The digital world is always evolving, and with it, so are the ways that businesses reach their audiences.
Video ads are one of the most popular and effective methods for doing this, but they can also be one of the most complicated.
With so many platforms and formats to choose from, how can you make sure your video ads are being seen by the right people?
On this episode of the Garlic Marketing Show, Matt Johnston, CEO and Founder of Guide Social, joins us to discuss the ULTIMATE SECRET behind effective video advertisements.
But before we proceed, don’t forget that this episode is brought to you by videocasestory.com. Click here if you need help collecting, crafting, and delivering customer stories.
INTERRUPTING THE PATTERN
User-generated content has become a popular way for brands to connect with their audiences.
But when it comes to creating videos that stand out on social media, don’t be afraid to go against the grain.
Instead of mimicking what everyone else is doing, try something different
One effective approach is to interrupt the pattern.
“Everybody thinks that UGC and selfie videos do the best because it’s native to the platform. Let me be clear about this, the best way to win with video on a platform is to not be native. You need to do exactly the opposite from what you see in the feed. It’s called a pattern interrupt.”
This means doing something that goes against the usual flow of content.
For example, if everyone else is posting short videos on TikTok, you could try posting a longer video.
Not only will this help your content stand out, but it could also help you better connect with your audience.
THE SECRET OF CREATING ENGAGING CONTENT ON TIKTOK
If you’re looking to create truly engaging content on TikTok, there’s one secret you need to know: don’t listen to what they say about short videos being the best.
With this approach, you’ll be able to keep users hooked far longer than with a traditional 10-15 second ad.
So go ahead and give it a try—your engagement rates will thank you.
“Don’t listen to TikTok. When they say 10 to 15, second video ads do the best. It’s not true. It’s not a short video. It’s about one minute long and it’s constantly pattern-interrupting.”
By creating longer videos, you’re giving users a chance to really get to know you and your brand.
And that’s what ultimately leads to true engagement.
EMPATHIZING WITH YOUR TARGET MARKET
So how do you go about creating these longer videos?
The key is to tell a story.
And not just any story—an empathetic one.
Empathy is the key to engagement, after all.
“So I’m teasing a secret. And then I go into a story, right? Then you go into a story and that story is empathetic, right? So we tell an empathetic story that empathizes with my ideal target market.”
Think about it from your own perspective.
What kind of content really pulls you in and keeps you engaged?
It’s usually the stuff that makes you feel something, right?
The stories that resonate on an emotional level.
That’s what you need to aim for with your own video content.
Find a way to tell a story that your target market can relate to.
One that will make them see you as more than just another business—but as a company that really understands them and their needs.
It sounds like a tall order, but it’s definitely doable.
And it’s worth it, because empathizing with your target market is one of the best ways to build a strong, lasting relationship with them.
Watch the full episode now, and make sure to leave any questions or comments you have about the episode.