此文是天津logo设计公司关于设计公司如果推广和营销企业的分享，天津logo设计公司旨在想让更多的设计公司提高设计业务能力！

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天津logo设计公司转发原文直译：

视频营销一直是一种非常有效的推广业务的方式。自从1941年布洛瓦制作了世界上第一个电视广告以来，视频营销已经成为广告的主要内容。

事实上，几十年来，电视广告一直是最有效的媒体广告形式。但是，当全国电视节目中典型的30秒广告的成本超过10万美元时，电视广告的所有好处对大多数中小企业来说都是遥不可及的。

互联网改变了这一切。

如今，人们消费大量的在线视频内容。虽然过去几年电视参与度一直在下降，但油管（国外视频网站）的收视率却在飙升。每天，全世界观看10亿小时的油管（国外视频网站）视频。这相当于100,000年……超过了人类历史的总和——在一天之内！

除了YouTube，人们还在脸书、Instagram、Vimeo和威斯特亚上观看无数小时的视频内容。无论是化妆教程还是即将上映的大片的预告片，人们现在都通过视频与世界和企业进行在线交流。

好消息是，现在视频内容不再是好莱坞和网络广播电台的专属领域，任何人都可以将视频营销的力量用于他们的业务。你不必为超级碗的一个400万美元的位置付费——你可以为每次观看支付几分钱而获得很好的结果。

为了让事情变得更好，制作视频广告从未如此简单或实惠，这意味着您可以使用您可能正在使用的智能手机来阅读本文。让我们开始吧！

1)决定你想制作什么样的视频

每个好的视频营销活动都是从一个目的开始的。你将投入大量时间和精力来创造引人注目的视听体验，并投入大量资金在网上推广，你希望人们在看到你的视频后做些什么？

以下是几个可能的选项：

购买

下载一些东西

联系你

记住你的生意

将你的工作和积极的感觉联系起来

与他人分享您的视频

你所寻求的回应将对你选择创作的视频类型产生巨大的影响。

例如，Geico和福特在他们的电视广告中使用非常不同的方法，因为他们的目标非常不同Geico。希望你打电话报名参加保险，所以他们的广告通常侧重于通过政府雇员保险公司购买保险有多容易，还能省钱：

https://www.youtube.com/watch?v=Gl3l6Bq6bMo

另一方面，福特想让你买一辆车，所以他们制作广告，重点宣传他们的汽车的特点和拥有福特车的体验。

https://www.youtube.com/watch?v=_ewQOrqNQGY

虽然这两个广告对他们各自的公司都很有效，但政府雇员保险公司广告背后的概念对福特来说并不适用（反之亦然),因为广告的目标对福特来说根本就是错误的。

好消息是，一旦你知道你希望人们看完你的广告后做什么，通常就很容易决定你需要投放什么类型的广告。这里有几种不同类型的视频广告可以考虑：

1)产品演示视频

让别人相信你的产品能解决他们生活中的一个问题的最好方法就是向他们展示它是如何工作的。这就是电视购物如此有效的原因，因为它们在视觉上强调了产品是如何被使用的。

产品演示对于物理产品和软件来说非常有用，这是因为它们的性质。上面展示的鱼叉枪的宣传视频确实很好地展示了使用它会让你的生活变得更加轻松。

2)消费者评价或评论视频

在这类视频中，你的工作就是让你的消费者替你说话。你所要做的就是简单地介绍这个话题，让他们说，然后在最后号召行动，你就成功了。

这类视频表现非常好，因为它直接展示了人们对你的产品或服务的体验。很少有其他方式来展示这种"真实可信"的消费者体验。

例如，看看这个由生命锁发布的视频评论：

在拍摄评价视频时，你需要用要点格式概述你希望他们讲述的故事，然后问他们一些问题，促使他们用概述的叙述来回答。如果你不经常，你会在没有任何指导的情况下拍摄几个小时，希望消费者会给你一个你可以使用的衬垫。

