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In today’s market, it is virtually impossible to have a sound digital marketing strategy without the right video ads. And the ad spend statistics back this up. 

According to an IAB report, video ad spend is growing nearly 80% faster than media is overall — with the share of ad spend shifting by almost 20 percentage points from linear TV to digital video.

But to capitalize on the power of product video advertising, you need an advanced approach adapted and optimized for each channel.

The bottom line is that video marketing performance can significantly differ across platforms due to varying audience demographics, user behaviors, and platform-specific content consumption patterns. 

In this guide, we take you through everything you need to know to dominate each eCommerce video channel with high-performing ads. Here is what we will cover: 

We also discuss how to measure your video ad permanence to ensure you are getting the ROAS you want. But first, let’s look at what you need to do to ensure you have set yourself up for success. 

(Looking for a specific hack? Feel free to click ahead on the table of contents to go to the relevant section.) 

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Building a Strong Foundation for Video Ad Success

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There is the potential for a 95% retention rate for video ad messaging. 

This is because, if they are done right, they can capture attention more quickly, convey messages more effectively, and influence consumer behavior more dynamically than static ads do. 

To capitalize on the advantages of video ads, you need to: 

1. Understand your target audience and tailor your video marketing to their preferences, challenges, and needs 
2. Define clear objectives for your video ads, whether it’s to increase brand awareness, drive sales, or generate leads 
3. Optimize your video ads to fit the specific requirements of each platform, including video length, format, and technical specifications, as well as target viewer and style to enhance user engagement
4. Test various elements of your video ads continuously, such as calls to action, messaging, and visuals 
5. Use analytics to understand what works and refine your strategies based on real data 

Before we jump into what you need to do to create high-performing video ads for each channel, let’s look at the key components every successful video ad should have. 

Key Components of a Successful Video Ad 

A high-performing video, regardless of the marketing channel you are using, will have: 

• Engaging visuals that capture and retain viewer interest 
• Clear, concise messaging that conveys the core value proposition 
• High-quality audio that complements the visual content 
• A strong call to action that motivates viewer engagement 
• Appropriate pacing and timing to maintain attention

But that’s just the tip of the iceberg. Let’s get into the nitty-gritty of each platform and the strategies and optimization hacks you need to outperform your competitors with your video ads. 

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Creating High-Performing Video Ads for Each Channel

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Google Video Ads

Google offers eCommerce marketers three main types of video ads: 

• Skippable video ads
• Non-skippable video ads
• Bumper ads

These ads appear on a variety of placements, including computers, mobile devices, TVs, and game consoles, plus a variety of channels, including YouTube and the Google Display Network. 

Let’s discuss Google Display Network video ads first. 

Google Responsive Display Video Ads

With responsive video ads, you can capitalize on Google’s power AI to show the best combination of assets likely to get a viewer to click your video ad. 

If you’re not yet familiar with responsive display ads, these eCommerce Google campaigns adjust their size, appearance, and format to fit just about any available ad space. 

Advertisers simply upload assets (images, headlines, logos, videos, and descriptions), and Google will display the optimal combination and size of assets in ads across websites, apps, YouTube, and Gmail.

The biggest advantage of responsive ads is that you can create product feeds for them. This means they are able to show personalized content (including ads with products people have already viewed on your website or app) to customers from a feed you add and control. 

But just because they are responsive doesn’t mean there aren’t plenty of ways to optimize performance on your end. Let’s look at a few. 

Google Responsive Display Video Ad Strategies and Optimization Hacks 

Here are four expert Display video ad strategies and hacks to boost the performance of your video marketing campaigns.

1. Leverage Machine Learning for Automated Optimization

To upgrade performance, you want to maximize Google’s machine learning algorithms. This means setting up automated bidding strategies in your Google Ads account to focus on conversions or target CPA. 

This approach allows Google’s AI to adjust bids in real-time, optimizing for the best possible outcomes. You should also regularly review performance reports to ensure your bidding strategies align with your campaign goals.

Alternatively, you can take advantage of Google’s AI by also using advanced eCommerce AI to boost performance ROAS and conversions across your entire digital marketing strategy. 

2. Use Google’s Video Ad Sequencing

Another must-try Google video strategy worth testing is sequencing. This means creating and testing a series of connected video ads that tell a story or guide the viewer through a funnel.

This approach not only helps build a brand or product story over multiple touchpoints, but encourages deeper engagement at these points and enhances your chances of conversion success. 

You can set up ad sequencing in your Google Ads account to manage the order and flow of your video content and analyze the sequence’s performance to optimize viewer retention. 

Here are four templates Google suggests eCommerce marketers experiment with: 

1. Strengthen your message with a comprehensive, long video ad to introduce your brand, followed by a concise video to reinforce your message
2. Elevate your engagement with a brief video ad to capture attention, then follow up with a detailed video to deepen the impact
3. Use a short video ad to grab interest, then continue with a long video to enrich the narrative, and conclude with a short video to prompt action
4. Spread your brand story across four short video ads, each presenting a unique aspect or perspective of your narrative

3. Test Multiple Variations with A/B Experiments 

We always suggest merchants run different versions of their video ads to see which one performs best. 

You can use Google Ads’ experiments feature to set up A/B tests, comparing various elements such as ad lengths, calls to action, and visual styles. Analyze the results to identify high-performing elements and iterate your video ad strategy for improved performance.

Imagine you’re an online health food retailer launching your latest range of organic snacks. To fine-tune your advertising, you could employ Google Ads’ experiments feature for A/B testing, experimenting with variations in video ad lengths and CTAs, such as “Shop Now” versus “Discover Healthy Options.” 

Now let’s say that analyzing the performance data reveals that shorter videos with the “Shop Now” CTAs generate substantially higher engagement and conversion rates. This crucial insight would allow you to adjust your strategy effectively, maximizing sales for your new product line.

