BI Intelligence indicates that online video advertising is experiencing significantly faster growth than almost every other advertising approach. With more businesses embracing this marketing strategy, YouTube is becoming increasingly crowded with Google Ads video ads. So, how can advertisers differentiate themselves amidst a sea of videos? The answer lies in creating unforgettable video ads, the kind that people want to watch repeatedly and share. Developing clever video ideas is challenging, but there’s no need to reinvent the wheel. After examining some of the most popular YouTube ads from the previous year, I’ve identified strategies that producers employed to create remarkably memorable content. Here are five tactics you can replicate to produce unforgettable video ads for YouTube, even without a massive marketing budget.
YouTube Ad Tip #1: Incorporate an Element of Surprise
Let’s face it, most ads are fairly predictable. Consider how many grocery store ads feature an attractive, young mother strolling through the produce aisle, filling her cart with incredibly affordable items. Have you ever encountered a jeweler’s ad that doesn’t conclude with a newly engaged couple embracing? These generic ads fail to leave a lasting impression on the viewer. They’re simply noise. Exceptional ads break free from conventions. They surprise viewers by deviating from the norm and, when executed effectively, are utterly unforgettable. In fact, some of the most-viewed YouTube video ads of 2015 utilized this strategy.
This ad secured the bronze medal as the third most popular YouTube ad of 2015. Ad Council, a non-profit organization, expertly employed this strategy with their widely popular ad advocating for diversity and inclusion. The ad’s premise is simple—it portrays a couple sharing an affectionate moment while being observed by a crowd. However, there’s a twist—they’re positioned behind a black screen, revealing only their skeletons. When the couple finally emerges from behind the screen, the crowd is both astonished and delighted to discover that both skeletons belong to women. A series of diverse groups of skeletons then dance and interact behind the screen, ultimately revealing themselves as interracial couples, children with and without disabilities, gay couples with children, and families from various religious backgrounds. The video concludes with the powerful message, “love has no labels.”
This ad claimed the ninth spot among the most watched YouTube ads of 2015. Surprise truly WORKS! Created by Fanpage.it, this ad aims to raise awareness about the horrors of domestic abuse in Italy. It features a group of young Italian boys who are asked a series of questions about their aspirations. Subsequently, a girl is introduced, and the boys are asked to share what they find appealing about her. Their sweet remarks bring blushes to the girl’s cheeks and make the boys feel shy. However, the narrator then takes a shocking turn and instructs the boys to slap the girl, astonishing both the boys and the audience. Every boy stares at the narrator in disbelief and horror, refusing to comply. Their reasons range from “I don’t want to hurt her” to “Jesus wouldn’t want us to hit others” to “girls shouldn’t be hit, not even with a flower.” Not only does this ad shock viewers by transitioning from heartwarming to horrifying in a matter of minutes, but the young boys also surprise with their genuine compassion. Takeaway: Observe what other video advertisers in your industry are doing, and then do something completely different.
YouTube Ad Tip #2: Evoke Strong Emotions in Your Audience
Time and again, emotionally charged ads have proven to be highly impactful and, consequently, incredibly memorable for viewers. While incorporating emotional triggers into concise text ads or static image ads can be challenging, video ads offer a different story. This format allows you to narrate a story and incorporate both visual and auditory elements to enhance its impact.
The possibilities are limitless—humans experience a wide spectrum of emotions—all you need to do is select the emotion you want to evoke and craft a story around it. The German supermarket chain, EDEKA, successfully implemented this strategy earlier this year. Instead of a typical, mundane grocery store ad, they created a tearjerker that went viral:
Warning: Have tissues ready before watching. For those who don’t have the emotional fortitude to watch the ad, here’s a summary. A lonely, elderly man receives calls from each of his busy, adult children informing him that they won’t be able to visit for Christmas this year. The video then transitions to each child receiving news of their father’s passing. Devastated, they all rush home for the funeral, only to discover a fully lit house with a table set for Christmas dinner. Their surprise intensifies when their father emerges from the kitchen, alive and well, saying, “How else could I have brought you all together?” The family tearfully embraces and sits down to enjoy a lavish meal (undoubtedly purchased from EDEKA). Talk about an emotional rollercoaster! Not only did this video make me cry uncontrollably, but everyone I shared it with had a similar reaction. By crafting a relatable story, EDEKA ensured that this video would resonate with almost every viewer. Takeaway: Reflect on what evokes strong emotions in you, whether it’s adorable kittens or soldiers returning home from war. Can you integrate one of these emotionally charged elements into your brand storytelling?
