Before we start talking about how you can optimise and popularise your campaign,
Lets US :
Write a Video Ad People Actually Want to Watch;
Because promotions dont work if the Content isn’t great you know :)
I know it seems really straightforward, but let’s be honest, when was the last time you watched all the way through a YouTube ad?
(at least, when YouTube gave you an option to “skip ad”).
Most marketing videos are just plain bad.
On the other hand, a great marketing video makes you want to keep watching, even after the “skip video” option shows up, so focus on the first …..5 seconds of your Video advertisement.
Now, before I lose your interest, let’s cut to the chase and get into exactly how to write a video ad that people actually want to watch.
Start with a Hook
Is advertising like fishing?
Yes, let’s use that metaphor, All content needs to have a hook.:)
As a marketer, you’re a fisherman. A fisher “of men” and “women” to be more precise.
End of metaphor.
Your goal is to hook your audience, which means your hook had better look enticing to your prospective customers,
Because if they just see a shiny hook, they’ll know exactly what it is and click away before they feel like you’re going to start selling to them.
So you need to trick them.
Do something that will catch people’s attention, and let it lead them into thinking about your product or service.
An amazing example from this IPL season in Jan 2021 is Oppo’s “any light can be a highlight!”
If you can surprise your audience and give them a question they actually want to find the answer to, you’ve got them hooked.
This really becomes important if you’re doing TrueView video ads on YouTube. Your first 5 seconds must intrigue your customers.
Use it wisely.
If you lose viewers at 5 seconds, at least you get a bit of branding opportunity, but let’s be real: You want people to buy after they see your ad and you want them to watch the whole thing.Having a good hook is almost half the battle.
If people aren’t caught from the beginning, they won’t be able to see the rest of your content, even if it is really good. Wasted effort and money really!
The Middle Part
- Your sense of humour might not make everyone laugh.
2. What you like or dislike isn’t always a good predictor of how your audience will respond.
3. Remember, you are not your Target Audience.
4. So, make sure that you have your buyer personas in mind when you’re writing (and that goes for all content really).
As you write the middle portion of your content, keep it focused on the pain points of your potential customers.
Doing this for your own ads will be one of the most fun parts of the writing process.
Find ways to bring up the pain point you’re addressing that will be engaging, interesting, and relatable.
I use this a lot in my line of questioning to understand customers and people in B2B environments and in general in life. Example : If you can spot a need, or a pain point — you have something to feed your recipient.
Write your first draft. Then revise it. Then get some feedback and revise it again. Repeat this process 3–4 times at the very least. Revision is the key to making your content really solid.
Create a Killer Ending
Let’s use Breakups as a metaphor here — They are as exciting and hard to arrive at as Fishing is. :)
I mean what is that one relationship you will always remember, the one that left you feeling well — overwhelmed, lots of ups and downs, great start and even worse finish — and it keeps you hooked in your head forever !!
Now I am not implying that you go out all guerilla ape and not classy on your youtube advertisement ending scene, but …..
End of Metaphor.
The ending of a commercial is almost as important as the beginning is. If it becomes some lame “buy our product” sort of thing, people will stop watching.
You want your customers to be engaged with your call to action, so make it interesting.
Let it provoke thought , make it a simple CTA that sticks to the customer brain.
Brainstorm creative ways of saying your call to action, and develop one that fits your ad.
Think about what you want your customer to do at the end of your ad, and then find a creative way to say it.
When you’re doing this, write out a ton of possibilities, and then try out some!
Again, just like with your hook, pick at least three endings, film them all, and then test them out to see which one will work the best. This will give you the best results you can get out of your video.
Write an Ad people want to watch !
You need a killer hook, rock-solid content, and an intriguing ending with a CTA to really make your ads work.
If you want help with any of this, let me know here or in the comments.
What do you think of these recommendations? Leave your suggestions, and if you have more hacks in the section below!
See you next time….