With its popularity growing more rapidly than ever, video is emerging as the most important marketing medium for brand marketers.
Video advertisements are great for reaching your audience where they spend the most of their time i.e. on their screens. The very fact that videos are more memorable than any other form of media and your audience already loves watching them makes video one of the best mediums to get your message across.
In fact, if you’re not using video in your advertisements yet, it’s high time you got inspired and got started on a video ad project. In this blog post, we share with you how to create effective video ads with help of some useful tips on advert production and relevant examples to inspire you. First, let’s have a look at what makes a video ad great!
5 Tips For Creating Video Ads That Are Highly Effective
1. Grab the attention of your viewers in the very first few seconds
Given the busy we live in there are plenty of distractions waiting for your audience while they come across your video. This is why it’s crucial to grab the attention in the first few seconds and keep it till the end of your video ad. You can do this by showing something weird or saying something funny that will draw their attention to your video. Be creative.
2. Tailor the video specifically towards your target audience
To create an effective advertisement it’s important to know about what your audience feels strongly about and what their state of mind is. By writing a script and creating a professional video keeping this in mind can help you better target your audience and get better results in the end.
3. Share something that's valuable for your audience
It’s important that your ad offers something valuable to its viewers, perhaps something that touches their emotions and makes your video ad memorable. It can be something educational, inspiring or even entertaining. Whatever theme you choose, make sure it inspires them to take action in the end.
4. Keep your message short and concise
Needless to say, it’s never a good idea to bore your viewers with a lengthy video ad that hardly has any juice in it, as they will most likely ignore it. In fact, video ads shouldn’t be lengthy, unless the script specifically requires it. For most brands and businesses that want to publish their video ads on a shoestring budget and get the best returns on it, it’s ideal to create something that’s short and effective. This way, you can not only save on the production costs, but also spend less when you run the ad on the platform of your choice.
5. Have a clear call to action
It’s important to know what action you would like your viewers to take after they are done watching your video ad. By having a clear call-to-action towards the end of your video, you can encourage them to take that action (for example, check out your online store or sign up for your upcoming webinar) and get them into your sales funnel.
Five Video Ad Examples That Will Inspire You
Squarespace: “Make Your Next Move with John Malkovich”
Squarespace is a brand that likes to use video ads for connecting with its leads at various stages of the sales funnel. In this video ad, they are targeting the audience that’s already familiar with their brand and providing them with a better idea of how Squarespace works. It’s worth noting how they have featured John Malkovich, who’s one of their customers and a renowned Actor-turned-fashion designer, in an effort to build social proof in the eyes of their potential customers and inspire them to take action.
Volvo Trucks: “The Technician (Live Test)”
Volvo Trucks have created a series of video ads for their ad campaign that features live tests of Volvo Trucks, performed by trained professionals, aiming to highlight its many features. This video ad belongs to the same series and features remarkable stunts along with an engaging storyline, in an effort to impress the viewers. The goal of creating this video ad was to increase brand awareness among their target audience. It’s a good example of how you can back up your ad campaign with a clever PR strategy (in this case with the help of stunts) to get decent results, regardless of how small your advertising budget is.
This video makes use of a famous insult of “doing something like a girl” to highlight the challenges faced by adolescent girls in their routine social lives. The message is to challenge gender norms, and the video does a good job of grabbing the attention of its predominantly female audience and touching their hearts. No wonder why the campaign has won the Grand Clio, Cannes Grand Prix, and Emmy awards for the outstanding commercial.
The New York Times: “The Truth Is Hard”
During times when it feels as if the mainstream media is being taken over by negativity and fake news outlets, more and more people are looking for the truth. In a bid to dispel the fears and bring a sense of calm, the New York Times launched this video ad campaign, demonstrating their resolve and commitment towards transparency and honesty. This ad is a great example of how you can create a human connection using video and honestly speak to your audience that’s always looking for more clarity.
Westjet: “Christmas Miracle: Real-time Giving”
With the holiday season just around the corner, we decided to share this heartwarming video ad by WestJet that spreads the Christmas Spirit. In a world where most travellers dread airline experiences, this video ad is an effort to assure them that there are still some good airline service providers out there that care about their clients. Sharing the feelings of care and goodness in the commercials you create is a nice way to make your campaign stand out and attract happy customers.
With countless brands getting involved in video advertising and competing for screen time, it’s important to stand out and create something that’s perfectly tailored towards your target audience. In order to get this right, it’s best to work with a TV advert production agency that clearly understands the purpose behind your ad campaign and believes in flawless execution.
If you’re serious about getting everything right for your next video advertisement project and achieving the goals you’ve set for it, contact us today!