Effect files below: (insert files)

We hope you’ve got a better understandings of how Instagram utilizes vertical videos. Now, we will continue our walkthrough of vertical videos on the next post!

Shakr Tips #4: Tips on Making Mobile Videos

Last time, we learned about types of mobile videos. Today, we would like to tell you about some tips on making mobile videos.

While cool design or gorgeous visuals are important, there are more factors to consider when making effective mobile videos. Here are few tips on factors to consider when making a mobile video.

  • Don’t make it too long
    Fifteen-second mobile videos are the trend in recent years. People prefer short ads over long ones, and given how fast the consumption of mobile ads is, viewers feel fatigue on long videos, even if the video is interesting.
    Unless there is a specific reason, it is recommended to make the video within fifteen seconds.
  • Hook the viewers as fast as possible
    For TV ads, since viewers typically watch in entirety, it is okay to have the central message of the ad at the end. However, in case of mobile videos, 47% of the central message is already told within the first three seconds, and 74% is done within ten seconds. That’s because as time passes by, the viewers’ interest will decrease. Thus, it is important to have your message as early as possible in the video.
  • Expose your brand early
    Brand is more than just a logo. Use elements of your brand early in the video, such as text, color, or any visual elements. The earlier the brand is exposed in the video, more effective the message becomes, and higher the achievement becomes.
  • Visualize your message
    Try to deliver your message visually, instead of video itself and audio. You can still say what you want to say effectively by using graphics, text, and design elements.
  • Sound
    You can also utilize sound to effectively deliver your message. However, since most platforms start playing video ads without sound, you could use design elements to encourage viewers to turn on the sound.
  • Fast pacing
    In mobile videos, fast pacing is essential in order to immediately hook the viewers, and dive right into the story that video is giving. Try to use fast cuts or sound with fast rhythms.
  • Optimize aspect ratio for mobile environment
    Use mobile-optimized aspect ratios like 1:1 (square) or 9:16 (vertical) to make the video more visually appealing on mobile.
  • Fitting texts and graphics
    If text is either too small or too much, users may feel fatigue. It is important to strike the balance in terms of size of the text and graphics. You have to think how much text users would want to put in at certain section, so we recommend considering that when designing the template.
  • Utilize split screens
    While mobile displays are small, ways to use is infinite. You can try using split screens to pace various stories at once.
12298483_147141865645027_1925234926_n.gif

tl;dr) Deliver the core message within the first three seconds, and use dynamic graphical effects to deliver vivid story. Also, try to use split screens or grid.

In mobile environment, making efforts trying to effectively deliver the clear message in short time can deliver great results.

This concludes Shakr’s tips on making mobile video ads!

Shakr Tips #3: Mobile Video Ads

Today, we are going to learn about video ads, which are actively used in mobile platform.

Mobile Video Ad (Facebook, Instagram)

On Facebook and Instagram, over 100 million hours of video are watched every single day.

If well used, video ads can effectively inform potential customers about a product’s various features, or inform them about business or services.

This is why many companies and users are making unique and awesome videos.

  • Advantages of video ads
    • Grab attention of people utilizing visual effects.
    • Introduce information about your business and products or services.
    • Lead people to act on your ad and deliver clear messages of your products or services.

While there are various aspect ratios for video ads, since majority of Facebook and Instagram users are composed of mobile, 1:1 or portrait aspect ratio can have larger impact on people. Thus, we will study more about these formats.

1. Square (1:1 aspect ratio)

  Buffer

Buffer

Square aspect ratio is one of the most frequently used in Facebook, Instagram, and Carousel ads, and compared to 16:9, it has larger visual effect as it has wider area of video on mobile.

  Facebook Business

Facebook Business

Many advertisers use square videos thanks to higher advertisement effect from its unique properties, such as short length and texts, and structure that induces interests to the viewers. This is the reason why many advertisers make square version of their TV ads separately.

2. Vertical (9:16 aspect ratio)

This type of video utilizes the entire screen on mobile. This method started gaining popularity recently thanks to its higher immersion, thus gaining more attention. While vertical is used as regular mobile ad feed, it can be also used on Instagram Stories or Snapchat. (We will talk more about Instagram Stories and Snapchat on next post.)

This type of video utilizes the entire screen on mobile. This method started gaining popularity recently thanks to its higher immersion, thus gaining more attention. While vertical is used as regular mobile ad feed, it can be also used on Instagram Stories or Snapchat. (We will talk more about Instagram Stories and Snapchat on next post.)

Quick Start

Are you having problems with square or vertical videos? Check the sample Adobe After Effects file below!

I hope you learned a lot about mobile videos. Next time, we will give you some tips on how to make these mobile videos effective!

Shakr Tips #2: Tips on Carousel

In video ads, it is more likely that audience will remember them if they swiftly tell the message and grab more attention. We would like to give you few tips on designing your own video ads, with these characterisitics in mind.

  Facebook Business

Facebook Business

  • Optimize for mobile: It is recommended to make the video more mobile-optimized for more visual-appealing video. One thing to note: Carousel has a fixed 1:1 frame.
  • Lead audience to action: Think about design elements that could guide audience to either scrolling the Carousel, or clicking on “Learn More” button on the bottom.
  Shakr

Shakr

  Facebook Business

Facebook Business

  • Make video shorter than 15 seconds: Mobile users prefer videos that are shorter than 15 seconds. Shorter video tend to be more effective, as the viewers tend to finish watching the video, thus view the message in the entirety.
  • Make videos that swiftly grabs audience’s attention: Mobile environment has faster content consumption speed, and shorter attention span. Thus, it is important to start the video with the most interesting part, so that it grabs audience’s attention. You can either design the video with lively background or elements that can induce interest, or try to convey messages about your product or brand in less than 10 seconds.
  Facebook Business

Facebook Business

  Facebook Business

Facebook Business

  • Make videos so that audience can understand without listening to sound: While it is advised to make the video so that audience can understand the video’s message without the sound, it is recommended to include sound so that the audience can engage in more immersive experience. You can use various components such as text overlays, typographic elements, and custom graphics. For sound, a .wav file should be used, and if you don’t want to include sound, you have to insert a blank audio file.
  • Minimize use of text: Using too much text will hinder audience’s concentration. So, it is recommended to minimize the use of text. In Shakr, we support setting text box as empty, so keep that in mind when you design the video! Also, Facebook’s policy dictates that text area should not exceed 20% of the entire thumbnail area, so be cautious. In this case, logo is also counted as text. Please refer to examples below.
  Facebook Business

Facebook Business

  Example 1) Less amount of text  This advertisement is regarded as having adequate amount of text. Only part of text is included on the images of the advertisements.

Example 1) Less amount of text
This advertisement is regarded as having adequate amount of text. Only part of text is included on the images of the advertisements.

  Example 2) Normal amount of text  This advertisement is regarded as having adequate amount of text. Each advertisement has about half of the text included in the images. These advertisements are likely to be approved in limited scope.

Example 2) Normal amount of text
This advertisement is regarded as having adequate amount of text. Each advertisement has about half of the text included in the images. These advertisements are likely to be approved in limited scope.

  Example 3) Excessive amount of text  This advertisement is regarded as having too much text. Thus, it is likely that this advertisement will not be approved.

Example 3) Excessive amount of text
This advertisement is regarded as having too much text. Thus, it is likely that this advertisement will not be approved.

This concludes tips regarding videos on Carousel. Utilize these tips to design stunning templates!