Today we’re talking about video ads. You’ve seen them, on your phone, before YouTube videos, sandwiched between Instagram Stories, even lurking in the corner of your favorite recipe site. Some are great. Most are forgettable. A few make you want to throw your phone across the room. So, what separates the good from the garbage? Let’s break it down.
First impressions are everything. No pressure.
Meta—yes, Facebook’s new alter ego—ran the numbers and found that if someone watches the first three seconds of your video, there’s a 65% chance they’ll stick around for at least ten seconds. That’s a blink in internet time, but it’s enough to make a difference. Even more impressive: 45% hang on for thirty seconds or more.
So what does that mean? You’ve got three seconds to earn your keep. That’s it. No slow fades; no poetic voiceovers about your company’s humble beginnings. Hit them with movement, color, bold text, or a question that makes them pause. You’re not building suspense; you’re fighting for survival.
Tell a story, but make it hurt a little.
Or at least make it feel something. Harvard Business School found that emotionally charged content sticks—not just in people’s heads, but in their hearts, and on their social feeds.
Think about Google’s “Year in Search” videos. They don’t even sell anything directly. They just remind you what it means to be human. Or Nike’s “You Can’t Stop Us” spot, which splices together athletes in a way that practically dares your tear ducts to stay dry. These ads work because they don’t just sell shoes or search engines; they sell a feeling.
Don’t say everything. Say the one thing.
Here’s a classic mistake: trying to cram every feature, benefit, and buzzword into one video. Nielsen studied this and found that ads with a single clear message perform 20% better in brand recall. That’s not a rounding error.
So pick your headline. Is it free shipping? Is it the fact that your app saves people 12 hours a week? Great. Say that. Say it clearly. Then stop. Every subplot you add just muddies the water.
Sound off, captions on.
Here’s a fun fact: 85% of Facebook videos are watched on mute. People are scrolling in line at the grocery store, half-watching during meetings, or sneakily checking their phones in bed next to someone already asleep. So if your video relies on sound to work, it’s already lost.
Use on-screen text. Make your visuals do the talking. And don’t assume anyone’s hearing your carefully mixed background music. It’s there for the 15% who care; the rest need subtitles.
Digiday breaks this down further, highlighting how silent video is the norm—not the exception.
Think vertical.
Mobile isn’t just the future; it’s the present. Over 75% of global video views happen on mobile devices. And yet, people are still making videos in horizontal format like it’s 2008.
Vertical (9:16) or square formats just perform better on mobile. They fill the screen. They feel natural. And they don’t make people tilt their phones, which, let’s be honest, we all resent a little.
Make sure your text is legible on a small screen. Don’t cram too much in. And remember, thumb-scrolling is ruthless. If it doesn’t look good vertically, it probably won’t get watched.
Say what you want.
You’d be shocked how many video ads forget to ask for anything. A strong call-to-action—“Shop Now,” “Subscribe,” “Try It Free”—can boost conversions by up to 80%. That’s not a typo.
The CTA should be clear, direct, and easy to spot. Don’t bury it in a wall of text or whisper it in the last half-second of the video. Say it like you mean it. And if you can, show it on screen too.
WordStream has the stats to back this up.
Personal beats perfect.
Personalized video ads don’t just feel nice; they work. According to Wyzowl’s 2024 report, personalized videos get double the engagement of generic ones. Double.
That doesn’t mean you need to make 300 versions of your ad. But it does mean using data smartly. Tailor your messaging based on user behavior. Segment your audience. A/B test different versions. The more your video feels like it was made for someone, the more likely it is they’ll respond.
Polish is good. But real is better.
This one’s a balancing act. High production value can give your brand credibility. Slick lighting, good audio, sharp editing—it all helps. But if you’re chasing social engagement, sometimes raw wins.
Look at TikTok. It’s built on unpolished, real-feeling content. People connect with it because it feels like a person, not a brand. So if your video looks like it cost $3,000 a second to make, great—but only if that makes sense for your audience.
For awareness campaigns? Go polished. For community-building or social engagement? Keep it human.
The bottom line
And that’s the trick, really. A good video ad isn’t about perfection; it’s about connection. If you can grab attention, make someone feel something, and give them a clear reason to act—all while respecting the platform they’re on—you’re already ahead of the pack.
That’s the breakdown.
We’ll be back with more.
Until then, keep building.
– Perfect Sites Blog