7 Golden Rules of an Effective Video Ad
An effective ad is one that fulfills its goal – most commonly it's a purchase of a product, a user sign up or an emotional affection with the brand.
How to increase chances that the audience will not only remember the ad, but actually respond to what you’re promoting? Oftentimes, people say, “I saw this funny commercial, but I can’t remember what it was for.” If the advertisement evokes this kind of response, then it has only partially succeeded. In order to fulfill the whole purpose, a video ad has to do two things: provide entertainment and provoke thinking.
In order to fulfill the whole purpose, a video ad has to do two things: provide entertainment and provoke thinking.
Here’s how to make sure you’ve not only got your audience’s attention, but also given them a lasting memory of your brand:
1. Use humor
Using humor is one of the best ways to make your commercial memorable. Think about the ads you remember - most of them are funny, right? Steve Olenski, contributing writer for Forbes, asked his readers what makes commercials the most memorable. Not surprisingly, humor was the number one answer given.
2. Create a storyline
People like when they can follow a storyline – stories allow people to connect with what they’re seeing on a deeper level. If you can successfully get your viewers to invest their time and attention into your storyline, then they will be very likely to remember it.
People like when they can follow a storyline – stories allow people to connect with what they’re seeing on a deeper level.
3. Have a consistent character
Exposing your audience to a consistent element in your ad will give them a sense of familiarity and cause viewers to bond with your brand. For example, by having a character who is frequently in your commercials, you will give viewers a symbol to look out for and know you by. Geico, Pillsbury, Frosted Flakes and others have known this for years. With Sumo Logic – one of my awesome clients – a character named Diana speaks with her different teammates about the value of Sumo Logic throughout an animated series. Everyone in Sumo's audience wants to follow Diana's story now! Introducing a lovable character will make your audience want to watch and keep up with that character!
Introducing a lovable character will make your audience want to watch and keep up with that character!
4. Make it unconventional
Conventional is boring. Old things do not trigger new, neuronal connections and are easily forgotten. New things engage and cause interest. Try to make your ad different, or better yet – weird! Weird things stick in people's minds and are talked about.
5. Define your brand
Make sure the quality of your brand stands out in your commercial. You’ll achieve this by having a clear message that instantly hits your audience and by having high quality visuals. Giving viewers a clear depiction of the brand will give them something to remember, and might even cause them to tune into ads they see in the future.
6. Go for simplicity
If you give your audience too much to look at or remember, they may not even pay attention to your commercial, let alone take anything away from it. You need to hook them with a simple message and an easy-to-understand story. This will ensure that you keep a hold of your viewers’ attention for the duration of your ad. If it’s simple, then it won’t take much effort to retain the memory after the commercial is over. Do not overcomplicate things or pack your 2 min. video ad with all of the awesomeness of your brand or product.
Do not overcomplicate things or pack your 2 min. video ad with all of the awesomeness of your brand or product.
7. Have a catchy jingle
How many times have you hummed a line or two from a TV ad? This trick is very effective for a few different reasons. A jingle that’s catchy is likely to get stuck in viewers’ heads - this is what will make your advertisement memorable. But what’s even better? You can put the name of your company in the jingle, which will cause viewers to remember both the ad and your brand
Nailing down the memorable aspects of your commercial will give your video a huge advantage in the ever-increasing video marketing competition companies face today. By using these tips and tricks, you will give your commercial a much higher chance of catching people’s eyes and ingraining the memory of your brand in their minds!
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