Should a short video ad be made for sound on or sound off?

Why should a short video ad be made for sound on?

For short video ads, the general recommendation is to create them with sound on. YouTube recommends using vertical, sound-on assets that feel "social first" and effectively deliver your brand message on mobile devices. They specifically advise using sound, which can include music, voiceover, or both, in your Shorts ads.

TikTok also emphasizes the importance of sound. TikTok documents that creatives perform best when they leverage the power of the platform, and this includes using sound or music as a basic requirement. The platform is designed as an entertainment canvas where sound is always on, fostering joy, creativity, and collaboration among its users.

How does sound impact YouTube Shorts ads?

YouTube recommends using sound in your Shorts ads because it has been shown to increase conversions by over 20%. Shorts ads are designed to promote video content between organic Shorts in the Shorts feed, offering a mobile-optimized experience to a large audience. These ads have a user experience similar to organic Shorts videos and appear randomly between them.

While users can immediately skip an ad by swiping up or down, the presence of engaging sound can encourage them to watch longer. Creating ads with sound helps them blend seamlessly into the Shorts feed, where users expect an audio-rich experience. This approach aligns with user behavior and platform design, making your ad more likely to resonate.

What is the power of sound on TikTok ads?

TikTok is fundamentally a sound-on platform, where audio is an integral factor that creates opportunities to connect with communities, and to be felt and remembered. Creatives perform best when they are made for TikTok and leverage this power, which includes using sound or music as a basic element. If a brand's TikTok video features a popular song, 68% of users report remembering the brand better, and 62% say they are more curious to learn about it.

Experimenting with sound is encouraged for all creators and brands on TikTok. A 2021 MediaScience study found that custom music in TikTok videos led to higher recall and brand recognition compared to recognizable music. Brands can use sound creatively, such as turning up the volume on DIY project videos, letting users hear the sizzle and crunch of cooking videos, or using ASMR whispers to describe a product.

What are the recommended video length and engagement strategies?

To maximize engagement, short video ads should be concise and impactful. YouTube recommends video ads under 60 seconds for Shorts to match user behavior. While Shorts ads can be up to 3 minutes long, only the first 60 seconds will play on the Shorts feed, with an overlay appearing at 50 seconds that allows users to watch the rest on the YouTube watch page. For action-oriented ads, YouTube suggests using 10-30 second vertical videos.

On TikTok, it is crucial to prioritize your hook in the first 6 seconds to boost engagement and increase watch time. Introducing your content proposition within the first 3 seconds can also lead to better recall and awareness. These short timeframes highlight the importance of quickly capturing attention and conveying your message effectively.

What visual and text elements are important for short video ads?

Beyond sound, the visual elements and text overlays are also critical for short video ads. YouTube recommends vertical video assets for Shorts ads, emphasizing a "social first" feel. TikTok also specifies orienting videos vertically at a 9:16 aspect ratio and shooting at least 720P resolution. For aesthetics, TikTok suggests a DIY or not overly polished style to fit in with the user-generated content on the platform. Additionally, using captions or text overlays can provide context to your ad, which is especially useful if a user is watching without sound or needs additional information. TikTok recommends displaying 5-10 words per second when using text overlays to ensure readability.

How is YouTube Shorts ad performance measured?

When running Shorts ad campaigns, it is important to understand how performance is measured. YouTube charges for an impression, a TrueView view, or an engagement. An impression is counted when your Shorts ad begins to play in the YouTube Shorts feed. A viewable impression is typically counted when at least 50% of the ad is on screen for a minimum of two continuous seconds of video playback.

A TrueView view is counted on Shorts ads when a viewer watches 10 seconds or until the end of the video, whichever comes first. Alternatively, a TrueView view is also counted if the viewer clicks on the call-to-action (CTA) on the video ad, or clicks the "Like," "Comments," or "Share" button on the video ad. These metrics help assess how effectively your ad is capturing attention and driving interaction.

Common questions

What is the recommended video length for YouTube Shorts ads?

YouTube recommends video ads under 60 seconds to align with user behavior on Shorts. While ads can be up to 3 minutes, only the first 60 seconds play directly in the feed. For action-oriented ads, 10-30 second vertical videos are suggested.

How important is sound for TikTok ads?

Sound is integral to TikTok ads. The platform is designed as a sound-on experience, and creatives perform best when they incorporate sound or music. Using popular or custom music can significantly increase brand recall and user curiosity, making sound a key factor for connecting with the audience.

What is a 'safe zone' in video ads?

A 'safe zone' refers to the area within your video frame where essential content, such as text or key visuals, should be placed to ensure it remains visible. TikTok documents that content should be kept visible within the UI safe zone as per ad specifications, preventing important elements from being obscured by the platform's user interface.

When is a TrueView view counted for YouTube Shorts ads?

A TrueView view for YouTube Shorts ads is counted when a viewer watches 10 seconds of the video or watches until the end, whichever comes first. It is also counted if the viewer clicks on the call-to-action (CTA) within the ad, or interacts by clicking the 'Like,' 'Comments,' or 'Share' button on the video ad.

Should I use captions or text overlays in short video ads?

Yes, using captions or text overlays is recommended, especially for TikTok ads, to provide context. This can be helpful for viewers who may be watching without sound or need additional information. TikTok recommends displaying 5-10 words per second when using text to ensure it is readable.