Video ads are one of the best ways to interact with your target audience and improve your brand visibility. You can use audience targeting features to ensure you only talk to people who qualify as potential customers. You can use a combination of visuals and sound to make your case. And if you do things right, you can reap the benefits of a massive return on investment (ROI).
But here’s the thing: Most companies that market and advertise themselves already realize the power of video ads and take full advantage of them. That’s why the internet is currently inflated with video ads. Everywhere you look, from app stores to content platforms to specific streaming services, video ads are forced down your throat – and consumers get tired.
Video ads are still a valuable strategy, but if you are not careful, your ads can dissolve into the ether and blend into the background like incomprehensible white noise. Your customers will be desperate to skip your ad and your message will be lost.
So what steps can you take make your video ad campaign stand out in this overly saturated landscape?
Get to know your audience
Your first step should be to get to know your audience. Within this are two major priorities: choosing the right audience and targeting and creating a message that will resonate with them.
When it comes to audience selection, you probably already have some data here. Do you have clients who capture the demographics and dispositions of people you want to target? If so, are you sure these are the best market segments to go for? You should also consider the buying cycle, your sales funnel and the customer’s intent when developing your ads.
Next, get to know these people so you can make better messages to them. What are the values for this demographic? What is important to them? What benefits will be considered most valuable and what are their main concerns? It’s hard to pack all this into a single video ad, but the more you understand, the better.
Get to know your competition
It is also worth getting to know your competition. Who are the companies currently creating and promoting video ads in this space?
This can help you in several ways. First, learn the common techniques used to target your shared audience. It can deepen your understanding of your target demographics and provide inspiration that you can use to refine your own approach.
Second, you learn what not to do. If you make a copy of a competitor’s ad, or if you just follow the latest trends that everyone else is following, your ad will look like everyone else. Instead, find a way to stand out; the more novel your ad is, the better.
Be sure you Hire a team of professionals to perform the videography. If your video looks like it was produced by an elementary school student, or if it was filmed with a 1999 camera, people will not take it seriously.
A professional crew of people will have the necessary equipment for professional production, and they will help you put together a script, a recording location and a polished end product. This can elevate a mediocre video to become exemplary.
As for how to hire these professionals, it is up to you. If you plan to shoot lots of ads and create video content in the future, you can hire full-time videographers. Otherwise, you can hire freelancers or work with a marketing agency.
Invent something new
Do you remember when I told you that novelty and originality were important?
There are several ways to make yourself unique, such as:
- New scenery.
- Unique music.
- Legendary humor.
- Another tone.
- Unusual stylistic choices.
- A surprising message.
Your choices here should depend on the nature of your brand, the nature of your competition and the preferences of your audience. But the most important thing is to find something that sets your ad apart from other video ads.
Understand your platform (and potential)
Different types of video platforms requires different approaches, get to know the platforms that will work best for your brand and optimize your content for them.
For example, if you Advertising on YouTube, you have the ability to post different types of ads. Non-skipping ads play no matter what, but audience engagement is not a guarantee, so make sure your content is in order. Skippable ads can be skipped after 5 seconds – so make sure the first few seconds are as compelling as possible. And buffer ads need to be much shorter, so they only work for certain types of messages.
Optimize the first few seconds
No matter what type of ad you send, or how long you have to work with, it’s important to optimize the first few seconds of your video ad to capture the attention of your audience. If the first few seconds are not very influential, your viewer will probably either skip the ad or stop paying attention – which is not good for your bottom line. At worst, they can actually walk away with a worse impression of your brand.
Give your viewers a memorable hook – something interesting, entertaining or surprising that sets the tone for your entire ad. For example, you can flash a series of colorful images showing your product in use or have a charismatic spokesperson highlight the biggest benefits of your brand.
Keep it short
Even if you have a few minutes to work with, your message should be kept concise. Only include items if they are essential to better understand your product or brand; if they are unnecessary or peripheral, they can probably be cut. Most video ad viewers do not have the patience to tolerate redundant details.
Show off the benefits
If you are presenting a product or service, it is best to show the benefits. What does anyone gain by visiting your site or buying your product? Can they save money? Are some aspects of their lives getting easier? Make this obvious and prominent; Ideally, it should be the main focus of your video.
Add something immediately valuable
It is also important to give your viewers something immediately valuable, even if it is something small. For example, you can give them a fact or statistic that they did not have before – something that can help them in their daily life or career. Alternatively, you can offer them a free gift or an exclusive discount; these incentives almost always keep people watching.
Do not forget to test
Finally, do not forget to test your work. You may have come up with a video that is concise, especially powerful in the first few seconds, and brilliantly targeted at your audience – but that’s still not a guarantee that it will land. There may be small details that throw off the effectiveness, or you may not understand your audience as well as you think you do.
The only way to know for sure that a video ad is effective is to test it in a live environment. Test different versions of it with similar pockets for your audience and see which version works best. Scroll it out to different channels and see if it works better on some than others. The more data you collect, the better.
You’re unlikely to master the art of video advertising overnight. No matter how much creativity you pour into this effort, or how much research you do in advance, you still need to gradually evolve to make your effort more successful. And with as much competition as you are facing at the moment, it can take months before you get the results you want.