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Video Advertisements
Video Advertisements: Rocking Your Product In All Formats
Video advertisements can rock an audience or blend into the noise of life. Hiring the right Video Advertising Production Company is one of the most powerful tools in the modern marketer’s arsenal, especially when combined with programmatic buying, YouTube, social media platforms, and company websites. Using the team at Brainiac will help adhere to all of the best practices and hacks to create video advertisements that get attention. Grab an appointment at the bottom of the page and we'll get you in motion for sculpting a fantastic ad that fits your brand voice and works well with the platforms necessary to reach your target audience.
How to Make Your Video Advertisements Attention-Getting for Each Format
Creating a video advertisement that grabs attention across different formats is not possible. Correct, we said it! Yet what is possible, is to create a separate ad and version for each format. This is crucial to the success of your ad campaign - understanding the specifics of each format and audience and creating the ad to work within those particular best practices.
Whether you're paying for Facebook video ads, expecting to be organically discovered on YouTube, or spending money on streaming and TV spots, the way you structure and present your content makes all the difference. As a CEO or marketing director, you know the importance of creating a marketing strategy for each audience type and that each audience type, has its favorite platforms.
You are also probably aware that you have to reach that viewer several times on a few different platforms for them to even begin to notice you. It's a noisy world out there, and getting attention takes not just imagination but remarketing and redundancy. That said, here's a ton of information on best practices per platform to help once you get on board with a video campaign.
1. Understand Your Platform and Audience
Each platform has its own characteristics and user behavior.
Facebook video ads thrive when they are fast-paced and eye-catching from the first few seconds. Be careful of too many titles or captions/graphics if you are hoping for any organic movement, as it will punish you in the algorithm if you are nothing but graphics and splash, per sei. When running paid media, it's a good idea to keep that stuff a bit more minimalized for this particular platform when running widescreen ads. Keep the ads as short as possible while giving them enough time to take action. If you don't plan on running paid ads, keep it to around 8 seconds to 16 seconds. If you are planning on running it as an ad, go for closer to 15 - 30 seconds.
YouTube
YouTube videos allow for a longer, more narrative-driven approach, yet don't let that fool you. A lot of the time the best rates are for skippable ads, and it's up to the video director to get the attention of the audience before they hit skip. Yes, YouTube is the most ideal place for short films or longer-form video commercials.
But that doesn't mean someone is going to sit there and pay attention if you aren't grabbing them right away. They will look at something else, talk to someone else, pick their nose, grab a snack, whatever it is. You must make sure they know it is relevant to them before jumping into annoying storytelling. Your storytelling can be done in a way that isn't annoying, but making it funny is a wise idea if you want to keep them.
Progammatic Streaming
When creating your video advertisement, it's essential to craft content that resonates with the viewers of each specific format. Thirty seconds max and make sure they have a way to buy as with many of deliveries, there is no click-through when it comes to connected TV. A well-placed QR code throughout or web address is wise, so if they love it and are on their TV - they can click to the site with their phone.
2. Start Strong: Grab Attention Early
The first few seconds of your video advertisement are critical. First off, know that the audience knows it's an ad. be aware of how they feel about ads - either relevant to them or “go away”, is their mindset. So make sure you let them know INSTANTLY if it is relevant to them. Storytelling is cool and all, but make sure the products relevance to their lives comes before the problem.
Some ad agencies will say the opposite. they might tell you “story first”. They obviously don't track viewer retention. Viewer retention means that you've grabbed them with relevance, not just a pretty picture or a story hook. They are online or on a show for someone else's story, not yours. So if you are going to be a stall while they wait for the story or are looking for their niece's cat doing a backflip in their feed, make sure you let them know why they need to watch right away.
In social feeds (organic videos), this is even more important because users are often multitasking or look distracted. A powerful visual, a compelling question, or an exciting action scene can immediately stop the scroll. You could start with something visually striking or create a scenario that sparks curiosity, encouraging viewers to stick around.
3. Storytelling, Visuals and Connection
A lot of articles will tell you to focus on storytelling. We say focus on connection and the audience's needs. Yes, a cool story can be very memorable. A great hook can be memorable. but making it connect with an audience is number one. And making it relevant to what the product aims to achieve, is key at all times. Powerful strong visuals and staying within the brand voice is also very very important.
Highlight how your product or service improves their life, and tie that to an emotional hook—whether it’s happiness, relief, or a sense of belonging.
For longer-form videos, such as short films or extended video commercials, storytelling becomes even more important. Your story better really matter to them, because if viewers click away before its over, it hurts you seo. So keep that in mind when taking the risk on longer format adas.
4. Tailor Your Message to the Audience’s Needs
The best video advertisements must understand your target audience and speak to life they are leading, the problems that they have.
