COVID-19 has, understandably, changed the way we live, work, and do business. As a business owner, you probably know that what worked for your business pre-pandemic won’t work today. That includes how you advertise and market your business.
There’s nothing wrong with promoting your business right now, but you have to do so in an empathetic way that acknowledges our new reality. On the flip side, your advertising budget is likely much smaller now.
If you need to connect with customers in an empathetic way without breaking the bank, it’s time to pivot to video ads.
After all, 54% of consumers want to see more video content from brands—and advertisers who give it to them see a 66% lift in lead volume. This isn’t just for organic content, either. Video is an effective and compelling way to reach your customers via paid ads.
Cut through the clutter that comes with search ads. Engage with customers in a more interesting way with effective video ads.
Why video ads?
If you’re investing in image ads or text ads right now, you might wonder if video ads are worth the time and investment. Fortunately, video is an effective and ROI-positive way to grow your business in a post-pandemic world. Video ads help your business boost revenue for 3 reasons.
1. Videos mimic real-world interaction
Due to quarantine and the general chaos of our world right now, many of your customers are staying in their homes. They can’t socialize outside of their household, which means they’re turning to video for interaction and comfort.
In other words, your customers are craving interaction with other humans. In fact, the demand for video content surged during the pandemic, causing platforms like Netflix to throttle speeds.
Your brand needs to do video ads because they mimic real-world interaction. Strike the right tone and communicate through a naturally empathetic medium with video.
2. Freely produce quality content
Sick of Facebook’s arbitrary rules and stringent guidelines? We aren’t saying video ads give you a free pass to say whatever you want, but generally speaking, video ads have fewer restrictions than text or image ads. If you struggle to get your ads approved, you might have more success with video ads.
3. Video ads are cheap
Video ads are dirt cheap right now. While PPC search ads can be expensive, video ads are quite affordable, leading to lower CPVs and CPLs. Combine that with the fact that fewer brands are advertising right now, and you’ll enjoy significantly lower costs with video ads.
6 steps to excel at video ads
Video ads are effective, but you need a smart strategy behind your ads to sell effectively in a post-pandemic world. Follow these 6 tips to produce quality video ads that stop thumbs.
1. Make amazing content
No one sets out to create bad ads, but they still happen. Instead of focusing on why you’re important and why your brand is the best, make the customer the star of the show. For inspiration, check out video ads from brands like:
Focus on delivering value right out of the gates. That might mean you offer a free resource, behind the scenes content, interviews, or just entertaining content. Try to focus on solving an urgent problem for your buyers. If you aren’t sure what problems they have in a post-pandemic world, give your buyer personas a second look.
2. Enable remarketing
It’s unlikely that your audience will immediately convert after watching your video ad. Always enable remarketing on your video ad campaigns. This is the quickest way to recapture people who viewed your ad without converting.
Remarketing is always a good idea, but in a post-COVID world with longer buying cycles, it’s essential. Make the most of your limited budget with cost-effective remarketing features.
3. Adjust your content for today’s audiences
No matter your brand or product, you have to adjust your messaging to fit the tone of your audience’s new reality. That means:
- Choosing visuals wisely: Avoid stock footage of large gatherings or anything that’s tone-deaf right now.
- Watching your tone: Some levity is okay, but there’s a fine line between making a joke and being insensitive. Try to emphasize comfort and positive emotions over fear or anxiety.
- Using lighter CTAs: Don’t use hard sells or salesy CTAs right off the bat. Structure your campaign to address buyer needs at the Awareness, Consideration, and Decision stages of their journey to choose CTAs that make the most sense.
4. Build your videos with quality software
Video can feel more intimidating than text or image ads because of the work required to create great videos. But you don’t need to hire an expensive production crew to create great videos—use trusted software to get results.
If you’re on a tight budget and need to produce content on your smartphone, use a service like Promo. This is a great option if you want to make videos for PPC as well as your organic content. If you need something more professional or robust, try out Adobe’s Premiere Pro.
5. Design for audio-free experiences
Audio is an important part of video ads, but you need to design your ads for an audio-free experience. Depending on where viewers see your video, there’s a good chance they won’t enable audio.
If viewers can’t understand your video without audio, they’ll skip over your content. Always add subtitles or tell a visual story with your videos that won’t require audio.
6. Crowdsource your content
You likely can’t go out and film right now. So how can you source video of your customers and products in action?
Try crowdsourcing your video content. Host a contest or pay customers to share their experience with your product or service. This not only saves you time on video production, but it creates a very powerful testimony to your brand’s efficacy. If you need video ads that convert middle-funnel buyers, this is the way to go.
The Bottom Line
The world is different today, and it’s going to be different for the foreseeable future. Your business needs to pivot its advertising practices to find traction in this new reality.
If you’re struggling to promote yourself right now, consider video ads. They’re a great way to make the most of a limited budget and connect with customers in an authentic, helpful way. Follow these 6 best practices to produce quality video ads that get results.
But if you need more than this checklist, feel free to pick our brains. The Logical Media Group team is experienced in all things media and PPC. Get in touch now to brainstorm your next advertising campaign.