- Capture Attention in First Few Seconds
- Tell a Compelling Story
- Use a Hook to Keep Watching
- Start With Strong Storytelling
- Customize Message for Each Platform
- Adopt TikTok-Style Short-Form Content
- Focus on Audience Engagement
- Keep Ads Short and Visually Impactful
- Add Surprise and Delight Elements
- Grab Attention With Compelling Visuals
- Utilize Props Strategically and Edit Well
11 Tips to Create Engaging Video Ads
Capture Attention in First Few Seconds
Possibly THE most crucial elements of an engaging video ad is capturing attention within the first few seconds. According to Facebook IQ, 47% of a video’s value is delivered in the first 3 seconds. This highlights how pivotal those initial moments are for making an impact and preventing viewers from scrolling past.
To grab attention, start with an intriguing visual, unexpected moment, or provocative question that instantly piques curiosity. For example, a dynamic scene, a bold statement, or a visually arresting image can hook viewers immediately, especially in social video when audio is often turned off.
A strong start not only stops the scroll but also sets the tone for the rest of the ad, ensuring viewers stay engaged. In a world where attention spans are shrinking, those first few seconds aren’t just important, arguably, they’re everything.
Ryan Stone
Founder & Creative Director, Lambda Video Production Company
Tell a Compelling Story
As someone who’s been in the video production industry for decades, I’d say that one of the most important tips for effectively using video in your advertising is to tell a compelling story. People connect with stories, not sales pitches. Whether you’re showcasing a product, a service, or a cause, the video should tap into emotions—joy, curiosity, inspiration, or even nostalgia—so your audience feels something.
What makes a video ad engaging is authenticity, pacing, and visuals that captivate the viewer from the very first frame. Here are a few essentials:
- Hook Your Audience Immediately – The first 5-10 seconds are critical. Use striking visuals, intriguing dialogue, or a question that grabs attention right away.
- Keep It Focused and Concise – Attention spans are short, so your video needs to deliver its message clearly and efficiently. Don’t overwhelm your audience with too much information—stick to the core message.
- High-Quality Production – This doesn’t always mean a massive budget, but clean visuals, crisp audio, and thoughtful editing go a long way. Nothing turns viewers off faster than poor sound or shaky footage—unless it’s intentional for a creative reason.
- Emotional Connection – Whether it’s humor, inspiration, or a heartfelt moment, aim to create a bond with your audience. People remember how a video makes them feel more than what it says.
- Call to Action – Always guide your viewer toward the next step, whether it’s visiting a website, subscribing, or making a purchase. Make it easy and compelling.
We’ve learned that the most engaging videos are those that combine technical quality with storytelling that resonates. When viewers feel they’re watching something real, valuable, or relatable, your message will stick.
Patty Mooney
Producer, Editor, Content Creator, Crystal Pyramid Productions
Use a Hook to Keep Watching
You have a couple of seconds to convince someone to keep watching. A question, an unexpected visual, or even a bold claim can do the trick. If the hook doesn’t connect, the ad is skipped—simple as that. I always think of ads as mini-stories. Not necessarily to tell the full story, but to tease just enough to make people want the rest. If your ad doesn’t make viewers feel curious or invested, they’ll move on.
Burak Mermi
Head of Paid Channels, Lingopie
Start With Strong Storytelling
An engaging video ad starts with strong storytelling. The most impactful ads don’t just promote; they connect and evoke emotion. Make sure the story grabs attention from the very first moment, with every second driving the narrative forward. Authenticity is key—people respond to real and relatable messages. Invest in production value, not to be flashy, but to craft something truly remarkable that leaves a lasting impression. In today’s competitive landscape, a video ad should do more than sell; it should inspire.
Deniz Alkaç
Executive Producer & Founder, 10/10
Customize Message for Each Platform
One of the best pieces of advice with video in advertising is to customize the message for the platform and make sure that you keep the video short and snappy. As every platform has different audience behaviors and engagement styles, resonating and optimizing the content tailored specifically for each platform has the best potential to catch attention and convert.
The most engaging video ads combine eye-catching visuals with simple and persuasive messaging. As an example, we recently conducted a campaign that used quick 15-second videos on social that started with big visuals and impactful captions to instantly convert even the mute social audience. Using quick cuts and uplifting imagery, the video showcased a client success story before ending with a clear call to action to “Learn More” at our website. This approach was especially effective because it gave the message the form it needed to match the scroll-rush of Instagram and Facebook.
What made this video rich was not its graphics, but its value upfront. The video also immediately addressed a core pain point and offered a solution within a few seconds, allowing it to resonate with audiences. This resulted in higher engagement with our content and driving more traffic to our site.
To succeed with video ads, you must understand your audience and create a message that resonates with them. Use videomaker’s top examples as a punchy statement for their first few seconds: hook viewers and keep them with a clear and concise narrative followed by an unforgettable call to action at the end to let them know how they are about to take the next step. Experimenting with formats, tones, and visuals on different platforms can refine your approach and ensure your videos capture attention while driving conversions.
