I have been running a successful “media buy” campaign now for some time. Essentially what I am doing is I am buying banner space on a web site and linking over to a sales video. The banners that I use (of varying sizes) all have a video play button on them which simply drives up clicks.
Mind you, not all sites or networks will allow these “paused video” like banners because they are looked at as semi-deceitful, but if you can use them, consider it!
In the video below, I’ll show you how to create a paused video type image. I happen to be creating a “before and after” banner for this example. Also, in the video I am creating the image for Facebook advertising, so you will notice that there is no “copy” on the banner. But does there have to be?
An Inside Look at the “Paused Video” Style Image Technique
The intent of the strategy is to make a point with the video image regarding what the user is going to see when they play the video. Essentially, you’re enticing them to click “play.” Most users will realize this is just an image, and fully expect a video on the “other side” to learn more about the topic at hand.
There are however some people who assume this is a video (like they’d see from YouTube) who attempt to click to watch the video but find that they still must click “play” on the actual video once they reach the landing page. Unless of course the video on the landing page is set to auto-play then this is truly a one-click event.
Why is This Technique So Effective?
Why does this work? What makes an image different from a video? The insinuation that there’s a video here implies to your viewer or user that there is more to see. When they see the play button on the image, they’re drawn to watch and learn more about what’s going on in the video.
In the case in the video example above, since we’re working with the weight loss images which are particularly useful, the user sees a before and after picture with a play button.
This works because most people’s first thought (if they’re the target audience) is going to be, “Wow, how did she lose that weight? Maybe it’s something that will work for me” and seeing the play sign subtly tells them, “Hey, we have more information on this for you. Come find out more about this girl and her success story.”
Ultimately, getting your user’s attention and getting them to the video is the focus when it comes to converting viewers (on Social Media) to buyers of your product or customers for your service.
Will Paused Video Images Work on Anything?
This will not work with anything. Is there really any one size fits all for anything in life?
While, you may see more clicks in general with the play button image due to fads happening like the “vines” (short clips that are usually entertaining) that are popping up all over Facebook, you’re obviously not going to get a ton of clicks unless the image is something that the user wants to know more about.
Wait, There’s More
OK, while this post isn’t related to Facebook necessarily, the video example above was about advertising on Facebook. And well, I’d like to follow-up here with another video in relation to Facebook advertising. It goes more into the dimensions used in your Facebook ads.