YouTube Ad Tip #3: Encourage Viewers to Take Action
Presenting a pressing issue and demonstrating how supporting your business can contribute to its resolution is an effective way to create resonant ads. Begin by outlining the problem. Share compelling facts or testimonials that highlight the severity of the issue. Then, shift to showcase your company’s efforts to address this problem. By demonstrating to potential customers that their purchases contribute to positive initiatives, you provide an additional incentive for them to make a purchase (and feel good about it).
This ad ranked as the sixth most popular in 2015. Earlier this year, the feminine hygiene brand Always implemented this strategy with its #LikeAGirl—Unstoppable campaign, which promotes female empowerment, particularly for teenage girls. The ad sheds light on a significant issue—the decline in self-confidence that many girls experience during puberty. Through interviews, young women candidly discuss the insecurities they faced during their younger years and how they overcame them. They write their insecurities on cardboard boxes, which they then proceed to destroy. While Always products aren’t particularly unique and are priced comparably to their competitors, I must admit that I’ve developed a strong sense of brand loyalty toward them. Why? Because supporting their #likeagirl initiative feels incredibly good. Takeaway: If your business has a positive impact on the world, even if it’s simply assisting small businesses in their operations, emphasize that in your YouTube ads.
YouTube Ad Tip #4: Harness the Power of Nostalgia
Never underestimate the power of power of nostalgia in marketing. People have a strong emotional connection to their past and find joy in reminiscing. By incorporating “blasts from the past” into advertisements, brands can tap into these emotions and foster positive feelings toward their products. We’ve witnessed companies successfully leverage nostalgia to connect with consumers in numerous ways. A recent prominent example is the AMC hit series Mad Men, a period drama set in the 1960s. While the show’s writing and acting were exceptional, its success can be largely attributed to its ability to evoke feelings of nostalgia in viewers, even those who weren’t alive during that era. Advertisers can effectively employ this strategy in their video ads. Observe how OxiClean cleverly manages to connect with multiple generations in their ad below.
This ad utilizes a split-screen technique to simultaneously depict scenes of a woman doing housework in the 1960s and her granddaughter performing the same tasks in modern times. The 1960s home setting instantly triggers nostalgia in many viewers, as do the woman’s saddle shoes, pearl earrings, and rotary telephone. Furthermore, watching her perform tasks like stuffing shoes with potpourri and scrubbing candlesticks with a toothbrush transports viewers back in time. Even if the viewer didn’t live through that era, these tasks evoke memories of their grandmothers or mothers performing similar chores during their youth. On the right side of the screen, we see the granddaughter completing the same tasks more efficiently using modern products. Through this strategy, OxiClean evokes cherished memories of the past while showcasing the advancements in their products. Takeaway: Consider your target audience’s demographics—their age, gender, education level, etc.—to determine which decades and cultural trends are most likely to evoke feelings of nostalgia.
YouTube Ad Tip #5: Embrace Quirkiness
Unconventional elements naturally command attention. Ever seen a David Lynch film? Or Birdman? Or Memento? These films present bizarre, convoluted stories that leave viewers questioning what they just witnessed. As a result, these movies linger in our minds. You can apply a similar strategy when creating video ads. Now, I’m not suggesting that you go full-blown avant-garde with your YouTube ads. Instead, try incorporating unique, quirky elements that will help your ads stand out. Take a look at the GoPro example below. The concept is simple—attach a GoPro camera to a skateboarder and capture the experience. However, there’s one unusual twist—the skateboarder is Didga, a skateboarding cat.
Admit it, you’re curious about how that cat learned to skateboard and managed to stay on. You won’t forget this ad anytime soon. Takeaway: If your YouTube ad concept feels bland, try adding a touch of weirdness.
In Conclusion
It’s true that all of the videos mentioned above are from large companies with substantial advertising budgets. However, what makes these ads exceptional isn’t their impressive videography or celebrity endorsements. It’s the stories they tell. Regardless of your budget, the most effective way to make your mark in the YouTube advertising landscape is to create a narrative that genuinely connects with your audience.