Video advertising starts with gaining and keeping viewers’ attention. Remember, without their attention, you have nothing. But even when you have someone hanging on every next word or scene, it takes more to get them to physically respond to your call to action and make a purchase. Before you can expect a conversion, you have to create a connection. How can you make your video ads more relatable?
Faces
Humans are naturally drawn to faces. We look to faces to express emotions, read those of others, and establish familiarity. Use the 10-second rule—that you must re-earn a viewer’s attention every 10 seconds throughout your video—to give frequent closeups of a person’s face. Focus primarily on the eyes, although a profile can also be powerful when capturing a reaction to something else on screen.
Language
Research shows that roughly half of Americans read at basic literacy or below. Only 2 percent have college-level literacy. While writing a script for a video ad is certainly a creative task, don’t feel the need to impress your audience with big words. Keep your language simple so that you’re able to reach more people. Speaking within your audience’s comfort zone makes your video feel more like an interaction than an advertisement—and that’s exactly what you want.
Symbols
Emojis are sneaky-powerful. They’re like modern-day hieroglyphics, conveying messages without words. It’s also not a coincidence that they center around faces. Again, humans connect with faces.
When used properly, emojis boost engagement. For example, Facebook posts with emojis receive 57% more likes and 33% more comments and shares than those without them. The rule of thumb—you can probably guess—is not to overuse them. Any emoji placed in a video should be there for a purpose, whether to emphasize your message, simplify your language, or add visual sizzle. You might also consider adopting specific emojis into your brand and using them repeatedly.
Touchpoints
When you capture attention and create connection, you have a realistic chance at turning any given viewer into a customer. Nevertheless, conversion rates are inherently low in any advertising because you’re asking someone who wasn’t looking for your product or service to all of the sudden decide that they want to buy it. That often takes multiple touchpoints, which is why a video ad campaign is almost always paired with remarketing or retargeting (following people around the internet).
Be deliberate with your creative, persistent with your strategy, and patient with viewers. Video advertising is not a one-off production; it’s a gateway to building relationships.