From Idea to Impact: Framework to make Video Ads for marketing
I am sure many a times you might have thought of refreshing creatives (specially videos) to improve metrics like CAC, CTR etc. either on Meta or youtube or others. Creating effective video ads for meta advertising requires careful planning and a well-structured framework. But a big problem is how to structure or think of a creative flow (specially a video).
Here’s a step-by-step guide to help you create compelling video creatives. I am telling here a framework which works very well. This is ‘𝐀𝐈𝐑 𝐏𝐈𝐂’. Will explain this with example of a car servicing company
(Please note that here I am assuming that the ground work like understanding your TG, their needs (need gap analysis), market research & study, competition benchmarking etc. etc. have already been done)
𝐀 :- 𝐀𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐠𝐫𝐚𝐛𝐛𝐢𝐧𝐠 ->
Start with a visually striking image or a captivating opening shot in your video to grab the viewer’s attention as they scroll. Use visually engaging scenes that pique curiosity and make viewers want to continue watching e.g. Shot with humming sound in car & depressed driver
𝐈 :- 𝐈𝐬𝐬𝐮𝐞 𝐈𝐝𝐞𝐧𝐭𝐢𝐟𝐲 ( 𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭 𝐏𝐫𝐨𝐛𝐥𝐞𝐦 𝐬𝐭𝐚𝐭𝐞𝐦𝐞𝐧𝐭) ->
Introduce the pain point or challenge that your product or service addresses. This creates a relatable starting point for your audience. Use visuals or animations to illustrate the problem and evoke empathy. e.g. “Tired of Car making unwanted sound?”
𝐑 :- 𝐑𝐞𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧 (𝐆𝐢𝐯𝐞 𝐭𝐡𝐞 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧) ->
Highlight your product or service as the solution to the issue. Use visuals to demonstrate its benefits and how it can make the viewer’s life better. Showcase your products/services as the solution to the identified problem. e.g. Transition to the car servicing company’s logo and tagline, highlighting their expertise
𝐏 :- 𝐏𝐫𝐨𝐬 𝐨𝐟 𝐭𝐡𝐞 𝐜𝐨𝐦𝐩𝐚𝐧𝐲 (𝐔𝐒𝐏𝐬) :-
Highlight the key benefits of your product or service. Keep the messaging clear and concise, focusing on what sets you apart. Highlight their unique features and benefits that set them apart from competitors e.g. Display bullet points “Expert Mechanics”, “State-of-the-Art Diagnostics”, “Fast Turnaround”
𝐈 :- 𝐈𝐥𝐥𝐮𝐬𝐭𝐫𝐚𝐭𝐢𝐨𝐧 (𝐭𝐞𝐬𝐭𝐢𝐦𝐨𝐧𝐢𝐚𝐥𝐬, 𝐯𝐚𝐥𝐢𝐝𝐚𝐭𝐢𝐨𝐧𝐬) ->
Incorporate user reviews, testimonials, or user-generated content to build trust and credibility. Real stories from satisfied customers. Display a split-screen or transition that shows the before-and-after effects of using your products. For over emphasis one can exploit emotional, social, economic & physiological quotient. Can highlight awards, certifications, or recognitions e.g. Insert a brief testimonial from a satisfied customer. Display their name, photo, and their car service experience.
𝐂 :- 𝐂𝐚𝐥𝐥 𝐭𝐨 𝐀𝐜𝐭𝐢𝐨𝐧 (𝐂𝐓𝐀) ->
Insert a clear and actionable CTA. Like offers, download app, shop, learn, explore, signup, drop a lead etc. If applicable, create a sense of urgency by mentioning a limited-time offer or promotion e.g. A clear CTA button: “Book Your Service Today & get 30% OFF. Offer expires tomorrow”.
Some tips to follow :-
1) Be innovative in approach. Something out of box will glue customers thereby improving CAC
2) Integrate your brand logo, colors, and tagline throughout the video. Ensure consistent branding to reinforce brand identity.
3) Choose music that complements the mood and message of the video. Use sound effects to enhance visual transitions and engage the viewer’s senses. Human Voice over enhances the overall feel & connect of video with audience
4) Add concise and impactful text overlays to highlight key points or benefits
5) Consider adding a subtle animation or visual element that leaves a lasting impression. Basically it can be signature ending
6) Use subtitles for sure
This creative flow framework guides you through the process of crafting a captivating video ad for your products/services, from capturing attention to driving action. Adapt and customize each step to fit your brand’s unique identity and the specific features of your brand