4. Tailor Your Video Content to Match the Platform’s Audience

To boost Google video ad performance, you want to customize your video ads to align with the demographics and preferences of Google’s vast user base.

You also want to guarantee that your videos and other ad elements align with Google’s preferences. (You can start by reviewing this creative Best Practices guide from Google.) 

 

You may want to consider using Google’s Audience manager to segment and target specific groups effectively, ensuring your content is relevant and engaging for each audience segment. Continuously refine your audience targeting based on performance data to maintain high engagement levels.’

YouTube Video Ads

Ad spend on YouTube video ads is projected to increase by 14% by the end of this year. This shows that there is an increase in marketer confidence with this digital marketing platform. Therefore, if you aren’t investing more in YouTube video ads in 2024, know that your competitors likely will be. 

There is no shortage of YouTube case studies to back that up. For instance, United Airlines saw 17k flight bookings using this 15-second video ad! 

As of today, Google offers nine YouTube video marketing ad formats that allow for every brand, regardless of market, to take advantage of Google video ads. Formats include: 

• Skippable in-stream ads
• Non-skippable in-stream ads
• Bumper ads
• In-feed video ads
• Outstream ads
• Masthead ads
• Overlay ads
• Sponsored Cards
• YouTube Shorts ads

The key is ensuring you are using the right videos, with the right campaigns, at the right time, to meet your marketing objectives. Let’s look at some top optimization hacks to help you do just that. 

YouTube Video Ad Strategies and Optimization Hacks 

Here are our top four ways you can improve your YouTube video ad campaign performance. 

1. Leverage Advanced Audience Targeting

To reach potential customers who are more likely to be interested in your products, you should use YouTube’s advanced audience targeting options. These include custom intent and similar audiences. 

By targeting potential shoppers based on their recent search behavior and interests, you can ensure your ads are seen by those with a higher intent to purchase. Regularly review and adjust your targeting criteria, based on performance data, to refine and optimize your audience reach.

2. Employ A/B Testing for Creative Elements

To ensure your video ads perform at their peak, you need to do A/B testing on different creative elements of your video ads, such as headlines, visuals, and calls to action, to identify what resonates most with your market. 

By testing variations, you can tweak the best combinations based on higher engagement and conversion results. You can also use data from these tests to ensure you are implementing the winning elements across all your eCommerce campaigns. 

For instance, you could create two versions of a t-shirt video ad:

• One highlighting a “Buy One, Get One Free” promotion 
• And another offering a “20% Off on Your First Purchase” discount 

You could then track which promotion generates more clicks and conversions and then use that winning promotion in all subsequent t-shirt ad campaigns. 

This strategy helps you fine-tune your offers so that they better match your target audience preferences. 

3. Incorporate Strong CTAs

You want to include clear and compelling CTAs in your video ads to guide viewers toward taking the desired action, such as visiting your website, signing up for a newsletter, or making a purchase. They don’t have to be complicated to be effective. 

For instance, if you’re a fitness apparel brand, you can use a video ad showcasing your new summer collection with a CTA prompting viewers to “Shop Now” for a limited-time discount. By adding an end screen with clickable links to your product pages and a card offering free shipping on the first purchase, you can effectively drive traffic and boost conversions.

Additionally, use tools like YouTube’s end screens and cards to add clickable elements that reinforce your CTA. Also, be sure to regularly analyze which CTAs drive the most conversions and refine your messaging to increase effectiveness.

4. Retarget Viewers with Sequential Messaging

By implementing retargeting strategies to show sequential ads to viewers who have previously interacted with your brand, you can gradually introduce more product details or promotional offers. This type of video campaign enables you to better build a narrative and deepen engagement, and when paired with the power of remarketing lists, it can be a huge interest driver. 

Adidas, for instance, saw a 317% lift in product interest and an increase in brand awareness by 33% from their sequential campaign. 

To do that, they created different sequential video paths for viewers who watched or skipped their initial product-focused ad. This meant that users who watched both the initial bumper ad and the longer hero video below were served an ad that took a deeper look at the product itself.  

Facebook Video Ads

When it comes to converting video ads, Meta are seasoned video marketing professionals. 

Facebook video ads, in particular, are a powerhouse for engaging your audience, offering diverse formats to match your campaign goals. In fact, according to Hootsuite, as many as 74% of Facebook in-stream, non-skippable video ads are viewed all the way through. 

Here are some of the top Facebook video campaigns you should be testing for your online store: 

• In-feed video ads
• Stories ads
• In-stream video ads
• Carousel video ads
• Collection ads
• Slideshow ads
• Playable ads

Ideally, you want to seamlessly integrate these eCommerce Facebook campaigns into feeds, stories, and other content to reach potential customers actively looking for the products you are selling. To do that, you need to create videos that fit the channel, its users, your target audience, and your brand.  

How to Create High-Performing Facebook Video Ads in 5 Steps 

1. Use eye-catching visuals to stand out in feeds and quickly grab attention
2. Create simple, yet compelling ad copy that clearly communicates your product’s value proposition 
3. Include a persuasive CTA that directs potential shoppers to take the next step 
4. Employ Facebook’s advanced targeting options to reach specific demographics, interests, and behaviors for more effective ad delivery 
5. Regularly monitor and refine your ad campaign based on performance metrics to achieve better results

Facebook Video Ad Strategies and Optimization Hacks 

Here are our top five Facebook video ad strategies and optimization hacks to boost the performance of your video campaigns. 

1. Use Facebook’s Dynamic Creative Optimization

The first thing you want to do to improve your Facebook video ads is test Facebook’s dynamic creative feature.

This feature enables you to test different combinations of your video ad’s components, such as images, headlines, and CTAs to ensure you are using the best-performing combination for your brand, ultimately optimizing your ad spend while improving overall ad performance. 

