Video Creative: The Performance Marketer's Guide

Learn about the role of video creative and TV creative as well as best practices for building your own

Have you ever wondered why some video ads are more successful than others? What makes a video ad creative and engaging? In today's digital age, video advertising has become a powerful tool for businesses to reach their target audience. However, not all video creative is created equal.

Creating successful video creative requires careful planning, creativity, and a deep understanding of your target audience. In this article, we’ll explore the key elements of a compelling video ad creative and provide tips on how to create an ad that captivates viewers and drives results. Whether you are a business owner or a marketing professional, this article will help you unlock the potential of video advertising and take your campaigns to the next level. 

Dig deeper into ad creative strategy, production, and more with The Complete Guide to Ad Creative.

What Is Video Creative?

Video creative refers to the visual and audio elements used in a video advertisement to engage and persuade viewers. It includes the combination of images, text, music, voiceovers, and special effects to effectively convey a message and capture the attention of the target audience. The creative elements are carefully designed to evoke emotions, highlight product features, and ultimately drive viewer action toward the desired marketing goal. It can also be referred to as “TV creative” when used on linear or connected TV.

What Role Does Video Creative Play in Performance Marketing?

Video ad creative is what gets delivered to an audience as part of any video-oriented performance marketing campaign. In the age of digital privacy, the quality of video ad creative is an immense variable in the effectiveness of a campaign. It plays a pivotal role in the overall performance marketing process, offering the following benefits:

• Grabbing Attention: The primary role of video ad creative in performance marketing is to grab the viewer's attention. With the ever-increasing amount of content available online through streaming video services and beyond, it's crucial to create captivating videos that stand out from the crowd. Use eye-catching visuals, compelling storytelling, and a clear message to capture the viewer's interest from the very beginning.
• Conveying the Message: While grabbing attention is essential, the video ad creative must also effectively convey the intended message. Whether you're promoting a product, service, or brand, ensure that your video clearly communicates the key features, benefits, or values you want to highlight. Keep the message concise, impactful, and aligned with your overall marketing goals.
• Generating Engagement: Video ad creative plays a significant role in driving engagement. Incorporate interactive elements where possible, such as clickable buttons or calls-to-action, to encourage viewers to take specific actions, such as visiting a website, subscribing to a newsletter, or making a purchase. Engaging videos can also prompt viewers to like, comment, and share, increasing brand visibility and reach.
• Building Brand Awareness: Video ad creative is an excellent tool for building brand awareness. Through consistent use of visual elements, colors, logos, and brand messaging, you can create a cohesive brand identity that resonates with your target audience. By repeatedly exposing viewers to your brand through video ads, you can enhance brand recognition and establish a strong brand presence.
• Driving Conversions: Ultimately, the goal of performance marketing is to drive conversions. Video ad creative can significantly impact conversion rates by effectively showcasing product features and demonstrating value. Incorporate persuasive elements, such as customer testimonials, limited-time offers, or social proof, to encourage viewers to take the desired action and convert into customers.

What Are Some Video Creative Best Practices?

Developing winning video ad creative takes patience and skill. There are, however, some best practices all marketers should keep in mind when developing video ad creative:

• Understand Your Audience: Before you even start creating your video ad, it is crucial to understand your target audience. Conduct thorough market research to identify their demographics, interests, and preferences. This knowledge will guide you in crafting a message that resonates with your target audience and compels them to take action.
• Keep it Short and Engaging: Many viewers have little attention to spare. To capture your audience, keep your video ad short and engaging. Aim for a duration of 15 to 30 seconds, and make sure to create a hook within the first few seconds. Use captivating visuals, compelling storytelling, and a clear call-to-action to keep viewers engaged from start to finish.
• Tell a Story: Storytelling is a powerful tool for capturing attention and creating an emotional connection with your audience. Develop a narrative that aligns with your brand and conveys your message effectively. Whether it's showcasing a problem and how your product solves it or telling the story of a satisfied customer, a well-crafted story will leave a lasting impression on your audience.
• Highlight the Benefits: When creating video ad creative, focus on highlighting the benefits of your product or service. Show how it can make your audience's lives easier and more enjoyable, or solve a specific problem they may have. By showcasing the value your product brings, you can effectively persuade viewers to take the desired action.
• Test and Optimize: Once you've created your video ad, it's important to test and optimize its performance. A/B test different versions of your video ad creative to see which elements resonate best with your audience. Pay attention to metrics such as click-through rates, view rates, and conversions to identify opportunities for improvement. Continuously refine and optimize your video ad creative based on the data you gather to achieve the best results.

What Are Some Best Practices for Designing CTAs for Video Creative?

Perhaps the most critical part of any video ad is the call-to-action. It should offer the viewer clear instructions on what they should do next in order to fulfill the promise of the ad itself. Here's what marketers should keep in mind when designing their video ad CTA:

• Keep It Clear and Concise: The CTA should clearly communicate the desired action and be easy to understand. Use simple and concise language that is not ambiguous.
• Make It Stand Out: Use contrasting colors, bold fonts, or animations to make the CTA visually distinct and attention-grabbing. This will help it to stand out from the rest of the video content.
• Use Action-Oriented Verbs: Encourage viewers to take immediate action by using action-oriented verbs in your CTA. Words like "Shop Now," "Subscribe," or "Learn More" can create a sense of urgency and motivation.
• Provide a Reason to Act: Include a clear benefit or incentive for viewers to click on the CTA. Whether it's a limited-time offer, a discount, or exclusive content, giving viewers a reason to act can increase conversion rates.
• Consider Placement: Place the CTA in a prominent location within the video frame, ensuring it is easily visible and accessible. Avoid placing it in a cluttered or distracting area.
• Keep Mobile Users in Mind: Since a significant number of video views occur on mobile devices, make sure your CTA is mobile-friendly. Ensure it is readable and clickable on smaller screens and consider using mobile-specific CTAs like "Tap to Buy" or "Swipe Up."
• Track and Analyze Performance: Monitor the performance of your CTAs by tracking click-through rates and conversion rates. Analyze the data to identify areas for improvement and refine your CTA design accordingly.

Examples of Great Video Creative

While there's been no shortage of great video ad creative generated over the years, a few examples stand above the rest for their sheer creativity and engagement:

Nike - "Dream Crazy"

Nike's "Dream Crazy" campaign featuring Colin Kaepernick is a perfect example of a powerful and impactful video ad. The ad focuses on the theme of overcoming challenges and pursuing dreams, inspiring viewers to believe in themselves. It effectively captures attention, evokes emotion, and showcases the brand's values, making it highly shareable and memorable.

Dollar Shave Club - "Our Blades Are F***ing Great"

Dollar Shave Club became widely known through its witty video ad titled "Our Blades Are F***ing Great." The ad uses a combination of humor and a straightforward message to grab attention and differentiate DSC from traditional razor brands. It successfully communicates the brand's value proposition and generates interest among viewers.

Apple - "Shot On iPhone"

Apple's "Shot On iPhone" campaign showcases the power of user-generated content in video ads. The campaign features stunning visuals and compelling storytelling, all captured using iPhones. By highlighting the capabilities of its products through real-life examples, Apple creates a sense of authenticity and relatability, making viewers consider the possibilities of their own devices.

GoPro - "The Adventure of Life in 4K"

GoPro is known for its action-packed and adrenaline-fueled video ads. Its "The Adventure of Life in 4K" campaign showcases jaw-dropping footage captured using the brand’s hardy cameras. It effectively showcases the capabilities and versatility of GoPro’s products, inspiring viewers to embark on their own adventures and capture their experiences.

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