Have you ever heard of the AIDA formula? This is a great formula for content writers, creators, and marketers. It stands for: Attention, Interest, Desire, Action, the factors that help you convert. You can use AIDA for all types of marketing contents, including social media posts, ads, blog articles, emails, podcasts, and videos.
Let’s break down this powerful formula and bring it into use in a specific example for making high-converting video ads. Video is a type of content that is increasing its popularity on different famous social platforms with its own spotlight: TikTok, Reel, Facebook Watch, Youtube, Snapchat. It is also a great tool that businesses use to make ads and drive conversion. But not all video ads will convert effectively, so let’s see how AIDA can help us with that.
You need to attract the attention of your target audience. Make them notice you first and you will have a chance to convert them into a sale later. In long-term strategies, this stage also means that you need to create brand awareness. You can attract attention by creating something that’s relevant, catchy, or curiosity-stirring to your potential customers.
- For example, to catch the viewer’s attention to your video ad, you need to create an enticing headline. The headline is the first thing that your viewer sees and could be the main factor that they take into consideration to watch the video or not. Therefore, please make it captivating, clickable but not click-baited, so it increases your watchability but still does not hurt your credibility.
- Besides the headline, the caption is also one of the first things that catch the audience’s eyes. So, you need to make an attractive caption as well. You should put the main idea and mention the most valuable point of the video that the viewer can take away from watching it, but don’t spoil the whole thing.
Attracting attention is one thing. Maintaining that attention and turning it into an interest is another thing that is challenging but necessary. How do you keep them consuming or engaging with your content? Well, you’ve got to give them relatable, interesting facts and uses relating to your product.
- In the context of a video ad, it needs to be something that the viewer cares about and be interesting from the plot, script, to the visuals, movements, angles, and to the sounds. In that way, it can keep the viewer’s interest from the beginning when their attention is caught till the end of the video without scrolling through. Feed them with something that stirs up their emotions, make them laugh or cry or wowed and they will definitely remember your business and want to find out more about it.
After your audience is interested, the next step is to make them desire your product. In order to do that, you need to show them how your product can help them. They need to see the benefits that your product can bring, and the problems that your product can solve for them.
- For instance, if you want your video ad to convert, you have to present in the video why the viewer needs your product, how their life would be better with your product. It’s the problem-solving factor in a video that really matters to its persuasibility. Thus, a good marketer must understand their buyer persona well and know clearly their core issues as well as desires so as to convince them their product can satisfy that. To be more persuasive, you can also include testimonials, good feedback and results of your clients in your video, which will be very effective in making the viewer desire to try your product because they want to have the same goodies.
- Besides, to keep them desiring, your video ad should be short and concise. Give them just enough to lure them in and make them want more. If you give them way too much, there will be nothing left to keep them curious or longing for more. A video that’s too long can make the viewer get bored or impatient and scroll through before getting to your Call-to-Action.
The last thing you need to do is get them to take action, which is Call-to-Action (CTA). Depending on your funnel, this action could be: register to a webinar or email list, shop something, like or follow your page, visit a landing page, etc. Whether your audience is convinced is already decided by the 3 previous stages. In this last stage, you just need to give them instructions of what to do next to get what they desire and they’ll convert.
- Back to our case of a video ad, a clear and simple Call-to-Action is a must in a high-converting video. You need to show the viewer clearly what they need to do without having to think or dig any deeper. And, that should be something so simple that they can do right away and will not take much time, or it will call out the lazy or busy excuse in them. Depending on the platform you’re posting on, you can choose to display a CTA button under your video to make it easier for viewers to proceed.
To sum up…
The AIDA formula stands for the initials of the 4 stages in a marketing strategy to make your target audience convert, which are: Attention, Interest, Desire, Action. This formula can help your content increase the convertibility, including your video ads.
Following the AIDA, you first need to attract the attention of potential customers on your videos by creating an enticing headline and caption. Subsequently, your video needs to be relatable and interesting at all aspects (content, look, sound). Then, you need to create their desire for your product by including the problem-solving factor in your video and make it short and concise. Finally, you need to wrap it up with a clear and simple call-to-action to lead your convinced viewer to convert.
If you want some help in increasing your online business’ conversion, AweSM can help you with that. For more info, you can book a free strategy call with one of our coaches before answering some short questions at this link: https://callwith.awesm.com/social