As more people consume digital content on YouTube, it becomes an essential platform for businesses to advertise. However, creating engaging ads that capture viewer attention and grow your business can be a challenge. The secret is in the content and how it’s presented. In this article, we will discuss a framework to create successful YouTube ads that will engage your viewers.
The In-Stream Timeline Framework
Before diving into the framework, it’s essential to understand in-stream ads. In-stream ads are those that appear before, during, or after a YouTube video and are skippable after five seconds. With a cost per view campaign, the first 30 seconds are crucial, as advertisers don’t pay until the viewer watches the entire ad or 30 seconds have passed. The framework consists of seven parts that must be executed in the right order.
The first five seconds of the ad are the most crucial as it’s the hook that determines whether the viewer keeps watching or skips the ad. The hook must be a verbal and visual statement that qualifies the audience. For instance, Mariah Coz’s ad begins with, “I want to share with you how we’ve been able to grow a six and seven-figure business selling courses.” If you’re in the industry and looking for the same, you’ll keep watching the video, and if you’re not, you’ll skip it. Therefore, businesses must consider what they can say or show in the first five seconds that will grab the viewer’s attention.
After grabbing the viewer’s attention, the next step is to introduce the problem or challenge the viewer is experiencing. If businesses can explain the viewer’s problem better than they can, they will automatically assume that the business has a solution. The video should help the viewer solve their issue and not talk about the product or company that makes it. The best ads are those that are about the customer and how the product can change their life. So, businesses should build a bridge with where the viewer is with where they want to go.
The solution is where the product comes into play. The product should solve the viewer’s issue and not just be about the company or the product itself. For instance, Garrett Gunderson helps entrepreneurs make and keep more of their money through his company, Wealth Factory. Instead of talking about his book or program, he discusses the importance of improving cash flow in a business. This helps the viewer solve their problem without pushing a product or company.
Credibility is the section where the business establishes itself as an authority in the industry. This section could include the company’s accomplishments or industry awards that show the company’s value.
This section of the ad provides an overview of the product or service and how it helps solve the viewer’s issue.
The Call to Action
The final section of the ad is the call to action. The viewer should know what they should do after watching the ad. It could be to visit the website, sign up for a free trial, or subscribe to the newsletter. The call to action should be clear and concise.
The Trojan Horse
After the viewer watches the ad, they will click on the link that leads them to the business’s website. Therefore, businesses must have a valuable offer or lead magnet that will help the viewer with their challenge. This offer is known as the Trojan horse or lead magnet and is the key to converting viewers into customers. It could be a free trial, a free guide, or a discount code.
Creating an engaging YouTube ad that grows your business takes effort, but with the right framework, it’s possible. The key is to grab the viewer’s attention in the first five seconds and provide a solution that solves their issue.
If YouTube ads is something you or your business are interested in but not sure where to take that initial first steps then you will want to check out our 2023 YouTube Incubator program.
We spend 3 days taking you from writing your video ad script, shooting your video ad, researching your perfect audience to launching your YouTube campaign.