For example, in a Facebook video ad, if you're targeting busy professionals, you might highlight how your product saves time or reduces stress in a way that is very visual and dramatic. For a TV commercial targeting parents, focus on how your product improves family life while showing that you know what's like to juggle a family. This targeted approach ensures that your message resonates and captivates viewers.
Always use scenarios that feel authentic to the type of viewers you seek to sell to. Avoid overly technical jargon or generic sales pitches—this often alienates the audience. Instead, aim for content that feels natural and personal, even in an ad context.
5. Keep it Focused and Concise
When producing online, viewer retention directly effects the video and website's seo. So do not risk ads that they will click away from due to it droning on or being annoyingly redundant. Fast and smart, is the way to go.
Typical runtime for advertisements: 30 seconds
Typical runtime for vertical social videos meant to travel organically: 8 to 15 seconds
Typical runtime for explainer videos: Ninety seconds
6. Optimize for Sound-Off Viewing
Most users watch mobile content with their cellphone volume down and commercials viewed on computers often autoplay without any volume on until you initiate it. Keep this in mind when designing your content. Use beefy titles that look great across all platforms, reinforce key messages, and make sure the visuals tell the story and explain the product without the sound on.
7. Use A Major Call to Action
Many online articles may tell you to keep your call to action at the end. Actually, consider opening it with a call to action and show the call to action throughout. Keep the call to action strong and reinforced visually at all times.
Creating attention-grabbing video advertisements requires your eye on all things at the same time. Consideration of the format, the audience, and the message along with the platform, the runtime, and what cast members are going to be most relatable to your potential buyer. Music, graphics and brand voice must also be carefully watched to keep everything on point.
Leveraging video in the right way can increase your brand's reach, engagement, and ultimately, your ROI. There is no guarantees in increasing ROI, but the more you pay attention to all factors, the better your chances are.
Why Video Advertisements are Perfect for Programmatic Advertising
Programmatic advertising refers to the use of technology to buy and optimize digital ad inventory in real-time, utilizing automation and data analysis on TV streaming platforms. Video advertisements are particularly good for this method because they can be precisely targeted and optimized based on specific metrics, audience behavior, and engagement patterns.
You can oftentimes tell your media buyer the shows you want to be on or the age range and location, and then saturate that area at the same time on other outlets. Programmatic ad buying allows companies to scale their campaigns efficiently while ensuring that video content is delivered to the right audience at the right time.
Key Benefits of Video Advertisements in Programmatic:
Precision Targeting: Better targeting than random broadcast buys, these Video ads can be targeted based on a wide array of data points, from demographic information to interests and behaviors. However, if you are an online e-commerce, using QR codes on the ad or web addresses is the only way you will have a chance at seeing actions occur.
Real-Time Optimization: With programmatic technology, you can adjust your video ad strategies in real time. If a particular video isn’t performing well, changes can be made quickly to improve performance. This is why Brainiac is a great video production provider, as the company makes it affordable for you to order multiple ads, ad types and versions of your message at the same time so you can a/b test for better chances at success.
Cost-Efficiency: Since programmatic buying is automated, it often results in better cost efficiency compared to traditional ad buying methods. You can stretch your marketing budget by targeting the most valuable audience segments.
Video Advertisements on YouTube: Reaching Your Audience Effectively
YouTube ris the largest online video platform in the world, with 2 billion monthly users. For marketing directors and CEOs, YouTube offers incredible reach and engagement. Video advertisements on YouTube include skippable ads, non-skippable ads, bumper ads, and display ads.
Best Practices for YouTube Video Advertisements:
Short and Engaging Content: Make sure they know what the video is about within the first few seconds. Bumper ads (6-second videos) are perfect for brand awareness and creating impact in a short time.
Tailor to Audience Intent: YouTube is a search engine, not just a video platform. Creating videos that answer questions that audiences may be searching for can help you reach viewers organically, beyond just paid advertisements.
Utilize Skippable Ads: Skippable video ads give users the choice to skip after 5 seconds, but that doesn’t mean you can’t make an impact in those first few moments. The goal is to hook the viewer immediately with a great offer or a story that resonates with them in a way that makes them want your product.
Create Compelling Thumbnails: Your YouTube thumbnail is like a free ad in its own right. Make the thumbnail amazing looking.
Incorporate a Strong CTA: No matter how good your video content is, a strong call-to-action (CTA) is essential. Whether it’s driving traffic to your website, encouraging viewers to subscribe, or prompting them to make a purchase, your video should always encourage the next step in the buyer’s journey.
Video Advertisements on Social Media: Allowing for the redundancy that helps drive conversions
Social media platforms like Facebook, Instagram, LinkedIn, TikTok and Snap offer allow you to create ads that build a following, and those followers continue to receive your videos and promotions for years to come.
