![]() Let’s take a look at how Buddha Power does this during the first five seconds of this video: It’s those first five seconds of your ad that get relevant viewers to stop what they’re doing and get interested enough to NOT click the “Skip Ad” button which pops up five seconds into the ad.Īnd one of the best ways to beat the “Skip Ad” button?ĭrop viewers right into an open loop, right off the bat. (You know, those annoying ads you see in front of the videos you actually want to watch…) Why so important? It has to do with the YouTube In-Stream ads format. We’ve talked at length about how important those first five seconds of your YouTube ad are in our full guide to YouTube ads. So how are they using storytelling to capture attention, create interest, and drive action? Let’s start by taking a look at one of their best performing ads from September 2020: You’re going to find something you can use in your own ads, no matter what you’re selling. (And I’m going to show you a great example of that in an upcoming post…)īut let’s set moral judgments aside for a moment and look at the actual mechanisms behind these ads’ success. …Storytelling is also very useful for folks who are not simply trying to emotionally manipulate people into buying things that they don’t need. So, is Buddha Power using the “Dark Side” of the Force?īut the good news is that if you’re committed to sticking to the “light” side of the force… They use hired actors to tell fictitious, emotionally-charged stories and imply promises based on superstition. ![]() You might think the way the Feng Shui Bracelet is sold via storytelling is unethical. When you tell stories in your advertising, the right way, you have unmatched power for stirring emotion, driving influence, and triggering action online.īut like any power, storytelling can be used for good… We are the only species who can imagine something outside of our direct experience.Īs a result, our evolutionary hardwiring causes us to respond to a story as if we are actually the one experiencing it. They tap into one of the key unique characteristics of human beings:
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