Here are some basic tips for using Facebook dynamic creative campaigns: 

• Keep text short and to the point 
• Choose elements that make sense when combined 
• Use multiple CTA buttons
• Put the most captivating elements of your video in the first few seconds 
• Design video to play without sound, but include sound to entertain those that have it on 
• Choose the best aspect ratio for the placement 

2. Leverage Advanced Audience Segmentation

Use Facebook’s robust Audience Insights tool to create highly targeted audience segments based on detailed demographics, interests, and behaviors. By tailoring your video content to these specific segments, you can increase engagement and conversion rates. 

This could be as simple as segmenting your audience by purchase behavior to show specific ads to frequent buyers versus first-time visitors.

This ensures that loyal customers see new arrivals or exclusive deals, while new visitors receive introductory offers or brand highlights, boosting relevance and engagement.

3. Implement Advanced Retargeting Campaigns

Yes, there are many benefits in creating custom Facebook audiences from users who have engaged with your content or visited your website. 

Seltzer Goods, for instance, used Facebook retargeting ads to segment their audience into “Add-to-Cart Users,” “Key Page Visitors,” and “Purchasers.” This strategy helped them achieve a 25% monthly revenue increase and a 4.5X ROAS, showcasing the power of retargeting in driving conversions.

But if you want to boost your Facebook video ad performance, you want to take it further. 

Instead, you want to test Facebook’s advanced Custom Audience features to segment users based on specific engagement metrics, such as “time spent on site” or “interaction with high-value content.” You can then retarget these segmented audiences with tailored video ads that highlight viewed products, personalized offers, or exclusive promotions. 

4. Optimize for Video View Campaign Objective and Boost Reach 

This strategy is twofold. 

1. First, you need to maximize the number of views on your video ads by choosing the “Video Views” campaign objective 
2. Then, you create Facebook lookalike audiences, based on viewers who’ve watched a significant portion of your video ads, expanding your reach to similar, potential customers most likely to be interested in your products

Let’s say you are an online beauty retailer. You could run a Video Views campaign featuring a tutorial on using your latest skincare product. Afterward, you create a lookalike audience of users who’ve watched at least 50% of the video, targeting them with a follow-up ad that offers a special discount on the featured product.

Essentially, with this Facebook video ads strategy, you can expand your ad reach to potential customers with similar interests​. This can be even more powerful if you team up with influencers! 

5. Leverage Video for Conversion Campaigns

Another intermediate Facebook video ad strategy to try to boost sales is using conversion campaigns to capitalize on Facebook’s enhanced engagement. 

To do this, you need to set up conversion-optimized video campaigns with clear, compelling calls to action. Then, track conversions using Facebook pixel and adjust your video ad creatives based on the insights gained. 

For instance, highlighting customer testimonials or unboxing experiences in your video ads to build trust and elicit immediate purchases.

Instagram Video Ads

Instagram marketing has been a game-changer for eCommerce stores — thanks to their high engagement rates and the platform’s visually driven nature, perfect for product showcases through video ads. From sponsored ads to Instagram Reels, there is a lot of potential for video ads.

This is because video ads enable you to connect with the vast, active user base that Meta offers, to drive traffic and conversions. Let’s look at some corroborating statistics. 

1. Instagram’s ad revenue reached $61.1 billion in 2023 and is projected to increase by 16%, to $70.9 billion in 2024 
2. Instagram video posts are said to get 38% more engagement than image posts 
3. Some brands report a 20% higher conversion rate when using video ads, compared to static images

Here is a list of Instagram video marketing options you can choose from: 

• Instagram Feed videos
• Instagram Stories
• Instagram Reels
• Instagram Live
• Instagram Explore
• Instagram profile feeds

Plus, with Instagram’s advanced shopping options, users can easily make purchases directly from the app, streamlining the path to conversion. From sponsored ads to shoppable Reels, there is a lot of potential for video ad conversions. 

Instagram Video Ad Strategies and Optimization Hacks 

Let’s look at some of our top Instagram video ad strategies and optimization hacks to boost video campaign performance. 

1. Leverage Short-Form “TikTok Style” Content for Reels and Stories Ads 

With TikTok’s surge in popularity, short-form video content has become a powerful engagement tool. This is where Instagram Reels and Stories come into play — letting you create quick, captivating videos (usually 15–30 seconds) that combine information and entertainment. 

You can use these shorts formats for product tutorials, micro-stories, or behind-the-scenes glimpses. But in order to maximize engagement, you must grab attention within the first 3 seconds, use a vertical format, and keep your content concise and dynamic. 

This is something KiwiCo has a lot of success with, with their TikTok Reels-style short-form ads resulting in a 30% higher return on ad spend. 

If you’re short on budget and time, consider using apps like Repurpose.io to automatically repurpose your TikTok videos for Instagram.

2. Leverage Carousel Ads for Detailed Storytelling

Carousel ads are a powerful way to showcase multiple videos within a single ad unit, allowing for detailed and dynamic storytelling. Each card in the carousel can highlight a different product feature, benefit, or use case, providing a comprehensive view that deeply engages potential customers.

By strategically crafting each element, you can guide users through a narrative journey, encouraging them to swipe through and interact with each segment. This approach inevitably drives higher engagement and conversion rates. Use advanced tracking to measure which cards perform best and adjust your strategy accordingly.

Imagine you’re an online clothing store debuting a new seasonal collection. Your carousel ad could kick off with a card featuring a video that captures the essence of the collection, followed by subsequent cards that spotlight specific items, like a trending jacket, a bold statement dress, and stylish accessories, each presented through a short, engaging video. 

This strategy enables you to create a cohesive narrative while also enticing customers to dig deeper into your range. This boosts the chances of them exploring your store and, in turn, making a purchase.

