How can you effectively use video in ad copy?

1 Choose the right platform

Not all video ads are created equal. Depending on your objectives, budget, and target market, you'll need to choose the most suitable platform for your video ads. Some of the most popular options are YouTube, Facebook, Instagram, and LinkedIn. Each platform has its own specifications, formats, features, and audiences. For example, YouTube offers various types of video ads, such as skippable, non-skippable, bumper, discovery, and masthead. Facebook and Instagram allow you to create video ads for stories, feeds, in-stream, and messenger. LinkedIn lets you run video ads as sponsored content, message ads, or live events. You'll need to research the best practices and guidelines for each platform and align your video ad strategy with them.

2 Craft a compelling story

The key to creating a successful video ad is to tell a compelling story that resonates with your audience. A good story should have a clear structure, a relevant message, and an emotional appeal. It should also answer the following questions: What problem are you solving? How are you solving it? Why should your audience care? And what do you want them to do next? A simple formula to follow is the AIDA model: Attention, Interest, Desire, and Action. You need to grab your audience's attention in the first few seconds, spark their interest with your unique value proposition, create a desire for your solution with benefits and testimonials, and prompt them to take action with a clear and urgent call to action.

3 Optimize for sound and silence

One of the challenges of using video in ad copy is that you don't know if your audience will watch it with sound on or off. According to some studies, up to 85% of video views on Facebook are silent, while on YouTube, 95% of video views are with sound on. This means that you need to optimize your video ads for both scenarios. You can do this by using captions, subtitles, text overlays, and graphics to convey your message without sound. You can also use music, voice-over, sound effects, and dialogue to enhance your message with sound. You should also test your video ads with and without sound to make sure they are clear and engaging in both cases.

4 Keep it short and simple

Another challenge of using video in ad copy is that you have a limited time to convey your message and persuade your audience. Most platforms have restrictions on the length of video ads, ranging from 6 seconds to 120 seconds. However, even if you have more time, you should aim to keep your video ads short and simple. According to some research, the optimal length of video ads is between 15 and 30 seconds. This is enough time to capture attention, deliver value, and inspire action, without losing interest or overwhelming your audience. You should also avoid using too many words, images, or transitions in your video ads, as they can distract or confuse your audience. Focus on one main idea, one clear message, and one strong call to action.

5 Test and measure

The final tip to effectively use video in ad copy is to test and measure your results. You should always experiment with different elements of your video ads, such as the headline, thumbnail, length, format, content, tone, and call to action. You should also use analytics tools to track and evaluate your performance, such as impressions, views, watch time, clicks, conversions, and cost per result. By testing and measuring your video ads, you can identify what works and what doesn't, and optimize your video ad strategy accordingly.