What Your First 5 Video Ads Must Include

June 13, 2018 · 5 min read

Video ads are a great way to expand your company’s reach, promote brand awareness, and engage your potential customers. If you’ve spent more than a few minutes on Facebook, YouTube, or even on a company website you’ve seen dozens, if not more.

You already know your business can benefit from video. And why not? The statistics back it up. Did you know that 90% of customer say their purchasing behavior is influenced by product videos? Or that four times as many people would rather watch a product video than read about it?

Seeing is believing, and in the case of small business video ads: seeing is converting. But with so many types to choose from, it can be a little intimidating. If you’re left scratching your head and wondering where to get started, here are the first five video ads your business should make.

1.      Brand Story

When businesses think of using video in the marketing, there’s a tendency to think only of advertisements. Of course, traditional video ads are a great way to generate awareness, promote your product, and send viewers directly to your online store.

However, there is still the matter of connecting with your audience on a personal, or emotional level. This can be done by telling your brand story. Brand stories tell the audience about your business and the people behind it. Take this opportunity to explain why you’re different, what makes you stand out, etc.

Not only do videos like this generate awareness, it connects with people in a way a “buy this product” type advertisement doesn’t.

What To Include

The who, what, where, when, why, and how of your business. Hit all these points to show your customers what you’re all about and why they should trust you.

When To Use

As part of an introductory video series, your brand story can be used on “About Us” web pages, in email marketing, or as an introduction at trade shows and conventions.

2.      Product Demonstration / Explanation

There’s a reason why car advertisements typically show… you know… the car. In fact, it can safely be said that most video marketing that centers around a product takes the opportunity to showcase what it’s all about.

Whether your product is complex or simple, people want to see it in action. Product explainer videos help customers understand what your product is all about, how it works, and how they can benefit from it. If your product IS complex then an explainer video helps to cut through confusion and customer hesitance.

If your product is simple, it’s the closest thing an online customer will get to “trying before they buy.” Unless you have some kind of 3D ability that allows customers to reach into their screen and actually try the product.

…… you don’t have this, do you?

What To Include

Show the product in action, explain how it works, demonstrate its effectiveness in solving the problem, i.e.: this is how well this shoe polish shines shoes.

When To Use

For new and existing products alike, product demonstration ads are an effective promotional tool. They’re great as social media ads, YouTube videos, landing page videos, as part of an FAQ, or in email marketing. There’s a reason why infomercials sell millions of products, even at 3:00 in the morning. People love to see the product in action and imagine themselves using it.

3.      Feedback And Testimonials

Social proof is a powerful force. You can make 100 videos telling customers why your toaster oven is better than all the other ones. You may even be correct. Here’s the problem with that: they expect you to say that.

You’d be the worst toaster company executive in the world if you released a video ad explaining why your toaster ovens weren’t nearly as good as your competitors. So, customers expect a branded video to speak positively about the product. As a result, they don’t care as much weight as a recommendation from their peers.

By running a video ad using real testimonials drawing on the real experiences of real customers, you’ll do more to ingratiate yourself in new customer’s minds than 100 traditional ads. Simply put, customers want to feel confident that people just like them have used your product and love it.

If you can show them that, you’ll sell a lot of toasters.

What To Include

Getting customers to appear on video isn’t always the easiest task, especially if you’re an online business and your customers are scattered all over the country. However, you can encourage customers to send in their video testimonials in exchange for a discount, buyback, or credit.

In lieu of that, video ads can be created which use a customer’s written testimonial along with narration or layered over footage of the product in action. A snippet of your online reviews and ratings are also helpful. Be creative.

When To Use

Testimonials make great video ads for social media and email marketing. They can also be a great addition to your homepage, landing page, or product page.

4.      Recruitment Videos

You know your company is great, but do others know you’re hiring? Recruitment videos are a great way to show off your company while also appealing to prospective new employees.

What To Include

Recruitment videos can fulfill a few purposes. They can tell your brand story, showcase your products, and entice prospective employees all at the same time. However, be sure to be specific about what you’re looking for in a candidate. This can also be a great opportunity to showcase your company’s culture. Are you a fun, energetic brand? A socially conscious one? All business? Time to show it off.

When To Use

Obviously, recruitment videos are great to use when hiring a new position or looking to fill an old one. The great part about including additional information as mentioned above is that they can be used more than once and for more than one reason. It’s no fun having a video that goes into storage.

5.      Promotional Videos

Yes, the “ad” in video ads. Videos that promote a specific product much like a typical television commercial will also be the bread and butter of video marketing. These videos showcase a specific product or service and quickly explain why they would want it.

What to Include

Promotional video ads should include all the relevant information about a product. What it is, why it works, and what customers can expect. Address the pain points that this product solves, i.e. Tylenol is great for your headache because of A, B, C.

The most important part of the promotional video is a strong call to action. This is the direction you want the customer to take. Explain enough of the product so that they’re interested and then prompt them to learn more, visit your online store, download your app, etc.

The Whole Meal

Promotional video ads may be the bread and butter of video marketing, but nobody wants to live on bread and butter alone. That’s why a strong video ad strategy includes multiple video types with specific, targeted purposes.

Tell your brand story, showcase your product, recruit talent, and more. If promotional ads are the bread and butter, consider the entire mixture of videos on this list to be the complete meal. Your customers are starving for video content.

What will you serve them?  


Head of Content at Promo.com. * * * Storyteller by day. Content consumer by night. Habitually inspired.

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