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More than two hours a day. That\u2019s how long the average social media user spends on their favorite platforms. The majority of that time is devoted to scrolling \u2014 seeking something engaging enough to entertain them for a few moments. Advertisers win when they figure out how to stop the scroll and keep users engaged with their video ad.\u00a0<\/p>\n
You\u2019re not asking much, just a few seconds of the user\u2019s time. But to earn it, you\u2019ll need to deliver what they want \u2014 entertainment, value, a reason to engage. Based on our years of experience creating scroll-stopping social media ads and engaging explainer videos, we\u2019ll tell you the exact formula you need to make sure people watch your video ad.<\/p>\n
Casting a wide net might be fine for fishing, but marketers usually benefit from a targeted approach. The first step in creating a scroll-stopping video is to identify your ideal audience. These are the people who are most likely to be interested in your product.\u00a0<\/p>\n
Consider gender, age, income and interests. Education level and income matter. Depending on what you\u2019re selling, hobbies and employment status might be important. Gather as much information as you can about your ideal audience. This will help you do two things:\u00a0<\/p>\n
Think of it this way, you can create a stunning video ad for CRM software, but if the viewer is unemployed, it\u2019s not going to mean much to them. Targeting is essential.\u00a0<\/p>\n
You have about 3 seconds to capture a viewer\u2019s attention before they scroll on by. Those precious few seconds must include a thumb-stopping hook<\/a>, something the user just can\u2019t ignore. That means the first line of your script is vital. Use it to do one (or more) of the following:\u00a0<\/p>\n Present a Problem or Promise\u00a0<\/strong><\/p>\n The video below presents a problem their ideal audience is likely to have faced before \u2014 finding a mortgage. The implied promise is that this video will show them how to do so painlessly. That\u2019s compelling for anyone who\u2019s been through a nightmare mortgage process.\u00a0<\/p>\n \n