According ComScoreonline video continues its inexorable growth trajectory.
Example: “more than 184 million American Internet users watched 36.9 billion videos online in one month”.
Facebook is reportedly overhauling its advertising system
But you’re not Steven Spielberg, so how do you create an effective video ad that will tap into people’s appetite for video? Here are some tips from Parisian video agency Storystellar to succeed in your advertising spot:
1. Make a plan
To determine the type of message you want to convey, ask yourself the following questions:
- What problem does my product solve?
- What are the concrete benefits of my product? (avoid talking about its functionalities but about what it brings to the end customer).
- Do you have a “special offer”/”promotion” that you would like to highlight?
- How does your product make your customer’s life easier, better or happier?
- How can you showcase your experience and reputation?
- Can you convey your customers’ opinion of your product or service through testimonials?
2. Personalize the video
Include photos of yourself, co-workers, and customers. If you have customer testimonials, include them. If possible, show a customer using your product or service.
3. Write a script
Don’t try to improvise, it usually doesn’t work, write a script of the video.
You know your business best, so you’re probably the best person to tell people about it. But if you don’t have the time or inclination to write your own script, leave it to your video agency.
4. Find an actor who will embody your message
If you’re not comfortable speaking on camera, ask someone else to speak on camera. It will present your product and its benefits.
For example: “The Gyrafe.com agency offers full SEO support for €500 per month, the most competitive support in France!”.
*Tip: To save yourself any trouble in the future, ask your “actors” to sign a waiver authorizing you to use their name and likeness.
5. Select an appropriate decor
If you have a restaurant, you might want to film your chef at work in the kitchen. If you are a service business, such as plumbing, show one of your employees arriving at your client’s doorstep in a crisp uniform bearing your logo. Your video is a reflection of your business. So be sure to present the image that you want your customer to remember.
6. Check the lighting
If you don’t have professional lighting, make sure your video is recorded in daylight, in front of a window, and turn on overhead lights. If you shoot multiple videos, you can buy a video light kit online for around $200. It’s usually best to shoot indoors, where you can control the lighting and background noise.
7. Think about the wardrobe
The “actors” in your video should wear neutral, clean and attractive clothing. You want your customers to focus on your message, not your clothes (unless, of course, you sell clothes, in which case the above doesn’t apply!)
8. Keep it short and sweet
A standard ad video should be no longer than 30 seconds. It may be easier to shoot several short clips that can be combined later than one long video that needs to be cut in editing. You may need to shoot several short videos to get the look and feel you want.
9. Include a “call to action”
Give your customers a reason to visit your website from your video ad. It might just be your contact details, but a discount coupon or special offer will boost conversions.
You might consider creating a special landing page that specifically matches your video’s message. From there, your results will be better.