3. Master Mobile Viewing with Vertical Videos

Since Instagram is predominantly accessed via mobile, it’s important to tailor your Instagram video ads for mobile viewing by choosing vertical formats. This means you may not want to repurpose traditional YouTube videos for Instagram ads, unless you can edit them into vertical ratios. 

Why? 

Vertical videos tend to command more screen real estate, grabbing attention more effectively as users swipe through their feeds. But, that’s not to say using the opposite can’t be effective. Here’s an example from iDeal in which they use an image and horizontal video together in one impactful Stories vertical ad.  

4. Implement Shoppable Posts for a More Interactive Experience 

Instagram Shopping can transform your Instagram videos into dynamic shopping experiences, as they enable users to discover and buy products without ever leaving the app. 

And to further improve your video marketing performance, it is vital that you tag products with vivid visuals and detailed descriptions, making the purchase journey as seamless as possible and reducing the chance of user drop-offs. 

This means continuously updating your product catalog (and tags) with the latest items, trends, and deals to keep your offerings fresh and engaging, while also optimizing product descriptions and images. 

Let’s say you are an online beauty brand using this simple strategy. You could craft a tutorial video that demonstrates a new skincare routine and then tagging each product as it’s used in your video. This approach not only educates your video viewers on getting the best out of the products, but also simplifies the purchasing process, which improves conversion chances. 

5. Create Data-Driven Reels with Dynamic Product Ads

Another way you can turn Instagram video ads into powerful product sellers is through dynamic product ads. To do this, you want to leverage Instagram’s dynamic ads to create Reels that automatically adjust content based on user data and behavior. 

This advanced approach allows you to showcase products in your video ads that are most relevant to each viewer, thus increasing the likelihood of engagement and sales. 

But be sure to use Instagram’s analytics to track performance and continuously refine your ad content, ensuring you always reach the right audience with the most compelling message.

You also want to take advantage of Instagram’s automatic templates for your Reels ads by choosing a customizable template via placement asset customization.

TikTok Video Ads

Last, but not least, let’s talk TikTok video ads. 

They are a smart investment for eCommerce brands due to their high engagement rates, access to a younger demographic, and a unique storytelling format. In fact, millennial TikTok users are 2.3X more likely to create a post and tag a brand, compared to users on other platforms.

TikTok’s algorithm and user behavior lean toward immersive, full-screen videos that capture attention and drive engagement. Plus, the platform’s focus on creativity and trends allows brands to create viral content that resonates with users.

Here are the current TikTok video ad types available to you: 

• In-Feed Ads
• TopView Ads
• Branded Hashtag Challenges
• Branded Effects
• Spark Ads
• Collection Ads
• Interactive Add-Ons

TikTok Video Ad Strategies and Optimization Hacks 

Here are our top TikTok marketing video ad strategies and optimization hacks to boost the performance of your video campaigns. 

1. Leverage TikTok Shop for Seamless Shopping

If you want to create a seamless shopping experience directly within your app, then you want to integrate TikTok Shop into your video marketing — allowing users to purchase products without leaving TikTok.

This integration reduces friction and significantly boosts conversion rates. How much of a boost? Here is one eCommerce brand that makes around $750,000 in just one week!  

@storeya.com This brand is completely taking over TikTok shop. @tarte cosmetics is a case study for the ages. #ecommerce #tiktokshop #marketing ♬ original sound – StoreYa.com

You also want to enhance the user experience by using eye-catching overlays and compelling CTAs to direct viewers to your shop, driving immediate sales. And for advanced targeting, use TikTok’s audience segmentation tools to show personalized product recommendations based on user behavior and preferences.

2. Leverage TikTok’s Native In-Feed Ads with Interactive Elements

Boost TikTok video engagement by incorporating interactive elements such as polls, quizzes, and clickable overlays in your in-feed video ads. These tools not only engage TikTok users but also provide insights that you can use to refine your advertising approach and optimize results.

Cosmetics brand e.l.f., for instance, successfully leveraged TikTok’s native In-Feed Ads with interactive elements through their #eyeslipsface campaign. They did this by creating engaging and interactive content that encouraged users to create their own videos using e.l.f. products. 

The campaign included a catchy original song and interactive features such as stickers and effects to boost user participation and engagement. 

In the end, it garnered a whopping 9 billion+ views in just six days!

3. Enhance ROIs with Precision Bid Strategies

To boost your TikTok video ad performance and fine-tune your ad costs, consider experimenting with advanced bidding strategies like Bid Cap or Cost Cap. 

By setting precise bid targets, you can control expenses while boosting ad effectiveness and conversion rates. Additionally, using automated bid adjustments can enhance your ad delivery by reacting to real-time performance metrics, ensuring your budget is directed toward the highest-converting segments.

For example, an online electronics store might use Cost Cap to establish a specific cost for each acquisition by adjusting bids based on which products or categories yield the highest ROI. By analyzing performance data, they can detect peak shopping times and raise bids during those windows to increase visibility and conversions.

For more detailed information on TikTok’s bidding strategies, you can refer to TikTok’s Business Help Center and Bidding Strategies FAQ Bidding Strategies FAQs.

4. Optimize for TikTok Search Ads

Another way you can boost your TikTok videos is to optimize your TikTok Search Ads. To do this, you need to incorporate relevant keywords and hashtags into your video descriptions and captions. This strategy enhances your content’s discoverability, which ensures your ads pop up in search results when users search for related topics, which boosts traffic and engagement with your videos.

Additionally, you want to make your thumbnails and video intros captivating to grab attention as quickly as possible. Take a look at online snack retailer Chubby Snack’s account — their thumbnails are on point. 

They may not have hundreds of thousands of followers, but their views are nearing 55k, and their content is getting good engagement.

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Measuring Video Ad Performance the Right Way

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To drive the effectiveness of your video ad campaigns, precise performance measurement is crucial. 

