We’ve all seen them. One minute you’re scrolling past your friend’s social media post and boom, a video ad pops up. Actually, video ads are so common these days, you might not even be aware you’re watching them at first. But the point is, you are watching them, and so is everyone else. So, how to benefit your brand through them? We’re talking all about it today, on how you can create successful video ads.
Benefits of Running Video Ads
Advertising has been around since almost the beginning of time. And with global advertising set to hit $1 trillion in 2024, it’s clear it’s not going anywhere. It makes sense then to pair it with another “trend” that is also not going anywhere: yep, you guessed it, video.
Video advertising got its official start on July 1, 1941 when this re-created ad was run, all for the whopping cost of $9 by the company Bulova. While not the most creative commercial we’ve ever seen, it does give you a strong visual of the company’s product, heightening brand awareness for a much larger audience than it could have at the time in any other way. And with 65% of people today being visual learners, video is still the fastest (and most effective) way for consumers to learn about and remember your product.
On top of which, video is a simple way to tell powerful stories. Throughout history, it is story that captures our attention, and draws us closer to hear more, which is why video is the perfect partner for your ads.
4 Steps You Should Always Use for Your Video Ads
Before creating your video ad, there are a few steps to ensure its fullest effect. These are:
- Always be clear about your objective BEFORE filming. This is one of the most important steps in your pre-production process, making the rest of your video journey that much easier.
- Know your audience and speak to them. This goes hand-in-hand with knowing what platforms they prefer, posting there, and tailoring your video posts to each site’s needs.
- Use A/B testing. Essentially, this is trying two different ads, and seeing which one performs better. For a more in-depth description, click here.
- Measure results and adjust accordingly. Most social media platforms allow easy monitoring of video ad results, so keep an eye on these after you start running them. For more specific details on monitoring video ads, click here.
Steps to Create Fantastic Video Ads
Alright, here’s our favorite part: creating your video ad! This is where you can have fun, and start making the magic happen. With that in mind, we’ve collected a few important points to consider along the way (along with some great examples to help inform and inspire below).
- Get to your point, and keep it clear. As of this year, short-form video is set to dominate 90% of all global internet traffic. In short, your window of opportunity to reach your customer is, well, short. Here’s an example of a concise 30s spot run by IKEA.
- Keep it relatable. Your consumer wants to see themselves in your video ads. Why? So they know it’s a solution they need. Here’s a commercial by Volvo, emphasizing a common phase of life, supported by the safety and reliability of its vehicles.
- Keep it creative. Believe it or not, this one can easily get lost in the shuffle. But it shouldn’t, as video presents a world of opportunity to get creative! Plus, the more creative you are, the more likely your video will be remembered. Audio-Technica did just this, collaborating with a YouTube influencer in a super fun and innovative way below.
- Get emotional. Incorporating emotion within your video ads is a great way to connect to your audience on a deeper level. Highlight the facts of your product, yes, but also how it will make your customer feel and serve their needs. Google does an amazing job with this below, focusing not only on its solution but also the huge impact its service carries.
- Make it funny! Not only is incorporating humor in your ad fun, it’s also effective. Up to 90% of consumers say they are more likely to remember an ad when it makes them laugh, while 72% say they would choose a funny brand over its competitors. South Africa (yes, that South Africa) decided to do just that in its tourism marketing, hiring one of its very own funny men to do the job.
Where to Post Your Ads
While strict TV commercials are still very much a thing (and discussed more in-depth here), the future of video ads definitely leans more towards web browsing, social media, and streaming platforms.
On an average, YouTube, Facebook, and Instagram rank the highest in overall viewer consumption. And as to streaming services, Netflix still remains top dog when it comes to popularity, racking up a cool 260 million subscribers as of this year.
But take these stats with a grain of salt because where you post your video ads should be where your audience will most likely see them. This may (or may not) be with the general crowd, depending on your consumer demographic. For example, if you cater to a business-minded client, LinkedIn may be a better bet for you than, say, Instagram. However, if your audience is made up mostly of young people from ages 18-29, TikTok might be your best investment. Assess, and act accordingly.
And there you have it, your start to creating successful video ads. If you follow these steps, and engage with your creativity, you’re sure to begin connecting more effectively with your audience.