The digital landscape is ever evolving. To sell your product there are a magnitude of options that weren’t even here last year, likewise internet users keep up with this fast paced evolution. 

Moving through 2020 and beyond, the video marketing landscape will dominate the consumer landscape and by 2022, it is forecasted that online videos will make up 82% of all consumer internet traffic.

Video marketing is quickly becoming a necessity rather than a fun addition to your marketing plan. 72% of customers’ research on a product or service is watching brands’ videos. The time is now to implement video into your marketing strategy.

Helpfully, Google has provided some powerful insights into how the consumer engages with video ads; what resonates the best with the viewer; and created a handbook to show how you, as the brand, can capture the attention of your audience via a simple blueprint narrative. 

To increase brand awareness, retention, and to ensure repeat custom. Google has outlined, segment by segment what your video ads must contain to be successful in today’s market. These recommendations, named ABCD, will see your video advertising flourish.

A – Attract

First impressions count. You have a matter of seconds to capture the interest of your audience, as they begin to watch the ad, therefore it is important to open with impact. Consider using a familiar face – celebrities or influencers that your audience recognize, this has proven to increase brand uplift. 

Also, the use of audio is highly important. Youtube viewers expect to hear sound on the videos they watch. Sound is associated with gaining attention. 

Is humour appropriate for your brand? Laughter inducing videos are a sure fire way to increase brand recall.

A – Attract

First impressions count. You have a matter of seconds to capture the interest of your audience, as they begin to watch the ad, therefore it is important to open with impact. Consider using a familiar face – celebrities or influencers that your audience recognize, this has proven to increase brand uplift. 

Also, the use of audio is highly important. Youtube viewers expect to hear sound on the videos they watch. Sound is associated with gaining attention. 

Is humour appropriate for your brand? Laughter inducing videos are a sure fire way to increase brand recall.

B – Brand

From here, it is important to integrate your brand within the first 5 seconds. Aim for this to be a natural inclusion into your video. For instance this could be a close up of your signage in the background of a lucky customer driving away from your lot.

When reinforced with audio, opposed to logos etc, this helps your brand stick in their viewers mind.

B – Brand

From here, it is important to integrate your brand within the first 5 seconds. Aim for this to be a natural inclusion into your video. For instance this could be a close up of your signage in the background of a lucky customer driving away from your lot.

When reinforced with audio, opposed to logos etc, this helps your brand stick in their viewers mind.

C – Connect

Tell a story, not just sell. By creating an emotional connection with the viewer, you are set to increase brand awareness. Google’s studies show that the strongest connections are made with humour or suspense – aiding to recall but also viewership.

C – Connect

Tell a story, not just sell. By creating an emotional connection with the viewer, you are set to increase brand awareness. Google’s studies show that the strongest connections are made with humour or suspense – aiding to recall but also viewership.

D – Direct

What do you want the user to do when they have watched your ad? By directing the viewer towards your desired action, brand lift is increased – even when they do not actually decide to follow your instructions. Your call to action may be to visit a specific page on your site. You may direct them to book a test drive. It could even be to increase your subscribers/following by asking them to follow your channel/page.

D – Direct

What do you want the user to do when they have watched your ad? By directing the viewer towards your desired action, brand lift is increased – even when they do not actually decide to follow your instructions. Your call to action may be to visit a specific page on your site. You may direct them to book a test drive. It could even be to increase your subscribers/following by asking them to follow your channel/page.

Lets get technical

 

By this point, you’re loaded with fresh knowledge and ready to get stuck into some Spielberg-esk video production, but hold that thought – always remember simplicity and impact works when creating content for social media.

Forget fancy cameras and four figure equipment, most content can be created with a few clicks of a smartphone or online software, here we will look at some of the best available.

Youtube have invested a great deal of time in creating a platform for marketeers of all ability to easily create video content for social media advertising, they call it Youtube Video Builder. The best part? It’s totally free! 

For businesses who don’t have resources to create videos from scratch, this software animates static assets—images, text and logos—with the ability to add royalty free music from Youtube’s library. You can choose from a variety of layouts based on your message and goals, customise colours and font and quickly generate a short YouTube video (6 seconds or 15 seconds).

But what if you do want to get creative and make your own videos? No fear – your trusty smartphone has all the tools needed to create eye-catching and engaging content. Apps such as Canva, Unfold and Planoly are a great combination to use together to create a full campaign, using tried and tested templates created by experts.

It’s important to create something that represents the business in the right way, using relevant language and not creating something that clashes with the rest of your branding and content.

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