Best Practices for Social Media Video Advertisements:
Native Video Content: Social media users prefer video content that is native to the platform. For example, videos uploaded directly to Facebook or Instagram perform better than external links to YouTube. Sharing a YouTube video is also unlikely to make it through the algorithm. The same goes for Tumblr, Linkedin, etc.
Vertical Videos for Mobile: Make your vertical videos very human. Oftentimes, UGC content is going to best for these sorts of endevors.
Leverage Stories and Reels: Instagram Stories, Facebook Stories, and TikTok Reels are fantastic formats for video advertisements. These videos are typically short, high-impact, and full-screen, encouraging users to engage with the content directly.
Targeting Capabilities: Platforms like Facebook and Instagram offer targeting options based on age, location, interests, and behaviors. Use this data to show your video ads to specific groups. This will make your ads more relevant and effective.
A/B Testing: To determine which video creatives resonate best with your audience, use A/B testing. Create multiple versions of your video ad with slight variations (e.g., different CTAs, visuals, or messaging) and analyze performance data to refine your video advertising strategy.
User-Generated Content: Social media users are more likely to engage with video ads that feel authentic. Encourage customers to create content about your brand, and consider reposting this user-generated content in your ad campaigns for a more relatable and trustworthy feel.
By leveraging video on social media, businesses can tap into vast audiences, create more personal connections with consumers, and drive traffic to both eCommerce platforms and physical stores.
Video Advertisements on Websites: Driving Conversions with On-Site Video
Website video advertisements can be incredibly effective in guiding users down the funnel, from initial awareness to final conversion. The challenge for marketing directors is creating engaging video content that resonates with visitors and convinces them to take action. Website video ads can be hosted directly on landing pages, product pages, or as part of a broader content strategy.
Best Practices for Video Advertisements on Websites:
Clear Branding and Messaging: Make sure your video clearly communicates the product’s value proposition from the start, focusing on benefits rather than just features. Landing page videos are not the best place for storytelling. they are the best place for overviews of information.
Engaging Product Demos: Demonstration videos are a great way to show how your product or service works.
Autoplay with Sound Off: Many users land on websites with the sound off. Consider using autoplay with captions to make sure that your video advertisements are effective even if the viewer doesn't turn the sound on. Remember, they might now automatically click a play button to watch it, so optimizing it for autoplay is a great way to make sure you get the conversation going in their head.
Strategic Placement: The placement of video ads on your website is crucial. Position your videos near key conversion points, sign-up forms or product pages. Make sure that the video adds a sense of urgency to their journey in making a decision.
Best Video Advertisement Strategies for Major Product Types
When creating video advertisements, it's essential to consider the specific needs of different product categories. Below, we outline strategies for video ads across ten major product types.
1. Consumer Electronics
Strategy: Focus on product demos and feature highlights. Showcase how the product works in real-life situations, emphasizing innovation and convenience. Lifestyle shots are especially important. Use actors who represent your target buyer.
Platform: YouTube, and Facebook, as these platforms allow for detailed product demos and tutorials. Yet for lower price point gadgets and unique gadgets, hit impactful versions on Instagram and TikTok with click-to-buy buttons.
2. Fashion and Apparel
Strategy: Showcase your clothing or accessories in action, ideally with a focus on seasonal trends. Include models in diverse settings to resonate with a wider audience.
4. Automotive
Strategy: Use high-quality videos that show off the car accessory features and performance in real-life driving scenarios. Highlight safety features and technology.
5. Food and Beverage
Strategy: Don't just focus on mouth-watering visuals, but also on the community built around the food product.
6. Health and Fitness Equiptment
Strategy: Use product feature videos for YouTube and lifestyle content to show how your product improves health and fitness. For Instagram, daily workout routines is a great way to build an audience.
7. Home Goods and Furniture
Strategy: Show how your furniture fits into a variety of setups. Use lifestyle videos that demonstrate comfort and functionality. Platform: Pinterest and Instagram, ideal for visually-driven home décor and furniture content.
8. Travel and Tourism
Strategy: Use stunning visuals of travel destinations, and adventure experiences. Focus on aspirational content that encourages users to dream of their next vacation. Platform: Instagram TikTok and YouTube shorts are great places to push these adventures. You can develop followings based on these adventure videos and continue to stay in your audience's faces.
9. Health and Wellness
Strategy: Straightforward content that destigmatizes the need for healthcare and pharma products.
10. Technology and Software
Strategy: Demonstrate the product’s functionality and unique features.
Conclusion: Book the right team
There are hundreds of nuances when creating proper video advertisements, it would take an entire series of books and courses to help you understand best practices. Brainiac creates great video advertisements and takes you from start to finish, including optimizing the content for the right format. Book a zoom consultation with your director below today.