Hi friends! Today, we are looking into something really powerful and exciting—video ads. You know, those short clips on YouTube, Instagram, and even on Facebook when you are scrolling through?
While they may seem like little fun distractions, good video ads can transform your business. Let’s break it down step by step, in easy-to-understand language.
Why Are Video Ads So Special?
In order to analyze how video ads function, it’s crucial to first establish how effective video ads are in an initial glance. Why do video ads make so many people halt your scrolling? What makes them stop, stare and pay attention to the video?
The overarching factor is that we are visual creatures. Images and videos are exceptionally easier for our brains to digest compared to text. For comparison, our minds can decipher pictures in as little as 13 milliseconds and that’s faster than a blink! This suggests that a video ad is effective in communicating to the part of our brain most sensitive to stories, emotions, and colors.
To illustrate, imagine that you’ve just powered through an extended day at the office, followed by deciding to check your phone.
A touching or a funny video suddenly pulls you toward it. This could range from an adorable dog doing something hilarious to a wholesome tale of someone tackling a challenge. So, what’s next? You pause scrolling. Right? This moment perfectly encapsulates why video ads are powerful. Rather than just describing the product, they provide a context of why it’s essential.
“But hold on, there’s much more to consider. Video ads are not only meant for attention capture but also for retention.” Unlike HPB images or basic text, videos engage with 2 or more senses at once. You can see visuals, listen to music or a voiceover, and at times, feel the emotional tone of a message. As a result of such multi-sensory engagement, video ads enhance ad recall.”
The Science Behind Why Video Ads Work
Now, let’s get a bit technical (but don’t worry, I’ve got you). Why video ads perform so well is based on a scientific reason. Here’s how it works:
They Trigger Emotions
Have you watched a video ad and felt happy, sad, or even motivated? That’s because videos are great at stirring up feelings. When you experience an emotion while watching the ad, your mind links that feeling to the brand. For example, when a coffee brand shows a cozy cup of coffee being enjoyed on a steaming, summer morning, you associate their product with relaxation and joy. And guess what?
Decisions are driven by emotions. If you enjoy the service or product, there is a high chance that you will buy it.
Let’s take yet another example. You are watching an ad for a charity organization which has children showing their smiles with school supplies. You feel a sense of joy and satisfaction. Now when you decide whether to donate to that charity or not, you will get reminded of those good feelings. That’s the main concept of emotional storytelling in video advertising.
They Tell a Story
Everyone enjoys a good story. Telling stories have been part of humans’ lives for centuries, fables and folklore have entertained and educated people of all ages across the globe. A video ad that performs well usually tells stories that people identify with. A good example would be someone who sells exercise equipment. Their ad could feature a person who is fighting to shed pounds, who uses your product and attains their ideal physique. Such a story makes people think, “Hey, that could be my reality!” And that’s it—you’ve converted a prospect into a buyer.
They are memorable because of the connections they create. A video ad that incorporates storytelling grabs the attention of the audience, and especially if the audience relates to the story being told, it aids in recall of the brand. And when it comes to purchasing, your product will be the one they think of first.
They Make Information Easy to Digest
Consider this: Do you enjoy watching a 30-second video showcasing how a blender prepares a smoothie by blending fruits more than reading an entire long paragraph explaining how the blender functions? Videos aid in understanding difficult information easily. Furthermore, videos are fun to watch which works out perfectly for marketers.
Take, for instance, your approach when marketing a specific gadget. A video advertisement would be far more effective than a static image. Rather than having to explain the device, why not just show it doing a real-life task? This way, you can illustrate and strengthen confidence in the product all at the same time.
They Build Trust
Whenever you encounter a video ad, it has a more intimate feel to it, as though someone is directly addressing you. This increases trust. As an illustration, if a local bakery posts a video online of their chef baking fresh bread in the mornings, you will have confidence in the freshness and authenticity of their products. Trust means loyalty and loyalty means sales.
