The realization that “people just don’t read anymore” prompted businesses to incorporate more of another medium into their ad campaigns: images. The task then was to use a photograph, artwork, or any other type of image to not only substitute for wordy content, but to also induce a greater impact. As technology continues to evolve and be defined by younger generations (millennials and Gen-Z), we are coming to another realization: pretty, even powerful pictures aren’t enough. People now desire poetry in motion.
Video advertising has boomed into a multibillion-dollar effort that is only expected to grow in the coming years. Since many consumers view content on their mobile devices, especially through social media platforms, there is a big push towards video content on these sites. Video ads have the highest click-through rate of any other digital format at 1.84%. Although this number does not seem high, consider that many people are not interested in watching ads at all, perhaps yourself included. Therefore, strategic video advertising needs to get a viewer’s attention within a small window of opportunity, and it must have a strong enough pull so the viewer engages with your brand.
When creating a video ad, invest in a content marketing firm to help tell your story and ensure great production-value. The message must come first and will do the heavy lifting when it comes to sharing your vision.You need to capture your professionalism on camera, so have the best lighting, sound, scenery, and crew that you can afford. You, as the face of your brand, need to appear professional as well. While it is immensely important to be yourself and to share your passion for your business with your viewers, it is essential that the feel of the video be structured and well thought out. Having a script will help to achieve clarity and neatness. In addition, keep the video as short as possible. You might have a lot to say about your business, which is wonderful, but a tired mom scrolling through her Facebook feed at 9 pm probably doesn’t want to devote 2 minutes to your ad. Within the first three seconds, you need to grab the viewer’s attention; in fact, your video should be compelling even without sound. Be concise and clear with your message, but don’t be afraid to show your personality, too.
Video ads can serve purposes outside of marketing your business. You can evaluate the click-through rates on your ads to find out which ads are most popular, which audiences respond best, which times work best for greater viewership, and which platforms work best for showcasing your unique product or service. Having ads in the mobile space enables you to gather data that will impact how you advertise in the future. It can also offer insight into the products and services people want, and how best to reach people through ads. You can lengthen these shorter ads to create visual content for your website, as well. The bottom line is this: instead of telling people what you do, it is more powerful to show what you can do for them.
Another means of video advertising is broadcasting live via social media platforms, such as Facebook, or through your website. Viewers can interact directly with you, which is a coveted opportunity that most big companies cannot provide. By going live, you can have immediate engagement with your fans and prospective consumers, and you demonstrate to them that they are worth your time. This is a more vulnerable means of showcasing yourself, so broadcasting should still involve as much meticulous planning and practice as a filmed video. Be professional, be present, and have personality.
The moving image captures reality in a way that pictures simply can’t. While your ads might not be vying for an Oscar, you should aim to have the best writing, performance, and production-value for your videos. Consumers are not so much interested in what was—they are looking ahead to what could be. Videos are the communicators of the future, and for your business, the future is now.
Sources and additional reading: