Video ads are the future of advertising. They are fast and efficient when it comes to getting your message across.
When you go to Internet websites that activate pop-up screens in your browser, you usually see text and picture combinations that you usually ignore and close immediately because they are annoying and boring.
It is All About Arousing Curiosity
However, you pause and look at the pop-up screen if it contains some animated pictures or flashing images.
When you pass by a store that sells television sets, you look at the screens that have something playing or displayed in them.
Using these comparisons, you will find the difference between still and animated images to grab a person’s attention.
A still picture will remain a still picture no matter how long and which way you stare at it.
A video ad, on the other hand, will grab your attention by arousing your curiosity.
Usually, it is because you want to find out what happens next. It is all about arousing curiosity.
Video Ads Grab Attention
As it is today, the Internet allows for streaming video technology that will let you view a whole movie online if you want to.
In using this technology to grab a person’s attention, advertisers are getting more and more creative with their strategies.
I will look at a moving image because I want to know what it is and what will happen.
Advertisers know that I will do this, and so will most other people who are browsing the web.
Unless the individual viewing a video ad is interested in the advertised product at that time, advertisers will fail to convince a person to spend money.
Of course, this is beside the point. The immediate goal of an advertiser is to grab attention.
Sometime in the future, the individual will remember seeing the advertisement and will most likely make a purchase because of that simple memory.
The memory of it is carried subconsciously. It will resurface at a time when you need the product or see the product as you pass by it on the shelves of your favorite grocery store.
Videos Tell a Story
Video is the fastest and most efficient tool when it comes to getting your message across. Human beings are curious animals, and they love good stories.
Even babies and toddlers are naturally attracted to fast-moving and flashy images that consistently redirect their focus because they are easily distracted.
A storybook with still pictures is just not enough to grab a child’s hyperactive mind.
Again, videos grab attention by acting on the curiosity of the viewer. Curiosity is perhaps the most powerful motivator in a person.
Video grabs a person’s curiosity faster than you can blink (because you will not be blinking). Animated videos and pictures are powerful advertising tools.
What Makes an Effective Video Ad?
The first few seconds of your video are the most crucial. If it does not spark interest immediately, viewers will not watch it.
Start your video with a hook to grab attention. It can be a relevant question, something unique to your brand, or addressing a common problem.
Keep in mind that many platforms, including Facebook, keep videos on mute as a default.
This makes those first few seconds even more critical to encourage viewers to continue watching.
Give your viewers a reason to care about your video. What can you do for them?
Potential customers do not care about your achievements or track record until after you have convinced them to consider purchasing from you.
Video ads that elicit an emotional response from viewers are more likely to be remembered.
This is why many company’s use children and animals in their advertising. They are cute and often funny.
Using humor can also be sufficient enough to cause someone to stop, react, and continue watching.
Some of the most outrageous video ads are from well-known brands. Have you seen any of these?
Do Not Forget a Call-to-Action
Make sure to tell people what you want them to do after watching your video advertisement.
Do you want them to make a purchase, visit your website, or sign up for your mailing list?
Calls-to-action (CTAs) are nothing new in marketing. If you do not tell your audience what action to take after reading or watching your content, rest assured they will not.
CTAs are typically at the end of a video but can also be included within the video itself. The more specific they are, the better.
Suppose an advertising video upon its creation is imbued with humor, a bit of suspense and, finally, has relevance.
In that case, its effects will be visibly seen in the black ink accountants use in their books to indicate income.
Remember that when you want to sell an idea or product, the best way to grab a person’s attention is by arousing curiosity through videos.
Video is the fastest and most efficient tool when it comes to getting your message across.
Human beings are very curious animals, and they love good stories.
Originally published November 3, 2014
As a Visual Digital Marketing Specialist for New Horizons 123, Julie works to grow small businesses, increasing their online visibility by leveraging the latest in internet and video technologies. She specializes in creative camera-less animated video production, custom images, content writing, and SlideShare presentations. Julie also manages content, blog management, email marketing, marketing automation, and social media for her clients.