Content Marketing

Short, Snappy, Successful Video Content That Wins

By Jim Foreman| 8 Min Read | February 29, 2024
Video Content Marketing | How to Do Video Marketing

Table of Contents

It might have started in 2015, but in a lot of ways, the pivot to video that started in the halcyon days of Vine and Snapchat is still happening, albeit in slightly different ways. Instead of extolling the virtues of video for news sharing and social engagement, we’re going to look at it from a slightly different angle: using video for digital ads.

How and Why to Use Video in Your Digital Ads

Video is an indispensable tool in the digital marketer’s arsenal, and for good reason. Let’s explore some of the compelling ways video supercharges your advertising efforts along with how those tactics can be implemented:

  • Increased Engagement: Video content is simply more captivating than static text or images. It naturally commands attention and encourages interaction, fostering stronger connections with your audience.
  • Boosting Brand Recall: The combination of visuals, sound, and potential for storytelling make video highly memorable. A well-crafted video ad will linger in viewers’ minds long after they’ve scrolled past a text-based advertisement.
  • Improved Conversions: Engaging videos can effectively guide viewers through the marketing funnel, from awareness to purchase. By demonstrating your product in action, addressing common concerns, or showcasing customer testimonials, videos make a strong case for taking the desired action.
  • Enhanced SEO: Search engines favor websites with video content. Embedding relevant videos on your site can boost your search rankings, increasing visibility and driving more organic traffic.

Where Can I Use Video in My Digital Ads?

The variety of platforms and placements offers fantastic flexibility for your video ad campaigns. Let’s break down some of the most prevalent options:

  • Social Media Platforms: Nearly all major social networks embrace video. Take advantage of these channels:
    • Instagram: Integrate video ads into Stories, Reels, or the main feed.
    • Facebook: Target your ideal audience with in-feed video ads or captivating Stories.
    • TikTok Embrace the platform’s unique style for quick, snappy, trend-driven content.
    • LinkedIn: Reach a professional audience with informative or thought leadership videos.
    • Pinterest: Create eye-catching video Pins that subtly promote your products or services.
  • YouTube: Leverage the power of the world’s second-largest search engine with options like:
    • Pre-roll, mid-roll, or post-roll ads: Short ads interspersed within longer YouTube content.
    • Discovery ads: Promote your video in YouTube search results and on related video pages.
  • Display Networks: Reach potential customers on a wide range of websites with banner ads that prominently feature your video content.
  • Over-the-Top (OTT) Platforms: Consider integrating your video ads within popular streaming services like Hulu, Roku, or connected TV platforms.

Important note: The best platforms for your video ads will depend heavily on your target audience and campaign goals. Experiment and monitor results to determine where your videos perform best. At DOM, we are always A/B testing. You probably should be, too. 

Pre-Production: Laying the Groundwork

Before launching your dazzling ad campaign, it’s time to dig into the less glamorous – but essential – work of pre-production. Here are three aspects you absolutely cannot overlook:

  • Target Audience: Who are you trying to reach with your video ad? Generic content gets lost in the shuffle. Get specific about your ideal viewer’s demographics, interests, and the problems they need solved. The better you understand your audience, the more likely you can create a video that truly connects.
  • Message: What’s the one thing you want viewers to take away from your ad? Resist the urge to cram in too much information. Stay focused on a single, compelling message, whether it’s demonstrating a product’s benefits, solving a common problem, or simply establishing brand recognition.
  • Platform: Where will your video ad live? Tailor the style and length to the platform. Snappy, visually focused Reels perform well on Instagram, whereas YouTube might give you space for a slightly longer, more informative ad.

Capture Attention in the First Seconds

In the lightning-fast world of digital attention spans, those initial seconds of your video ad are make-or-break.  Let’s explore how to hook viewers and keep them engaged right from the start.

Start with a bang! 

