The most challenging aspect of producing web marketing videos has always been getting viewers to watch an advertisement without feeling bored or annoyed. We’re all guilty of skipping an ad simply because we want to avoid getting interrupted by a monotonous sales pitch that doesn’t even pique our interest or offer anything helpful. This might be relatable for consumers, but this is an inevitable nightmare from a video marketer’s standpoint.
Video production experts claim that it takes a lot of work to establish the habit of viewing an advertisement from beginning to end. And while breaking the “skip ad” norm can be tough, going against this tide is the only way brands can make a difference. So there is a massive opportunity waiting in the open, and whoever cracks the code first will surely reap the benefits.
To help you start strong, here are some key considerations to ensure your ads are watchable.
- An ad becomes unbearable if it doesn’t immediately connect with your target audience. But how can you establish a connection just a few seconds after your video ad pops up? The answer is curiosity. There are plenty of ways to spark curiosity and pique the interest of your viewers. You can ask a question immediately, tease them about revealing a special insight, introduce a new solution to a problem, or simply make it about them.
- Another brilliant way to magnetize your viewers to watch your ads is through creativity. Some people underestimate what creativity can offer, but the real bad news is most people don’t even know what it means to be creative. For instance, simply claiming that you’re unique while offering a conventional solution to a problem is not how you flex your innovativeness. Let your viewers decide for themselves and listen to their feedback.
- One of the most overlooked components of a video ad is the script. However, the mere fact that people are more inclined to digest visual information does not mean that you have to apply less effort when building the script. Remember that the script is the tool you use to establish a more meaningful connection with your audience. At the same time, the video serves as the visual experience of the message you are conveying.
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