Association of Project Managers

Turning an Explainer into an Ad

A woman in a head scarf teaches a diverse class of pupils in the UK

The Challenge : Turning an explainer into an ad

Our client approached us requesting that we leverage previous animations we’ve created for them into content that could be used for paid YouTube ads.

The goal was to re-edit the videos so that the user stopped scrolling and went to APM’s website, moving them into the consideration stage of the customer lifecycle.

From informational to scroll-stoppable

To ensure the video resonated with audiences on YouTube and grabbed their attention, we made several strategic adaptations:

Shortened the Video: Attention spans are limited, especially on social media. We trimmed the video to highlight the most impactful moments, ensuring it delivered the key message quickly.
Added a Strong Hook: The first few seconds of a video are crucial. We incorporated a compelling hook designed to grab attention immediately, enticing viewers to keep watching.
Changing the Order: We reshuffled some sequences to ensure that the most important messaging came first, prioritising content helps better maintain attention.
Overlaid Subtitles: Many social media users watch videos with the sound off. Adding subtitles ensured the message was accessible and clear, regardless of audio settings.
Incorporated Additional Text Elements: Eye-catching text overlays helped emphasise key points and reinforced the call-to-action (CTA), guiding viewers towards the desired action.

The Results

We are delighted with the final cuts and can’t wait to find out how the videos perform on YouTube as ads

Website Explainer Video

YouTube ad edit

This is what APM had to say about their work with us:

“From the outset, they took our brief and transformed it into a compelling visual storytelling approach that truly engaged our audience.
Despite incredibly tight deadlines, the Bold Content team worked tirelessly to deliver high-quality animations on time, demonstrating outstanding creativity and professionalism. Their dedication paid off: we’ve received fantastic feedback from across the business, with the animations making a real impact on our campaigns.
If you’re looking for a video agency that can bring your vision to life with creativity, efficiency, and a deep understanding of storytelling, we highly recommend Bold Content.”

Ready to take video to the next level?

While editing animated campaigns can simplify things from a continuity perspective, we are also experts in incorporating these tricks into live-action video too. If you’d like to explore having a video altered or creating a new series, please drop us a line.

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