Whether it’s a stunning visual, a dynamic sequence, or an eye-opening close-up, your opening image needs to grab interest immediately.  Simultaneously, address a problem or desire of your target audience. Highlight a frustration they experience or illustrate how your product can simplify their lives. 

Doing any of these things shows potential customers that you understand their struggles and are here to offer a solution.

Don’t forget to pique their curiosity with an irresistible hook. Ask a provocative question, share an intriguing statistic, or reveal a surprising fact related to your product or service. Leave your viewers wanting to know more and eager to watch the rest of your ad.

Keep It Concise and Powerful

The temptation to say everything about your product or service in a single ad is real, but resist it! Viewers have limited patience, so make every second count.  Emphasize one clear, easily digestible message. 

Whether it’s introducing a core feature, highlighting a customer benefit, or establishing brand recognition,  focus helps avoid dilution and maintains a stronger impact.

A streamlined video doesn’t need to sacrifice storytelling. A short narrative featuring a relatable character overcoming a challenge with your product or service can make your video deeply memorable. Consider incorporating user-generated content, such as videos of customer testimonials, to make a persuasive case. 

Your overall video strategy should leave the viewer informed and, above all, inspired to act.

The Irresistible Call-To-Action (CTA)

A captivating video ad with no next steps is a missed opportunity. Your call to action should be simple, direct, and compelling, telling the viewer exactly what you want them to do. Think “Visit our website,” “Download the free guide,” or “Schedule a consultation.” 

Avoid vague or wordy CTAs that detract from the message.

To optimize your success,  connect your CTA directly to the problem or desire you highlighted at the start of the video. This shows them a clear path to resolving their frustration or achieving their goal.  

Finally, create a sense of urgency without sounding pushy. Phrases like “Limited time offer,” “Exclusive access,” or “Act now” can motivate viewers to take action.

Optimization and Testing

Creating a stellar video ad is a brilliant start, but the work doesn’t end at launch. Use these elements to ensure you hit the mark with your next ads.

Think of your video’s thumbnail like a book cover— it needs to instantly pique someone’s interest. Design custom thumbnails, using eye-catching images and short, punchy text to encourage clicks. Consider experimenting with different thumbnails to identify what resonates best with viewers.

A/B testing is your secret weapon! Run small variations of your ad, changing elements like the title, thumbnail, or CTA. This data-driven approach empowers you to fine-tune your video ads for maximum engagement and conversions.  

Be sure to pay attention to your video analytics — metrics like watch time, completion rate, and click-through rates offer invaluable insights into audience behavior. Identify where viewers drop off, test adjustments, and iterate on those successes.

The DOM Difference With Ads That Get Results

In the whirlwind of digital marketing, short, well-crafted videos are undeniably powerful tools for cutting through the noise and delivering results. Focus on your audience, hook them with captivating visuals, deliver a concise message, guide them with a strong CTA, and use data to drive constant improvement.

Video can sometimes feel intimidating, but it doesn’t have to be. Embrace it as a way to connect authentically with your audience, enhance brand awareness, and boost those all-important conversions. 

Let Direct Online Marketing become your video ad partner. Our skilled team is ready to strategize and execute exceptional video ad campaigns that support your unique marketing goals. Contact us today to get started!

Key Takeaways

  • Video is a marketing powerhouse: Embrace video as a highly engaging, memorable, and conversion-driving format.
  • Know your audience: Target your video content to your specific audience’s demographics, interests, and pain points.
  • Focus on a single message: Craft a clear, compelling message that won’t overwhelm or confuse viewers.
  • Grab attention immediately: Capture viewer interest within the first few seconds using powerful visuals, relatable problems, and intriguing hooks.
  • Optimize with a strong CTA: Provide a simple, direct call to action that aligns with your desired outcome.
  • Test and refine: Track video analytics, A/B test different elements, and use data to constantly improve your video ads.
  • Partner with experienced professionals: Consider working with a skilled team like Direct Online Marketing for the strategic video ad campaigns that get results.

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