Visuals are an essential part of marketing in this day and age because it takes very little for video content to go viral, engage audiences and achieve promotional goals.
However, it takes a lot to create videos that can do all that. You have to work on creative conceptualization, scripting, shooting, and, last but not least, editing. It can take several months to create a single project.
However, there may be an easier way to create and implement a successful video campaign, especially if you are making ads. If done right, you can base your entire campaign on one very well-done video advertisement.
First, you need to come up with an idea and turn it into a script. Use that as a baseline to brainstorm your approach to video production. It’s all right to spend a day or two shooting different versions of the same video ads.
Let’s discuss what it takes to do this:
The perfect video ad showcases the benefits of your product or service with the consumer’s needs bringing the two together in a hilarious or heartfelt concoction that has what it takes to go viral.
However, the only problem in this scenario is that you can only execute one variation of this idea. Some ideas, though significant, can be limited. They take away the ability to make a subsequent ad (or sequel) that is just as good and does not feel like a lower-quality remake. An example would be the ads by Kmart’s.
Look for a larger-than-life idea so that you can make multiple variations that are all clever. You do not want to leave your audience thinking, “I get it, now stop.” They should like to see what other impressive ideas you can come up with.
If you cannot find inspiration and keep going back to using the same gimmicks for your campaigns, it is time to brainstorm and start from scratch. A campaign is like an umbrella; it encompasses the main idea while bringing the viewer new insights.
PPC campaigns can leverage YouTube as a marketing tool, but you need to understand all the YouTube ad services you can use. Here are the three main options to consider when advertising on YouTube:
These ads are ideally between 15 to 20 seconds long, and you get charged based on the number of times someone views the ad. The major disadvantage of this is that people are selective and may not choose to watch your ad.
These ads are played either during a YouTube video or before it. Those viewing can press skip after five seconds have passed. You are only charged if viewers watch it for a minimum of 30 seconds or till the end (depending on which comes first) or click on interactive elements of your stream.
These are what you should be aiming for! Bumper ads on YouTube last for six seconds and cannot be skipped. They play before another video is played. Even though six seconds do not feel very long, they can serve as reminders related to the messaging of your campaign. These ads can be created in one take, making them preferable.
These types of YouTube ads work best if sequenced in Google Ads. You can commence your campaign by showing audiences the leading commercial, branching out afterward. They will then be able to see the other videos after watching the main ad a couple of times.
In these ads, you can keep the same strategy and characters but change up the content of the rest of the ads to execute your campaign successfully.
Planning out different settings within your shoot is based on the script and your location. If you want to make the most out of your time on set, you will need a versatile site that can work according to what is required for the script.
Utilize a massive chunk of your campaign budget in getting a location where you can maximize your time. It should have different rooms for other video shoots or indoor and outdoor ones to play out the different scenarios.
Going through the process mentioned above will help you implement a successful video ad campaign. However, there still are other aspects that you should keep in mind when developing your video ad campaign strategy:
In this day and age, the attention span of viewers is rapidly decreasing due to the influx of content on social media platforms.
Due to this phenomenon, you need to devise a video ad campaign that grabs the viewer’s attention before they skip the ad and move on.
To make it more interesting for viewers, use a statement equivalent to clickbait right when your video begins. This line can quickly create an interest within your audience who will stay to watch the rest of the ad. The statement could be asking a relatable question, providing insight, highlighting a significant problem, or offering a much-needed solution.
It would help if you also considered the visuals you use within the first few seconds of the video ad. Sometimes, video ads can play on mute automatically, depending on the platform. If you use captivating visuals, people will be intrigued and want to know the message behind the video.
Just remember to pay close attention to how the first five seconds of the video ad will go, as those critical seconds will determine whether you will get the views you need.
Creating an effective video ad depends a lot on timing. You may capture the audience’s attention for the first few seconds, but what will keep them viewing the whole ad?
It is always important to keep in mind that people rarely use social media platforms to receive ads. They would instead search for information, interact with friends or seek entertainment. This, in turn, suggests that your ad depends on borrowed time.
Ensure that you create a video ad that is long enough so that it conveys the message you are trying to send out but short enough that people do not click away. The preferred length for video ads is thirty to sixty seconds.
Pointing out a problem is not what your ad should be doing because they would probably already know it if someone has that problem. You should also not just end the video by saying you have a solution because several businesses may be offering the same answer.
It would be best to make viewers understand why your offerings are better than existing products or services in the market. For this, you need to highlight your USP (unique selling point) and make sure relevant points regarding it are clearly iterated.
You need to execute this with a subtle approach because there is a thin line between being helpful and sounding boastful.
Due to the advancement in technology, marketing has gone from targeting random audiences to targeting the right ones. However, there is also a lot more competition. You do not just need to target the correct viewers but also at the proper time.
The right time depends on the goal of your campaign. If you have a good understanding of the market you are targeting; you should clarify what people want out of this market.
This process involves a lot of trial and error and guesswork, but an option that has proven to be very effective is using intent signals to target potential customers. This is majorly effective, especially if you want more visits to your store or generate leads. But what is an intent signal?
An ‘intent signal’ basically is a way to identify your target market based on their intent, i.e., what they need and how soon do they need it.
However, it goes beyond this, as you need to focus your efforts on showing them the ad when they need it at the exact time they need to watch it.
For example, if you perform cosmetic procedures and want to promote a specific service, you will target those interested in such operations. Thus, you choose the demographics of those who are most interested in the service or product you are offering.
This strategy can serve as a goldmine and reel in solid leads with a better chance of converting into sales.
You can create a widely popular video ad campaign even if you do not have a considerable budget or much time. It depends on you and your team’s ability to create a strategy that can be executed in multiple ways and how well you can use YouTube ads to your advantage.
Using these tips will help you generate more income without compromising the quality, so get to it!