You should follow an approach of humanising the story to help people think or feel something if you work for a creative agency making video ads for a client that’s struggled to meaningfully connect with potential customers in their ads.
- Avoid humor as it’s more subjective.
- Showcase discounts and sales to drive interest.
- Humanize the story.
- Convey multiple messages to resonate with the masses.
The correct answer is: Humanize the story.
Featuring people can help you tell a better product story and relate to your consumer. Focusing on people can increase a viewer’s expressiveness (i.e., their emotional reaction, gauged by facial expression) as they see an ad. This increase in expressiveness is tied to cross-funnel campaign improvement.
The rule: If people appear in your video, open with them on screen. And if it fits with your storyline, have them address your audience directly.
The reason: Faces attract immediate attention, heighten emotional motivation, and increase engagement