In the modern-day, where the audience has a plethora of options to choose from, trust becomes crucial. A video ad makes it very easy to demonstrate and trust to become your competitive advantage.
How to Create a Great Video Ad
Knowing the benefits of a video ad is one thing, now the question is how do you mark your advertisement for it to stand out? To create a stunning ad, look below for my recommendations.
Keep It Short and Sweet
With the proliferation of videos, advertisements, especially the ones aimed at the youth market, have made the 30 second ad a standard mark. Getting right to the point within the first 3 seconds of the video, ensuring the viewer is engaged and having the core length of the video being from 15 to 60 seconds should do the trick. If you do not capture their interest in the first 3 seconds, rest assured they will lose interest.
Here’s a pro tip: If you start with something that is out of the box or eye catching, you will manage to sustain a lot of interest. For instance, if you are trying to sell skincare products, you can add a tagline, “This is what healthy skin looks like” with a close up of skin glowing. The audience will want to engage further.
Focus on the Benefits
Instead of simply reading the product specification you need to highlight how the product enhances the consumers life or whether it is useful in any problem that they might have. An example to illustrate, do not say, “Our soap is made with natural ingredients,” rather say “Our soap will most definitely keep your skin soft and glowing without any chemicals.”
The point of sale does not lie in the product, but rather in the solution that can be found in an enhanced lifestyle. Make your target audience aware of how your product will change their everyday life for the better.
Add a Call to Action
After your video, make sure that you tell the viewers what to do next. Should they visit your site? Call you? Purchase your item? A clearly stated last step to take can change your viewers into customers.
For example, if you have a time-limited discount, you could end your video with, “Shop now and get 50% off your purchase! Offer ends soon”. Saying this will heighten the burning desire and make them act now.
Use High-Quality Visuals and Music
Everyone hates low-quality videos avec dreadful tunes, so make sure to change that. So, quality visuals and background tunes are to level up your ad. Don’t forget, quality is above all!
Now, in case you are operating on a low budget, relax. To create an amazing video ad, you don’t need to go on a big budget. Just ensure the visuals are sharp, sounds are clear, and everything about that video feels professional.
Test and Improve
Not every video ad wins over a target group at once. Run different versions of the ad, understand which one has better engagement and modify accordingly. Marketing is all about gaining insights.
For instance, we can develop two variants of the advertisement – one can be humorous whereas the other can be emotional. Analyze the performance of both ads to understand which one was more effective. Remember to check views, engagement and conversion rates.
Real-Life Examples of Successful Video Ads
Let’s analyze a couple of video advertisement campaigns that worked remarkably well to serve as a source of inspiration for your business endeavors:
Amul Butter
Amul’s video advertisements will always be exemplary. This is because they somehow manage to link their advertisements with the latest events or happenings which makes them very entertaining. From a cricket match or a festival to a famous meme, there is always a way Amul adds it to their advertisements. People adore them because they are smart, perfectly timed, and humorous at the same time.
What can we learn from Amul Butter? Always strive to maintain relevancy. Be aware of your surroundings and create a link between your product to whatever is currently happening at the moment.
Tanishq Jewellery
Like many other brands, Tanishq has found a way to engage the emotions of their audience. It can be a mother-daughter emotional story or a heartwarming wedding moment with their ad. They will make you feel nostalgic making you want to purchase their jewelry. Their secret? They know the values and dreams of their target audience and craft the story accordingly.
What can we learn from Tanishq Jewellers? Leverage the power of emotions such as love, family, and traditions. These themes never grow old and appeal to all demographics emotionally.
The Power Is in Your Hands
If you are interested in video ads but are confused on where to start, you need not worry – help is a click away! Here at Reset Media, we focus on highly effective video ads that actually work for your business. From storytelling to film-making, we can do it all.
Why wait? Reach out now to set a time for a FREE consultation with our team!
Let’s create a video ad strategy designed specifically for your business needs, and together, we will make your vision a reality, and increase your sales at the same time.
Don’t lose any more time – as of this very moment, your next success story can begin to write itself.