Video ads are the future, plain and simple. If you hope to effectively grow your brand online, harnessing the raw power of good video content needs to be at the top of your list. The team at Microsoft Advertising is already taking the hint and rolling out the innovative Microsoft Video Extensions, which seamlessly integrates video content right on Google SERPs. Any marketer worth their salt can read the writing on the wall when it comes to video ads.

But how do you go about crafting some great video ads that maximize conversions? We've compiled some steps that'll work for any advertiser.

Test, Test, Test!

Once you have some video ad content, it may be tempting to simply launch your ad campaign. But slow down a second.

You need to rigorously test your video ad to see what works and what doesn't.

That means you need to test multiple versions of the same video ad. Changing the frames and clips can have a massive impact.

More Than a Feeling

When trying to maximize video conversions, you must nail down the vibe, feeling, and emotion of your video ad. Is it excitement? Humor? Satisfaction? Home in on that particular feeling and go all-in.

For example, in a video advertising a gym, a great idea is conveying the feeling of determination, perseverance, and pushing yourself beyond your limits. 

This is a perfect video ad for a gym. It gets people pumped, encourages them to join a group of like-minded people, and gives a great call to action. 

Don’t forget some glowing testimonials, too!

Keep it Brief ft. Ricky Zollinger

We already know that keeping things short and sweet is always a great idea. Ideally, you’re going to want to keep your ad to 15 to 30 seconds. This way, it’ll loop on Facebook and Instagram. This enables looping. For example, with video ads over 30 seconds, social media platforms will automatically scroll users down to the next post after it’s finished.

Our friends at Ricky Zollinger Media peel back the curtains on some industry tidbits to make a difference. 

“When you’re shooting a 30-second video, adding bits like motion graphics, titles, and words can make a huge difference. When you only have 30 seconds, you need to have that one killer opening shot. Something that accomplishes all your goals, nails down the tone, product, and company in an instant.”

Sometimes, it's the smallest things that make the biggest impact. But, it's also the smallest things that your average videographer overlooks.

Make Sure the First Second *Pops*

Let’s look back at the gym advertisement. A great way to get people hooked is by making the first second pop out to the viewer. Maybe have someone doing an impressive deadlift or a closeup of someone using battle ropes.

This is something you have to do if you want your video ads to impact viewers. Pull them in, not with gimmicks, but with captivating content that encapsulates your business goals.

Some other great methods for making a video ad 'pop' are:

• Surprises
• Humor
• The heartbeat method
• User-generated content (UGC)
• Bold statements

Video Ads: Summing It Up

Making a splash on social media and in the marketing world can be tricky. But if you follow the formula, along with a flair for style, you could rake in those video ad conversions.

Rocky Zollinger said it best: “Video ads are going to get more competitive, so you need quality to compete with the big dogs.”

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