Mastering
the art of
storytelling
on youtube
Learn how to apply the ABCDs and refine them for awareness, consideration, and action.
We analysed 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
ABCD
Grab and sustain attention with an immersive story.
Try opening with an intriguing close-up.
BRANDING
ABCD
Brand early, often, and richly.
Feature a product shot in the first few seconds.
connection
ABCD
Help people think or feel something.
Involve your main character in the reveal.
direction
ABCD
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
Contextualise and incentivise.
Now it’s time to watch
our action ad.
We now have four different ads, three of which are optimised to achieve different objectives.
And we could keep going.
There are many ways to apply the ABCDs to your ad.
ABCDs
Awareness ABCDs
action ABCDs
consideration ABCDs
Design: PHQ (Agency)
Editor: Marianna Nash
Production Lead: Jenny Maughan
Credits
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