How to Stop the Scroll. Tips For Better Video Ad Engagement 

More than two hours a day. That’s how long the average social media user spends on their favorite platforms. The majority of that time is devoted to scrolling — seeking something engaging enough to entertain them for a few moments. Advertisers win when they figure out how to stop the scroll and keep users engaged with their video ad. 

You’re not asking much, just a few seconds of the user’s time. But to earn it, you’ll need to deliver what they want — entertainment, value, a reason to engage. Based on our years of experience creating scroll-stopping social media ads and engaging explainer videos, we’ll tell you the exact formula you need to make sure people watch your video ad.

Target Your Ideal Audience

Casting a wide net might be fine for fishing, but marketers usually benefit from a targeted approach. The first step in creating a scroll-stopping video is to identify your ideal audience. These are the people who are most likely to be interested in your product. 

Consider gender, age, income and interests. Education level and income matter. Depending on what you’re selling, hobbies and employment status might be important. Gather as much information as you can about your ideal audience. This will help you do two things: 

1. Target your ad effectively by choosing the right social media platform and audience on that platform.
2. Tailor your ad content to your audience by using an approach, main character, promise and imagery that appeal to them. 

Think of it this way, you can create a stunning video ad for CRM software, but if the viewer is unemployed, it’s not going to mean much to them. Targeting is essential. 

Start with a Compelling Video Ad Script

You have about 3 seconds to capture a viewer’s attention before they scroll on by. Those precious few seconds must include a thumb-stopping hook, something the user just can’t ignore. That means the first line of your script is vital. Use it to do one (or more) of the following: 

Present a Problem or Promise 

The video below presents a problem their ideal audience is likely to have faced before — finding a mortgage. The implied promise is that this video will show them how to do so painlessly. That’s compelling for anyone who’s been through a nightmare mortgage process. 

Ask a Question 

An unusual or personal question can convince users to stop and think for a moment. That’s long enough to get them engaged with your message. The video below is a solid example of this strategy.

Shock Them

A shock and awe approach can backfire if overused, but it’s still a strong option if thoughtfully done. Offer a fact or detail that might shock your audience. For example, cyberattacks cost businesses more than a TRILLION dollars, as the video below explains. 

Include Striking Imagery

With your script complete, it’s time to think about the visuals. Whether animated or live action, the first glimpse of your video should grab viewers and not let go. It needs to draw them in, even if they have their sound off. Here are a few ways to do that. 

Be Eye-Catching 

Bold color combinations, quick transitions, and unusual camera angles can snag audience attention long enough to get them invested in your content. The video below uses an unusual color pallet to draw audiences in. 

Show Emotion

People respond to people. Let your main character show some strong emotion in the first frame and users are likely to stick around to find out what happens. See this tactic at work in the video below. 

Add On-screen Text

On-screen text can engage users even if they’re watching with the sound off. Make sure to keep the text short and clear. It should feel like a sign, not a novel. The video below is almost all text. It works because it’s bold, clear, and short. 

Add to Your Video Ad

The video is obviously the core of any video ad, but other elements can help it be successful. The text that accompanies it should be just as compelling. Match the tone of your video and include keywords. 

If you use emojis, choose them thoughtfully. They should enhance the text, not replace it. The same goes for hashtags. 

Hashtags have been deemphasized on many social media platforms. Although you’ll still see them on Instagram, most experts agree that they are less impactful than they used to be. On TikTok you can use 4 or 5 in addition to keyword rich text. 

What matters more is your call to action. Tell audiences exactly what you want them to do and offer a link that takes them to a landing page (not your homepage or a general shopping site).

Finally, jumping on the occasional trend can give your content a boost, but don’t make it your whole personality. Users want to see original content, not just copypasta of what’s trending. 

Quality Matters for Video Ads

Audiences want authenticity, but they also want quality content. Well-crafted videos with good audio engineering and eye-catching imagery elevate your message. For help creating a quality video ad, contact the video marketing experts at IdeaRocket. We make 2d animation, 3d animation, whiteboard, motion graphics, mixed media animation and even live action videos to fit your brand and your audience.