How To Create A Video Ad That People Want To Watch
Have you ever come across an advert that drew in from the very first second, and you had to watch it all the way through? There are a few rare ones like that, but there is a secret to why they work. They tell subtle stories, and they aren’t as in your face as traditional adverts. Of course, there are a few conventional adverts out there that still grab your attention, but it’s the subtle storytelling that makes a difference and has a bigger impact. So, if you want to know how to create a video ad that people want to watch, keep reading.
1. Every Advert Has A Story
One of the most effective ways to hook your viewers is to create a story. But don’t just create any story. The best stories relate to your viewers, their experiences, and whatever they value most. Not only that, but they should reflect your company’s values too. To do that, you’ll need to decide who your target audience is and what traits they all have in common. Match those traits with what your company values, and then create a story that reflects all of that.
So, say for example, you’re a real estate business, you’ll want to sell houses to your customers. Now, most buyers tend to be couples looking to start a family. They’ll want a house in a quiet neighbourhood, with access to good schools and somewhere close to the city, so they can commute to their jobs. Now, look at your company and its values. Can you match it up with what these couples want? If so, then you can start building your story.
One of the best examples of this is from a recent advert by RightMove, in the UK. They use the story of a family growing up in a house after finding it on their website. It uses unfinished sentences to bring attention to the story it’s telling and eventually ends with, “And this is the moment we find it.”. It’s simple, but it’s effective. So, think about what values your company and what your customers value and build a story around it.
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2. Make It Colourful
The old adage “bolder is better” is true in many cases because we all love anything bright, colourful, and bold. Our eyes are drawn to vibrant colours, so your advert should reflect this. So, when you’re creating footage, try to make it as bright and colourful as you can. If you can’t, then ask your video editor to do it for you. Most of the time, cameras can’t capture the vibrancy of colours because they adjust to certain aspects of light, so you’ll need to colour grade your footage in the editing process. This can be time consuming, but if you know what you’re doing and you have the right tools and software, this should be a breeze to you.
However, be sure the vibrancy of your colours fit your company’s aesthetics. After all, if you’re a bakery tailored to weddings, you don’t want any bright neon or overly saturated colours. Instead, you’ll want a gentler palette with whites, pinks, and forest greens. You’ll want colours that reflect the springtime nature of a wedding, with lots of florals and calligraphic flourishes. So, make your videos colourful but aesthetically accurate for your company.
3. Infographic And Animations
Animations, cartoons, and infographics are fast becoming popular in our digital world. So, why not make your adverts animated? Short cartoons and animations are much more expressive than recorded footage. There’s a unique quality to animation that brings out the inner child in every viewer. So, instead of filming someone, create a cartoon. They’re a lot more cost-effective because you don’t need to hire actors, locations, props, costumes and even permissions. All you need are a few good cartoon artists, voiceover artists and a recording studio.
Cartoons and animation have always been popular since the dawn of film, so why not utilise its popularity and its ability to connect to audience emotions? It can be as hyper-realistic or as simple as you want it to be. In fact, because cartoons and animations can tap into a deeper emotional reaction, it’s even more effective than a story. Think of the Heinz Baked Beans advert. It’s literally an advert about baked beans, but because of the animated aspect and the gentle music behind it, the story is much more effective and emotional (and why they’re used at Christmas time). That’s what animation does to a story. So, why not use it in yours?
4. Add That Wow Factor
The last thing you need in your advert is that “wow” factor. That means either making it shocking, funny or just that little bit strange to stand out amongst the rest. It doesn’t have to be a major factor. It can be subtle, like a joke that everyone laughs at or an artistic take on something, like a ballerina dancing in front of a graffiti wall or an elderly man trying to break free from a nursing home (Adidas, 2016). It’s in that shock, joke, or artistic take on something that draws people in. So, make up something unique and original to your company and watch as people start quoting it on the street or describing your advert to their friends and family.
All you need for a video advert that people want to watch is something unique. Everyone wants something original and different to what they usually see on their screens. Like inventing new technology or coming up with a new scientific theory, creating a video advert needs a different approach to what’s already out there. It also requires good editing, which we at Cut Pro Media can provide. Our team of experienced editors know what they’re doing and will match whatever vision you throw at them. Check out our price packages for more information. We promise we won’t disappoint.