Video advertising is a powerful marketing tool for brands looking to engage with their target audience and promote their products or services. However, creating a compelling story that captures the viewer's attention and motivates them to take action can be challenging. In this blog post, we will explore in detail the key factors that make a video ad story compelling and provide examples of successful video ads that have incorporated these factors.
1. Know your audience
To create a compelling video ad story, it is crucial to have a deep understanding of your target audience. This includes their interests, needs, pain points, and behavior. By understanding your audience, you can tailor your message and creative approach to resonate with them effectively.
Nike's "Dream Crazier" video ad targeted women who were passionate about sports and empowerment. The ad featured a series of female athletes breaking barriers and defying expectations, inspiring viewers to pursue their dreams fearlessly.
2. Create a strong opening
The opening of a video ad is critical as it sets the tone for the rest of the story. A strong opening should grab the viewer's attention within the first few seconds and create a hook that draws them in.
For instance, Squarespace's "Omari McQueen" video ad opens with a close-up shot of a young boy in a kitchen, followed by a voiceover of him saying, "My name is Omari McQueen, and I'm a chef." The ad goes on to showcase Omari's journey as a young entrepreneur and chef, inspiring viewers to pursue their passions and overcome obstacles.
3. Establish a clear message
A clear message that is easy to understand is actually harder than it seems. For some reason, many people seem to think messaging should feature complex interwoven narratives. In actuality, messaging should be simple and leave no doubt in the viewers' minds as to what you are saying.
For example, Airbnb's "Is Mankind?" video ad tells the story of how travel can bring people of different cultures and backgrounds together, fostering a sense of community and understanding. The ad effectively communicates Airbnb's mission to promote diversity and inclusion through travel.
4. Use emotion
Emotion is a powerful tool in storytelling. People are more likely to remember a story that elicits an emotional response. Use emotions like happiness, sadness, excitement, or nostalgia to connect with your audience.The beauty of storytelling is that we can craft a message that elicits a specific emotion that you'd like to connect with your brand.
For instance, Google's "Loretta" video ad tells the story of an elderly man using Google Assistant to remember his late wife. The ad elicits an emotional response from viewers by showcasing the power of technology to connect us with our loved ones.
5. Use storytelling techniques
Video ads are essentially short stories, so it's important to use storytelling techniques to make your story more compelling. Use elements like conflict, resolution, and character development to make your story more engaging.
For example, Apple's "The Underdogs" video ad tells the story of a team of employees working together to pitch a new idea to their boss. The ad uses storytelling techniques like character development and conflict to create a relatable and engaging story that showcases Apple's products.
6. Keep it concise
A video ad is a short format, so it's important to keep the story concise. Stick to the main message and avoid unnecessary details. This will help keep the viewer's attention and ensure they don't lose interest.
Coca-Cola's "Share a Coke" video ad tells the story of a girl finding a personalized Coke bottle with her name on it and sharing it with her friends. The ad effectively communicates the message of sharing a Coke with loved ones, using a simple and concise story that is easy to follow.
7. Use visuals and music
The visuals and music in a video ad can add a lot of emotional impact and help to tell your story. Choose visuals and music that complement your story and help to create a cohesive and memorable experience.
For example, John Lewis' "Man on the Moon" video ad tells the story of a young girl who befriends an elderly man living on the moon. The ad uses a combination of visual storytelling and a haunting rendition of the Oasis song "Half the World Away" to create an emotional and memorable experience.
8. Call to action
Finally, a video ad should have a clear call to action (CTA) that tells the viewer what action they should take next. The CTA should be straightforward and easy to follow, encouraging viewers to take action while the message is still fresh in their minds.
For instance, Old Spice's "The Man Your Man Could Smell Like" video ad concludes with a CTA to "smell like the man your man could smell like" and purchase Old Spice products. The CTA is simple and memorable, encouraging viewers to take action and make a purchase.
A compelling story requires a deep understanding of your audience, a strong opening, a clear message, emotion, storytelling techniques, conciseness, visuals and music, and a clear call to action. By incorporating these key factors, brands can create video ads that effectively engage their target audience and drive results. We'd love to help you accomplish this with your next video project. If you're interested in learning how we'd approach telling your story, please contact us today!