Creating an effective video ad involves a series of steps. In this article, we’ll discuss a few of them: storytelling to humanize your brand, creating a call to action to improve conversion rates, optimizing your video for mobile devices, and measuring the results of your video ads.
Storytelling humanizes your brand
Storytelling is an excellent marketing tool that can connect consumers to a product or idea. This type of animation video storytelling also allows brands to humanize themselves and make them more approachable. Netflix, for instance, uses storytelling to emphasize diversity and inclusion. Brands that tell stories are able to connect with consumers across various platforms, from social media to video ads.
Storytelling can be achieved through showing employees at work, featuring actual users of a product, or sharing personal experiences. Just be sure to stick to the brand’s brand identity. If the storytellers are genuine, people will feel that they are trusting the brand.
Video storytelling is a great way to humanize your brand. It can help your audience connect emotionally with your brand, which will lead to increased engagement and sales. Storytelling can also tap into people’s curiosity. People love underdogs, so sharing the story of how you overcame obstacles will make your audience relate to your brand.
Call-to-action increases conversion rates
Using a Call-to-action in a video ad is an effective way to increase conversion rates. The call-to-action can be text, an image, or a HTML script that a viewer can click to view more information. Almost three-quarters of all video ads are customized with a Call-to-action, and nearly half of these videos utilize an image. The remaining four percent use a text Call-to-action.
The most effective Call-to-action is embedded in the middle of the video. This will ensure that every viewer sees it. Using a pre-roll call-to-action may lead to lower conversion rates, since the viewers may already be engaged with the video.
One of the most effective ways to increase conversion rates is to offer a free trial. Many consumers are on the lookout for a solution to a problem or to gain a free trial. Free trials are a great way to convert website visitors and can generate quality leads. When used correctly, however, free trials must be carefully written to ensure that users do not lose interest in a trial period.
Optimizing video for mobile devices
To get the most from mobile video advertising, you should optimize your videos for these screens. You should ensure that your videos are easy to view and play smoothly on small screens. The aspect ratio of your videos should also be adjusted based on the screen orientation of the device. This way, your video will be seen by more people.
In addition, it is important to keep in mind that modern consumers have an attention span of only eight seconds. This means that your video needs to load quickly. Also, keep in mind that the reception on smart devices can be spotty. It is therefore better to keep the video length short.
To maximize your video ads’ effectiveness, you should use strong visual contrast. This will guide the viewers’ eye and help them absorb the message. Use bold colors and large text to emphasize important points. Using audio can be helpful, but mobile users might choose to watch without sound. When they do, they’ll process the message more quickly.
Measuring video ad performance
Measuring video ad performance is an important aspect of online advertising. The click-through rate (CTR) is an indicator of how well your video encourages viewers to act upon it. A low CTR can mean that your call-to-action is placed too low or that the video is not engaging enough. On the other hand, an engaging video will encourage viewers to watch it to the end, where they are more likely to click on the CTA.
Video ads are becoming increasingly viewable across various devices and screens. As the number of video ads on the web grows, so does the demand for better measurement standards. Many market players are turning away from vanity metrics and towards actionable insights. But there is still a long way to go before industry-wide standards are set.
Watch time is another important metric. This tells you how long your audience watched your video, including replays. A longer watch time indicates that your audience liked your content, while a short one indicates that it did not. To determine this, multiply the total watch time by the total number of video plays. Social shares of your video are another indicator of its performance. Using these metrics can help you optimize your video content and increase brand awareness.
