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.
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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!

Shakr Tips #1: Carousel

Today, we are going to take a look at Carousel, a new method of displaying information used by Facebook!

What is Carousel?

main_01.jpg

Carousel is a new advertisement method used by advertisers to promote real estate, services, and events. Carousel is displayed on both desktop and mobile News Feed of Facebook and Instagram, and it can be used as a link to a website, app install, participating in the app, watching video, or participating in Page posts advertisements.

 

Use cases for Carousels

  • Show various products to the audience with different landing pages in one post to maximize the click rate.
  • Present various features of a single product in one post, giving the audience with various viewpoints and information.
  • Increase customers’ understanding of the product.
  • Present a story in a appealing manner by sequentially listing images or videos.
  • Provide a step-by-step process of your business.
  • Display a large image throughout the whole carousel frame to make a eye-catching advertisements.
  • Even if the customer does not buy the product, it can still show what the customer could get.
  Example 1) Use Season Theme for seasonal products or services!

Example 1) Use Season Theme for seasonal products or services!

  Example 2) Design your carousel so that it can fully utilize the potential of Carousel, which can display multiple products in one post.

Example 2) Design your carousel so that it can fully utilize the potential of Carousel, which can display multiple products in one post.

  Example 3) Design the Carousel to correspond with sequential video or story.

Example 3) Design the Carousel to correspond with sequential video or story.

  Example 4) Make Carousel a step-by-step guide using procedural videos.

Example 4) Make Carousel a step-by-step guide using procedural videos.

  Example 5) If your business provide services rather than actual products, try to express strong points, and benefits of your service.

Example 5) If your business provide services rather than actual products, try to express strong points, and benefits of your service.

Carousel Action Derivation

  • App install
  • Brand recognition
  • Transition (Website or In-app)
  • Participation (on post or Page likes)
  • Procure potential customers
  • Reach
  • Visit stores
  • Trafic (website or App Store links)
  • Video views

Action Derivation Design

  • Urging audience to swipe to next cut: This design element urges the audience to swipe in mobile or tablet, or click on next frame to check out the rest of Carousel contents. Use various methods to lead the audience to check out your Carousel.
  • Learn More: This design element leads the audience into tapping the button or the video to learn more about your product, or increase traffic on the landing page. You can use various design elements to lead user’s actions.

It is recommended to utilize Carousel designs and lead the audience to action!

Production

스크린샷+2017-09-07+오후+6.26.03.png
  • Recommendations for Carousel-styled design
    • Video: Advertisements will be played in high quality if videos follow recommended video and thumbnail size, and it can be played by up to 90 seconds if the original is shorter than 30 seconds.
      • Aspect ratio: 1:1 (600x600, 720x720, 1080x1080)
      • Video: H.264 compression, high profile recommended, square pixels, fixed frame rate, progressive scan
      • Type: .mp4 container
      • Audio: Stereo AAC audio compression, 128kbps or above recommended
      • All the text set as thumbnail should not go over 20% of the display area.

Actual accomplishments with Carousel

Carousel, while new, looks a bit complicated. However, Eone, a wristwatch brand, managed to decrease CPP(cost per purchase) by 4.6 times, and Joamom, a fashion brand, by 1.5 times.

I hope you have got great understanding about Carousel. Next time, we will go over important tips when making Carousel ads!

Shakr's Design Team Top 4 Tips

Welcome to the Shakr Designer’s blog! We want to take some time and share with you the same strategies and tactics we provide our talented internal design team.

Our designers are some of the best in the world. They're directors of commercials for big brands such as Nike, Samsung, and Honda, and instructors for the biggest motion graphic and media design institutions of Asia. 

On our website, you may have noticed video designs with the Shakr logo on them. This means the designs were produced by very own internal design team.

Take a look at the showreel for a quick introduction to some of those video creations. 

Each video designs has its own characteristics, and very unique in their own way. To achieve distinctively and prominent designs we advise on 4 main points. 

 

"The reliability of brand is influenced by the quality of video."

Video design with high-quality visuals.

Quality alone will trump whether your video content is branded or not. It is the very first thing Shakr focused on and the reason why we continue to nurture our internal design team. By keeping up with trends and never-ending education they are able to produce visually stunning videos. Quality has a crucial influence on a company's reputation and consumer's overall confidence in a brand. High-quality video designs will directly impact a customer perceptions.

Let’s say you're shopping for a new dentist and you land on a website where they're playing a cheap, out-dated commercial of their services. You’re probably going to keep it moving until you find someone more compelling. They say its bad to judge but in today's digital ecosystem we have an ambulance of everything so don't get washed away with outdated and poor quality videos. 


