Online video advertising is growing at a much faster rate than nearly all other advertising mediums. Leveraging this platform for traffic generation to your business is important.
But the question is with more saturated AdWords video ads how do you standout?
Doing the opposite that most marketers are doing is the key.
And what is it?
Creating memorable video ads, the kinds of videos people want to re-watch and share can open floodgate of traffic to your business.
Generating traffic from video ads can be done even if you have a low marketing budget you can implement this tactics to create unforgettable video ads for your offer.
Generating Traffic From Video Ads
No 1: Include an Element of Surprise
Let’s be honest, most ads are pretty predictable. Think about it—how many grocery store ads have you seen that don’t feature a pretty, young mother wandering down the produce aisle filling her cart with delightfully low-priced items?
Have you ever seen a jeweler’s ad that doesn’t end with a newly engaged couple embracing? The problem with these generic ads is that they make little to no impression on the viewer. They’re just noise.
Remarkable ads break the mold. They surprise people when they diverge from the norm and, if executed well, are entirely unforgettable. In fact, some of the most-watched video ads of 2015 leveraged this strategy.
Ad Council, a non-profit organization, nailed this strategy with this hugely popular ad promoting diversity and inclusion. The basis of the ad is simple—it features a crowd watching a couple being affectionate.
The catch is—they’re behind a black screen, so you can only see their skeletons. The couple finally comes out from behind the screen and the crowd is both shocked and delighted to see that both skeletons are women.
They’re followed by a series of different groups of skeletons dancing and interacting behind the screen, eventually revealing their identities to be inter-racial couples, kids with disabilities and without, gay couples with kids, families of mixed religions.
The video closes out with the poignant message, “love has no labels.”
Generating traffic from video ads with this method is by checking what other video advertisers in your industry are doing and do something contrary. Do a highly impactful and engaging video with your call to action (CTA)
No 2: Tug At Your Audience’s Heart Strings
Time and time again, we’ve seen that ads that stimulate emotions are highly impactful, and therefore incredibly memorable, to viewers.
Sure, it can be tough to incorporate emotional triggers in teensy, tiny text ads or static image ads, but video ads are a different story.
Generating traffic from video ads using this format gives you an opportunity to tell a story and incorporate it in both visual and auditory components to reinforce it.
The options here are endless—we humans have quite the range of emotional triggers—all you need to do is pick the one you want to evoke and begin building a story to incorporate it.
The German supermarket chain, EDEKA, gave this strategy a whirl earlier this year. Instead of a boring old grocery store ad, this tearjerker that went viral:
In case you don’t have the stamina to watch the ad—here’s a basic rundown. A lonely, elderly man learns from each of his busy, grown-up children that their families won’t be visiting for Christmas this year.
The video then cuts to each of the children getting word that their father has passed away. Devastated, they all travel home for the funeral, only to discover that fully lit house with a table set for Christmas dinner.
Then they get an even bigger surprise—their father walks out of the kitchen, indeed alive and well, and says “How else could I have brought you all together?” The family then tearily embraces and sits down to enjoy an elaborate meal (no doubt, purchased at EDEKA) together.
How’s that for an emotional rollercoaster? Not only did I sob hysterically as I watched this video, everyone I shared it with had a similar reaction.
By developing a story that nearly all viewers could relate to, EDEKA ensured that this video would have an impact on just about anyone who watched it.
What makes you emotional? Is it kittens or soldiers returning from war? Bringing those emotion-tugging elements into your brand storytelling will make your conversion rate go higher with your call to action. Storytelling is a powerful tactics of generating traffic from video ads that resonate with viewers.
No 3: Inspire Viewers to Take Action
One of the best ways to create ads that resonate with viewers is to present a serious problem and then show them that, by supporting your business, they can help to turn it around.
Start by outlining the problem. Share gripping facts or testimonials, demonstrating the gravity of the issue. Then, pivot to show what your company is doing to eliminate this problem.
Showing potential customers that by purchasing your products they are promoting positive initiatives gives them added incentive to make a purchase (and feel good about it).
Earlier this year, the feminine product brand Always leveraged this strategy with its #LikeAGirl—Unstoppable campaign, which promotes female empowerment, particularly for teenaged women.
In the ad, they bring to light a serious issue—most girls’ self-confidence plummets during puberty.
They interview numerous young women, who open up about the insecurities they experienced when they were younger and how they’ve overcome them.
The girls write their insecurities on cardboard boxes and are then pictured destroying the boxes.
Now, Always products are nothing special and they’re priced pretty similarly to their competitors. However, I’ll admit that I’ve developed a strong sense of brand loyalty for it.
Because, it feels pretty damn good to support their #likeagirl initiative.
And that is the catch to generating traffic from video ads that people get engage with.
If your business has a positive impact on the world – even if it’s just helping small businesses do their jobs better – highlight that in your video ads
No 4: Leverage Nostalgia
Never underestimate the power of nostalgia in marketing. The truth is, people have an emotional connection to their past and enjoy reminiscing on it.
By infusing advertisements with “blasts from the past,” brands can tap into these emotions, causing people to feel more favorably toward their products.
This strategy has worked and stands the test of time as a powerful method of generating traffic from video ads.
We’ve seen companies successfully utilize this concept of nostalgia to connect with people in many ways.
One recent prominent example is the AMC hit Mad Men, a period drama that takes place in the 1960s.
While the screenwriting and acting for this program was excellent, the key to its success was that it elicited feelings of nostalgia for many viewers – even people who weren’t alive then!
Advertisers can absolutely employ this strategy in their video ads. Check out how OxiClean cleverly manages to connect with multiple generations in their ad below.
This ad uses a split screen tactic to simultaneously portray scenes of a woman doing housework in the 1960s and her grand-daughter doing the same tasks in modern times.
The set of the home in the ‘60s automatically evokes nostalgia for many viewers, as does the woman’s saddle shoes, pearl earrings and rotary telephone.
Beyond that, watching her complete tasks like stuffing shoes with potpourri and scrubbing candlesticks with a toothbrush automatically propels you back in time.
Even if the viewer wasn’t alive during that time period, these tasks are reminiscent of something their grandmother or mother may have done in their youth.
On the right-hand side of the screen, we see the other woman completing the same tasks more quickly and easily, using modern-day products.
Through this strategy, OxiClean depicts fond memories of the past whilst also demonstrating how far their products have come along.
Is this not a strategic way of generating traffic from video ads?
Why not use the strategy? Consider your target audience’s demographic – their age, gender, educational level, etc. which will help you figure out what decades and cultural trends are most likely to trigger nostalgia.
No 5: Be Quirky
When something’s out of the ordinary, it demands extra attention.
Ever seen a David Lynch film? Or Birdman? Or Memento?
They all present super weird, convoluted stories that just don’t seem to add up, causing you to walk out of the theater thinking “what the $%*# just happened?!” As a result, these movies stand out in our minds.
You can employ a similar strategy when creating video ads.
Now, I’m not advocating that you go full-on, crazy avant-garde with your video ads. Instead, try implementing some unique, quirky aspects that will help these ads stand out to viewers.
Generating traffic from your video ads is a stream you have to channel to your business.
Check out the GoPro example below. It’s nothing revolutionary—strap a GoPro camera to a skateboarder and check out the sights.
However, there’s one wacky caveat—the rider is Didga, a skateboarding cat.
If your video ad concept seems boring, try adding just one weird twist. -via Wordstream
Creating a narrative that truly connects with your audience is what converts them to your offer. To make Video to stand out and generating traffic from your video ads is in the story they tell.
Using this tactics can increase your traffic.Please let me know in your comment below your thought about it.