When it comes to video ads – most brands get it wrong.
They advertise their brand at the start of the film and then wonder why no one watches their video to the end.
Viewers will quickly move on, if the advertising is too blatant.
People will, however, watch your ad if it tells a story that makes them laugh, cry or think.
No one is going to watch an ad that does nothing more than aggressively market a product or service.
Consumers will not sit and watch video ads that shout buy me, buy me.
Film Of The Week
Two weeks ago, we made our first ever house video ad for Beattie Communications as part of our Film of the Week series.
Our Films of the Week normally showcase what we’ve been doing for clients such as Specsavers, Vue Cinemas or Apex Hotels.
We reckoned it was time to make a video ad for ourselves instead of making films for our clients.
After much soul searching, we decided our video ad would feature two parkour stars strutting their stuff in Glasgow.
Our film showed them jumping off bridges, running up walls and cartwheeling around the city of our birth.
The punchline came in the last frames of our ad – we never “parkour” creativity at Beattie.
The film attracted more than 3,000 views on YouTube and thousands more on Facebook and Instagram with a huge percentage watching till the end.
We would have lost out big time had we promoted the Beattie brand at the start. No one would have watched the film. We won big time by being subtle and keeping our message to the end.
If you want to make great ads, copy the formula used in the ads you love.
My favourites include ads made by tech giant Apple and, of course, Specsavers.
No one does humour better than Specsavers.
People watch the “Should’ve gone to Specsavers” ads because the storylines make them laugh.
And social media chatter reaches fever pitch every time a new ad is broadcast. You know you’re onto a winner when that happens.
So, make sure your video ads tell a story and resist pushing your brand till the end of the film.
You’ll be amazed at the impact it will have on the size of your audience and your sales figures.
Drop me an email if you’d like to work with our team on your next video ad.