By using the right metrics and tools, you can determine what’s effective and what isn’t, guiding more data-driven optimizations for your video marketing. This means consistently focusing on metrics such as view count, engagement rate, CTR, and conversion rate to refine your strategy and boost ROAS.   

Here are steps you can follow to measure your video ad marketing: 

1. Set up tracking and analytics tools to gather robust data, monitor video view counts for reach, assess engagement rates for viewer interaction, and track click-through rates (CTR) for ad effectiveness
2. Determine conversion rates to analyze sales impact, and conduct A/B testing to compare different video ad versions for effectiveness
3. Regularly review and refine performance data, targeting, and creative elements, based on analytical findings, to enhance ad performance
4. Implement changes based on data, monitor the impact on key metrics, and continuously optimize your campaigns for maximum ROI

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Final Thoughts: The Future of eCommerce Video Marketing and Advertising

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As eCommerce continues to evolve, the significance of video marketing and advertising is undeniable. 

To maximize the effectiveness of your video ads, you need to invest in platform-specific strategies and cutting-edge marketing tools. eCommerce brands who adapt to emerging trends like interactive and shoppable videos will secure a competitive edge in their niches. 

Looking ahead to 2025, here are a few key trends that are predicted to shape video marketing in the future: 

1. AR and VR technology use will likely surge for video ads 
2. AI-driven, personalized video ads will increasingly harness real-time data to customize content for individual viewers 
3. Shoppable video ads will evolve, facilitating seamless in-ad purchases across all major platforms 
4. Cross-platform video ad campaigns will become more integrated to deliver consistent messaging and narratives across various social media platforms
5. Enhanced metrics and analytics will offer deeper insights into viewer behaviors and ad performance 

Staying at the forefront of this dynamic field requires a strategic commitment to innovative video marketing techniques and robust analytics, ensuring your eCommerce efforts are well-prepared to navigate the future successfully.

Still got questions about video ads? Reach out to us here, or comment below — our eCommerce marketing experts are standing by. 

Nicole Blanckenberg

Nicole is a content writer at StoreYa with over sixteen years experience and flair for storytelling. She runs on a healthy dose of caffeine and enthusiasm. When she’s not researching the next content trend or creating informative small business content, she’s an avid beachgoer, coffee shop junkie and hangs out on LinkedIn.

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As more people opt for quick and engaging visuals that instantly capture attention, so does the number of brands who include short-form video content (or shorts) in their digital marketing strategies. YouTube Shorts offer eCommerce businesses a powerful platform for capitalizing on these bite-sized video consumption trends. 

The bottom line is this format is versatile for storytelling, showcasing products, and driving audience engagement, making it a critical digital marketing tool.

But is it for everyone? 

This post will answer exactly that! We will explain everything you need to know about using YouTube Shorts videos for your brand and why you absolutely should, and include some inspiring YouTube Shorts examples throughout. 

Let’s jump in!

Understanding YouTube Shorts

Similar to TikTok, YouTube Shorts cater to the growing demand for quick, engaging content and provide a new way for users to connect and share on the platform. 

Simply put, they are short-form videos on YouTube that allow creators and brands to upload content up to 60 seconds in length. And unlike regular YouTube videos, Shorts include vertical video perspectives, unlike the horizontal mode of longer videos on the platform. 

Integrated within YouTube’s vast ecosystem, Shorts are no more than a minute long and were designed to enhance visibility and reach, particularly among younger audiences. They can be viewed on YouTube’s homepage, the app’s Shorts tab, and on channel homepages.

Debuted as a beta in India in September 2020, YouTube Shorts is riding the wave of rising popularity for short-form video content. Following its success, the feature went global, with an extensive rollout that started in March 2021. Since then, brands such as Fashion Nova have been jumping onto the YouTube Shorts video bandwagon. 

YouTube Shorts Statistics 

• By the end of 2023, YouTube Shorts hit 70 billion daily views
• The average time spent per day on YouTube increased since adding Shorts, which is now around 48.7 minutes 
• The largest age group using YouTube is between 25 and 34
• YouTube has the highest average session duration compared to other platforms 

Talking about comparing…

YouTube Shorts vs. TikTok vs. Instagram Reels 

YouTube Shorts, TikTok, and Instagram Reels each carve out their niche in the growing consumption of short-form video content, targeting different audiences with various content styles. While TikTok is designed to captivate with highly creative, trend-setting content, Instagram Reels’ integration with its social media features capitalizes on an established user base. 

YouTube Shorts, on the other hand, leverages the extensive YouTube ecosystem, offering videos up to 60 seconds that benefit from YouTube’s powerful search and recommendation algorithms.

Let’s take a quick look at each of its main distinguishing features.

Gymshark is a brand that understands the advantages of YouTube Shorts and dominates with them. Take a look at the view metrics for some of their latest Shorts. 

You can read more about TikTok in the following guides: 

You can read more about Instagram Reels in the following guides: Instagram Reels for Business: Tips, Hacks, Strategies & Examples and 9+ High-Performing Instagram Ads Examples to Steal.

YouTube Shorts Benefits 

Now, let’s quickly explore the distinctive features and opportunities YouTube Shorts offer eCommerce marketers! 

A Gateway to Richer Content

Being part of YouTube means that Shorts serve as a gateway for discovering long-form videos — allowing eCommerce brands to blend short and long videos. This enables you to accommodate varying consumer interests, turning short video viewers into channel lovers, and, ultimately, product buyers. 

More Evergreen Content Opportunities

Unlike other, more momentary channels, Shorts remain accessible indefinitely, enhancing long-term visibility. This means that your evergreen Shorts will continue to attract views and other content engagements months after posting. 

Broader Audience Reach

Launching within YouTube’s massive user base, Shorts instantly tapped into a broader audience spectrum. By leveraging this reach, you can pinpoint and engage specific segments to refine your targeting strategies and ensure content consistency that resonates with existing subscribers while appealing to potential customers.

