Providing less information in Instagram video ads can provoke audience curiosity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 10, 2020, 1:39 PM UTC

Though Instagram allows video ads up to 120 seconds long, shorter videos offer better results. 

Marketers should optimise their video ads to let users seamlessly consume them while scrolling down the Instagram feed on their mobile devices. A HubSpot report reveals videos that are 26-seconds-long drive the most engagement on Instagram. But, videos should begin with the most important points and provide a clear CTA to enable viewers to take quick actions.

The articles states videos with less information can generate audience curiosity and drive traffic to the landing page. Marketers should talk about their prospects’ pain points in the first few seconds of the video.

The author suggests businesses should use short, simple and easy-to-understand language in their videos, overlay text and captions. They should avoid “sounding salesy” in their ads and make videos educational to boost brand impression.

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[10 minute read]