Video ads have become an integral part of (online) marketing. The advantages of moving images compared to static images and text are far too overwhelming. Videos ensure greater reach, higher engagement and are ideal for branding measures.
According to a study by HubSpot, video ads are the preferred type of content, and they generate a 1200% higher engagement rate than text and images combined. Even if one can be skeptical about such a high figure, it is undisputed that videos lead to increased interaction.
Videos are also shared more frequently on social networks, which further increases the reach and can improve the visibility of the employer brand.
In addition to classic marketing objectives such as increasing sales and awareness, video ads can also shine in another area: In personnel marketing, they can lead to an increase in applications and represent your own company in an authentic and innovative way.
Short videos capture the attention of potential applicants faster and more effectively than text-only ads. They stand out in the feeds and on career websites, which means that more people notice the ad and engage with it. Another advantage: videos can be provided with clear calls to action that motivate viewers to apply.
Video production is complex and expensive. Yes, but...
With all these positive effects, there is one factor that should not be lost sight of: Producing video ads can be time-consuming and expensive, especially if professional equipment and services are used. They require increased effort in all areas. In most cases, however, budgets and time capacities are tight. But even in such cases, there are options and more cost-effective alternatives that can deliver effective results.
Smartphones, for example, are excellent for taking high-quality photos. These recordings can be post-processed with little effort and little to no budget.
If you can't find a real person who wants to stand in front of the camera, you can look for ready-made animated videos, backgrounds and animations on specialized websites. If you want to go one step further, you can enlist the help of AI avatars. By using such resources, attractive and professional video ads can be created without breaking the budget.
Tools for editing videos
Nowadays, there is a wide variety of tools for producing videos independently and editing them afterwards. The list ranges from expensive to free and new platforms and software products for video editing are constantly appearing. To begin with, only a small selection of useful online tools will be presented here. With the help of Google and ChatGPT, you can quickly and easily delve deeper into the topic.
Free videos and pictures
If you don't have any video material that you have shot yourself, you have the option of using stock content. There are now many high-quality, neutral or themed backgrounds and videos available on various platforms. Some examples of this are Pexels, Pixabay or Freepik. In most cases, a free account is required to download and use the material. Also important: Always check the license conditions under which the content may be used.
Video editing
There are also a number of options available for editing your own material or stock content. Depending on the provider, the free versions come with some restrictions. In some cases, videos can only be exported with a watermark or in low quality. Other downgrades may include limited video editing functions. Examples of recommended tools are Canva, Clipchamp or Animoto.
Music
Videos with background music are even more likely to generate attention and reach. The resources for royalty-free free music are not quite as diverse, but there are still some options. For example, Pixabay, which was also used for the audio examples in this article, should be mentioned here again. YouTube also offers a very large library of royalty-free music in its audio library.
Two simple video ads for job ads
To demonstrate how easy, uncomplicated and quick it is to create short and concise video ads, here are two examples edited with the free version of Canva. With a little practice, such short-format videos can be created in just a few minutes.
Video ads are an integral part of modern marketing and are becoming even more important. They should also be an integral part of recruiting and personnel marketing in order to increase the reach and attention for your own company and open vacancies. With easy-to-use and free tools, simple, short videos for job advertisements can be created very easily and quickly.
Sources:
AI images and background video laptop from Freepik
Music in videos from Pixabay
