Aktualisiert: 6. Juni 2019
Some brands really got the hang of how modern video advertising works. The crucial issue is that the landscape of media consumption channels has radically changed.
Think about the last time you held a newspaper (a real one, made out of real paper) in your hands, or randomly watched what happened to be on TV. Today, people are used to shop on Amazon on their tablet while watching on-demand movies on a second big screen and texting with their friends on their smartphone - a third, smaller screen. I personally only ever watch traditional television if I have absolutely nothing else to do and, for some reason, Netflix is down.
How to engage with a distracted customer
pic: shutterstock/Who is Danny
We can sum it up by saying that the modern-time ad consumers are, to use a euphemism, distracted. Their attention is constantly divided among tens of ad platforms which concurrently beg them for a second of their attention. How to stand out? The only way to your future customer’s wallet is through their heart. You need to pick them up emotionally and to have the following easy tips in place:
1. Like in UX design, think mobile first. First of all, stop calling them commercials. Even if they will air on TV. Call them branded videos and assume that they will be watched on a mobile device, most probably on a smartphone. Thinking about the device and situation in which the videos will be consumed has repercussions on how you make the video, the lighting, the angles, the duration, whether it has language and, if any, how much.
2. You can’t overdo it. You don’t need to be afraid of overdoing it. It doesn’t matter if your video has too much going on because the users will not perceive all of it. Chances are that they will be distracted because they have to jump off the tram in two stops. Think about it this way: your customer will miss the details, but you need the details to not miss your customer. The overall impression is what counts - and what lasts.
3. Be professional. Light and a good camera will go a long way and make the most difference between a video that people watch and one that people skip. If you are on a budget and trying to do this in-house, this may have just sounded very expensive to you. The truth is - you don’t need to spend a fortune on fancy equipment. In many cases, even good smartphone cameras may be enough for a quality video ad - if used by a professional video maker.
4. Don’t underestimate the script. Starting setting up or even filming before you have final clarity on the script may initially look like saving time, but it will finally cost you a lot of money.
5. Choose a channel. Wrap your head about making one separate video for each one of the distribution channels you plan to use. There is no one-fits-all when it comes to customer engagement. A UGC-like video made for Facebook will look odd on YouTube and an ad clip which was designed to be a pre-roll will drive no engagement as an Instagram post.
Do you agree with my 5 tips? Get in touch per chat to exchange more ideas!