There are approximately 3.37 billion digital video viewers worldwide, underscoring the vast audience accessible through video content. Just let that sink in, 3.36 billion viewers! As the world has about 8.1 billion people, that is close to HALF of the entire world’s population (41.5% to be exact).
Online videos have an audience reach of 92% among internet users globally, and on average, over 20% of individuals who encounter a video choose to watch it. But a 20 minute video vs a 20 second one is hardly the same thing.
In the age of ever-shrinking attention spans and endless scrolling, short-form video ads have emerged as the MVP of digital marketing. Recent data actually indicates that 73% of consumers prefer short-form videos to learn about products or services with 68% of viewers favouring short-form videos for their content consumption.
This makes Platforms such as YouTube, TikTok, and Instagram continue to be pivotal in video advertising, with YouTube being cited by 78% of marketers as the most effective channel. But crafting a short-form video ad that actually works? That’s where strategy meets art. Success hinges on three core pillars: hook, hold, and convert.
Why Short-Form Video Rules The Feed
Before we dive into the trifecta of effective short-form video ads, it’s important to understand the “why” behind their dominance. When it comes to understanding products or services, 78% of consumers prefer watching short videos over other formats. This is probably as Studies show that the average attention span is now just over 8 seconds. Yes, that is shorter than that of a goldfish. Thus, it is no surprise that about 85% of viewers prefer videos that are 15 seconds or less.
Step 1: Hook (Grab Them In The First 3 Seconds)
Your opening is make or break. Especially since 65% of viewers who watch the first three seconds of a Facebook video continue watching for at least 10 seconds, and 45% watch for 30 seconds or more.
So, how can you make a bold first impression? You can start by presenting a problem: “Tired of spending hours editing photos?” This instantly addresses a common frustration, drawing viewers in. Then, create curiosity with something unexpected: “Here’s what happened when I stopped using shampoo for 30 days…” This piques interest and encourages viewers to keep watching. Adding an element of shock or surprise can further engage your audience: “Most people do this wrong, are you one of them?” This type of statement makes viewers feel like they might be missing out on important information.
Of course, bold visuals, such as eye-catching transitions or large, bold text, can also immediately draw attention.
Step 2: Hold (Keeping Their Attention Until The End)
Even though around 83% of consumers express a desire to see more video content from brands, you still need to keep them watching. To hold their attention, your video needs pacing, structure, and personality. Consider making quick cuts, visual shifts, or scene changes every 1 to 3 seconds, as these can help maintain interest and prevent the video from feeling stagnant. Telling a mini story is another powerful technique, as humans are naturally drawn to narratives. Believe it or not, even in just 15 seconds, you can structure a beginning, middle, and end to keep viewers hooked. Since many videos are watched on mute, using captions is also essential. Remember, captioned videos received 40% more views than those without, and viewers were 80% more likely to watch a video to completion when captions were available. This means, on-screen text not only boosts retention but also makes your message accessible to a wider audience.
Lastly, adding a human element, like showing faces, voices, or direct-to-camera talk, helps create a connection and adds authenticity to the content, and using trends such as popular sounds, filters, or challenges can help dramatically enhance your video too (as long as they align with your brand).
Step 3: Convert (Inspiring Them To Take Action)
Well done! You have successfully held their attention, now it is time to get them to do something. Whether it is visiting your website, following your account, or making a purchase, the final seconds are your call-to-action (CTA) moment. Effective CTAs in short-form video ads should be clear and direct, such as “Click the link to shop now” or “Tap follow for more tips.” To guide viewers visually, use on-screen prompts like arrows, buttons, or animated text. Creating a sense of urgency or curiosity can also be very effective. These include phrases like “Limited offer,” “Only 5 left,” or “Wait till you see what’s next”.
To Wrap Up
Short-form video ads are more than just condensed commercials. They are powerful tools to drive action. As long as you start strong, deliver fast, and end with intent, your short-from video ad is set up for success.
Remember, in the modern era, the scroll never stops. Use this opportunity to your advantage and to help your business get seen (for longer than 3 seconds). Keep testing, keep iterating, and most of all, keep it short and sweet.
If you need help creating and setting up short video content, our team of digital experts are a mere click away.
