Creating video ads for businesses has been my forte for over 10 years. My first client was Stella Rosa Wines, a global wine brand that didn’t know how to utilize video content when I first worked with them. It was a learning experience for me too since video content and paid content ads were new to social media in the 2010’s. Through trial and error, I learned quickly with my clients on how to craft video ads that would grab a viewer’s attention and get them to pursue a specific action - like buying a product or following an account.
The tips below are from years of experience working with brands and learning from mentors, marketers, and various professionals on how to craft ads to boost conversions.
1. Capture Attention Quickly
Why It Matters: In the fast-paced world of social media, grabbing your audience's attention within the first few seconds is vital. With skippable ads, you have a narrow window of 3-5 seconds to make an impact.
How to Do It: Use pattern-interrupting visuals or intriguing questions. It could be a striking image or a thought-provoking statement that resonates with your target audience. For instance, a tantalizing image of a meal or a provocative question like “Is your vegan diet harming you?” can effectively halt the scrolling and engage viewers.
2. Target Your Viewer with Relevant Information
Understanding Your Audience: Knowing your audience's needs, pain points, and interests is key. Develop a buyer persona to tailor your content effectively.
Content Creation Tips: Leverage keyword research to understand trending topics in your industry. Craft your message in a language that speaks directly to your audience’s interests and needs. This relevance makes your pitch more compelling and engaging.
3. Choose the Right Aspect Ratio
Platform-Specific Strategies: Each social media platform has its unique viewing preferences. For example, YouTube favors horizontal videos, while TikTok prefers vertical formats.
Optimal Video Lengths: Adapt the length of your ads based on the platform. Shorter ads (15-30 seconds) are generally more effective on platforms like Facebook, Instagram, LinkedIn, and YouTube. However, slightly longer videos can be used for educational or brand loyalty purposes.
4. Partner with Creators
Leveraging Expertise: Collaborate with influencers or professional video production companies. Influencers can provide social proof and access to a loyal audience, while professional creators ensure high-quality production.
Benefits: This approach not only enhances the quality of your content but also allows you to focus more on other critical aspects of your business.
5. End with a Call-to-Action (CTA) and Track Results
Clear CTAs: Guide your audience on what to do next - whether it’s using a coupon code, visiting a store, or exploring your website.
Measuring Success: Track conversions, view counts, and ROI. Use tools like custom links, analytics platforms, and third-party software to gauge the performance of your ads. This data is invaluable for replicating success in future campaigns.
Conclusion
These five tips offer a comprehensive guide for anyone looking to create effective video ads for social media. They emphasize the importance of understanding your audience, choosing the right content and format, leveraging professional help, and measuring your success. By implementing these strategies, you can ensure a steady stream of customers and leads, significantly growing your brand's online presence.
Just always remember to speak your voice, don’t click-bait, and be genuine with your message. Nothing can hurt a brand worse than false advertising and disingenuous ad campaigns. Speak the truth and provide your customers with valuable content and products!