Long Videos for Longer LTV
🎥 Why Long-Format Video Ads Are the Power Move You’re Ignoring
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In this newsletter, you’ll find:
🎥 Why Long-Format Video Ads Are the Power Move You’re Ignoring
📣 Creators Drive Impact Across the Marketing Funnel
🎥 Ad of the Day
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🎥 Why Long-Format Video Ads Are the Power Move You’re Ignoring
The marketing world is obsessed with short-form content, but here’s the truth: long-format video ads consistently outperform when crafted strategically. Savvy marketers know this isn’t about choosing length over brevity—it’s about using the right storytelling techniques to unlock higher engagement and conversions.
If you’re already running short ads, here’s how you can upscale your campaigns and crush KPIs with long-format content.
1️⃣ Hook With a Data-Driven Personal Story
Experienced marketers know storytelling works, but you need data-backed hooks to grab your audience.
Strategy:
• Frame the personal story with a universal truth, then support it with stats.
• Example: “80% of people fail their fitness resolutions by February—here’s how I overcame that.”
💡 Pro Tip: Use social proof or case studies early in the story to establish trust and credibility.
Why this works: A data-driven story taps into logic and emotion simultaneously, increasing audience retention rates by up to 30%.
2️⃣ Deep-Dive Into the Problem With Micro-Segmentation
Don’t just describe the problem—segment your audience and speak directly to their niche pain points.
Strategy:
• Build personas from your CRM or ad performance data to craft hyper-relevant problem narratives.
• Example: If you’re targeting busy professionals, highlight how a lack of time leads to common issues they face.
💡 Advanced Move: Layer in audience-specific visuals for each segment. For instance, use
custom B-roll targeting different demographics to amplify relevance.
Why this works: Precision messaging increases relevance scores, lowering your CPAs while expanding engagement windows.
3️⃣ Use Narrative Structure to Build Tension and Drive Action
The key to long-format success isn’t length—it’s narrative flow. Start with tension, introduce the solution, and end with an emotional payoff.
Strategy:
• Apply a 3-act structure to your ad:
• Act 1: Introduce relatable tension or a “before” scenario.
• Act 2: Deliver your product/service as the breakthrough moment.
• Act 3: Show the transformative outcome.
• Example: For a skincare brand, Act 1 could show the frustration of acne, Act 2 reveals the product in action, and Act 3 showcases a glowing testimonial.
💡 Pro Tip: Include a subtle, time-sensitive CTA in Act 3 to create urgency without being pushy.
4️⃣ Mix Formats to Maximize Engagement
Experienced marketers understand that attention spans vary—even within long ads. Break the monotony by mixing styles.
Strategy:
• Alternate between personal testimonials, product demos, animations, and UGC snippets.
• Use caption overlays and split-screen effects to emphasize key points for sound-off viewers.
💡 Advanced Tip: Test dynamic video personalization with tools like Vidyard to tailor parts of the video to specific audience segments.
Why this works: Mixed formats prevent drop-offs, ensuring your message lands across different attention spans and viewing preferences.
5️⃣ Close With an ROI-Focused Call to Action
Expert marketers know that great creative must always tie back to measurable outcomes. Use the final moments of your ad to highlight the ROI for the viewer.
Strategy:
• Replace vague CTAs like “Buy Now” with value-driven ones like “Save $50 Today” or “Start Your 7-Day Free Trial.”
• Example: “Thousands have already transformed their skin—don’t miss your chance to glow.”
💡 Bonus Insight: Incorporate first-party data insights into retargeting campaigns to drive repeat exposure to these longer ads.
Takeaway: Long-Format Ads as a Scalable Advantage
For experienced marketers, long-format video ads aren’t just another tactic—they’re a strategic weapon. They give you the space to:
• Build trust.
• Educate deeply.
• Drive lasting emotional connections.
The key is not just in the length, but in execution. By blending storytelling, audience segmentation, dynamic visuals, and measurable CTAs, you can create long-format ads that dominate across platforms.
📣 Creators Drive Impact Across the Marketing Funnel
Insights from Snapchat
With 68% of consumers reporting they've seen brand-sponsored creator content, creators are capturing attention like never before. Their growing influence is reshaping marketing strategies, driving impact across the funnel.
The Breakdown:
Creators Extend Awareness and Engagement: Creator ads outperform standard brand ads in engagement, driving 12% longer attention and 8% longer playtime. Pairing creator ads with brand ads significantly boosts ad recall (+35%) and unaided brand awareness (+25%).
Creators Influence Purchase Decisions: Creators play a critical role during the consideration (71%) and purchase (70%) stages, as shown in a simulated shopping exercise. Creator ads drive consumers to view product detail pages and make purchases, often positioning brands as top choices in competitive sets.
Creators Strengthen Brand Trust: Including creators in campaigns enhances brand trust and likability. On Snapchat, creators are perceived as more relatable, genuine, and reliable, making their recommendations 13% more valued than creators on other platforms.
Creators aren't just for awareness—they deliver measurable outcomes across the funnel, from boosting engagement to driving sales. Their ability to build trust and authenticity makes them an indispensable part of modern marketing strategies.
🎥 Ad of the Day
What Works:
Playful and Romantic Messaging: The tagline “Love at First Sock” combines humor and romance, effectively drawing attention. It connects the product to a fun theme.
The socks with bold, lip-print patterns immediately grab attention. The pairing of two individuals in formal footwear adds an element of surprise, contrasting the quirky socks with their otherwise elegant attire, making the product stand out.
The outdoor café setting creates a realistic and laid-back vibe.
What Could be Better:
While the ad excels in storytelling, it doesn’t communicate the product’s quality or unique selling points (e.g., material, comfort, or durability). Adding a subtle line like “Soft, durable, and made for every moment” could provide more depth and persuade on a practical level.
Broader Insights:
Infusing humor and relatability into everyday items like socks helps elevate them into statement pieces, driving engagement and emotional connection.
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