Generating Leads With Autoplay Video Ads

Every day, more and more businesses are turning to the online space, but are they getting the visibility and leads they need? Marketers know that the world has become a scrolling community, so they use autoplay video ads as a primary strategy.

The question is, are autoplay video ads effective?

The answer to this question depends on who you ask. While some people hate them, others don't mind them.

Marketers know we are biased toward the visual and use that to get more people to interact with products.

What Are Autoplay Video Ads

Autoplay for video ads is a feature that automatically allows videos to play once they are in view on social media or a webpage.

I can almost hear you saying, ” That is so annoying.”?

Maybe. However, viewers have the option to turn off the autoplay mode.

Annoying or not, autoplay video ads are a lead magnet when you look at them from a lead generation lens.

They easily capture the attention of web page users, increasing the click-through rate. Also, they allow marketers to effectively pass messages in a visually interactive and engaging way.?

The chances of a user watching an entire video ad and taking action by visiting the business’ webpage, signing up, or purchasing is higher with video ads.

As a matter of fact, Marketers believe that they have the highest ROI, as seen in the poll below.

Importance of Autoplay Video Ads

Marketing Dive reports that at least 60% of marketers autoplay half of their video ads, which they say works well, especially for smaller niche businesses.

Some reasons businesses prefer to use videos include:

• They quickly grab attention: Autoplay videos are effective for informational and promotional content since they quickly grab the users' attention as they engage with the visual content.
• Visual Impact: Videos are a powerful channel for storytelling. They convey emotions, messages, and information more effectively than images or plain text.
• User engagement: Videos are more engaging than texts and work better for conversion. They allow users to learn more about a brand or product.
• Ad success: Viewers are likelier to watch a video than read a plain text ad. However, there is a catch: your videos must be engaging. Most people tend to concentrate only on an ad if it is exciting and customer-oriented.
• Improved click-through rate: Webpages that use autoplay ads tend to have a higher click-through rate. Especially, if the video content is captivating.
• Lead generation: According to Hubspot, the number one goal for most marketers is lead generation. What better way to do it than with autoplay video ads? People who watch these videos are likely to visit the brand's website.
• Service or product awareness: Autoplay video ads help people better understand your product or service. Videos are often remembered long after, which can help users decide about purchases or even share info on the product with others.

7 Ways to Effectively Use Autoplay Videos for Lead Generation

In the 2024 marketing industry report, HubSpot says that video-centric channels will continue to offer the best ROI, with Facebook and Instagram tied at the top, closely followed by YouTube, TikTok, X, and Linkedin.

Another 2024 report on Wyzowl confirms that 87% of marketers attribute an increase in leads to videos.

It is interesting to note that many businesses are jumping onto the video marketing train, as shown in this report on wyzowl.

All these reports point towards one thing: video marketing has the potential for increased ROI.?

One question remains: how can businesses use autoplay video ads to generate leads?

Let's look at the six ways you can effectively use them.

1. Capture the Viewers' Attention in the First Few Seconds

With many brands turning to video marketing, your best bet would be to capture your audiences’ attention in the first 15 seconds.

In one of their studies, Microsoft found that humans have an attention span of 8 seconds. It is even getting lower with the Gen Z.

Your trick to cutting through the noise is to grab their attention early.

Some of the ways you can grab the attention of your audience early include:

• Hint important info: Hinting that important information will be revealed later in the video will make many people stick around (remember, humans are naturally curious). At the same time, don't take too long to share the information.
• Use hooks: Begin your video with attention-grabbing hooks, such as an exciting visual, an intriguing question, or a surprising fact, which can pique the viewers' curiosity early on in the video.
• Incorporate storytelling: Storytelling is among the most powerful tools of marketing. Stories connect with emotions in a personal way. To get the most out of storytelling, engage the viewers by having a clear narrative with a clear beginning, middle, and end. Marketers should include storytelling elements such as conflict, character, and resolution to create an emotional connection.
• Use the language of your target audience: There isn't a more powerful hook than understanding your audience's pain points. Understanding the journey of your target customers and what they are looking for is one of the easiest ways to use your autoplay video to generate leads.?

2. Effectively Convey the Message

The goal when creating a message for your ads is to generate leads. Therefore,? you must use a clear structure and the right words. Some things you can do to pass your message effectively include:?

• Simplify the message: You must simplify your message for your audiences to relate. Have a script written in simple language and to the point.
• Avoid side shows: Avoid using long, dwindled explanations. Do not give your viewers too much information; tell them only what will help them understand your brand or product. Giving too little information is not right either.
• Use text and subtitles: Many people think autoplay videos are annoying, especially when audio is included. In fact, many people prefer them muted. Because of this, your video must include subtitles. This will ensure the viewers get the message even with the audio off.

3. Identify your target audience

To generate leads, you must know your target audience. Placing an ad without a clear knowledge of the person you're trying to attract might lead to missing out on the business goals.?

Some of the things you should consider while researching your target audience include:?

• The demographics: As a brand, you must have information about your audience. Knowing their age, gender, jobs, and salaries goes a long way when creating audience-specific video ads.
• Geographic details: When Coke moved to China, it used ‘ke-kou-ke-la.’ as the brand name. All they wanted was to have a name that was close enough to Coca-Cola (good thinking).? What they didn’t know was that they had “bitten into a wax tadpole” (That is what ‘ke-kou-ke-la’ means in Mandarin). They soon realized the error and changed it to ‘Ko-kou-ko-le,’ which means “happiness in the mouth.” Print and video ads sometimes fail because marketers don't consider geographic details. The needs of people differ in different places, and to effectively get leads, you need to take people's culture, language, and beliefs into consideration.
• The psychographics: Doing background research on your target audience is essential. Viewers' lifestyle, interests, beliefs, and attitudes are primary determinants when creating video ads.

