While the craft of creating a good video ad is definitely a form of art, you might be surprised to know that there is a method to the madness. By now we’ve seen enough video marketing experiments and ran enough tests to confidently conclude what works and what does not.
Instead of keeping the formula to ourselves, we decided to share the 6 cardinal rules so you too can get a head start when creating video ads for your business.
To illustrate the process, we will use examples from a fictitious business looking to create a fictitious Promo video for a fictitious audience. The lesson, however, is anything but fiction.
The first step in the creation process of any video is setting an explicit goal. To avoid convoluting your message and confusing your viewers, it’s SUPER important that each video has a single goal. This doesn’t mean you shouldn’t have more than one goal, it only means that you should have more than one video.
There are dozens of goals that you can achieve with the power of video, including driving viewers to your website, promoting a special sale or eliciting social engagement, as long as you always remember – one goal per video!
Example: Our diner’s goal is to introduce a new menu to a new audience as well as their existing one.
While choosing a goal is based on your marketing needs, the message is focused on your audience’s needs. Once you’ve set your goal, you should naturally be able to translate it into a message that will communicate it with your target viewers. The trick is doing so in the most effective way possible.
Your message should be brief and to the point, conveyed in a clear and compelling way. If it’s a sale, consider adding a sense of urgency (for a limited time only) or a sense of exclusivity (for subscribers only).
The most important part of building your message is considering it from the audience’s point of view. You know what you want to tell them (come buy our stuff), but ask yourself, what is it that they want to hear (buying our stuff will improve your life and it’s worth it).
Example: Our diner’s message is that they are introducing a whole new menu and for the opening week only, with a 10% discount on all entrees.
Step 3 actually is comprised of 3 sub-steps so bear with us:
In the last frame of your video, or what we at Promo.com like to call your outro, it is crucial that you include two key elements: A Strong CTA and your company logo. Essentially, you are leaving the most important part for the end – Your logo tells the viewers who you are and the CTA tells them what they should do in order to take action.
Your CTA should be crystal clear (no room for puns or jokes here).
Okay, you’ve done it. You’ve pulled all the pieces together and you have a fully functioning video. At this point, you’ll want to make sure that all the elements flow smoothly. Your visuals, text, and music should all do their part in enhancing your core message.
Watch and rewatch to ensure that the graphics, fonts, and colors are consistent and correlate with your overarching message. Don’t hesitate to go back and continue tweaking the video. That is why we make sure to include this step. Also, when viewing your video, keep in mind that most videos are watched on mute, so it is vital that your message comes across with or without sound. Even if you are using a voice-over, it is important to include captions as well.
Example: Our diner went back and (after rewatching) noticed that the text was blocking key elements in the visuals and that the font and outro didn’t contribute to the compelling message they were trying to tell. They tweaked, fixed and improved until they created the following (awesome) version:
It’s show time! Now is the moment to get your video out into the world. Remember that your distribution strategy is no less important than the video creation process. Build a spreadsheet that covers all of your marketing channels to make sure that you don’t miss an opportunity to get your video ad in front of the right eyes.
We recommend that your strategy includes social networks (a whole world unto itself), your website, blog, various landing pages, your emails list and other online communities.
Example: Our diner shared this video on their Facebook and Instagram pages to share it with their followers and put up some paid Facebook ads to attract new ones. They also made sure to post it on their website and different culinary sites.