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How fast can you read? Faster than visual content? You are probably aware of the fact that you digest visual content 60.000 times faster than text, which why we will explain you more about how to create the perfect bumper ad which is only 6 seconds of length.

In 2016 YouTube launched their bumper ads which offered 30 seconds to tell your story. It developed towards 15 seconds and nowadays you have to tell your story in 6 seconds. Knowing that the brain can process visual images within a split second, 6 second should be enough to grab your audience’ s attention and tell your story. Always keep in mind that people clicked on a video and waiting to watch it. The question is how can you grab the attention from your audience in six seconds? We will draw some possibilities that you can use to create your perfect bumper ad within 6 seconds.

  1. Focus on relatable storytelling

Grab them by the neck and never let go. To do so you have to come up with topics and things they can relate to. When audiences can relate to your visual content they will project their own experience into the piece, filling up the blanks. Since you can use images it is easy to tell a lot within a small amount of time.

Take a look at this ad video where the delivery boy rings the bell and the customer is too late to open the door. This is a situation everyone can relate to and is therefore very useful when you want to connect with your target audience.

  1. Emotions

Like things people can relate to, emotions work very well in the limited time you have. Use primary emotions like; love, joy, surprise, anger, sadness and fear. Emotions help people with their desire to see more.

Lots of love and joy in the add from AirBnB:

  1. Focus on purpose

When you have 30 seconds you can tell a whole story, when you only have 6 seconds focus on purpose. Within these six second you have to focus on one things and do it very well. The target audiences who see your ad need to get the message in a split second and it is wise to focus on one most important product feature, joke or what is most important to your brand.

  1. Use slow-motion effects:

Using slow-motion visuals makes the video look longer and intensify your viewing experience. The brain is tricked while the ad still lasts six seconds. Burn did a great job with their video ad in which they presented their energy drink:

  1. Build series and don’t only focus on single ads

You can create short six seconds ads which are part of something bigger. The campaigns that we’ve analyzed and were successful went beyond a single ad and explored multiple ideas or messages. This also keeps your content fresh while you’re target audience does not get bored as well. We advise to create 4-6 creative ads so that you can create more impact than one single creative ad.

Although it is in Italian you will probably get it:

In summary
You can tell a lot within six seconds while visual content can be digested 60.000 times faster compared to text. Knowing this you have to develop your six second ad with emotional characteristics where people can relate to. You can grab your target audience in an easy way when you only focus on 1 goal or feature within the video. When you have the opportunity always build in a slow-motion effect and try to create a storyline with 4-6 single ads. If you combine all these tips we are sure you’ll create an outstanding add to grab your target audience and never let them go.

Mathias Aaftink

Author Mathias Aaftink

Geïntrigeerd door klantgedrag, performance marketing en klantervaring en de manier waarop organisaties daarop inspelen. Met mijn ervaring voel ik me thuis in de wereld van (digitale) marketing en branding. Ik ga nieuwe uitdagingen met veel plezier aan en voel meteen een groot verantwoordelijkheidsgevoel om er een succes van te maken. Projecten waarbij ik mijn ondernemende vaardigheden en mindset kan inzetten geven mij veel energie en dit is waar ik voor u van toegevoegde waarde kan zijn.

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