From the earliest days of film and television, marketers have found unique and creative ways to advertise. And just as we’ve learned from newspapers and billboards, the best advertisements are those that can capture attention and promote action. When looking specifically into video, though – a format as informationally rich and diverse as they come – figuring out how to create powerful and successful ads can feel both exciting and daunting. Don’t let the medium scare you, though! Yes, there are more people consuming video content today than ever before. And yes, the myriad ways in which people are finding and connecting with this content is developing before our eyes. But it also means that video marketing is truly at the forefront of the industry. And, if you want to push some of your best messaging directly to your ideal customers and clients, creating quality, fun and informative video ads is key. Let’s take a look at how to create some great ones.

Define your goals and metrics

Before we dive in, it’s important to take a step back to reflect, evaluate and plan. There is an endless number of reasons why a person, brand, or company might want to create video ads. And though it might seem like a no-brainer, you should still ask yourself why you’re making them.  Not only does it help to remember why you want to make video ads, but it’s also helpful to define your ultimate goals. And once you think you have that, identify the KPIs you’ll use to measure the accomplishment of those goals. 

Start with a splash

Just as we’ve seen in every other form of online and digital video content, the golden rule for video ads is the same: start off strong. Regardless of where your video ad will live, your number one concern is to capture attention immediately or risk viewers scrolling or clicking away.  A 3-seconds-or-less mantra is a great guideline to keep in mind. That’s how long you have to grab a viewer with something both interesting and informative. 

Provide content of value

From there, the name of the game is providing content of value at every turn. Unless you’re expecting your audience to watch an hour-long seminar discussion (which we probably wouldn’t advise), you need to create something short, fast and very, very informative. Oh, and try to keep it fun. Vale doesn’t always have to be in the form of stats and figures. Simply providing content that is compelling, funny or emotional can be enough to keep your viewer engaged and invested.

Constantly build towards something

In addition to viewer investment, the other goal of your video is to constantly build towards something. We say “something” here, because the goal of your video (as you’ve outlined above) can vastly differ depending on your brand. Whether you’re chasing a click or a final sale, it’s important to keep that end goal in mind as you build your video.

Finish with a strong CTA

A “call-to-action” (or CTA) is at the crux of your video’s success. Yes, a video watched and enjoyed might be a great boost for your brand’s reputation, but you’re probably chasing something a bit more substantive in your video ad spends. The CTA should be strong and clearly defined to encourage further action. Pro-tip: while CTAs are usually at the end of videos, it doesn’t mean you can’t tease them early and often. The more direct you are with your ask (while still keeping things fun), the harder you’ll drive your point home. And while you’re at it, spruce up your video with custom intro and end cards that link users to your website, store, or social channels. 

Make a great video ad now