In today's dynamic marketing environment, where consumer attention is short and the competition takes some of it away, video marketing is an incredibly powerful tool. Check out how to prepare a good advertising video precisely tailored to different platforms.
Advertising video — what is it and what features does it have?
Advertising video is a form of marketing in which advertising content is presented in the form of a video or a sequence of moving images. Its main objective is to attract attention, convey convincing information and inspire the viewer to take certain actions, such as buying a product, using a service or interacting with a brand. Several basic and most important advantages of creating an advertising video can be distinguished.
Attracting attention
Advertising video, thanks to moving images and sound, is able to quickly attract the attention of the recipient. It also gives you the opportunity to experiment with different styles, special effects and narration, which increases the appeal of your ad.
Informing and educating
An advertising video allows you to show in detail the characteristics, benefits and uses of a product or service, while it allows you to give practical tips and information, which is especially important for products or services that require explanations.
Building Brand Awareness
Advertising video helps to shape a positive brand image by focusing on its values, mission and uniqueness. On the other hand, telling the story of a brand or presenting it behind the scenes can positively build an emotional bond with the audience.
Engaging emotions
Video, unlike the image, allows you to build emotional connections with viewers, which affects their attitudes and behaviors. Appropriate use of sound, including music, dialogue or sound effects, can enhance the emotions conveyed by the video.
Encouraging action
Directing the viewer to a specific action, such as visiting a website, making a purchase, taking advantage of a promotion, participating in a competition, etc. can happen through an advertising video in different ways. Most often, it is a direct message or the introduction of interactive elements that facilitate the direct involvement of the viewer.
Adaptation to Different Platforms:
The advertising video can be adapted to the specifics of different platforms such as YouTube, Instagram, Facebook, TikTok which makes it possible to reach different audience groups. For some platforms, such as ads, it's worth remembering that short video formats are more effective.
An advertising video is a versatile marketing tool that can convey content in a way that is both attractive and easily digestible for the viewer. This form of advertising is currently one of the most popular. Due to its dynamic nature, it is a key element of the marketing strategy, capable of effectively building brand awareness and influencing consumer decisions.
How to prepare an effective advertising video for different platforms?
Preparing an effective advertising video for different platforms requires taking into account the specifics of each of them and the preferences of their users.
- Understanding the audience on the platform At the very beginning, it's a good idea to conduct market research to understand what content and video styles are popular on a given platform. It is worth knowing the demographic characteristics of the users of a given platform, which will help to adapt the content to their expectations.
- Adjusting the duration of the video For platforms such as Instagram or Facebook, short formats (up to a few minutes) are usually more effective. For YouTube, where users are more likely to watch longer, a longer video can be considered.
- Optimization for viewing modes — On Tik Tok and Instagram Stories, vertical video can work better, adapting to the natural viewing mode. On YouTube or Facebook, horizontal video often works better.
- Use of signatures and subtitles — on some platforms, users often view video without sound, so it is important to include subtitles or other forms of visual communication.
- Dynamic start The first few seconds of the video are crucial. It is worth focusing on attracting attention quickly so that viewers do not miss the content.
- Personalization of content — it is good to adapt the advertising content to different target groups on a given platform. In this case, it is worth using the advertising segmentation function
- Call to Action (CTA) — it is important to encourage viewers to take a specific action, such as clicking on a link, taking advantage of a promotion or subscribing to a newsletter.
- Audio Optimization — if audio is important in a given video, it is worth making sure that it is optimally adapted to the expectations of the users of the platform in question.
- Compatibility with platform algorithms — knowledge of how the platform's algorithms work will allow you to adapt the content to better meet the needs of viewers and gain greater reach.
Adapting an advertising video to different platforms requires flexibility and an understanding of the specifics of each one. Acting in accordance with user preferences and using available tools, you can effectively reach different audience groups and increase the effectiveness of your advertising campaign.
Who to commission the preparation of the advertising video?
Preparing an effective advertising video is a task that often requires specialized skills in video production, editing, graphic design, and marketing strategy. Most often, this task lies on the side:
- marketing agencies engaged in comprehensive planning and implementation of marketing strategies, including the creation of advertising video,
- creative agencies specializing in a creative approach to the production of advertising content,
- film and production studios with experience in the production of high quality video content, including commercials
- freelancers/video producers, i.e. independent professionals or production teams who offer video production services on demand,
- animation specialists,
- marketing and video content specialists,
- Copywriters.
Due to the fact that the preparation of an advertising video consists not only of recording and editing, but also of correct processing, the work on such a form of content requires the work of several specialists. Marketing agencies often employ professionals from different industries, so that the videos prepared there are refined under every aspect, both visual and marketing.