The Do’s and Don’ts of Using QR Codes in Video
Ever since Coinbase floated a bouncing QR code across the screen in a Super Bowl commercial, we’ve been seeing them everywhere.
So are QR codes useful in marketing videos and commercials? The answer is YES, but there are some rules and best practices to follow.
QR codes are a fantastic tool for bridging the physical world and the digital world. But in video, they are often used incorrectly, leading to frustration for the viewer and zero conversions for the brand.
Here is the simple guide to when you should (and should not) use a QR code in your video marketing.
The "Dual Device Rule" (Don't Do It!)
Before you add a code, ask yourself one question: "What device is my audience watching this on?"
If the answer is "a smartphone" (which is true for 90% of social media and web traffic), do not use a QR code.
Why? Because a viewer cannot quickly and easily scan their own screen.
If you put a QR code at the end of an Instagram Reel, a TikTok, or a video on your mobile website, you are asking the viewer to find a second phone to take a picture of the first phone, or take a screen shot and then take that screen shot and put it in Google Lens. Chances are, they won't do it. It's a dead end.
The Fix: For mobile-first platforms (Social Media, YouTube Shorts), use a native link. Use the "Link in Bio," the "Shop Now" button, a clickable card or link in description. Don't make them figure out how to scan a code; make a link that’s easy to click.
The "TV" Rule (Do It!)
So when does a QR code work? When the viewer is on a separate device.
Connected TV (Streaming Ads): If your ad is running on Hulu, Roku, or YouTube TV, the viewer is watching on a television but has their phone in their hand. This is the perfect use case. A QR code is the easiest way for them to take action without typing a URL.
Live Events / Trade Shows: If your video is playing on a monitor at a booth or conference, a large, clear QR code allows passersby to "grab" your info and keep walking.
Desktop Web: It's rare, but if you know your audience is primarily on desktop computers, a QR code allows them to easily move the experience to their phone.
The "Zero-Friction" Advantage
When a QR code is used correctly—specifically in TV commercial advertising—it is a conversion machine.
In the old days of TV ads, we had to hope a viewer would remember a URL (www.mystore.com/sale) or a phone number (1-800-555-0199). They almost never did. The friction was too high.
A QR code removes that friction entirely.
· Instant Attribution: You know exactly where that traffic came from. It turns a "brand awareness" TV spot into a "direct response" ad.
· Deep Linking: You can send them to your hompage, but it’s not limited to only your homepage. You can send them directly to a specific landing page, a product page, a coupon download, an app install screen or even a video to watch for more info.
· The "Second Screen" Capture: Most people these days watch TV with their phone in their hand, or at least within reach. You can take advantage of that…a QR code gives them something to do with that phone that benefits you.
This is why we include them in almost all of our broadcast and streaming commercials. When the screen is big and the phone is handy, a QR code is the fastest bridge between "watching" and "buying."
The "Tracking Superpower" (Taking a QR Code Even Further)
Beyond just getting the click, QR codes solve the biggest headache in TV advertising: Attribution.
For decades, it was impossible to know exactly how many people bought your product because they saw your commercial. With a QR code, we can track everything.
· The "Secret" Landing Page: When you create specific landing pages just for the QR scan, it’s easy to track visits to those specific pages through web analytics, but you can also offer a specific discount code (e.g., "TV20") that isn't available anywhere else. This is also easy to track exactly how many leads the commercial (and QR code) generated.
· Granular Analytics: Modern QR platforms can tell us when people scanned, where they scanned from, and what device they used. This data helps us tweak the campaign for best results.
· The "Long-Form" Handoff: This is my favorite strategy for B2B. You can use a 30-second TV spot to tease a topic, and use the QR code to link directly to a YouTube video or a longer explainer on your site where you speak directly to the audience. It turns a short commercial into a deep-dive sales meeting, and of course you can also use analytics through YouTube to track views and engagement.
Best Practices for the "Do's"
If you decide a QR code is right for your campaign (i.e., a TV spot), follow these rules to make it actually scannable:
Size Matters: It needs to be big enough to scan from the couch, but of course, not so big that it takes away from the visuals of the commercial.
Time it Right: Give people at least 10-15 seconds to get their phone out, unlock it, open the camera, and focus. A 3-second flash isn't enough.
Call to Action (CTA): Don't just show the code…offer a discount or some incentive. "Scan for Discount" will probably get better results than “Scan for More Info”.
The Bottom Line:
A QR code is a tool, not a magic wand. Use it to bridge the gap between a TV screen and a phone screen. But if your audience is already on their phone, just give them a button.
Contact Us!
We can help you create a new video or commercial campaign, but can also add a QR code onto your existing videos or TV commercials (when appropriate, of course).
Author Bio:
Mike Meyerson, owner of Absolute Motion, helping businesses in the NY area upgrade their image through professional video production. He writes about how small businesses can use visual media to compete with the big guys.
