It is no secret that YouTube is the number one video platform for consuming informational, educational, and entertaining content. With more than 2 billion active users, this social platform has the power to “glue” people to their connected TV, desktop, and mobile screens, watching hours upon hours of visual user-generated content, regardless of their age, background, or interests. While getting sucked down a rabbit hole of continuous video viewing may sound like a complete waste of time, it can be a prime opportunity for marketers to showcase their products, services, and causes to the (literal) masses.
Since YouTube is owned by Google, it offers similar digital advertising features to pinpoint select target groups of online viewers who have the potential to see your ad at some point during their video-watching sessions. YouTube even has functionality for you to create your video ads from scratch using existing creative assets such as your logo, images, and headline text that you can also save to your YouTube channel for users to watch later (and learn more about you and your brand in the process!). Whether you are marketing your next book release or trying to gain new donors and supporters for your nonprofit cause or event, YouTube ads can help you accomplish your goals in an engaging and interactive way.
So, what is the secret to creating compelling and effective video ads to promote your product or cause? YouTube makes it simple with their ABCD model:
A – Attract: Grab your audience’s attention within the first few seconds of your ad. First impressions matter, so make their viewing experience memorable in the sense that they will be able to recall your ad story and promotion. “Flashy” concepts may work to your advantage, but be mindful of the message you are trying to convey to viewers and what you want them to do after viewing your ad. When deploying additional graphical elements like overlay text, imagery, and animations, make sure they display properly in the viewable area of the video screen, else you may lose out on valuable considerations to purchase your product or join your cause.
B – Branding: Reinforce who you are within your ad. Your audience needs to be able to associate the product or cause with the company or organization behind it. Repetition of your brand name in voiceovers and on-screen mentions will help you establish credibility with your viewers. The most important thing to remember here, though, is that your brand should support your ad. Meaning the goal of your ad is to “sell” your product or promote your cause, not your brand.
C – Connection: Show and tell your audience why they should care about your product/cause and how it will benefit them, either tangibly or intangibly, or how their involvement or contribution will make a difference and have a long-term impact. Use the storytelling component to guide viewers through a scenario they can connect with. People relate to people, so the power of the human touch should not be underestimated or overlooked. Channeling the emotions of your viewers will prepare them to formulate their own perceptions of what you are promoting and their ultimate decision to engage.
D – Direction: Make the big ask. Your call to action (CTA) throughout your video ad should be clear and concise and direct your viewer to take action: Buy Now, Learn More, Sign Up. It is equally important to ensure that the next step in their user journey provides them with a positive experience. There should be no obstacles or barriers or hoops they must jump through to complete the purchase or donate to your organization.
Whether they are doing product research, catching up on the latest news and world events, or binging the latest episode of their favorite “vlogger,” you have the power to reach and influence hundreds, even thousands of viewers on YouTube with your video ads!
Let Infinity Concepts help you plan and execute cutting-edge creative video ads for your next campaign or cause!
CLICK HERE or call us today at 724-733-1200.
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