One of the challenges that digital marketers across industries face is that ads provide just a brief moment to capture users’ attention. When running an ad, it’s important to make the best use of the visuals, copy, and other creative elements like sound and movement to get your message across.
This is what makes video such a unique format. With video, you can convey a lot of information in a short time, which means you have more opportunity to tell a story about your brand. You also have more time to educate your audience, which is a key factor in B2B marketing.
Powerful B2B Video Ads Can
For example, pinpoint a problem or challenge your target audience is facing that your product or service can help them solve. Then, use a video ad to address that problem in a way that resonates with your target audience. This helps to capture their interest in your B2B solution while simultaneously positioning your brand or company as a thought leader.
By using video to educate your audience, you not only introduce your product or service, but you are able to start building a foundation of trust between your brand and your audience.
The power of storytelling shouldn’t be underestimate. Storytelling spurs emotion, and there’s IT Directors Managers Email Lists science to back this up! Video is known for being the perfect medium to spark emotion because it combines audio and visual elements.
For B2B marketers, it’s important to remember that your target audience are people. Creating a story that appeals to emotion will make your ad, and your brand, more memorable. The emotion your video ad conveys can fall anywhere on the spectrum between heartfelt and funny. Whether the ad tells a story that your audience finds relatable, or one that just makes them chuckle, the fact that it’s spurre emotion creates a starting point for the viewer to have an emotional connection with your brand.
Appeal to Viewers’ Emotions
One thing to keep in mind is that it’s important to evoke positive emotion because the reality is, ads that spark negative emotions like stress or fear will also have a high recall rate. When a viewer recalls that ad, they’ll recall negativity, which can create a negative association between them and your brand. Sticking to positive emotions will have a more desirable outcome for your brand.