Successful video advertising: a detailed guide
Engaging your audience's attention on the internet is becoming increasingly difficult because countless other businesses are trying to do the same. What's the solution? Video advertising.
Video has established itself as one of the most influential formats in digital marketing. Video content not only captures consumers' attention, but also engages them in a way that text or images can hardly achieve.
With the development of social networks such as Facebook, TikTok and Instagram, the possibilities for using video advertising are becoming more and more diverse.
👉In this guide, we'll look at why video content dominates, how to create effective video advertising, the best platforms for distribution, and why short videos are more preferred by consumers.
What is video marketing and why is it so important?
Video marketing is the strategy of using video advertising to promote products, services or brands.
This is an extremely effective technique because it combines visual and audio elements that stimulate attention and engage the audience on an emotional level.
And emotions, as we know, sell.
Video advertising and brand identity
Video content provides a unique opportunity to build the visual identity of your business and communicate with your audience in a natural and relatable way.
Well-captured videos not only showcase the product but also convey your brand values while creating an emotional connection with consumers.
Video content is a great storytelling tool. Tell more about the brand, who's behind it, create a real human image that stays in your audience's mind.
Why do businesses invest in video marketing?
The global growth of video content consumption is a fact. Over 80% of internet users watch video daily and 91% of businesses use it as a marketing tool.
Much of the video content consists of clips that are entertaining, poignant or useful, and this contributes to their lasting impact.
Users remember videos up to 95% better than text content.
Maybe that's why video advertising increases the likelihood of a purchase by up to 64%, and 90% of marketers say they get a good ROI from video advertising.
Again, according to Wyzowl, for nearly 90% of them, video advertising means:
- a better understanding by consumers of their products or services;
- better brand recognition;
- more traffic;
- more sales.
So why are there businesses that still don't use video advertising?
The reasons are complex. First and foremost among them is the lack of time. Yes, capturing quality video content can definitely take a lot out of this much-valued resource, but it can also pay back even more in the form of dividends. A 30-second ad on Facebook or Instagram can take a full working day from concept to final result.
👉 For 20% of marketers , video is too expensive, and 15% and 12%, respectively, don't know how to get started or aren't aware of the ROI of video marketing.
👉 But the 10% of marketers who don't use video think they should start.
If you're one of them, now we'll tell you where to start...
Why do users prefer short videos?
Most marketers have the most success with short videos. We're talking about 30 to 60 second videos - 39% of marketers say this is the most effective length. Videos lasting 1-2 minutes, 2-3 minutes, and over 3 minutes rank next, respectively.
Are you wondering why?
As we have said, modern consumers are exposed to a huge amount of information every day. Information overload is a real thing and is one of the modern problems that our predecessors definitely did not have.
In a world where attention is the main currency, short videos are the key to effective communication.
💡 Attention in the digital world is valuable
The average user's attention span on the internet has been getting shorter and shorter over the last 20 years. Currently, scientists have calculated through experiments that it is only 8 seconds.
This means that advertisers have minimal time to generate interest.
💡 Short videos can be watched anywhere, anytime
Everyone is constantly on their phone or tablet, as if these little machines have some sort of magic over us.
Accordingly, it's hardly a surprise that over 75% of video content is viewed on mobile devices, where short videos are more convenient and easy to consume.
On the subway, in traffic, in line at the store... Just don't look while driving, please.
💡 Fast information processing
The brain processes visual information 60,000 times faster than that in text format, making video ideal for engagement.
Nowadays everyone is busy and finding what you need quickly is valued.
💡Emotional impact of short videos
Short videos convey their messages quickly and effectively without losing the viewer's interest. They often use humour, inspiration or visual surprise to hold attention.
And let's be honest - nowadays everyone is stressed, busy, busy and even sometimes sad. Enjoying short videos contributes to the secretion of dopamine - the hormone that makes us feel good. And the short duration means we can watch more and more and enjoy a real dopamine kick, similar in feel to the action of some drugs.
💡 Easier and cheaper to create than long videos
Many small and/or start-up businesses cannot afford professional filming. Depending on how professional a look you're chasing for your short videos, very often you need nothing but a smartphone. And maybe a tripod. But that's often enough, especially as you're looking for a natural and non-sandpaper look.
Do the short videos contribute to the state of 'brain rot' as Oxford's 2024 word is? Yes. Do they sell successfully and lead to a high return on investment. Also yes.
👉 Conclusion - we have to adapt to the new challenges and the new reality of our time if we want to succeed.
How to create an effective video ad?
Creating a successful video ad on Google, Facebook or TikTok requires strategic planning and a creative approach. Here's how to take a step-by-step approach:
1. Determine the purpose of the video
Your video content should have a clearly defined purpose. This could be:
- Increasing sales.
- Brand recognition.
- Increase engagement on social networks.
👉 Example: If your goal is to increase sales, the video can show a product demonstration with a focus on its benefits.
2. Understand your audience
Your video ad will only be effective if it's targeted to the right audience. Speak their language and offer solutions to their problems.
To do this, ask yourself the following questions:
- Who are your customers?
- What are their needs and preferences?
- What platforms do they use most often?
👉 Example: TikTok is preferred by the young audience, while LinkedIn is more suitable for professionals.
3. Develop a compelling scenario
Even the shortest videos require a strong script. Here are some guidelines:
- The first seconds are critical: Grab attention with a visual surprise or a direct message.
- Clear message: the video should convey the main idea in an easy to understand way.
- Call to action: encourage viewers to take action - visit your website, buy a product or share the video.
4. Optimize video for platforms
Different social networks require different approaches:
- TikTok: Videos vary in length, but shorter ones (up to 60 seconds) perform best.
- Instagram Reels & Stories: Vertical video up to 90 seconds in length in strips and stories up to 60 seconds.
- YouTube: Suitable for longer videos with educational or entertainment value or short YouTube Shorts.
- Facebook Reels & Stories: a hybrid format that includes shorter, longer videos and live content. Stories can be no longer than 30 seconds.
Which are the most popular video marketing platforms
YouTube is the most used video marketing platform by companies - 90% of them concentrate their efforts there. Next is Facebook, Instagram, LinkedIn and TikTok.
YouTube
- Suitable for: Long videos, tutorials and product reviews + Youtube Shorts.
- Advantages: huge audience and SEO opportunities.
TikTok
- Suitable for: short and creative videos for TikTok advertising with high potential for viral distribution.
- Benefit: Engaging a young audience in a fast and natural way.
Instagram and Facebook
- Suitable for: stories, reels and video ads.
- Advantages: wide scope and easy integration with other formats.
- Suitable for: Professional video content and B2B marketing.
- Strengths: Targeted to a lower-end audience with high purchasing power.
Video Advertising Trends for 2025
- High engagement short videos - TikTok and Instagram Reels will remain leading platforms.
- Interactive videos - Content that allows viewers to participate.
- 360-degree videos and virtual reality - Enhanced user experience to a new level.
- Video SEO - Video optimization will become more and more key for audiences to find.
- Video Automation - Using AI to create personalized content.
- Video advertising without sound on social networks - More and more users are scrolling through their news feed and don't always want to play their sound. Try to effectively communicate your message with just the visual.
Video marketing is the present and future of digital marketing.
Its ability to engage, inform and inspire makes video advertising one of the most effective tools for businesses.
Short videos targeted to the right audience and optimised for the right platforms can increase visibility, sales and brand loyalty. Tell the story of your business in an interesting and engaging way to create a real image that will stick in your audience's mind.