Want to create a powerful video ad on Instagram that will get people to stop scrolling and pay attention? First, you have to know your brand story, but then it's important to communicate in the correct visual language. You don't want to be salesy, you want to be relational. Kaity Dunn and Victoria Sabato of Rasor Marketing Communications delve into this issue in the PR News Video Guidebook, providing several examples of ads that performed well by telling their stories in a compelling manner. Below are three of them; watch and learn. It's important to note that each does the following:
- Uses powerful, short video cuts
- Adheres to its brand story
- Entertains or provides information
- When audio is used, it’s not a voiceover but rather upbeat music
And it's just as important to note that they do not:
- Show business buildings or stores
- Use talking heads
- Depend on audio to convey the main message
Weight Watchers
Not the standard before-and-after-weight-loss gimmick, this ad bespeaks a personalized approach to weight loss with instructions about how to make a healthy snack in the home.
Lowe's
Home improvement is the watchword at Lowe's, and that doesn't always mean construction. This ad shows how a game at a house party can be improved with a little ingenuity and hardware.
A video posted by Lowe's Home Improvement (@loweshomeimprovement) on
Banana Republic
This video concentrates not on the product, but the process, which is authentic and artistic, the language of Instagrammers.
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