Strategizing Creatives on Youtube That Actually Convert

October 04, 2022

70% of shoppers say they’re open to learning about products from brands they see on YouTube. Hence, YouTube advertising is one of the best strategy moves you can make as a marketer in addition to your search campaigns. You’re able to refine your targeting to the exact audience you want to reach. Videos help you connect your audience to your brand on a personal level that search ads can never. Additionally, YouTube advertising puts you in front of billions of users who are waiting to engage with your products or services. 

However, it’s important to understand that not just any video will drive conversions effectively on YouTube. Following the guidelines laid out below will help you strategize impactful videos that result in positive results for your clients.

ABCD Principles By Google

  • ABCD is a set of Youtube principles demonstrated across video ads that worked effectively for brands.
  • ABCD is NOT a formula for generating creative ideas.
  • ABCD helps you execute the idea to the Youtube platform in a powerful way. 

According to Google: “On average, the ABCDs deliver a 30% lift in short-term sales likelihood and a 17% lift in long-term brand contribution”

ABCD Principles By Google

  • ABCD is a set of Youtube principles demonstrated across video ads that worked effectively for brands.
  • ABCD is NOT a formula for generating creative ideas.
  • ABCD helps you execute the idea to the Youtube platform in a powerful way. 
  • According to Google: “On average, the ABCDs deliver a 30% lift in short-term sales likelihood and a 17% lift in long-term brand contribution”

 

A = Attention: Hook the Viewer

  • With users’ attention spans being shorter than ever, you need a compelling hook in order to get your viewers to stay to receive your message.
  • Hook ideas to grab your audiences’ attention:
    • Starting with a fact can intrigue your viewer to want to learn more and build some credibility that will more likely result in them answer your CTA
    • Start with a problem followed by a solution. This strategy can help you keep the right audience by filtering out users who know if they’re interested or not in your product/service.
      • Ex. if you have a cleaning spray, you want to let users know it can clean deep stains and pet accidents. Non-pet owners will opt out quick leaving you with the users who are more likely to buy.

 

B = Brand early, often, and richly

  • Work your brand identity into the video through product shots, graphic elements, voice-overs, because Youtube is a sound-on experience. Leverage the multisensory aspect of Youtube in order to get the most impact. 

C = Connection

  • Think about the users as actual people.
  • Put yourself in the ICP’s shoes
  • Work to educate, inspire or entertain your users.

D = Direction 

  • Always provide clear and simple instructions on what action you’d like the user to take. 
    • Use written CTAs, graphics, audio, or audio. Text overlays work well. 

How to Use ABCDs to Drive Conversions

  • Attention: Make sure ad hooks people from the start. Leverage audio or opening up with a close-up to keep audiences engaged.
  • Branding: If your goal is to drive action, place all of the focus on product or service. Use extreme close-ups to show what you’re selling and make sure not to let branding distract from the actual product.
  • Connection: Be upfront, precise, and credible when explaining the offering. Show and tell how the product will ENHANCE the viewer’s life by using realistic situations.
  • Direction: Leverage the power of discounts and special offers to turn viewers into customers