Wider Audience Engagement 

The wide demographic reach highlighted above also means that brands have the opportunity to engage with broad audiences, from younger short-form enthusiasts to older audiences that other platforms (like Reels or TikTok) may not appeal to. This enables more tailored content strategies that appeal to professionals, older generations, or specific consumer interests.

Stability and Trustworthiness

Lastly, because YouTube is a well-established platform with a longstanding reputation, Shorts is a stable and trustworthy channel for eCommerce marketing. The lower risk of unexpected restrictions or disruptions allows for a more secure investment in content development.

How to Get Started with YouTube Shorts

To start your YouTube Shorts strategy off right, you need a blend of creativity and strategy. Let’s outline the key steps you need to take to kickstart your journey, from establishing your presence with a dedicated YouTube channel to crafting and sharing your first engaging Short.  

1. Create a YouTube channel. If you haven’t already set one up, you will need a YouTube channel to post Shorts. (You can follow our guide on doing just that, here.) 
2. Download the YouTube app. You will want to ensure you have the latest version of the YouTube app to take advantage of the newest Shorts features. Use the Shorts camera in the YouTube app for easy recording, video editing, and music uploading.
3. Build your YouTube Shorts content plan. Here, you can identify critical product features, upcoming promotions, trending topics, and customer success stories that align with your brand’s narrative, and build your content plan accordingly. 
4. Record your Short. Your YouTube app’s Shorts camera allows you to record video. Ideally, record in segments, adding each part to create a complete video.   
5. Edit your video and add tags. Next, you will use the YouTube app video editing tool to trim videos, add text overlays, or incorporate music. Then craft compelling titles that include keywords and hashtags to boost discoverability.
6. Publish your Short. Finally, you are ready to publish, monitor, and engage with audience comments. 

Here’s a comprehensive video made by YouTube creators on how you can create Shorts. 

But you don’t have to start shooting everything from scratch — you can also make Shorts from your existing videos. Let’s quickly run through how. 

How to Make YouTube Shorts from Existing YouTube Videos 

To craft a YouTube Short from an existing video or livestream, whether it’s your creation or someone else’s, start by clicking the “Create” button beneath the video. Decide if you want to “Cut” a clip to maintain the original audio or create a fresh “Sound” for a personalized audio touch. 

After selecting and refining your segment:

• Hit “Next”
• Input your Short’s specifics
• Upload YouTube Shorts to share your snippet with the world

Tips for Creating Engaging YouTube Shorts

When you start creating YouTube Shorts from scratch, how do you best do it to boost engagement, brand awareness, and, ultimately, sales? In this section, we give you a few YouTube Shorts creation tips to get you started! 

1. Grab Attention from the First Second 

As with any short video content, you need to hook your audience early. For YouTube Shorts, this could mean starting with an intriguing question, a surprising fact, or a compelling visual within the first few seconds to grab attention immediately. 

You also want to use engaging thumbnails to make your content stand out and elicit that click-to-view. Cosmetic giants Lush are experts at this. Here’s one of their most popular videos that catches your attention right away.

2. Get Creative with Music and Effects 

Other important elements of Shorts are royalty-free background music and sound effects. While it is essential to assume some viewers mute tvideos, you still want to make sure you create a vibe for those who do. A catchy tune or comedic sounds can go a long way to doing just that. 

Here’s a YouTube Shorts example from Warby Parker’s YouTube channel. 

3. Jump on Trends and Challenges

Unlike longer videos, trends and viral content aren’t in short supply with short-form content! 

Participating in trends is a good way to get traction with your Shorts. To keep your content plans relevant, you need to stay up to date with the latest trends and challenges on YouTube and other social media platforms. 

You could create your own YouTube Shorts challenge to encourage community participation and sharing. Here are some of the more popular challenges: 

• Ghost pepper challenges
• Pancake art challenges
• Random exercise challenges 
• Try-not-to-laugh challenges
• 7-second challenges
• 24-hour challenges 
• The-floor-is-lava challenges
• Blindfolded makeup challenges

You might also want to take advantage of some of YouTube Shorts’ newer features, such as COLLAB, to collaborate with creators, like-minded brands, and your customers for challenges. 

4. Add Text for Clarity 

Another Short video tip is using text and graphics for effect. 

Text overlays are vital to emphasize important points or add context where audio can’t be used. In addition, including captions will make your YouTube Shorts more accessible to a wider audience, including those who prefer to watch videos without sound or those who are hearing impaired.

In fact, more and more people report that they prefer videos with subtitles, with captions said to dramatically increase video engagement. One study found that as many as 80% of viewers are more likely to watch a video to the end if it has subtitles! 

5. End with a Strong CTA 

Like with any marketing element, you need a strong CTA to encourage interaction. You want your YouTube Shorts video to be clear, directing your viewers to like, comment, share, or subscribe, fostering engagement and building your community.

And the more engagement and response your Shorts get, the more significantly you can boost conversions. They also help you gain invaluable insights into specific actions that you can use for other marketing elements. Here are a few examples to get you started. 

Sometimes, your message needs just a few more words! Take Sephora, for instance. Even though this whole YouTube Short is a call to action to recycle beauty product containers, it still ends with a CTA note. 

6. Experiment, Analyze, and Tweak 

When it comes to any successful content marketing strategy, you want to continuously test, tweak, and analyze. This means experimenting with different content types and analyzing their results to mine for vital insights you can use to drive content ideas further down the line. 

And don’t be afraid to experiment with different styles or types of content to see what resonates most with your audience. Then regularly review your Shorts’ performance analytics to understand viewer preferences and refine your content strategy. 

Hacks to Maximize Your YouTube Shorts’ Reach

Expanding your YouTube Shorts’ visibility is crucial to broadening your content’s reach and ensuring your Shorts captivate as many viewers as possible. Let’s look at some of the top ways you can do that. 

