Small and medium-sized enterprises (SMEs) face several challenges when it comes to marketing their products or services. With competition growing fiercer by the day, SMEs need to leverage effective marketing strategies to stand out from the crowd and capture the attention of their target audience. One such strategy that has proven to be highly effective is the use of video ads.
Creating Effective Ad Films
While creating video ads for your SME business, it’s crucial to make videos that capture attention, drive engagement and compel action. Here are key strategies to ensure your ad films stand out and resonate with your audience:
- Start with a Strong Hook: Create advertising films in such a way that they capture viewers’ attention within the first few seconds. Put an engaging hook that entices viewers to watch the entire video ad.
In a stroke of brilliance, Brooke Bond Red Label pays homage to India’s national drink in a truly innovative way – revealing tea as India’s ultimate social network. With a clever twist, it blends social media language with the warmth of tea. As the ad film kicked off on World Social Media Day, viewers were instantly hooked.
In one of the podcast episodes of Photosynthesis, Kunal Bansal described how he used a strong hook while creating a skippable ad film for a company named Bytescare.
“We had made a digital ad for a company named Bytescare. They were supposed to be skippable ads. You had 5 seconds on YouTube to grab the attention of the audience……As soon as 5 seconds were up, people would skip the ads. So, we created the concept. The concept was very amazing. The concept was that a girl was sitting in the room. She was sitting under very seductive lighting. She was playing with her hair. As soon as the ad started, ….. she just kept looking at the camera with love. And then she asked, Am I that bad that you are thinking of skipping the ad? This was how attention was grabbed. ”
- Keep it Concise: Attention spans are short, so keep your video ads concise and to the point. Aim for a length of 30 seconds to a minute to maximize engagement.
Nykaa’s ‘Kya Khoob Lagte Ho’ campaign exemplifies the power of concise yet impactful storytelling. Through a short ad film, the brand effectively conveyed a profound message about self-acceptance and authenticity. By focusing on the idea that our true selves remain unchanged despite cosmetic enhancements, Nykaa delivered a powerful narrative.
- Focus on Benefits, Not Features: Highlight the benefits of your product or service rather than just listing its features. Show viewers how your offering can solve their problems or improve their lives.
BIBA’s “Har Nazar Mein Kuch Naya” ad campaign brilliantly highlights the benefits of its products by focusing on storytelling and diversity. Instead of just showcasing clothing features, the ad features women from different backgrounds flaunting BIBA’s stylish outfits. This approach illustrates how BIBA’s clothing complements diverse styles and occasions, making it a one-stop shop for all fashion needs.
- Include a Clear Call to Action (CTA): Tell viewers what you want them to do next, whether it’s visiting your website, making a purchase, or contacting your business. Make sure your CTA is clear and compelling.
The ad by JioMart cleverly aims to capture the warmth of a neighbourhood store, a feeling not often associated with online giants. But that’s exactly what the brand wants to convey—to stand out from the crowd. With its engaging storyline and relatable theme of “Shopping Ek Rishta Hai,” especially with the clear call-to-action at the end— “Download the App Now”—this ad film resonates with viewers and draws them in.
- Use High-Quality Visuals and Audio: Invest in high-quality visuals and audio to create a professional-looking video ad that reflects positively on your brand.
- Tell a Story: People connect with stories. Use storytelling techniques to create a narrative to attract your audience and make your brand more relatable.
Urban Company’s ad beautifully tells a story of pride in workmanship. It emphasizes the respect and dedication professionals have for their work. Through captivating storytelling, it highlights the brand’s commitment to quality and underscores the universal value of honouring expertise. This ad fosters a strong connection between professionals and clients, resonating deeply with the audience.
- Optimize for Mobile Viewing: With more people watching videos on mobile devices, ensure that your video ads are optimized for mobile viewing with clear visuals.
Ways of Using Ad Films
- In-Stream Ads: These are video ads that play before, during, or after another video. They are commonly seen on platforms like YouTube and typically range from a few seconds to a minute in length. In-stream ads can be skippable or non-skippable, depending on the platform and the advertiser’s preferences.
Picture Courtesy: Screenshot From YouTube
- Out-Stream Ads: Unlike in-stream ads, out-stream ads do not require a video player to be embedded within other content. Instead, they appear within other types of content, such as articles or social media feeds. Out-stream ads autoplay when they come into view and are often accompanied by text or graphics.
Picture Courtesy: nuevodevel.com
- Shoppable Video Ads: Shoppable ads allow viewers to make purchases directly from the video ad itself, without having to leave the platform. These ads typically include clickable links or interactive elements that enable viewers to browse products, add them to their cart, and complete the purchase seamlessly.
Picture Courtesy: gogglesoc.com
- Rewarded Video Ads: Rewarded video ads offer viewers an incentive, such as in-game currency or access to premium content, in exchange for watching the ad. These ads are commonly used in mobile games and apps to monetize content while providing value to users.
PickCrafter, a mobile game developed by Indie developer Fiveamp, strategically leveraged rewarded video ads to enhance in-app monetization, boost engagement, and significantly elevate ad revenue.
- Native Video Ads: Native video ads are designed to blend in seamlessly with the surrounding content on a platform. They match the look and feel of the platform’s editorial content, making them less intrusive and more engaging for viewers. Native video ads can appear in social media feeds, news articles, or other digital content.
Picture Courtesy: Screenshot from Facebook
Benefits of Ad Films for SMEs
Ad films provide SMEs with a range of advantages:
- Increased Engagement: Ad films capture attention effectively, engaging viewers and leaving a lasting impression.
- Enhanced Brand Awareness: Video ads showcase brand personality and offerings, boosting brand recognition among the target audience.
- Improved Conversion Rates: Persuasive video ads highlight product/service benefits, leading to higher conversion rates and increased revenue.
- Wider Reach and Accessibility: Ad films can reach a global audience via platforms like YouTube, Facebook, and Instagram.
- Versatility and Flexibility: Video ads come in various formats adaptable to different platforms and audience preferences.
- Building Trust and Credibility: Video ads humanize brands. They help to build trust with consumers through testimonials and behind-the-scenes footage.
- Measurable Results and Analytics: Detailed analytics provide insights into viewer engagement, enabling data-driven optimization of marketing strategies.
Video ads give SMEs a powerful avenue to attract target audience, increase engagement, enhance brand awareness, and drive conversions. By leveraging effective storytelling and diverse ad formats, SMEs can create compelling campaigns that resonate with audiences, foster connections, and drive business growth in the competitive landscape.
