When it comes to the creation of your YouTube ad, your options are endless.
Do you do it yourself or hire an outside company?
Do you have the skills to film and edit your video?
Do you have the equipment needed to get the job done? And done well?
No matter which path you choose for creating your video ad, the end goal will be the same: you need to solve a problem, provide value, and inspire the viewer to take action.
While there is no “perfect” video structure that will apply to every brand, there is a path you can follow that will get you closer to your winning video ad.
Simple, right? But before you stop reading—let’s dive into the structure and some examples for each of these storytelling steps.
The Attention Hook
The “hook” is exactly what it sounds like.
This is the moment of truth where you are going to “hook” your audience’s attention.
These crucial 5 seconds at the beginning of your ad are when the viewer is deciding to skip…or keep watching.
This is your one chance—give the viewer a reason to watch.
Remember, your YouTube ad is usually going to play before the video they want to watch—so if you want them to stick around to see your message, your attention hook needs to be golden.
A proven approach is to engage the viewer from the get-go with a question, smile, or new information. For example:
- Call out to your audience: “Are you a business owner that needs a simple web design solution?”
- Humor: “Most babies sleep 16 hours a day. Their parents…do not.”
- “Did you know” statistics: “Did you know that 89% of cats hate flying?”
If you don’t grab the viewer’s attention and hook them right away—it’s over.
You’ve lost them. This is not a TV ad.
You don’t have time to dilly-dally. Get to the point and do it quickly.
The Problem (You Are Solving)
Once they are hooked, you want to connect with your audience by identifying the problem.
Focus on outlining the “problem” or “promise” that you are helping the viewer solve.
Essentially, this is what you’re selling—not your actual product or service—but the problem you’re solving for your customer with your product or service.
You are usually doing one of two things here:
- Showing the existing problem the viewer has experienced.
- Showing the desired result the viewer wants.
Here are some examples of each!
- The Existing Problem Approach
“Car trouble can strike anywhere. Wherever you are, Allstate has your back.”
- The Desired Result Approach
“The average commuter will breathe in the toxic equivalent of 20 packs of cigarettes—every year. This simple device gives you back your health!”
The Proof
It’s time to prove you can provide results!
You have their attention, you sold the problem, and now they need to trust you, your product, or your services.
Remember that the proof is in the eye of the viewer and there are countless ways to show proof and build trust.
Here are just a few ideas to get you thinking:
- Your company credentials or longevity: “Trusted for over 40 years!”
- Notable publications: “You have read about us in Forbes!”
- Customer testimonials: “John E. says, ‘They are the best in the business!’”
Remember, nothing builds more trust than other people or brands saying great things about you.
So, whenever possible, present proof in the form of reviews, quotes, statement, or testimonials from satisfied clients.
Endorsements from others speak volumes for your credibility.
Your Product or Service Offer
Well done! You have their attention, they know the problem, and they trust you.
Now it’s time to introduce your core product or service—or more importantly—your offer.
How will your product or service solve the problem?
Start by branding your name with your product or service to build familiarity.
You are not selling “yoga pants”—you are selling Sun Healing Advanced yoga pants.
Be sure your brand is clearly represented to start building recall.
When it comes to your offer, here are some things to remember:
- Make your offer clear: “Get 25% off your order with code stretch.”
- Restate the basics: “High quality, 100% recycled, ultra lightweight, and proven to help reduce stress!”
Remember, you are building interest, inflating the balloon so to speak.
In a perfect world, by the time you get to the offer they are already considering trying your product or service.
If you can make it this far, the final part of your YouTube ad will be the cherry on top!
The Call to Action
You have their attention and presented the solution. Now you need to tell them what to do.
This cannot be overstated.
If they need to call, tell them to call and show your number loud and proud.
If they need to visit a link, show or tell them where the link is.
This may vary depending on the device on which they are viewing your ad, so keep that in mind.
It is much easier to simply click a link if your ad is being viewed on a mobile device.
If you want the viewer to take action, make it simple:
- Use clear CTA buttons (as available per your video ad type).
- Use end screens to make taking a “click action” simple (on every device).
- Clearly display coupon codes, phone numbers, and offers on your video—actual text will make brand and offer recall easier.
Keep in mind that you can always test versions of your ad without every one of these sections. This is especially important for 5- or 10-second ads.
Don’t be afraid to test multiple creatives and ad lengths to see which ones give you the best results.
Test, keep the best, and rework the rest!
What’s your best combination?
You can follow the outline we just reviewed:
Or you can also try different combinations based on time
restrictions, like the 15-second version below:
Or try a longer 45-second version featuring a customer
testimonial about their experience with your product or service:
So there you have it!
The one thing to keep in mind—no matter the length of your ad—is that you are telling a story.
It might be VERY short, but you are still telling a story that’s sole purpose is to make your audience remember you and take action.
If you are looking for even more information about bringing your YouTube advertising to the next level, we have more great news for you!
We have written an entire eBook on YouTube advertising—which you can access and download right now by clicking here or on the book cover below.
If you need any help building your next campaign or taking your YouTube game to the next level, the National Positions team is ready to help. Contact us today!
