There's a lot of advice out there that video ads should be short and entertaining.
So I decided to make an ad over three and a half minutes long where I didn't smile or show any real emotion.
It was our best performing ad of 2021.
Knowing your customer inside out and translating that into your content is by far the best marketing approach.
When you stop focusing solely on engagement and start looking at revenue as a KPI, you begin to get a very different picture.
For example, this video generated more enquiries than it did likes.
This is because only the hyper-interested would sit through a 3-minute boring video that only offers deep insight into how they can hit their specific goals.
Funny and short may get attention, but will it help your target persona get sign off from c-suite?
Ps. if you can do funny and functional, you're golden.
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