Remember those old TV commercials that interrupted your favorite show, begging for attention with cheesy slogans? Yeah, nobody really liked them. 

Today, with everyone glued to their phones, traditional ads have gone from being mildly annoying to straight-up skippable. The problem here is that audiences are tired of being “sold to.” They’re, therefore, quick to swipe past anything that feels pushy or out of touch. 

So, if you want your video ads to actually convert, you’ve got to get smarter. Put simply, you’ve got to ditch that hard sell, that force-feeding-a-product approach. 

You need to grab your audience's attention without directly asking for it. Let’s discuss how to create video ads that convert and keep your audience returning for more.  

8 Tips on How to Create Video Ads that Convert

Data tells us that it only takes 1.3 seconds for Gen Z “to lose active attention for ads.” 

Say, for a moment, your audience isn’t Gen Z. Before you breathe a sigh of relief, know that this generation isn’t the only one with a shrinking attention span. 

According to Northeastern Global News, the average attention span of a person has plummeted from 2 and a half minutes to 45 seconds. 

In other words, you only have a few seconds to capture attention, so every frame counts. Whether you’re aiming for sign-ups or sales, these 8 strategies will help you create video ads that stand out. 

1. Use Micro-Stories for Instant Engagement

Micro-stories are essentially short form videos where you tell the whole tale in just a few seconds. So, instead of overwhelming your audience with long-winded explanations, you offer them a tiny, impactful ad that immediately resonates. 

The goal here is to create an emotional connection without wasting time.

This strategy works because it mimics how we naturally consume content these days - quickly but with meaning. 

But the question is, how do you pull off a great micro-story? 

First, forget the filler. You’ve got only a few seconds, so lead with something visually striking or emotionally charged - something that instantly makes them feel something. Next, give your story a clean arc: setup, climax, and resolution. Yes, it’s fast, but even a micro-story needs a beginning, middle, and end. 

Don’t forget your call to action. After all, your efforts pay off when your engagement turns into conversion. 

Here’s an example of a micro-story ad from Pringles. The brand added a bit of wit to make it even more interesting. 

2. Go For Split-Screen Visuals to Contrast Pain vs. Solution 

Want to get straight to the point? Consider split-screen visuals. This is where you show a side-by-side comparison of your customer’s problem and how your product solves it. 

Put simply, you give them a crystal-clear "before-and-after" story without needing to say a word. 

It works because people relate to pain points instantly. Whether it’s a leaky faucet or a never-ending spreadsheet nightmare, viewers immediately see themselves in the “before” scenario. 

The split screen then offers them the satisfaction of seeing how life could be better with your product right there in the “after.” It’s the difference between telling them how your product works and showing them.

To nail this, make sure your contrast is obvious and realistic. The “before” should reflect a common problem your audience faces, while the “after” should highlight the relief your solution brings. 

Take Apple’s classic approach. It’s one of the best YouTube video ads for iPhone. On the left side of the screen, you see “your phone,” and on the right side, you see “iPhone.” The person on the left side is moving slowly, implying sluggish load times. 

But as soon as he steps to the right, he bolts so fast that his shoe is left behind. You’ll see more examples that clearly demonstrate how the iPhone resolves customers’ pain points. 

3. Leverage User-Generated Content

Let’s be real: people trust people, not polished, overproduced ads that scream, "We’re selling you something!" That’s why user-generated content (UGC) can help you produce video ads that convert. 

This is where your customers do the talking for you, and they do so in a raw and relatable way. When viewers see such content, it feels like a recommendation from a peer. There’s a reason why 34% of US adults rely on customer reviews to inquire about a product. 

So, stop trying to force trust with flashy visuals and over-the-top slogans. Let your customers do the work; they’re your best advocates. In case you leverage this strategy, keep these tips in mind: 

• Avoid over-editing. The charm of user-generated content is in its imperfections. A shaky camera or imperfect lighting makes it feel more authentic. So you don’t need to polish it to perfection. 
• Select clips where users discuss their journey with your product without directly listing their features. A story about how your product solved a problem is far better than a sales pitch.
• Highlight emotional moments. For instance, share a video showing customers’ frustration before using your product and satisfaction after. People find such moments relatable and are more likely to consider your product. 

4. Incorporate Behind-the-Scenes Footage

Sure, behind-the-scenes ads might not be a popular ad category, but it’s all about embracing the newer techniques that pique viewers' interest. This ad type is your chance to show your audience what happens when the cameras aren’t rolling. 

People love seeing the “real” side of things, especially when it comes to the brands they interact with. 

Giving them a peek at the process is like letting them in on a secret. And who doesn’t love feeling like an insider?

Showing the grind behind the glam makes your brand more relatable. Whether it's the creative chaos before launching a product or the quirky team banter in the office, these moments build trust among your audience. 