Darryl Stevens
CEO, Digitech Web Design
Adopt TikTok-Style Short-Form Content
We’ve adopted TikTok-style short-form content editing for our Meta ads, incorporating quick cuts, engaging captions, and eye-catching animations to match modern attention spans. These ads include fast-paced storytelling, bold text overlays emphasizing key benefits, and dynamic transitions that keep viewers engaged. We also leverage trending music and sound effects to make the content feel more relatable and contemporary.
This shift has significantly improved our ad performance, with a noticeable jump in conversion rates. By aligning our creative style with what audiences are already consuming on platforms like TikTok, we’ve made our ads more engaging and actionable, encouraging users to click and convert faster. This strategy demonstrates how adapting to popular content formats can directly impact campaign success.
Nick Esquivel
CEO, Globaltize
Focus on Audience Engagement
The best ad is one that doesn’t feel like an ad! I recommend to my clients during the creative process we focus first on what our ideal audience will engage with. I take lessons from my 15 years of work in journalism and media: content should serve the viewer. If the viewer finds it engaging then they’ll keep watching (even if it’s an ad). Serve the audience first.
Kim Rittberg
Award-Winning Marketer, Founder of Henry Street Media
Keep Ads Short and Visually Impactful
When it comes to web-based video ads, the golden rule is to keep them short, punchy, and visually impactful. Attention spans are shorter than ever, so you need to grab the viewer’s focus immediately and deliver your message quickly.
First, don’t rely on audio—many users scroll with sound off, so your video must communicate effectively without it. This is where eye-catching imagery and clear, bold typography come into play. Use visuals that stop the scroll, whether it’s striking product shots, engaging animations, or dynamic transitions. Pair this with concise text that delivers your core message at a glance. For instance, a well-timed overlay or caption can ensure the user understands the value, even if they don’t hit play.
The most engaging video ads focus on one simple idea and communicate it fast—think 10-15 seconds tops. Don’t overcomplicate it with excessive details; the goal is to hook the viewer, deliver a clear call to action, and leave a lasting impression.
If you keep it visually captivating and ensure the story works without sound, your ad will stand out in today’s crowded digital space.
Jm Littman
CEO, Webheads
Add Surprise and Delight Elements
Surprise and delight are the keys to capturing the viewer’s attention and creating an enjoyable experience. This doesn’t mean your whole video needs to be some sort of dream sequence. More about strategically adding surprising elements that create curiosity and engage the viewer. Consider an otherwise straightforward video on the powers of tarot readings, and BAM—a hilarious burst from a naughty clown giving a lighthearted dose of fate and fortune. This type of surprise adds humor and mystery that will stay with the viewer. This method has done wonders for us.
One recent video campaign involving a fortune cookie giving out a rather hilariously obscure message (instead of the standard fortune) did exceptionally well. That little surprise not only enhanced the ad’s impact but led to discussions about the enigmatic fun of tarot. If you do it right by utilizing surprise and delight, your video ads will cut through the clutter and reach your target audience. Remember, even the smallest dose of the unexpected can make for an intriguing and successful ad campaign.
Sunaree Ko
Digital Marketing Specialist | Psychology | Founder, Tarot Cards
Grab Attention With Compelling Visuals
The first three seconds are critical. Grab viewers right away with a compelling visual that makes them want to stop scrolling, turn on the sound, and pay attention.
I worked in TV news for 16+ years, much of it in Los Angeles, and this was drilled into me. Find images that make people stop and wonder, “WTF?!’” You really must try to elicit that reaction. It’s not unprofessional or strange. It’s your job as a video maker. If no one pays attention, you’re dead.
Think puppies, attractive people, a grown man crying, cute kids, strange-looking people or things, big rolls or piles of cash. Those are just some catnip images that make people stop and watch. Dig through your footage and find them and others that make you pay attention. And keep the story fresh and engaging the whole time.
Make it funny, make it dramatic, tell a story, and be memorable. Everyone wants to laugh. Remember, Geico made people feel good about a CAR INSURANCE company because it’s made funny commercials for years.
Joe Douglass
Legal Storyteller, Clear Eyed Media
Utilize Props Strategically and Edit Well
One tip for effectively using video in your advertising is to utilize props strategically to enhance your message and storytelling. Props add a visual element that captures attention and makes your video more memorable.
Additionally, focus on good edits—seamless transitions, engaging pacing, and a clear narrative keep viewers hooked from start to finish. Clean and professional editing ensures your message is communicated effectively and leaves a lasting impression.
By combining the power of well-chosen props and sharp editing, you can create video ads that not only grab attention but also drive action.
Sahil Sachdeva
CEO & Founder, Level Up PR
