[tcb-script type=”application\/ld+json”]{“@context”:”https:\/\/schema.org”,”@type”:”VideoObject”,”name”:”Type 6_Video Ads_draft.mp4″,”description”:””,”thumbnailUrl”:[[“https:\/\/video.gumlet.io\/6553c483fc21dc1b6b7e60d4\/65bdb31fadcc0636539c74c4\/thumbnail-1-0.png?v=1706931675927″]],”uploadDate”:”2024-02-03T03:29:35.417Z”,”duration”:”PT8M25.70666699999998S”,”embedUrl”:”https:\/\/play.gumlet.io\/embed\/65bdb31fadcc0636539c74c4″}[\/tcb-script] <\/p>\n
A lot of businesses jump right to creating video marketing ads because the focus is on bring in new customers. I\u2019m starting with this type of video first not because it\u2019s more important than others but simply because this is the typical order a new customer follows. <\/p>\n
Only having video offers or ads is a recipe for wasting money. You need to have the other videos I\u2019ll talk about in place before you\u2019ll want to put money behind your ads.<\/p>\n
We’ve seen countless companies chase viral fame, hoping their video marketing goes insanely popular online. But executing viral video well can cost a half million dollars when done right. It’s simply out of reach for most businesses.<\/p>\n
Rather than feel your videos need to make audiences hysterically laugh or be ultra unique, focus on effective communication and driving action. Trust me, you\u2019d much rather have a smaller group of your ideal customers coming to you for business rather than millions of eye balls that never buy.<\/p>\n
The overall goal of a marketing video ad is to motivate a specific, measurable action from your target audience. Every element should drive viewers to take that next step.<\/p>\n
A video ad is like a billboard on a crowded highway. It has only a few fleeting moments to grab attention as audiences speed past with endless distractions.<\/p>\n
The imagery and message must instantly intrigue and convey value before viewers cruise onto the next thing. Amid the visual clutter of the highway, it has to creatively stand out.<\/p>\n
The most effective video ads make every artistic choice carefully considered to achieve a single-minded goal, just like a well-designed billboard campaign. Viewers must get the core message even with minimal time to process it.<\/p>\n
As for the key message: First, your video ad message should align to what matters most to your audience – their goals, interests, and desires. Speak directly to their motivations. Talk about them and don\u2019t drone on about yourself and what you do. It\u2019s what they think that\u2019s important.<\/p>\n
Then create intrigue and curiosity by teasing how what you offer can help them achieve those goals and get what they want. Give a glimpse but not the full picture.<\/p>\n
Importantly, focus on moving them away from struggles and frustrations, rather than bragging about your successes. Everyone faces pain – show them the path away.<\/p>\n
Let me give you an example for a min here: If you know your target audience is exhausted and lacks energy and what you have to offer will dramatically change their energy levels, then first acknowledge their exhaustion. Then show how your offering gives them more energy but specifically for what they care about. This creates a way for them to see how their life could be if they moved away from their pain. <\/p>\n
Instead if I made unbelievable claims like, \u201cthis mom had energy to run a marathon without any training.\u201d The viewer is more likely to be left feeling, \u201cyeah right they ran a marathon! Unbelievable claims can damage credibility. Instead, portray achievable outcomes they can envision. The emotional payoff comes when hopes are met after clicking.<\/p>\n
In the end, strategic video ads balance luring viewers with alignment to their interests and pain while building trust through reasonable, relatable messaging.<\/p>\n
For awareness-building ads, you want viewers to engage further with your brand after exposure. Measure social shares, site clicks, or follower growth.<\/p>\n
For promo or offer ads, you’ll aim for clicks to purchase, signups, downloads, or other direct conversions.<\/p>\n
Every creative choice, from messaging to visuals to call-to-action should funnel the viewer towards completing the desired action. So before scripting your ad, identify that core conversion goal. Is it purchases, subscriptions, lead gen form fills? Design the content flow to usher them there.<\/p>\n
And because time is so limited, be relentless about excluding anything in your message that doesn’t serve the objective. Ruthlessly optimize each word and visual. Laser focus on moving viewers from impression to conversion through strategic cues crafted to compel response. That is the mark of effective video ad creative.<\/p>\n
How long should your video ads be?<\/p>\n
In general, 15-30 seconds is recommended for pure performance marketing video ads driving conversions and direct response. 45-120 seconds gives flexibility for more storytelling while remaining effective.<\/p>\n
Test different durations to see what optimizes your campaign goals. Shorter is often better for driving specific actions while longer works when more explanation or emotional resonance is beneficial.<\/p>\n
One fatal error is trying to cram multiple disjointed messages or concepts into a single short video ad. Pick one focused message and hammer it home through the full runtime.<\/p>\n
If you have other ideas to test, great! Make those their own self-contained video ad concepts and compare performance. Jumping between ideas in one execution just dilutes results.<\/p>\n
Equally important is quickly getting to the core hook and message versus delaying with unnecessary preamble. While a creative opening grab is key, let it take more than a second or two and you\u2019ve already lost attention.<\/p>\n
For example, we saw an ad where the creator took an overly long dramatic pause before delivering his message. It was off-putting rather than intriguing. Get to the meat fast once they’re paying attention.<\/p>\n
Keep it simple. Often we over complicate things trying to be too cute. Keep your concepts clear and to the point. <\/p>\n
On that note, make sure there\u2019s a clear next step. Tell your audience where they should go next and what they should do.<\/p>\n
Let\u2019s break down scripting out your video ad:<\/p>\n
First, open with a hook – something visual, emotional, or surprising that instantly grabs the viewer’s attention in the first 1-3 seconds. This could be showing a problem, asking a question, using humor, etc.<\/p>\n
Next, once you have their interest, immediately transition into your core message you want viewers to take away. This should highlight your differentiator or competitive advantage in their minds. Keep this tight and focused – 10 seconds or less.<\/p>\n
After succinctly establishing your key idea or positioning, use the remaining time to provide supporting proof points. These could be stats, testimonials, demonstration of your product, client examples, awards, etc. that back up and validate your message.<\/p>\n
As you near the end, insert your call to action with around 5 seconds left instructing exactly what you want viewers to do – click a link, visit your website, sign up, download, call, etc. Make sure there is time after the CTA for contact info to linger on screen.<\/p>\n
Close strong and memorably. Tie back to the opening hook or tease that the value will continue if they take action. Make that next action really clear. Every second must add value towards driving the core message and call to action home with viewers.<\/p>\n
There\u2019s your deep dive into what makes a good video marketing ad. Below is a worksheet to help you when writing your script.<\/p>\n","protected":false},"template":"","yoast_head":"\n