10 Reasons Why Some Brand Ads Fail To Connect With The Audience

As marketing managers and digital marketing experts, you understand the power of storytelling in brand promotion. Crafting impactful stories in your ad campaigns is an art that can captivate your audience and boost brand awareness. However, this journey is riddled with common mistakes that can undermine your efforts. In this article, we'll explore the 10 most frequent blunders that brand marketers make while weaving narratives for their ad campaigns.

Imagine this as a voyage through the labyrinth of brand advertising. By the end of this article, you'll be equipped with the knowledge to avoid these pitfalls and create compelling narratives that resonate with your audience.

1. Insensitive Content

Insensitivity in video Ads can stem from cultural, racial, gender-related, or social issues. When a brand creates content that offends or excludes certain groups, it can lead to public backlash, boycotts, and a damaged brand reputation. Brands should conduct thorough research to understand the cultural and social context and ensure their content aligns with their target audience's values. Hyundai once received criticism for a commercial on YouTube that showed a man attempting suicide via exhaust fume inhalation in his garage. But the man is unable to go through with it because he is in a Hyundai ix35 – a fuel cell vehicle with a tailpipe that discharges water vapor. People perceived the AD as insensitive towards a major concern.

2. Overly Promotional

Viewers often engage with video content to be entertained, informed, or inspired, not to be sold to. When a video ad is overly promotional, focusing solely on pushing a product or service, it can deter viewers. Effective video ads strike a balance between promoting the brand and delivering valuable content. The Fyre Festival promotional video is a classic example of an overly promotional ad. It showcased a luxurious and exclusive music festival experience with famous models and influencers, but in reality, the festival was a chaotic disaster with inadequate accommodations and amenities, leading to widespread criticism and legal issues. The video was heavily criticized for its misleading portrayal of the event.

3. Ignoring Mobile Optimization

With the majority of online video consumption occurring on mobile devices, failing to optimise videos for mobile can lead to a poor user experience. Videos that don't load or display correctly on mobile screens can frustrate viewers and result in campaign failure.

4. Lack of Clear Message

Video ads should convey a clear and concise message that viewers can easily grasp. When an ad lacks a coherent message, it can leave viewers confused, diminishing the effectiveness of the campaign. A well-defined message helps ensure the content resonates with the audience. One example of a video ad that was criticized for not having a clear image is Pepsi's 2017 "Live for Now" ad featuring Kendall Jenner. In the ad, Kendall Jenner is shown leaving a photoshoot to join a protest and then hands a police officer a can of Pepsi, seemingly diffusing the tension between the police and the protesters. The ad faced significant backlash and criticism for a variety of reasons, one of which was the lack of a clear and authentic message. Many viewers felt that it oversimplified and trivialized serious social and political issues,

5. Ignoring Target Audience

Video ads that do not align with the preferences and interests of the target audience are likely to flop. Understanding the demographics, behaviours, and psychographics of the intended audience is crucial. Failure to do so can result in content that doesn't resonate and fails to engage viewers. 

6. Misleading Claims

Making false or exaggerated claims in video ads can lead to public distrust. Brands should ensure that any claims or promises made in their videos are accurate, substantiated, and transparent. Misleading claims can harm a brand's reputation and lead to legal repercussions. Patanjali's promotional video for "Coronil," claiming to cure COVID-19, is a notable Indian example of a video ad with misleading claims. Patanjali and Baba Ramdev made unverified claims about WHO certification, leading to government intervention and concerns about public health. 

7. Neglecting Storytelling

Storytelling is a powerful tool in video advertising. Effective storytelling creates an emotional connection with viewers and makes the content memorable. Video ads that lack storytelling often fail to leave a lasting impact, resulting in forgettable campaigns. 

8. Intrusive Advertising

Overly intrusive ads, such as those with auto-play sound, pop-ups, or excessive interruptions, can annoy viewers. They may perceive the brand as intrusive and disregard their user experience. Respectful and non-intrusive advertising is key to retaining viewer engagement.

9. Lack of Engagement 

Brands should actively engage with the audience through comments and feedback. Neglecting this interaction can make the brand appear unresponsive or disinterested in customer input. Engaging with the audience can foster a sense of community and trust.

10. Failure to Adapt to Current Events

The content and tone of video ads should be adaptable to current events, cultural shifts, and societal changes. Failing to do so can result in scrutiny if the content feels out of touch, insensitive, or irrelevant in the given context.

Brand storytelling is a powerful tool, but it requires finesse. By understanding and avoiding these 10 common mistakes, you can craft narratives that resonate with your audience and lead to impactful ad campaigns.

Connect to VAAK!

Are you ready to transform your brand narratives and create compelling ad campaigns? Connect with the experts at Vaak via info@vaakcreatives.com for personalised guidance and execution strategies. Let's turn your brand stories into impactful narratives that captivate and convert.

Avoiding these common brand storytelling mistakes is the first step toward creating narratives that leave a lasting impression and drive brand awareness. Start your journey to impactful storytelling today.