There are many strategies for creating marketing videos, but the most successful ads share a few common features. You don’t need to try them all in one video, but the list below might help you get started designing your next great ad.
They draw viewers in with a story
Video marketing isn’t about your company, your brand or your product – it’s about your viewer. People won’t connect with a video that is overly promotional. Instead, they want to watch a video that relates to their own lives. Demonstrate that you understand your audience’s feelings and desires with a video that relates to your brand. The video may feature your product, but it is ultimately a vehicle for a compelling story.
They assert their beliefs
While you want to cast a wide net, your brand cannot be all things to all people. Don’t try to please everyone in the same video. Whatever stance you’re taking – whether it’s on a seemingly mundane subject or something more controversial – let your audience know how you feel. It may deter some viewers, but you risk far more by being unmemorable.
They are inspirational
Great ads make people feel something, and what better feeling can you stir than inspiration? Using your brand and your mission, consider what you want to inspire your audience to do. Whether it’s helping customers achieve their own goals or giving back to their community, a video can effectively convey that message. The right speaker and story will set an example for viewers to follow and leave them feeling good about your brand.
They’re a little weird
You’re competing with thousands of companies daily for a fraction of your audience’s attention. To stand out from the crowd, you may have to try something wacky or unconventional. Viral ads are shareable because they’re amusing and unexpected. Don’t be afraid to take a risk – but always remain true to your brand.
They have heart
Your video shouldn’t be entertaining for entertainment’s sake; there also needs to be something else behind it. Because video is such a powerful tool for forging emotional connection, you should take advantage by adding some heart to your video. It doesn’t need to be an over-the-top love story; heart could also reflect the love of a hobby. Realistically portraying emotions will help your audience better connect with your video and your brand.
They’re designed for their audience
Even the best campaign won’t be effective if it doesn’t resonate. What works for one company’s audience may not work for yours. Use market analysis to determine who your audience is, what they like, where they consume information and what motivates them. Data-driven marketing can help your audience feel like your video was customized for them.
Are you ready to create your next great video ad? Spin Creative is here to help. Say hello!
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
