Video made for a website or TV does not always work in a social feed. People scroll quickly, often on a small screen and often with the sound off. Video for paid social needs to be designed for that environment from the start, not trimmed down as an afterthought.
Plan for different shapes
Social platforms display video in different ratios, from vertical full-screen to square and landscape. If you know you will need several versions, plan for them during the shoot. Frame shots with enough space around the subject so they can be cropped later without losing key details.
Earn attention early
You have very little time before someone scrolls past. Open with something that makes people pause.
- Show the product, the person or the problem straight away.
- Use movement or a surprising visual in the opening moment.
- Make your brand visible early, not only at the end.
- Lead with the benefit rather than a slow build-up.
Design for sound off
Many people watch social video without sound, at least at first. Your message should still make sense in silence. Use on-screen text, clear visuals and captions. When sound is on, it should add something, such as music, voice or effects, rather than carrying the whole story.
Keep it native
Ads that look like they belong in the feed often feel more natural than polished commercials. That does not mean low quality. It means matching the pace, style and tone of the platform. Think about how real people use each app, and create with that in mind.
Make several versions
Paid social rewards testing. Create variations with different openings, lengths or messages so you can see what works for your audience. Plan these variations before the shoot, so you capture everything you need in one go.
Keep an eye on fatigue
Social audiences see the same ads often. Plan for regular creative refreshes, and keep a small library of extra footage ready for new edits.
Good social video starts with understanding how people watch. If you would like help planning video for your paid social campaigns, the Northpeak team is happy to talk.
