Crafting a great video ad is definitely an art form and requires a set of fundamental marketing skills. At KEMWEB, a major focus of our business is developing effective. high performing video ads and social media video content (Instagram, TikTok, etc) for our clients.
Based on our experience, we would like to share our insights on the 6 most important rules for creating effective video ads for your business.
STEP 1: SET A CLEAR TARGET FOR YOUR VIDEO
The first step in creating a video is to set a specific goal. To prevent your message from confusing your viewers, it is important that each video has only one goal. That does not mean that you can’t have multiple goals, but ideally, one goal per video
There are dozens of goals that you can achieve with the power of the video, including driving viewers to your website, promoting a special sale, or engaging in social engagement, as long as you remember it – one goal per video!
STEP 2: MAKE A MESSAGE THAT CONNECTS
Your video needs to connect with the viewer. It should be short and concise and be conveyed clearly and convincingly. When it comes to a sale, you should consider adding a sense of urgency (for a limited time only) or a sense of exclusivity (for subscribers only).
The most important part of building your message is to look at it from the perspective of the audience. You know what you want to tell them (come buy our stuff), but ask yourself, what is it that they want to hear (if you buy our stuff, your life will be improved and it’s worth it).
STEP 3: ADD LIFE TO YOUR VIDEO
Step 3 actually consists of 3 steps, to be used sparingly:
You set your goal, you wrote a message, now is the time to put it all together. A strong start is crucial to getting people to watch, so find pictures that stand out and grab the viewer’s attention.
The average attention span of a social media consumer is around 8-10 seconds and shrinking every day. Don’t miss the chance to grab them immediately!
After setting the content, write the text that accompanies each image. Do not write anything that you can visually show – there is a reason why you are making a video and have not written an article.
Keep in mind, however, that many people browse videos with their sound turned off, so it might require a few key text phrases to reinforce the message.
Music has the power to set the tone and build on emotion, so make sure it complements your message.
Our recommendation: Audio Jungle
STEP 4: COMBINE THE VIDEO WITH A CALL TO ACTION
In the last frame of your video (Outro), it’s crucial that you consider two key elements: a strong CTA and your company logo. Essentially, the most important part is removed for the end – your logo tells the audience who you are and the CTA tells them what they should do to act.
Your CTA should be crystal clear (No room to mess around here!)
STEP 5: CRETIQUE YOUR MASTERPIECE
Okay, you did it. You brought all the pieces together and got a full-featured video. At this point you should make sure that all elements flow smoothly. Your pictures, lyrics and music should all help to improve your core message.
Don’t hesitate to take a step back and further optimize the video. When you watch your video, again, remember that most videos are watched with the sound off, so it’s important that your message is clear with or without sound. Even if you’re using a voice-over, it’s important to include captions as well.
STEP 6: LAUNCH IT
It’s showtime! Now is the time to show your video to the world! Get it out there, get it seen, gather feedback and continue to optimize, experiment and learn from any mistakes.
Kemweb is a full-service digital agency located in Mainz, Germany that provides marketing, consulting, social media video production and design services.