"A video design should have both usability and necessity."

Video designs that allow users to utilize their own resources (video / photo / text).
Video designs that allow users to create for their own needs (intro / interview / how to /Product Review, etc).

We had to think about usability once we achieved production of high-quality video designs. Flexibility in video creation is what we realized is an essential piece for users. We make our video design with different variations. Wheather you prefer more photos content, less content, or more videos, and the option to include or not to include text-- we've made sure to weigh in on options. Everyone loves pizza but in their own different ways. 

Equally as important, the "why". The reason, the purpose, the big "WHY" users create videos, to begin with, is a huge driver on how they pick their designs. Some of them want to make an interview videos, and some how-to videos, so we started making designs for different needs.


"Providing an easy-to-use video maker is not the only objective of Shakr."


Video design that increases the effectiveness of video ads (video design structure/layout variation)

This is a very important part. We want our customers to have great results when they run an ad campaign using our videos. Great results are low CPI, high conversions & sales, and high engagement - it’s about the effectiveness of video ads.

There are other easy video maker providers, but our objective wasn’t just providing an easy-to-use video maker; we wanted to provide a service that could actually leverage the marketing power of users.

Think about Super Mario. When he obtains the fire flower, he turns into Fire Mario and gains the ability to throw bouncing fireballs at enemies, right? However, we can’t say Fire Mario is stronger than normal Mario if Fire Mario doesn’t use fireballs. He gets stronger only when he actually uses his ability.

This applies to video marketing as well. Making a video doesn’t actually benefit users. Benefits are added when your video content is aligned with a marketing objective. We pay close attention to the effectiveness of video designs.

Shakr has a video effectiveness analysis team, and the team got interesting results after running various tests with our internal designers. They adopted the marketing *funnel to a video design and, based on this, they created three different variations of video designs; targeting ToFu (Top of the Funnel), Mofu (Middle of the Funnel), and BoFu (Bottom of the Funnel). They also made demo videos with sample text and media resources that fit the purpose of each video design. At first, many users made a video following the demo videos, but as time went by, they started to create a video to fit their own purpose regardless of what the demo videos showed them. After realizing this, we decided not to draw a line between purposes of different video designs and made more generalized demo videos to show users that they could use all different video designs for their own needs.

The video effectiveness team also worked hard to improve the structures and layouts of video designs to increase the effectiveness of video ads, including the length, font size, text position, color and CTA.


"Different users want different video designs."

 Diversity in video styles (modern / elegance / powerful / casual / etc.)

So far, we have over 1,700 designers from all over the world who joined the Shakr designer program. With the help of these designers, we have expand the diversity of our video designs.These design often reflects its designer’s unique characteristics and cultural nuances. Shakr currently has over 3,000 designs, which is more than any other competitors offers.We pride ourselves on the diversity of our team and videos.
 
We still want to create more and better video designs so we can satisfy our users from all over the world and the ever-changing consumer demand. Shakr is a global video design platform and we welcome video designs that have character! Our internal designers keep their eyes wide open for new innovating styles.

If you have any questions regarding this post, feel free to send us an email at designers@sha.kr or a message on Shakr.com. You can send us a message by clicking the round button at the bottom right corner.


*Marketing funnel: The marketing funnel is a tool that helps you visualize the buyer journey, or the path a prospect takes as they become familiar with your company, from introduction to conversion.
*Version: It means a variation of a video design. It’s called ‘video design variations’ in the creators dashboard.
*Creators dashboard: The website where designers upload their video designs.
 

Premium Design Resources! #10 Effective Video Ads Part 1

Up until recently, only big companies could afford to make and run video ads. They needed to pay a lot to create videos, and they also paid the TV companies to air them. So for small and medium businesses, video ads were something that they couldn't afford. However, everything changed with the internet and all the possibilities that gave. Now online video advertising is growing every year, and small and medium-sized businesses want to get in on the action. For them, it's not optional anymore. Video ads currently play a crucial role in the marketing battlefield. 

Premium Design Resources! #8 Video Ad Music

Hello everyone!

This PDR #8 will be a bit different compared to the previous ones. Instead of focusing on image and video resources, this time we'll be focusing more on the music. Why is music so important? Depending on the music, the whole atmosphere changes.

For example, if the video ad is energetic and powerful but the music is very sweet...then the whole output will look weird. Another example would be if you used songs with emotions. For instance, a sad music will make the video look gloomy and sad. On the other hand, a bright and happy music will make the video look more bright.

 

Although we don't have image/videos this time, we've prepared 13 tracks from Shakr Music Library, Epidemic Sound and Muserk.

Let's take a look! :)