How to create engaging mobile-optimised video ads for social media.

Abstract

The objective of this study was to identify the best practices of how to create engaging mobile-optimised video ads for social media. Nowadays, an increasing number of people access their social media from mobile devices. Hence, it is valuable for brands to understand how they can leverage mobile-optimised video advertising on social media. The literature review intends to provide the reader with an understanding of fundamental marketing principles, digital marketing principles and social media advertising. Additionally, video advertising, mobile-optimisation, and Facebook video advertising engagement metrics are analysed. Through the course of the study, qualitative research methods have been utilised. The qualitative research data gathering consisted of four in-depth interviews with marketing specialists. The interview consisted of eleven questions closely following the literature review section of the research. The results of the in-depth interviews revealed that all four marketers agreed that mobile-optimised marketing is highly important today. Furthermore, all four interviewees admitted that there is an increase in demand for video advertising nowadays. Based on their experience, the interviewees provided practical recommendations for mobile-optimised video advertising on social media. These recommendations included best practices for mobile-optimised video advertising on social media, such as video duration, suitable messaging, call-to-action implementation, audience segmentation and more. The author believes that these findings are valuable for advertisers who are looking to implement mobile-optimised video advertising on social media. It is recommended to follow the set of best practices available in order to achieve better results with mobile-optimised video advertising on social media. The author recommends advertisers to tailor content for each audience, channel and placement that advertisers intend to include into their advertising.