Video ads have become an essential part of marketing campaigns for many organizations. With platforms like YouTube, Facebook, Instagram, and TikTok making video content easy to access, businesses are tapping into this medium to communicate with their audience.
But why do people watch video ads, and how does this viewing habit impact a brand’s marketing?
In this article, we'll explore these reasons and explain how video ads can enhance a company’s marketing efforts.
The Appeal of Video Ads
It’s estimated that 69% of companies use paid video ads for their marketing. The digital video ad spend worldwide was a whopping $176.63 billion with the United States leading the way, followed by China and the UK.
What makes these video ads so appealing?
Visual and Auditory Engagement
Humans are naturally drawn to visual content. Moving images, combined with sound, create a dynamic experience that static ads simply can't match. Video ads stimulate both sight and hearing, grabbing attention more effectively. The combination of music, voiceovers, or sound effects with compelling visuals allows video ads to evoke emotions or deliver messages faster than text or images.
Storytelling Potential
People enjoy stories. Video ads can tell a story, whether it's about a product, a customer experience, or a brand’s journey. Storytelling helps build connections, and in just a few seconds, a video ad can leave a lasting impression. People are more likely to watch a video that feels relatable, meaningful, or entertaining. This emotional connection increases the likelihood of viewers engaging with the content, remembering it, or even sharing it with others.
Brevity and Clarity
Modern consumers want quick, clear information. Video ads cater to this by condensing complex ideas or messages into short, digestible formats. A well-made 30-second ad can provide more context, emotion, and clarity than a lengthy article or static graphic. This makes it easy for viewers to understand the key message without spending too much time.
Entertainment Value
A well-produced video ad can be entertaining in its own right. Whether through humor, creativity, or unexpected twists, these ads often provide value beyond just selling a product. People may watch because they enjoy the content, not just because they are interested in the product. Entertaining ads tend to be shared more frequently on social media, amplifying their reach and impact.
Due to these aspects, video ads are enticing for users. When used well, they can have a big impact on marketing.
The Power of Video Ads in Marketing
Now that we understand why people watch video ads, let’s see how these ads can elevate marketing efforts.
Increased Reach and Engagement
One of the main advantages of video ads is their ability to reach a broad audience. Social media algorithms are known to prioritize video content because it garners more engagement than text or static images. This means that brands using video ads are more likely to appear in users' feeds, increasing visibility. Furthermore, people are more inclined to share video content they find valuable, which amplifies its reach.
Boosts Brand Awareness
Video ads are highly effective in boosting brand awareness. Because of their engaging nature, they leave a stronger imprint on the viewer’s memory. Whether it’s a catchy jingle, a funny character, or a memorable slogan, video ads can etch a brand into the minds of the audience. Over time, consistent exposure to a brand’s video content builds recognition and trust, encouraging consumer loyalty.
Personalized Experiences
Video ads allow for a high degree of personalization. With advanced targeting techniques, marketers can create video ads tailored to specific demographics, behaviors, and interests. For example, personalized ads based on browsing history, age group, or location make content more relevant to the viewer. This increases the likelihood of the ad resonating with the audience, leading to higher conversion rates.
Conveying Complex Messages Efficiently
Some products or services are complex and hard to explain through text or images alone. Video ads excel in demonstrating how a product works, its benefits, and how it solves a problem. For example, a tech company can use a video ad to show how their app functions, or a cosmetics brand can showcase how their skincare routine improves the skin over time. Visual demonstrations help clarify a brand’s offerings, making it easier for potential customers to understand the product or service.
Building Emotional Connection
Videos allow brands to connect emotionally with their audience. An ad that resonates emotionally, whether through humor, empathy, or inspiration, tends to perform better. People remember how the video made them feel, and this feeling extends to the brand as well. A well-executed emotional ad can build loyalty and trust, turning viewers into long-term customers.
Next, let’s see how you can use video ads to boost your marketing outcomes.
Types of Video Ads and How They Drive Results
Understanding the different types of video ads and how they contribute to marketing is key to maximizing their potential. Here are the main types and their unique benefits:
In-Stream Ads
These ads play before, during, or after a video that users are watching. Platforms like YouTube or Facebook support in-stream ads. They work well because they’re integrated into content the audience has already chosen to view. If the ad is engaging, viewers may watch it in full, leading to higher awareness and potential conversions.
Social Media Video Ads
Social media video ads, as the name suggests, appear directly in users' social media feeds. They blend with the organic content posted by users. Since platforms like Instagram, TikTok, and Facebook prioritize videos in their algorithm, video ads on these platforms generate high engagement. These ads are especially effective when tailored for mobile viewing, where a majority of users consume video content.
Explainer Videos
Explainer videos focus on explaining how a product or service works. They’re typically short and to the point but provide essential information. Companies use explainer videos to simplify complex concepts, making them accessible to the average viewer. These are particularly effective for B2B marketing, where the audience needs detailed product explanations.
Shoppable Video Ads
These are interactive ads that allow viewers to purchase directly from the video. Platforms like Instagram and YouTube support these ads, enabling a seamless shopping experience. These ads capitalize on impulse buying by allowing viewers to instantly engage with the product without having to leave the video.
Testimonial and Review Videos
Consumers trust other people’s opinions. Video ads featuring customer testimonials or reviews add credibility to a brand. Potential customers are more likely to trust a real user’s experience over a brand’s promises. These ads humanize the brand, adding authenticity to the marketing message.
Thus, these are some video types that marketers can leverage to connect with their audience.
Summary
People watch video ads because they are engaging, visually stimulating, and offer a mix of entertainment and information. The emotional and sensory appeal of videos draws people in, whether through storytelling, humor, or useful product demonstrations. For organizations, video ads offer many benefits, from boosting brand awareness to improving customer engagement and increasing conversion rates.