1. Invest in a YouTube Video PPC Strategy 

Last year, YouTube started rolling out Shorts placement for video action campaigns. They then started showing product feeds connected to these campaigns in Shorts, making them shoppable. This means that if you’re running YouTube video campaigns, you should already be seeing Shorts placement. 

If you haven’t yet invested in eCommerce YouTube ads, now is the time. Not only to improve the reach of your Shorts, but to help boost traffic to your online store. 

Looking to scale your business?

Get Google Ads hacks for free (used by our 500K customers)

2. Optimize for Discoverability

You can put all the effort you can muster into your Shorts, but if you aren’t reaching the right viewer, you’re missing the mark. This is where discoverability optimization comes in. Here are a few ways you can do that: 

1. Exploit keyword-rich titles and descriptions to improve visibility in YouTube search results 
2. Add trending and relevant hashtags to increase the chances of being discovered by a wider audience 
3. Interact with comments to boost engagement metrics and improve chances for YouTube’s algorithm to recommend your content 
4. Leverage YouTube Stories and community posts to promote Shorts to existing subscribers and increase content engagement 
5. Partner with other brands and YouTube creators to tap into new niche audiences 

Talking about creators…

3. Collaborate with Creators or Brands 

Another way to get more eyes on your content is by collaborating with other people or brands. 

By working with creators or influencers, or partnering with other brands, you can tap into their audiences and introduce your brand channel to potential new subscribers — and shoppers. Here are a few ideas to get you started: 

1. Host a joint giveaway or contest with creators or brands whereby viewers need to engage with both channels 
2. Leverage cross-promotion on social media to share behind-the-scenes content, teaser clips, or to simply promote the collaboration across your Instagram, Twitter, and Facebook profiles to maximize reach 
3. Create a collaborative series of Shorts where you tackle topics, challenges, or create content that is relevant to both audiences

Let’s say you’re a fashion brand. You could partner with a beauty influencer to create a series of “Complete the Look” Shorts. In each Short, you could feature the influencer styling a fashion item from your store with their makeup tips. This type of collaboration not only helps you reach new audiences. It helps you showcase your products while adding real value for your audiences and establishing your brand as an expert in fashion. 

4. Leverage the Power of Thumbnails

YouTube Shorts thumbnails may be small, but they are often the first thing a potential viewer will see. By creating captivating custom thumbnails for your Shorts, you are able to grab attention on and off the social media platform. 

They also play a role in ensuring that the Shorts page of your channel is inviting and that all your content is easy to discover. Therefore, you want to ensure that you maintain a consistent style or branding across your thumbnails to make your content instantly recognizable and enticing for the view-click. Additionally, you may want to consider incorporating brief, compelling text overlays that tease the content of the Short or highlight the value within, further encouraging clicks. 

Or not! The best approach is one that perfectly fits your specific brand, vibe, and market. Take a look at eCommerce giant ASOS’s Shorts feed, which does just that. 

5. Consistent Posting Schedule

Like with any marketing platform, consistency is key! By maintaining a regular posting schedule, you keep your audience engaged. The more engaged your audience is, the more likely YouTube will recommend your content. 

If your aim is to quickly boost your account and catch that viral wave with your short-form videos, you may want to consider ramping up your posting frequency to two or three times daily. This may sound daunting — but you can start by repurposing your existing video content instead of starting from scratch. 

According to SocialPilot, the best times to post on YouTube are displayed in the chart below. Of course, these are average estimates, so you should test and tweak optimum post times for your specific brand and audience. 

Strategies for Driving Product Sales with YouTube Shorts

This part of our guide is dedicated to outlining actionable strategies that can turn your YouTube viewers into customers. This means being able to capitalize on the dynamic and engaging nature of Shorts to boost your eCommerce success. 

Through a mix of affiliate marketing, user-generated content, product teasers, and interactive demonstrations, these strategies are designed to not only capture attention but also to convert that attention into sales. 

Let’s dive in. 

1. Leverage Influencer Marketing and Affiliate Programs

Influencer marketing and affiliate programs can be good ways to drive product sales from YouTube Shorts. Both enable you to leverage the vast reach and credibility of established online personalities and platforms.

By partnering with YouTube influencers with niche audiences, you are tapping into their fans — fans who will trust their product recommendations. This also enables you to include more authentic endorsements in YouTube Shorts, which helps build product and brand trust while increasing visibility. 

Similarly, offering an affiliate program for your brand helps you to promote products. Because it’s permanence-based, this can be a cost-effective strategy. It also gives you additional (valuable) data that you can use to drive our marketing strategies beyond just YouTube optimization. 

Let’s say you’re an eCommerce brand specializing in sustainable fashion. You could collaborate with eco-conscious fashion influencers on YouTube to create Shorts videos showcasing how to style different pieces for different occasions. These influencers could then use your affiliate links in their video descriptions, directing viewers to purchase the outfits directly from the brand’s website. 

This approach not only highlights the versatility and appeal of the products but also aligns the brand with the values of both the influencer and their audience, driving targeted traffic and increasing sales conversions.

New to affiliate marketing? Here’s a guide from Shopify. 

2. Showcase User-Generated Content and Testimonials

Another way you can use YouTube Shorts to push product conversions is with UGC (user-generated content) or testimonials. This doesn’t have to be a huge undertaking. 

For instance, you could encourage your customers to share their own Shorts using your products with a specific hashtag. Perhaps for an incentive like a promotional code or a free gift? Then, you could select the best Shorts to feature on your channel and/or offer further incentives for sharing. 

This not only provides social proof but also builds a community around your brand, increasing trust and driving sales.

For example, let’s say you are a beauty eCommerce store launching a new line of skincare products. 

