How to seize the golden 6 seconds of video advertising? Video advertising tips!

Information flow advertising has entered the second half, short video marketing continues to be popular, and more and more advertisers are starting to place video ads.

From small-budget testing to large-scale delivery, advertisers who have mastered the secrets have already reaped the first wave of dividends from information flow videos; however, some are still struggling and cannot find a way out, either because there is not enough volume or the cost is too high, and they can only cry in despair in front of the backstage.

How to shoot high-conversion information flow video ads? Answer in one sentence: Seize the golden 6 seconds of video advertising!

The "golden 6 seconds" means that more than 90% of users watch short videos for only 6 seconds. (By counting a large amount of video ad background playback data, it can be found that the average playback time of most videos is about 6 seconds).

Therefore, the first 6 seconds of the video are the key to whether the ad can generate conversions. If the first 6 seconds of content cannot instantly grab the user's attention, then the video ad is doomed to fail.

How can we make good use of the “golden 6 seconds”? Next, we will share with you specific techniques through several popular video cases .

1

Content level

The average audience's patience for video ads is 6 seconds - no matter how interesting the video is, people will only watch it for 6 seconds.

Therefore: extract the key information and cram it into these 6 seconds.

There are two types of key information:

1) Benefits (benefits provided to users/problems solved) + action plan (guide conversion: click to learn more/consult/leave a call)

2) Demand scenarios that can resonate with users, point out pain points and elicit solutions (attract users to finish watching the video or click to enter the page)

There are three main ways to cram key information into the first 6 seconds:

1. Rapid implantation

Skip the introduction and get straight to the point, quickly embed marketing information. A typical example is the rhinitis clinic franchise mentioned above. We can further understand this through the following loan customer case, which took only 4 seconds to implant key information.

2. Limit the topic

Situational advertising selects product usage scenarios, and the topic focuses on product benefits to ensure that the target population is attracted and non-target population is filtered out, thereby increasing conversion rates.

For example, the following ad that guides users to receive shopping discounts introduces the online shopping bargaining scenario and the pain points of finding coupons to save money in the first 6 seconds, arousing users' interest and desire.

3. Picture-in-Picture

If you need to lay the groundwork for the plot, you can use a picture-in-picture approach, artificially mark out an area and add copywriting to make our promotional business clear in advance to prevent users from being confused.

For example, in the following case, the business advantages (12 years of experience, scientific confinement) are intuitively displayed on the side in the form of pictures and texts, and users are guided to consult.

Of course, there are also netizens who want to know more information (4.22% of netizens choose to watch the entire video), so our videos still need to be complete to meet the needs of different customers.

2

Formal level

The fundamental difference between video and graphic materials lies in language. The fundamental principle of making situational drama is: visual language > oral language > written language

If you can film it, don’t say or write it. Zhou Chuanji, a leading figure in the Chinese film industry, also said: The key to judging whether a screenwriter is professional is to see whether the script he writes has a "visual sense".

So: turn the copy into a scene with a "visual sense".

There are two main aspects of copywriting scenario:

1. Selling point scenario

Present the core selling points through scenes. For example, when recruiting investors and franchisees, the copy might be “a BMW was bought one month after the store opened,” but when filmed, the actor would be sitting in the BMW and wearing a famous watch.

Another example is social software, where the text may be “the girl is very pretty and very proactive,” but when filmed it will be a beautiful woman from a first-person perspective actively chatting with you.

2. Demand scenario

Due to limited conditions, we cannot scenario-based all selling points. At this time, we can settle for the next best thing and scenario-based the needs.

For example, if an app that offers 25% off on gas can’t actually film a scene of people refueling at a gas station, it can create a scene where users save gas:

If the conditions are more rudimentary, it can even be simplified to scenes such as complaining and making phone calls, as long as the scene can awaken the user's life experience, such as the following borrowing money scene:

It should be noted here that the purpose of creating scenes is not to attract attention, but to awaken users' life experience. Therefore , exaggerated scenes that are divorced from real life (as shown in the figure below) often attract inaccurate people, causing costs to soar and even damaging the customer's image.

Knock on the blackboard and highlight the key points. Let’s review them together at the end:

1) If you want your video ads to be effective, grasping the golden 6 seconds is key, so the most important information should be condensed in the first 6 seconds of the video.

2) There are three content-level techniques: first, quickly implant marketing information; second, limit topics and screen the audience; third, picture-in-picture, guiding through graphics and text.

3) The fundamental principle at the formal level is: visual language > oral language > written language. The corresponding method is to [turn the copy into a scene with a "visual sense"], for which it is necessary to achieve "selling point scenario" or "demand scenario".

Have you memorized all the knowledge points introduced today? Hope it helps!

Author: Xu Ke

Source: Feed Creative Camp