The AIDA framework is a classic marketing and communication model used to guide the creation of persuasive messages. It stands for Attention, Interest, Desire, and Action. Here's how it can be applied to video editing:
- Attention (Hooks): Capture the viewer's attention right from the start with an engaging hook, the content must stop the prospect, that is why choosing visually striking footages, or intriguing text overlays. This is your chance to hook the customers and make them want to keep watching.
- Interest: (lead): Once we have their attention, you need to sustain their interest by delivering quality and engaging content that resonates with their needs or interests (you need to be able to create a great lead = after hook). by involving good storytelling (voice over should trigger the right emotions) or presenting compelling visuals.
- Desire (introducing the product - key benefits - testimonials..): content must make the prospect explore further. build desire by highlighting the benefits or value of your message. Showcase how your video content can solve a problem, fulfill a need, or fulfill a desire for the viewer. Use persuasive techniques such as testimonials, demonstrations, or testimonials to reinforce the benefits of your message.
- Action: Finally, the video must effectively set up the final desired result. it should encourage the viewer to visit the landing page. to make a purchase, or share the video with others. Use a clear and compelling call-to-action or offer to guide the viewer towards the desired outcome (no blurry or low quality footage)..
Remember that hooks need to be three to five seconds max, ideally under three seconds. While other segments can vary in length, always keep in mind that the ads need to stay dynamic to achieve the best results, the footage used need to be under 3 seconds long. you can apply this framework to any type of videos, from short ads to long VSLs, applying the AIDA framework to your video editing process, you can create content that effectively grabs attention, sustains interest, builds desire, and prompts action from the viewers.
An example for the AIDA strategy being used in a creative :
hooks are less than 5% of most creatives length, yet can impact the performance of an Ad creative by up to +25%. Bad hooks almost always lead to poor performing ad creatives.
Type of hooks :
- emotional hooks (makes you feel).
- sensory hooks (makes you look/listen) : since we established that hooks, are very important and contribute to the success or failure of an ad creative, your job is to always generate a great voice over that trigger the right emotion of the message, as well as being creative with the visual, by choosing quality footage.
- intellectual hooks (makes you think)
The best hooks combine all 3, they make you feel, look/listen and think.
Ad types :
- Spokesperson Anchor: Features an individual who serves as the face of the brand, guiding the audience through the product, featuring its features.. Ideal length = 92 seconds.
- Product Demo: Demonstrates the features and benefits of the product as well as the value points. Ideal length = 25 seconds.
- Social Proof: Showcases testimonials, reviews from satisfied customers or influencers to build credibility and trust. Ideal length = 44 seconds.