4. Optimize For Mobile

75% of all videos online are watched on mobile. In 2023, there were at least 6.7 billion mobile users globally. It means one thing: the possibility of your video ad being watched on a mobile device is much higher.?

The reason why optimizing your autoplay video ad for mobile use is essential.

This report by the Interactive Advertising Bureau (IAB) shows a rise in the number of people viewing ads on mobile.

However, there are a few points you should note when optimizing for mobile:

• Consider vertical hold: Phones are generally used in vertical mode. The chances that your video ad will not be watched if you create it in horizontal mode are so high.
• Length matters: The length of your video matters, and It varies depending on your target audience. Millennials prefer shorter videos. You can work with a 10-second mark if they are your target. On the other hand, older people appreciate videos that are at least 30 seconds long.
• Consider different screen types: Among the most important things to consider while optimizing for mobile is the screen type. Is your target audience using a smartphone or a tablet? If you want your autoplay video ads to generate leads, you must ensure that your logo, product shots, and brand cues are visible, whatever the screen type.
• Consider the timing: What is the point of creating a fantastic video ad then no one watches it? Maybe you let it run when your target audience is busy at work, in class, or late at night. The time you let your ad run is so important since it determines the performance of the video.

• Mute the audio as a default: Mobile devices are carried everywhere because …well, they are mobile. Picture this: you are on a bus, happily scrolling away on your mobile device, and then boom! An ad comes up and starts making all this “noise”? talking about a product. Your first reaction would be to scroll past the ad quickly; just like that, the brand would have lost a potential client. This is why letting the viewers decide whether they want the sound on when optimizing for mobile is vital.??

5. Create High-Quality Visuals

One thing is undeniable: high-quality images are pleasant to look at, which is why you should use high-quality visuals for your video ads to work well.?

High-quality visuals increase your content's engagement and shareability, ultimately increasing leads.

Here are a few pointers to look at when making your visuals:

• Use enough light; it makes a whole lot of difference
• Use good video editing tools
• Keep the editing simple. You might want to enjoy the effects, but too much of that could leave you with an amateurish video
• Avoid shaky footage. You can use stabilization tools to edit out any shaky parts
• Remember, the rule of thirds is the standard
• Shoot from different angles to add visual interest

6. CTA Strategies For Lead Generation

Call-to-action is the holy grail of lead generation. You can have an amazing ad, but you need a proper CTA to avoid losing on potential leads.

CTA’s drive the viewers to act.

Actions such as signing up, visiting your website, or purchasing all depend on CTA’s. Luckily, there are tools that allow you to slide in lead generation forms at the end of your video.

Here are a few things to keep in mind while creating CTA’s:

• Make them concise and clear: Your intention is for the viewers to know what exactly you want them to do after watching the ad. Help them by including a clear CTA.
• Don’t use vague phrases: It is essential to be specific. Instead of phrases such as” visit our website,” tell them “join our mailing list.”
• Make it relevant: CTA’s should be relevant to your video content. For instance, if your video is about a new product you are introducing, the CTA should be like, “learn more about our new product.”
• Make it urgent: Your CTA should have a sense of urgency. Humans respond faster when they think they might miss out on something.
• Lastly, CTA’s should be easy to follow.

7. Choose The Right Platform?

Not all platforms are equal, whether web or social; you must work with a platform where your target audience is active.

Your videos should be optimized for the platform you are targeting. For instance, you might need to create different versions of the same video to post on various platforms.

Among the social media channels, Facebook has the largest membership and the potential to generate many leads.

You should mix up video formats such as GIFs, carousels, collections, canvas, live, and in-stream videos to achieve good results while using Facebook to generate leads.

Mixing the ad types ensures you reach buyers at all levels of a marketing funnel.

While different video ads work well on Facebook, Instagram users prefer carousels. Many people also prefer watching video ads on Instagram stories without sound.?

Pitfalls to Avoid When Creating Video Ads

The success of your autoplay video ads certainly depends on the things you do well. Unfortunately, a few pitfalls can thwart every single right thing you have done.

Below are some common video ad mistakes you should avoid.?

1. Long Videos

Marketers sometimes create long videos, trying to stuff in as much information as possible. It is understandable, considering the endless sea of businesses today.

However, statistics paint a different picture; only 37% of video viewers watch to the end. This shows that only 37% of your target audience will watch your video if it is too long.

The appropriate length of video ads varies depending on the platform they are running on.?

The bullet points below give an overview of recommended video lengths on different platforms.

• Facebook - 5 - 10 seconds
• Instagram - < 15 seconds
• Twitter - 20 - 25 seconds
• LinkedIn - <15 seconds
• Skippable Youtube ads - 15 - 20 seconds
• Non-skippable Youtube ads - 6 seconds

2. Neglecting SEO

SEO is the cornerstone of any digital marketing campaign. Conducting keyword research will help you know what your target audience is looking for online.

This will help you optimize your video ads to maximize the number of clicks you can get.

Measuring Success of Autoplay Video Ads For Lead Generation

Evaluating the statistics of a video marketing campaign is the only way to know how successful it is.

You’ll realize that statistics not only show the successes but also places that need attention.

Some of the metrics businesses use to measure success include:

• View count
• Interactions
• Playrates
• Unique views
• Replays
• Click through rates
• Comments, Likes, and dislikes?
• Cohort analysis

Ways to Generate Leads With Autoplay Video Ads?

From what we have seen, video ads work. We have also seen that 75% of all video ads are autoplay. How, then, do you become a part of this success?

Simple. You can create your video marketing strategy and use it to plan and execute everything or let the professionals run it for you.

Some reasons? businesses outsource video marketing campaigns include:

• Saves time
• Allows you to have the input of experts
• Higher ROI
• Saves money