Video advertising thrives and remains so popular because of 3 main reasons: (1) videos are the type of post that gets the most engagement from consumers, (2) video ads can be made to be unskippable and (3) people like stories they can relate to.
A picture can is worth a thousand words, but a video is worth a million. Almost always, brands and influencers will have the most engagement from videos rather than picture or text posts because they’re more engaging. You can entice viewers more with a video posts because of elements like moving images/ subjects and music. It’s easy to scroll past an image or text. A video literally plays itself and communicates itself without much effort from the viewer. It’s almost always impossible for me to scroll past a video because it interacts with me without me even prompting it to play.
Playing into how videos ad play themselves, now platforms like YouTube automatically play ads when users press on content to watch. Ads can even be added multiple times throughout a video. Many of these ads are now unskippable. I feel like this helps because users are forced to watch them in order to play their video. It’s so quick (about 10 – 15 seconds) that it’s just easier to watch them rather than find something else to do in that short time frame. As an avid watcher of YouTube, I can vouch how this is effective because these ads stay in my mind. I usually always get ads for hair care brands, so when it’s time for me to shop for a new shampoo and conditioner, they’re already registered in my mind!
This ad registers with me because it tells a story I can relate to – the model needs to upgrade her hair routine and so did I! Users like seeing things they can relate to because it solves something they’re concerned about or it’s something they can laugh about. I wasn’t sure which product to incorporate into my routine and this ad solved the problem for me.