About 80% of people remember a video ad they've watched in the past 30 days. Another 79% would rather watch a video than read about a product.

It's no surprise that videos lead to 49% faster revenue growth than any other marketing strategy. In fact, 83% of marketers say video advertising gives them a good ROI. With a successful video marketing campaign, you can convert viewers into paying customers.

What are the key elements of successful video advertising, exactly? Read on to find out! Use this guide to strengthen your video ad ROI today.

Establish a Goal

Before you begin planning your next video advertising production, consider why you want to create video ads in the first place. What are you trying to accomplish? Specifying your SMART goals can help give your strategy more clarity and direction.

You can determine what you need to plot the course for a successful video marketing campaign.

For example, you might want to use a video ad to:

• Generate brand awareness and recognition
• Boost leads and sales
• Attract website visitors
• Engage consumers
• Educate consumers about a product/service
• Establish your credibility in the industry for brand trust/loyalty

Outlining specific goals can also help you determine what video format best aligns with your goals.

For example, maybe you want to generate more leads and sales. Consider product demo videos.

Maybe you want to help consumers become more comfortable and aware of your brand. Create a company culture video for your next advertising campaign. You can use video testimonials to generate brand trust, too.

Other formats include virtual tours, case studies, animations, interviews, how-to videos, and more.

Once you determine your goals and video format, use the rest of these tips for successful video advertising.

Define Your Audience

You'll struggle to connect with your audience if you don't know who they are, what they need, or what they care about. Define your target audience based on demo- and psychographic research. You might want to create buyer personas if you're targeting multiple audience groups.

Defining buyer personas will help you create personalized content for each group. Personalization will help you connect with consumers on an emotional level.

You can define consumers based on:

• Age
• Gender
• Location
• Marital status
• Buying behaviors
• Search behaviors/keywords
• Online behaviors
• Salary
• Education
• Language
• Hobbies and interests
• Pain points

Determine what problems your customers are facing and how you can offer an easy solution.

Communicate Value

You might only have 30 seconds to leave a lasting impression on your viewers. With that in mind, try to communicate your value at the beginning of the video. Communicating your value will give consumers a reason to keep watching.

For example, you can provide a specific solution to the consumer's pain point.

Maybe you want to evoke a positive emotion they'll associate with your brand. Perhaps you're hoping to entertain the viewer with a story instead.

When determining your video's value, look back at your goals. Make sure the video's value aligns with the goal you want to accomplish.

For example, you might want to educate consumers about your product, service, or industry.

Use visuals to evoke specific emotions. Evoking an emotional response can make your videos more memorable.

Consider your unique value proposition to set your business apart from other brands, too.

Clarify the CTA

For an effective video advertising campaign, review the above steps before outlining a script. Creating a clear script can ensure your video aligns with your overall goals.

You don't have to write out an entire script word for word. Instead, consider outlining the talking points you want to cover.

Then, consider the action you want the consumer to complete after viewing your video ad.

About 94% of users say video content helps them make purchase decisions. Another 84% have purchased a product after watching a video. In order to turn viewers into paying customers, you need a strong call-to-action (CTA).

Make sure your CTA is clear and concise. For example, you might want consumers to "Shop Now," "Contact Us Today," or "Learn More." Use urgency to encourage immediate action.

A/B test different CTAs to determine what language helps you generate the most conversions. A/B testing can help you improve your ads over time. You can optimize your ads to generate more results, improving your ROI.

Maintain Branding

As you use these tips for successful video advertising, make sure to maintain brand consistency throughout your ads. Brand consistency across all platforms can help brand awareness grow. Eventually, consumers will remember your brand.

Gaining brand recognition could encourage consumers to visit your website directly when they want to buy your product in the future.

Tell a Story

You can also make a more memorable video by using your video ads to tell a story.

Delight and awe your audience with a story that resonates with their needs and experiences. Instead of focusing on selling, you can connect with viewers through an engaging story.

Try to relate to your customers through a story that resonates with their experiences.

Design for Sound Off

Consider where consumers will see your video ads. For example, they might see your ad while scrolling through their social media feeds. Most people don't watch videos with the sound on.

Consider creating ads that communicate your message without sound. For example, you can put text on the video. You can also add captions if you're using a talking head format.

Consider Distribution

Don't forget to consider your distribution plans. Since many people will see your videos on their mobile devices, consider planning a vertical video. Consumers won't have to switch their screen orientation to watch your video.

Plan for more than one ad format to ensure your videos are easy to view on all devices.

Start Rolling: Leverage Effective Video Advertising Today

Planning a successful video ad campaign shouldn't feel stressful. Instead, use these tips to make the most of your video advertising strategy. With these tips, you can delight viewers before generating more leads and sales.

Accomplish your advertising goals with these tips today.

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