What is a recommended practice for using video ads?

Using short videos for all objectives is a recommended practice because short videos are typically more engaging and can effectively capture the viewer's attention in a concise timeframe. In the fast-paced digital environment, users often have limited time and attention spans; therefore, a short video can quickly convey key messages or showcase a product or service without overwhelming viewers.

Short videos are versatile and can be adapted for various advertising objectives, such as brand awareness, engagement, or driving conversions. They allow advertisers to reach a wider audience effectively while still delivering a compelling message. Additionally, platforms like Facebook and Instagram often favor shorter content in their algorithms, which can enhance visibility and performance for these ads.

In contrast, longer videos may lose viewers' interest quickly, potentially leading to lower engagement rates. Relying solely on video ads for retargeting audiences or focusing only on brand storytelling limit the effectiveness and broad application of video content in ad campaigns. Emphasizing a single approach may not yield the most optimal results across different marketing goals.