Video ads are a powerful way to reach your audience, but they also pose a challenge: how do you balance brand awareness and call to action in your creative? You want to showcase your value proposition, but you also want to inspire action and generate leads. In this article, we'll share some tips and examples on how to achieve this balance in your video ads.
Before you start crafting your video ad, develop a clear idea of what you want to achieve and who you want to target. Do you want to raise awareness, educate, persuade, or convert? How familiar is your audience with your brand, product, or service? What are their pain points, needs, and desires? These questions will help you define your message, tone, and call to action.
The technology field is constantly evolving and it is a demanding space especially in this current economic climate where there has been an overwhelming shift to implement new media outlets to promote brand awareness in order to maintain a competitive advantage. These mainstream marketing channels are redefining industry standards at an unprecedented scale that we have never seen before and in my experience it is important to do your research and due diligence which is a critical factor to identify those objectives. The most effective approach is usually the one that is the least distracting and where the message is clearly conveyed and direct. Our language and the way we communicate is our most integral tool.
On the one hand, you want to create a video ad that is memorable and engaging, so that viewers will remember your brand and what you have to offer. On the other hand, you also want to include a clear call to action, so that viewers know what you want them to do next.
A good way to organize your video ad is by using a creative brief - a succinct outline of your ad's various components and goals. A creative brief can help you create a more robust video by making you think about what you want to say and how you want to say it. You can use it as a litmus test for your creative, messaging, and CTAs (calls to action). A creative brief include information such as: - The target audience for the ad - The type of product or service being advertised (i.e., software, app, etc.) - The tone of voice (i.e., fun and friendly vs. serious) - The overall goal of the ad (i.e., increase brand awareness, downloads, drive conversions, etc.) It is a best practice for marketing professionals that anyone can use.
Perhaps the best advice here is to not try to do much with one video ad. The tone, content and execution of an effective brand awareness video ad is likely to be completely different from that needed for a lower funnel ad aimed at provoking action from the audience. If you try to combine both, you are likely to achieve neither goal. Rather set up your long term video ad strategy with an aim to build top of mind awareness amongst your audience and then intersperse that strategy with regular performance campaigns which aim to reap the rewards of your bigger strategy. The awareness ads are going to be all about your brand, positioning it correctly in the audience's mind. The performance ads will be shorter with a clear call to action.
Hey there, fellas! When it comes to nailing your marketing game, two things matter above all else: knowing your goals and understanding your audience. I mean, seriously, it's like playing darts blindfolded if you don't have a clue about these two. So, before you jump headfirst into your marketing escapades, take a step back and get clear on what you're aiming for. And, while you're at it, dig deep into who you're trying to connect with—what makes them tick, what keeps them up at night. Because, let's be real, if you're not speaking their language, you might as well be talking to a brick wall. So, champ, it's time to get down to business and get to know your goals and audience like the back of your hand. Trust me, it's a game-changer!
Depending on your goals and audience, you may choose different formats and lengths for your video ads. For example, if you want to increase brand awareness, you may opt for a longer and more engaging video that tells a story or showcases your values. If you want to drive action, you may prefer a shorter and more direct video that highlights your offer and benefits. Consider the platform and device where your video ads will be shown, and optimize them accordingly.
Keep you lengths short with different versions :10, :15, :20, and :30 seconds Start with a strong hook. The first few seconds of your video ad are crucial for grabbing viewers' attention and keeping them watching. Use a catchy headline, interesting visuals, or a powerful emotional appeal to hook viewers and get them interested in what you have to say.
You know what's a total game-changer when it comes to creating content that resonates with your audience? Picking the right format and length! Yeah, you heard that right. It's not just about what you say, but also how you say it. Think about it—some peeps dig long-form content to dive deep into a topic, while others just want quick, snackable bites of info on-the-go. So, before you start crafting your masterpiece, take a moment to consider what format suits your message best. Is it a punchy, short-form piece that'll get your point across in a snap, or a detailed, long-form one that'll leave 'em hanging onto every word? And hey, don't be afraid to experiment and switch things up. The key here is to keep it fresh and engaging, my friend!
The first few seconds of your video ad are crucial to capture your audience's attention and interest. Make a strong impression and convey your value proposition quickly and clearly. You can use different techniques to hook your viewers, such as asking a question, making a bold statement, showing a problem or a solution, or using humor or emotion.
Use strong visuals. Visuals are a powerful way to grab attention and communicate your message. Use high-quality images and videos that are relevant to your product or service. Include a call to action. Tell viewers what you want them to do next. This could be anything from visiting your website to signing up for your email list.
