Mastering
the art of
storytelling
on youtube
Learn how to apply the ABCDs and refine them for awareness, consideration, and action.
We analyzed thousands of ads to find out which techniques drive results on YouTube.
1
Those techniques became the
ABCDs
.
Let’s apply them to this hypothetical ad.
Turn sound on
ATTENTION
A
BCD
Grab and sustain attention with an immersive story.
Try opening with an
intriguing close-up
.
BRANDING
A
B
CD
Brand early, often, and richly.
Feature a
product shot
in the first few seconds.
connection
AB
C
D
Help people think or feel something.
Involve your main character
in the reveal
.
direction
ABC
D
Ask them to take action.
Add clear instructions to your
end graphic
.
Let’s see how these changes work together.
You can also use the ABCDs for different
marketing objectives.
Take the ABCDs a
step further
with these techniques.
FIRST:
AWARENESS
ABCD
Pump up the volume.
ATTENTION
Branding
Put your brand front and center.
connection
Make people core to your story.
direction
Ask them to take action.
Now let’s check out our
awareness
ad.
NEXT UP:
CONSIDERATION
ABCD
Hook the viewer.
ATTENTION
Branding
Hero the product.
connection
Be relatable and
demonstrative.
direction
Plant the seed of urgency.
Here’s our reworked
consideration
ad.
FInally:
action
ABCD
Hook the viewer.
ATTENTION
Branding
Make the product the ad.
connection
Depict a use case.
direction
Contextualize and incentivize.
Now it’s time to watch
our
action
ad.
We now have four different ads, three of which are optimized to achieve different objectives.
And we could keep going.
There are
many ways
to apply the
ABCDs
to your ad.
ABCDs
Awareness ABCD
s
action ABCD
s
consideration ABCD
s
explore related content
by ARIANE LE PORT
Credits
Design: PHQ (Agency)
Editor: Marianna Nash
Production Lead: Jenny Maughan
Understanding the ABCDs of effective creative on YouTube
Global Creative Effectiveness Lead, Creative Works
Source
1.
Google/Kantar Link AI, Global, The Short and the Long of ABCDs Effectiveness, April 2021.