So, ditch the perfectly scripted content now and then. Your audience will appreciate seeing the hustle, the heart, and maybe even the occasional blooper. Here’s an example from Heinz featuring Ed Sheeran: 

5. Play With Unexpected Openers

First impressions are everything, and when it comes to Facebook video ads that convert, your opener needs to intrigue your audience within seconds. 

Forget the standard “Hi, we’re here to talk about...” Instead, play with unexpected openers that make them curious and beg the question, “What happens next?”

It could be an outrageous statement or a quick, humorous twist. The goal is to break the predictable pattern of ads and surprise them into paying attention.

When you play with something unexpected, you keep the viewer on their toes and make them feel like the ad is worth their time. 

• Ideally, open with a chaotic or exciting moment - someone sprinting through an office or a wild scene mid-argument - to leave viewers curious about what led to that.
• Consider dropping a Random Fun Fact: “Did you know that more people have cell phones than toothbrushes?” Catch your audience off-guard with something quirky yet relevant to your product.
• Start with complete silence and a powerful image to create a moment of intrigue. The lack of sound will make viewers pause to see what's happening.
• Open with something unrelated to your product, like someone prepping for a dance battle or skydiving, and then cleverly link it back to your message. Here’s one classic example by Nike. The ad creates an unrelated scenario hinting at their products.

6. Highlight FOMO With Real-Time Limited Offers

When it comes to video ads, there’s one psychological trick that works like charm: urgency. If your viewers think they can come back to it later, chances are, they won’t. 

But if they know there’s a clock ticking or a limited-edition product at stake, that’s when the FOMO kicks in. It refers to the feeling that “other people are having fun, experiencing new things or living a better life than you.” 

Therefore, time-sensitive offers make people act fast because no one likes missing out. 

Whether it’s a 24-hour sale, “limited stock available,” or an exclusive item that won’t come back, urgency taps into that part of our brain that says, “I need to do this NOW.”

But the trick is to make it believable. Your offer has to feel real. We mean, no one buys into endless “limited-time” deals that are around every day. So, nail the timing, create authentic scarcity, and watch how quickly your audience moves.

7. Show the Product In Real-Time Action

Listing features is fine, but the thing is, nobody feels excited about bullet points. What does get people excited? Seeing your product in action. 

When potential buyers can actually visualize how it works in their lives, you’ve crossed that line from “meh” to “I need this.”

So, let your product solve a problem or make their life easier right in front of their eyes. For instance, say you’re advertising a smart water bottle that tracks hydration. 

Instead of just listing features like "keeps water cold for 24 hours" or "syncs with an app," show it in action. Maybe start with someone in the middle of a workout. They take a sip, and the app immediately logs their hydration progress. 

Cut to a busy office scene - the same person getting a reminder to drink water through the bottle’s gentle glow. 

It shows the product seamlessly fitting into different parts of their day, making it clear how convenient it is without saying a word.

This approach helps people move from “Okay, what does it do?” to “Oh, I can totally see myself using that.” And once they see it, understanding its value becomes a no-brainer.

8. Create Episodic Ads for Ongoing Engagement

Why settle for a single ad when you can create an entire experience? 

Go for a mini-series which includes a sequence of ads following a continuing storyline. This will build anticipation and give your audience something to look forward to. 

Cliffhangers are the key here. Leave each ad on a "what’s next?" moment, and your viewers will be waiting for the next installment. This approach turns your product from just another item on the market into a character they’re invested in.

Work With Video Production Chicago to Complement Your Video Ad Efforts!

Audiences today have relatively short attention spans. So, to create video ads that convert, you’ve got to get straight into the good stuff with a dash of personality and some humor to keep them smiling.

You must go the extra mile to make your viewers feel seen, heard, and ready to act. This implies your video should feel less like a sales pitch and more like a friendly nudge to join the fun.

So, think outside the box and dare to be different. And if you're in Chicago and looking for a team that can help you whip up something truly special, we’re here for you! 

At Indirap, your go-to video marketing agency, we can turn your ideas into show-stopping video ads. Don’t just take our word for it; let’s make that happen!

FAQs

How to create video content that converts?

Start with a hook that grabs attention. Following this, speak to your audience's problems and show how you’re the perfect solution. Make sure there's a clear call to action at the end of the video because great content without direction is just a fancy distraction. 

How to create an effective video ad?

An effective video ad is all about storytelling. Get to the point quickly and keep it visually stunning. Also, don’t forget to throw in some emotion. It could be humor or a little FOMO. Just remember to make viewers feel something.

What is most important for a video ad to convert?

Nailing the message is key. Be sharp with your value proposition, and make sure your ad speaks directly to what your audience cares about. The right message = the right results.

Do video ads convert?

Absolutely! When done right, video ads can turn casual viewers into loyal customers. The trick is to be engaging and keep it short and sweet. Plus, make sure you nudge viewers right where you want them at the end - whether that’s signing up or making a purchase. So, yes, they do work, and often better than you’d expect.