Recently, our team had the privilege of hosting former Facebook, Google, and SpaceX executive Dex Torricke-Barton for a talk at our office. He left our team with a lot to think about, including these two statistics:
“More than 80% of traffic online is video traffic, as the content people want has changed from text to images to videos and now livestreams.”
“More than 3 billion people are online today compared to 1 billion in 2005.”
Another statistic that came to our minds was how 80 percent of viewers remember what they watch, with half of them taking action afterward. Together, these points highlight the unique role videos are playing within advertising, which is why using videos effectively is essential to connect with your audience and inspire them to act.
Video is a highly effective medium for advertising as it can convey complex ideas in a way that is both engaging and memorable. Additionally, video content can be easily shared and distributed across various channels, amplifying its reach and impact. Keep reading for our tips on creating effective video ads to get the results you want.
9 Tips for Effective Video Advertising
As Torricke-Barton noted during his visit, today is the age of video. Viewers want content that’s immersive on a visual level and tells a compelling story — not a sales pitch. So how can you make your video advertising efforts effective? Try out these time-tested tips:
- Teach your audience — Sales pitches are a knee-jerk reaction, as in just 10 seconds you can lose at least 20 percent of your viewers. Diverting from typical sales pitches changes the tune of audiences. When you take a more educational approach, like explaining the features of your products, people dig it. So much so that they’re 85 percent more likely to buy your item after watching an educational or “explainer” video about it.
- Engage your viewers — Effective video advertising relies on engagement. If audiences don’t like what they see, they’ll click elsewhere. Keep people interested in your promotional videos — which are up by 73 percent in views — by engaging them. Move away from talking heads and incorporate stock footage to take a creative approach that fuses humor and banter making audiences feel like they’re not even being persuaded to make a purchase.
- Tell a story — Entertainment is king, as demonstrated by the cinematic turn of advertisements. Long-form video advertising, or storytelling, has become a very popular video style— already it’s increased by 43 percent in views. Not only will you engage viewers, but also long-form ads allow you to tell your story in a way that resonates with them. For companies, that’s a benefit of online video advertising. Several factors, from purchase intent and message association to brand awareness and brand favorability, all skyrocket when your ads are longer.
- Focus on a single message — Audiences want to be entertained, not overwhelmed. Whether you’re making a 15-second ad or one that’s 30 seconds or more, stick to one or two messages. If you want to cover multiple points, create mini-installments that share a related storyline. That way, you’ll drive audience interest to watch the next video while also interlinking your marketing messages.
- Engage your audience from the start — Hooking your audience from the start is crucial in a video ad as it can make the difference between capturing their attention and losing it entirely. With so much content vying for our attention, viewers have a shorter attention span and are quick to move on if they don't feel engaged in the first few seconds of a video. By creating a strong hook that piques their interest, you can keep them watching and increase the chances of them taking the desired action. This can ultimately lead to higher conversion rates and a more successful advertising campaign.
- Keep it short and sweet — In today's fast-paced digital landscape, keeping video ads short and sweet is essential for capturing and maintaining viewers' attention. With so much content available online, viewers are likely to lose interest in a lengthy ad that doesn't quickly get to the point. By keeping ads short, you can deliver your message more efficiently, making it easier for viewers to consume and remember. Additionally, shorter ads tend to have higher completion rates, indicating that viewers are more likely to watch them in their entirety and take the desired action. Brevity is key to creating successful video ads that resonate with audiences and drive results.
- Personalize your message — Personalizing your videos is a powerful tool for creating effective video ads that align with your company's vision and goals. By tailoring your message, tone, and visuals to your company's values, mission, and personality, you can establish a more authentic and meaningful connection with viewers. Additionally, a personalized video ad can help differentiate your brand from competitors and communicate your unique selling proposition more effectively. This can lead to increased brand recognition, loyalty, and ultimately, higher conversion rates. So, if you want to create video ads that truly resonate with your target audience, make sure to personalize your videos to your company's identity.
- Use an eye-catching thumbnail — The thumbnail is the first thing viewers see, and it serves as a preview of the content within. An interesting and visually appealing thumbnail can create a sense of curiosity and intrigue, prompting viewers to click on the video and watch more. A boring or unappealing thumbnail, on the other hand, can deter viewers from clicking and cause your video to go unnoticed. To create video ads that stand out from the crowd and capture viewers' attention, make sure to invest in an eye-catching thumbnail that accurately represents your video's content and piques viewers' interest.
- End with a "Call to Action" — Adding a call to action (CTA) at the end of a video ad is essential for driving viewers to take action and converting them into customers. A CTA serves as a clear instruction to the viewer on what to do next, whether it's visiting a website, subscribing to a channel, or making a purchase. Without a CTA, viewers may not know what to do after watching the video, and they may end up moving on to something else. By including a clear and compelling CTA at the end of your video ad, you can guide viewers towards the next step in the customer journey, increasing the chances of conversion and ultimately, the success of your advertising campaign.
Additional Considerations For Creating Effective Video Ads
While you may now know some of the essential elements of creating engaging video ads, there are still other things to consider when it comes to creating content that resonates with viewers.
- Identify your target audience — It's important to identify your target audience and understand their needs and preferences, so you can tailor your messaging and visuals accordingly to boost customer experience.
- Create unique content — You should strive to create content that is both informative and entertaining, as this can help you stand out from competitors and keep viewers engaged. By providing valuable information in an entertaining and engaging way, you can position your brand as an industry authority and encourage viewers to see you as a reliable source of information, making them more likely to engage with your brand in the future.
- Measure Success — After you launch your video ad be sure to measure the success of your video using metrics such as engagement rate, conversion rate, and click-through rate, and use the insights gained to refine your strategy and improve your future ad campaigns
By considering these additional factors and continuously refining your approach, you can create video ads that not only engage your audience but also drive business results.
Maximize the Benefits of Online Video
Are you giving your audience what they want? Our team can show you how to heighten your online presence by incorporating video into your budget. Ride this technological wave and the benefits of online video advertising and matching your consumer needs with compelling graphics and videos.
For more information on LAI Video and how we can help you expand your brand digitally, contact us!