For advertisers who have avoided YouTube TrueView ads due to the skip button, it might be time to rethink your strategy! Later this year, it will no longer be possible to have unskippable 30-second ads on the platform. Google implemented this change to improve user experience, but it’s understandable why YouTube advertisers might be concerned about holding viewers’ attention in just a few seconds.
Although advertisers can still opt for unskippable 20-second or 6-second ads, TrueView ads might be the more effective choice. According to Google, viewers who watch your ad without skipping are 10 times more likely to interact with your brand in various ways, such as sharing your content, subscribing to your channel, or engaging with your brand in other ways. Additionally, you only pay when viewers choose not to skip!
So, how can you make your ads so captivating that viewers won’t want to skip them? Here are five tips to ensure your YouTube TrueView ads are unskippable, along with examples of compelling ads you won’t be able to turn away from.
#1: Engage Your Viewers
Most skippable ads are forgettable and fail to grab the viewer’s attention. By treating your ad as a two-way conversation, you increase your chances of keeping viewers engaged.
Consider this Skittles ad as an example:
While not a TrueView ad, it demonstrates the effectiveness of immediate viewer engagement. By directly addressing the viewer and encouraging interaction, it demands attention.
When crafting your script, keep your target audience in mind. How can you make them feel like active participants in the video?
#2: Acknowledge the Skip Button
The skip button exists for a reason: viewers want to watch their chosen content, whether it’s a movie trailer or a funny cat video, not your ad.
Acknowledging this can be surprisingly effective. Take a look at this ad by Nail Communications:
The puppy wouldn’t actually face the threat it suggests, but the ad’s approach certainly keeps you engaged, doesn’t it? This ad also incorporates the previous point by speaking directly to the viewer.
#3: Utilize Humor
In 2015, Google analyzed thousands of YouTube TrueView ads and concluded that humor is the key factor that retains viewer attention. According to the YouTube Insights Team, “humor consistently came out on top, whether we were measuring brand impact or viewer watch time.”
Dollar Shave Club excels at this. Their ads resemble SNL skits, quickly generating laughter with relatable yet absurd everyday scenarios:
These ads are effective because they connect the humor directly to their product, giving viewers a reason to consider a purchase or at least learn more.
#4: Evoke Emotions
Every year, the most popular Super Bowl ads often rely on heartwarming or tear-jerking narratives. It’s clear that evoking emotions not only engages the audience but also makes the brand memorable.
But how can you achieve this within a short advertisement? One approach is to present a relatable human story of love or loss, featuring real people and evocative music. Take the Extra gum ad below (a personal favorite that brought tears to my eyes):
While this is an ad for gum, it highlights the universal power of emotional connection, even for B2B audiences.
#5: Embrace Your Quirks
To stand out from the competition, you need to be daringly different. The best way to do this is to let your unique personality shine through.
This is something my current company is known for, and I can attest to its effectiveness. Although the video below isn’t a YouTube ad, its sheer weirdness has helped promote one of our latest products exceptionally well.
By implementing these tips, you’ll make the skip button on your TrueView ads completely irrelevant.