Remember that you are playing to an audience...of one. Not a persona, not a target demographic but an audience of one. Music, words and images matter. So what does that mean? Perhaps think beyond the one video. Create several that resonate on different levels. It's really not A/B testing where one wins over the other...but A + B winning!
When choosing the visuals be aware of what is the story that you are trying to communicate and what is the emotion you'd like your prospect to feel. An emotion-driven video will always perform better than a mug-shot or product showcase one when comes to finding new prospects.
Wanna know the secret sauce to grabbing your audience's attention and making them stick around for more? It's all about hooking them in the first few seconds. No kidding! With the attention span of a goldfish these days, you've gotta make a killer first impression to reel them in. So, don't beat around the bush—hit 'em with something bold, intriguing, or downright funny right off the bat. Whether it's a catchy headline, a clever opening line, or an eye-popping visual, make sure you've got that irresistible bait that'll have them hooked, lined, and sinkered. Remember, pal, you've only got one shot to make that first impression count—so give it all you've got!
Once you have hooked your viewers, balance brand awareness and call to action in your video ad. You want to reinforce your brand identity and message, but you also want to encourage your viewers to take the next step. You can do this by using visual and verbal cues, such as logos, colors, slogans, voiceovers, or text overlays. Make sure your call to action is clear, relevant, and compelling. You can use different types of calls to action, such as visiting a website, downloading an app, signing up for a trial, or contacting a salesperson.
The late Lester Wunderman, the father of all modern DTC/BTC and all other Direct…taught us to focus on Branded Response. Why does the discussion always have to be about one vs the other….he would say. Think about the Sears Brand, back in the late 1800’s..search it out worth the learning….also read their manifesto and Amazon’s today….fascinating… Anyway they created a powerful Brand, for its time…until they lost the plot…by doing both. Think about your offer. Whatever it is you are selling…..the audience and then craft your story and “hook”…done right? Better customers….more profitable….higher lifetime sales
Include a call to action. Tell viewers what you want them to do next. This could be anything from visiting your website to signing up for your email list.
You know what's like walking a tightrope in the marketing world? Balancing brand awareness and call-to-action, that's what! It's all about giving your brand the spotlight it deserves while still getting your audience to take action. But, fear not, my friend, 'cause I've got your back! To strike that perfect balance, you've gotta weave your brand's story into your content like a master craftsman. Make it authentic, relatable, and, most importantly, memorable. And when it comes to your call-to-action, don't just slap it on there like an afterthought. Make it stand out, make it clear, and make it irresistible. So, go on, rock that brand awareness and call-to-action combo like the marketing superstar you are!
Finally, test and optimize your video ads to see what works best for your goals and audience. You can use different tools and metrics to measure the performance of your video ads, such as views, impressions, clicks, conversions, or engagement. You can also run A/B tests or experiments to compare different versions of your video ads and see which one generates the best results. You can then use the insights and feedback to improve your video ads and achieve a better balance between brand awareness and call to action.
Test different versions of your ad. Once you've created a few different versions of your video ad, test them out to see which one performs best. This will help you determine the best way to balance brand awareness and call to action in your video ads.
Hey, my marketing-savvy friend! Wanna know the secret to crushing it with your video ads? It's all about testing and optimizing, like a boss! Yeah, you heard me—no "set it and forget it" here. Instead, roll up your sleeves and dive into the data. Track your video's performance, analyze what's working and what's not, and tweak your ads like a pro. Experiment with different headlines, visuals, and calls-to-action to see what resonates with your audience. And, hey, don't be afraid to fail—sometimes, those missteps can teach you even more than the home runs. So, keep testing, keep optimizing, and keep pushing the envelope. Trust me, your video ads will thank you for it!
Balancing brand awareness and call to action in video ads can be a challenge, but it's important to strike the right balance in order to achieve your marketing goals.
One if the keys is to evaluate where and how the ads will be shown so that your ad looks authentic and inspires people to take the next steps. If your ads are going to follow buyers - recognize that in the ad. Make it part if the experience.
Alright, ace, you've got the basics down, but there's always more to explore in this ever-changing marketing landscape. So, here's what else to consider: Stay curious and keep learning, my friend! Dive into the latest trends, tools, and platforms to stay ahead of the curve. And don't forget to keep a close eye on your competitors—you can learn a thing or two from their successes and failures. But, most importantly, always put your audience first. Listen to their feedback, adapt to their needs, and never stop refining your message to better connect with them. Remember, pal, the sky's the limit in this marketing game—so aim high and never stop pushing yourself to be the best!