It might not surprise you to hear that video ads are a lot more effective for marketing than any other, written content. It makes sense. Humans are visual beings and videos are a lot easier to follow than a wall of text describing things we don’t care about. However, did you know that people memorize about 95 percent of the ad when it’s in a video form? It is no wonder that video ads are so popular nowadays.
Obviously, now you want to get in on it and quickly mash up a video that will advertise your business and draw those extra-spending clients, right? Well, first you need to stop and think about the competition. There are millions of video ads out there, advertising hundreds of different companies. How do you plan to break through?
The answer is innovation. You have to think ahead and come up with interesting new approaches to video marketing that will make you stand out in the sea of advertisers. Here are some guidelines that will help you introduce innovation to your business videos.
The first thing you should keep in mind when creating gripping video ads is the medium. Since 2009, mobile phones and tablets have been fighting against desktop computers for presence on the web and in October 2016, according to The Guardian, they finally came victorious with 51.3% of web traffic. Since then, the use of phones has skyrocketed, which forced many companies to rethink their digital marketing ideas.
What should you do about it? First of all, make sure that all your videos are fully optimized and work on mobile phones. You will also need a stronger attention grabber at the start as users’ scrolling habits on the phone are a lot more unforgiving than on the desktop. If the first few seconds doesn’t work, you can say goodbye to a huge percentage of potential customers. Even worse, Facebook videos start playing without a sound by default, so you have to rely on the visuals solely. It might be a lot to swallow now, but you need to come to terms with it as soon as possible.
Although VR has been around for a while, it still hasn’t reached its peak. But it will, soon! You need to be ready for this with your own VR interactive video ads that will propel you into the future.
In case you’re not familiar with the concept, VR stands for virtual reality and is the latest technological trend. It started with video games but has recently moved on to entire websites, so you can visit them in full 3D space and see what they have to offer. Besides VR, there is also the so-called AR, which stands for augmented reality and lets you see virtual creations in the real world.
This technology offers endless possibilities and you can only imagine what it will do to online interactive advertising. Just visualize a person exploring, say, the Grand Canyon in the safety of their home and stumbling upon a friendly dog that advertises your business and plays fetch at the same time! This is just one silly example but that is certainly something that future has in store for us.
Of course, no matter how far we venture into the future, the core of every good advertising is a story. This is especially important if you’re looking to establish a recognizable brand. That is why it’s important to focus on storytelling in your video ads. After all, you’re not just selling your business, you’re also selling the story of your business. No matter how much competition you have, the story will always emerge as victorious.
Huffpost offers you some great storytelling ideas for your video marketing ads that you can improve on and adapt to your needs. We’ve chosen a couple of them below.
- Testimonials – everyone has used testimonials, so you could say that they’re going a bit stale. However, that doesn’t mean that you can’t bring them back to life with a couple of twists to the same old format. Use some unexpected customer reviews, or let them improvise.
- Fictional Stories – go back to your childhood and remember the feeling you got when your grandmother told you stories and fairy tales. How excited were you? Help your audience relive this feeling with your creative video ads. You can draw inspiration from Wes Anderson’s short film Come Together that he made for H&M. This modern fairy tale is one of the best video designs on the web.
- Road to Success Stories – everyone loves a good “rags to riches” story and if yours was similar to that, why not use it in a video ad? You don’t have to be 100% truthful (not many people are) so embellish it a little to make it exciting and fun.
- Behind-the-Scenes Videos – you should also consider creating behind-the-scenes videos for marketing purposes because they have a number of benefits. They help present your company in a more benevolent light. You show the world that it’s not a money-hungry evil corporation but a community filled with hard-working people that make mistakes, laugh, cry, and everything else. Show them how the mechanism of your company actually works.
In order to introduce innovation to video ads, ] think ahead and consider the ongoing trends in the world. Right now, mobile phones are the main internet-surfing medium, so everything you make should be in accordance with it. In the future, VR technology will play a much larger part; so try to be there before it really takes away. In the end, remember that regardless of any digital trends going on at the moment, the story is still at the core of every good marketing concept. Don’t neglect it and it will pay off eventually.