You could run a campaign asking your followers to post YouTube Shorts of their skincare routines featuring these new products, using a dedicated hashtag. You could offer a prize for the best video, like a month’s supply of skincare. You could then highlight these UGC Shorts on your feed and on other social media platforms to showcase real-life examples of product effectiveness, while cultivating brand loyalty and building trust.  

3. Use YouTube Shorts for Product Teasers and Countdown Launches

Short-form video content is a great element you can use to create anticipation and excitement around new product launches. By sharing teaser Shorts that highlight key features or unique selling points, it can be extremely effective. 

Even better if it’s paired with a countdown series leading up to a launch date, which encourages viewers to subscribe and stay tuned for the reveal. This strategy not only generates buzz on your channel but primes audiences to cash out their carts on release day. 

Let’s imagine that you are a tech eCommerce brand gearing up to launch your latest smartwatch. In the weeks leading up to the launch, you could release a series of YouTube Shorts, each unveiling a sneak peek of a smartwatch feature — like its sleek design, innovative health tracking, or seamless connectivity — without showing the full product. Each Short ends with a countdown timer to the launch, sparking curiosity and excitement. 

In theory, by the time the final Short reveals the launch, the audience is already primed and eager to purchase, significantly boosting sales from the get-go.

4. Plan Interactive Product Demonstrations and Tutorials

The last must-try strategy for driving product sales with YouTube Shorts is interactive product demos and tutorials. Short video content is a great medium to offer engaging tutorials or how-to guides that demonstrate the practical uses and benefits of your products. 

To capitalize on every second and ensure and ensure your videos are relatable, you want to highlight the problems your products solve in everyday scenarios. Then, you could add interactive elements — such as asking viewers to comment on how they would use the product or what they want to see next — to enhance engagement and drive interest toward making a purchase.

This is a Shorts strategy that Selena Gomez’s makeup brand, Rare Beauty, is crushing with. Sure, it helps that she hosts the tutorials herself, but the concept is still easily duplicatable on a smaller scale. 

Final Thoughts: Measuring Success with YouTube Shorts

No matter which YouTube Shorts tip or hack you use for your short video planning, the metrics will matter in a big way. Not just for the success of your Shorts but your overall video marketing strategy. This goes for all your Shorts, even those posted in collaboration with your YouTube Shorts creators.

From the time you (or a short creator) uploads YouTube Shorts to the app, you should be keeping track of their performance. Metrics such as view count, likes, comments, shares, and subscriber growth provide insights into how effectively Shorts are resonating with audiences. Additionally, monitoring the watch time and audience retention rates can help identify which short video content keeps viewers engaged the longest. 

This data-driven approach ensures continuous improvement and maximization of the Shorts platform’s potential for growth and engagement.

Let’s say you’re a small business specializing in eco-friendly home goods, and you decide to leverage YouTube Shorts to showcase your products and share sustainability tips. After posting consistently for a month and seeing good daily metrics, you start analyzing your Shorts’ performance to gauge success.

You pinpoint a short, 30-second clip demonstrating a zero-waste kitchen hack using one of your products that significantly outperforms others, with 20,000 views, 500 likes, and numerous shares and comments praising it. The analytics also show that this Short led to a 10% increase in channel subscribers and drove a noticeable spike in traffic to your product page linked in the video description.

The success metrics — high view count, engagement rates, and direct impact on subscriber growth and website traffic — highlight the effectiveness of this Short, which you can, yes, use to plan content ideas in the future. But it’s useful for more than just content planning. Successful engagement and view feedback can also drive our product development and marketing strategies on other platforms — such as your Google video ads!! 

 

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The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

The moment marketing bug

The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

VOOM Nutrition: power of plants

It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

Agency: McCann Bristol

Dutchie Yogurt: gut health

A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

Agency: Ogilvy. See English subtitles here.

Persil: Guess who won

When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

Agency: LOLA MullenLowe

Coca-Cola: recycled logo – green washing?

Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

Agency: WPP Open X

---

---

MakeMyTrip: international trips

I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

Streeteasy: odyssey

Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

Source

Agency: Mother

Mother Dairy: mother’s love

It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

Agency: Ogilvy

Heinz: helping reduce food waste

Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

Agency: Fitzroy Amsterdam

Times: Power of Print

In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

Agency: Havas

Burger King: You’ll always be King

Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

Which one was your favourite? Do comment in.

The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

The moment marketing bug

The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

VOOM Nutrition: power of plants

It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

Agency: McCann Bristol

Dutchie Yogurt: gut health

A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

Agency: Ogilvy. See English subtitles here.

Persil: Guess who won

When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

Agency: LOLA MullenLowe

Coca-Cola: recycled logo – green washing?

Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

Agency: WPP Open X

---

---

MakeMyTrip: international trips

I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

Streeteasy: odyssey

Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

Source

Agency: Mother

Mother Dairy: mother’s love

It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

Agency: Ogilvy

Heinz: helping reduce food waste

Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

Agency: Fitzroy Amsterdam

Times: Power of Print

In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

Agency: Havas

Burger King: You’ll always be King

Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

Which one was your favourite? Do comment in.

The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

The moment marketing bug

The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

VOOM Nutrition: power of plants

It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

Agency: McCann Bristol

Dutchie Yogurt: gut health

A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

Agency: Ogilvy. See English subtitles here.

Persil: Guess who won

When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

Agency: LOLA MullenLowe

Coca-Cola: recycled logo – green washing?

Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

Agency: WPP Open X

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MakeMyTrip: international trips

I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

Streeteasy: odyssey

Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

Source

Agency: Mother

Mother Dairy: mother’s love

It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

Agency: Ogilvy

Heinz: helping reduce food waste

Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

Agency: Fitzroy Amsterdam

Times: Power of Print

In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

Agency: Havas

Burger King: You’ll always be King

Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

Which one was your favourite? Do comment in.