YouTube video ads are nothing new, but it's certainly gaining traction in popularity with advertisers who want to vary how they reach customers. There is a case to be said that plenty of people dislike video ads, but I would say that it could be because advertisers are not connecting with the person viewing them.
Video ads (when done right) can be mighty powerful and have seen great results for some of my clients.
If you're thinking about using YouTube video ads in your online marketing strategy, check out my top seven tips to help you get off on the right foot.
Tip #1 Be a Storyteller
To stand out from other advertisers, you need to take your viewer on a journey.
Ask yourself:
- What is their life like now without your product or service?
- What will it be like after they buy from you?
Then make sure you tell them in your video ad.
As a famous author, Donald Miller rightly states, make your customer the hero of the story (not you) and their pain points to the enemy.
Tip #2 Make Your Introduction Shine
You will have seconds to hold the attention of the person viewing your ad until they press the "skip" button.
So it would be best if you made sure that your most important message is within the first 5 to 7 seconds of your video.
This vital message could be asking a question related to their pain points or painting a picture of what their situation would look like in the future (if they purchased from you).
Always keep in mind that they are probably keen to get on with what they came to the video streaming channel to do.
Tip #3 Attract Interest with an Engaging Video Title
Try not to only focus on the video. Think about the title of that video too. Think about the keyword or topic you are targeting and try incorporating it into the title.
But make sure that the title and the content are relatable – imagine how frustrating it would be if you were expecting one thing from the title and got something in the video unrelated.
Also, be wary of using "clickbait" titles.
These are overused, and users are not stupid; this will frustrate them – you do not want to leave a wrong impression about your brand by using this tactic.
These are just a few good trips to get you started, but I will be back next time with some more and a look at a client's fantastic video ad they recently commissioned, producing excellent results.
