So, it’s no longer a question of should I be creating video ads in 2019, the question is how has your video ads been doing as regards engagement and conversions?
The benefit of video content in 2019 abounds; First, it’s the current trend: Have you noticed IGTV(Instagram TV)? or the fact that more videos are popping up on Facebook, have you tried using Insta live?
You should be creating videos and connecting with your clients! If I haven’t emphasized enough of the benefits, They include; more engagement, better client /brand connection, and space in the memories of your customers: this doesn’t come except you put your best foot forward when creating an AD.
Everyone loves good content and we remember a lot of ads years after because they connected with us on a personal level. In 2019 I have found some TV commercials very engaging because of how they connected to me. I didn’t just enjoy watching these ads but I took some notes on how we could improve our marketing campaigns across all the platforms we use for our businesses.
A case study I would like to use is the Airtel 4g commercials. Have you seen it? What did you think of it? I have seen the Indian, Uganda and Nigerian version and its appeal has been because of some consistent characteristics.
Listed below are some of these characteristics and they’ll help you create video ads that are worth remembering.
1. It is funny
If you have seen it there would be no need of me selling you on this fact. The way funny skits are quickly shared online is enough reason to know that funny is good. This campaign has humor appeal.
In creating marketing content we could sometimes tap into this and create something that makes your audience laugh. A saying goes that people mostly remember how you make them feel.
2. It is short
Having a funny story to tell is good but making it short while still hitting home the point or creating that awareness is better.
Content that is too long runs the risk of being overlooked or considered as dragging. I personally skip videos that are too long most especially when they are not well scripted.
3. Emotional marketing
The concept of emotional marketing refers to the appeal of content to one’s state of mind. Wikipedia says emotional marketing is successful when it triggers an emotional response in the consumer which cannot be explained with logic.
A lot of people would buy an Airtel 4g SIM card because of the emotional appeal of the commercials. It wouldn’t be based on the consistency of network against other telecommunications company.
To go with these strategies, your content has to be authentic and original, Neilsen corporation, a global marketing research company says content has to utilize two emotions that are effective for creating a connection: empathy and humor. (we mentioned funny at the start).
Also, you must be consistent in your storytelling across all platforms to bring it to life.
The fact that the storyline is one that most people can relate to, the fact that it reached into our culture and history putting things side by side with the benefits of advancement has worked to make the commercial a good one.
Your Ads would do a lot better if your target market can relate to the storyline. These stories could be success stories of a product, video of a consumer just
like your prospective client, stories of hope or stories that depict the culture and trends your target audience can relate to.
5. Catchy Phrases and Clear Cut Messages
A catchy phrase gives your audience something to remember you by. Anytime I hear 4g is good or better and any other derivations I think of Airtel. We can capitalize on this.
The video ads resonate a clear message that 4g is better. It is important you have a clear message you want in the hearts of your clients.
Applying these insights in line with your business and marketing goals should produce desired results. Do not create content independent of your marketing goals (if you don’t have one you need one clearly written down) as this would enable your business to grow.
Let us know what your ads looked like in the first half of the year and what you think you can incorporate now.
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