For a startup, producing a video advertisement is one of the highlighted ways to announce your presence to a wide audience. In no more than a couple of minutes, a cleverly executed spot can explain what your business does and filters viewers in a way static ads can't.
YouTube clips can be produced and broadcast for lower cost than slick TV commercials, and don't need to conform to the same time restrictions. Connect with viewers in just the best way--by making them laugh, tugging at their heartstrings, or inciting them to action--and the video can generate instant brand awareness and many new customers.Three main tips here.
- Online video advertisements afford some freedom to tell the story of your business or product in greater depth. "Humans receive and retain information at a certain pace and in a certain linear order," Lisagor says. "So the longer Web format allows us the space to receive new information without having it shoved in our eyes and ears." He recommends keeping videos in the 90- to 120-second range; if the product is relatively straightforward, a minute or less can suffice.
- Many videos go viral due to a smart, well-timed joke, so it's tempting to come up with a funny concept for your ad or at least try to inject some humor into it. That can be a smart strategy--or a master one. "If funny comes natural to you as a storyteller, then tell a funny story," Lisagor advises.
- viewers may be confused and turned off by it. "Marketing people often make the mistake of using industry jargon and buzzwords as shorthand for describing value," Lisagor says. One example he cites: "global solutions," a term businesses in all manner of industries say they provide to customers, without providing any specifics in plain English.acronyms in the video as well, he says, or they will all "jumble together into gobbledygook."