How to make ads people will watch

Researchers have found people’s attention spans have shrunk considerably over the last few years. So how do you stop people from skipping your ads and wasting your ad spend? Here are our top tips…

Hook viewers in the first few seconds

This is not the time to dilly-dally. Start with a bold statement, question, or eye-catching visual. For example, instead of using “Buy our product” which doesn’t offer any value, say “Struggling with [problem]? Here’s how [your product] can fix it”. Or ask an intriguing question: “Did you know 90% of people do this wrong?”.

Keep your ad short and direct

6-15 seconds works best for most platforms such as YouTube, TikTok and Instagram. Avoid long intros as you need to get to the point quickly and make it really obvious why people should choose your brand.

Target the right audience

If your ad reaches the wrong people, they will no doubt skip it. Use specific targeting such as age, location, interests, behaviours, to show ads to those who will actually buy.

Make it feel like content, not an ad

Ads that look like organic posts blend in seamlessly and are much more likely to be watched and engaged with. Utilise storytelling, humour, or perhaps a real-life scenario to make the ad engaging and memorable. Use colour, sound and movement to make your ad interesting.

Add captions and text

Be mindful that many people watch on mute, especially on mobile. Use subtitles and on-screen text so viewers can understand your message without sound.

Use retargeting ads

If people skip, retarget them with different versions of your ad. For instance, if they skip a long ad, show them a shorter version next time. Or perhaps show them an ad which features a different product.

Test and optimise regularly

Run A/B tests with different hooks, visuals, and messages so you can ascertain what reduces skip rates and double down on what works. You might be surprised by what works best!

Need help creating engaging ads? Work with us to elevate your digital marketing and drive results – get in touch today…