当你得到评价时，你需要记住的另一件事是，大多数人以前都没有上过镜头。非演员在镜头前会紧张，紧张的发言人不会唤起观众的信心。花时间学习如何采访非演员。

3)教育或教学视频

找到你的目标市场正在经历的问题，并告诉他们你的特殊解决方案。在大纲中这样做，或者用突出卷轴的方式。它应该增加观众体验的价值，而不放弃你的内容中的一切。以我们的博客总结视频为例，或者这个关于爆头摄影课程的精彩视频。

知道你会让你的观众想要更多的最好方法是遵循迷你裙规则：你的视频应该足够短以抓住他们的注意力，但也要足够长以覆盖主题。

无论是专家访谈、讲解视频、操作视频还是其他教学内容，教育视频都是提供价值的好方法，而不会显得过于注重销售。这是利用视频营销与潜在客户建立积极关系的好方法。

4)幕后视频

如果你有一个优质的产品或者你已经存在的内容有一个大的粉丝群，BTS(幕后)视频是非常有效的。它让普通消费者更加欣赏你所做的一切。

防弹少年团视频之所以做得这么好，是因为它的视觉故事取代了蹩脚的短语"这是高质量的。"听到这句话，每个人都持怀疑态度。然而，如果人们看到了制造你的产品的详细过程，他们很难不发表自己的意见。

当你在制作防弹少年团宣传视频时，尝试拼凑一个故事是很重要的。它应该围绕为什么你的产品是这样做的，并展示为什么它会变得更好的细节。

根据你的营销对象和你的商业目标，我们在这里讨论的一种或多种类型的视频可能值得一试。诀窍是弄清楚你的潜在客户最感兴趣的是什么，以及你如何利用这一点让人们做你想让他们做的事情。

2)确定你的目标受众

要创建一个有效的视频营销活动，你需要了解你的视频是针对谁的。与某些类型的在线广告不同，视频广告通常面向相当大的人群，但知道你的广告具体面向谁仍然很重要。

不幸的是，许多广告商说，"我想要一个能吸引我的目标市场中所有人的广告。"那可能是真的，但是你的广告需要有选择性。针对所有人是懒惰和浪费金钱。

制作五个针对不同人群的广告要好得多——即使它们都在为同一种产品做广告。这样你会得到更多的转化。所以保持简单，就像这个广告。

每个人都可以吃麦片，那么如果每个人都可以吃，为什么这个广告要针对爸爸们呢？因为，在大多数家庭中，爸爸是养家糊口的人（从字面上看)。即使其他人去购物，父亲也会在购物清单上输入他的信息。

此外，瞄准父亲的一个好理由是，当父亲听到屏幕上重复出现"父亲"这个词时，他们的耳朵会竖起来。当他们看到儿童玩具的广告时，他们可能不那么兴奋了。

具体的目标就像在你的市场面前挥舞一面巨大的旗帜，并大喊"看这个!"你的信息和目标市场越具体，你的转化率就越高，这也是我们所追求的。

2)写出你的视频营销广告

既然你知道你的视频的目标是什么，你的目标是谁，现在是时候把你的视频广告的脚本放在一起了。你的剧本将是你视频广告的核心和灵魂，所以花时间认真思考你的剧本是值得的。

让我们来看看一个优秀的视频广告脚本需要具备哪些要素。

伟大的剧本讲述了一个故事

好的广告讲述一个故事。对任何广告来说都是如此，但对视频营销来说尤其重要，因为故事是促使观众观看更多的东西。他们想看看整个冒险是如何展开的。

以这个视频为例。

当你看着这个关于泥土魔鬼的广告时，你真的感到紧张。这房子里有个恶魔，它不会消失的。如果他们叫一个水管工来把他们的女儿从天花板上弄下来，这个恐怖故事就不会做得这么好。就没有需要打破的紧张。

当你开始写剧本的时候，试着想出一些有趣的角色和一个人们可以投入进去的场景。做一些与你心中的世界相关的事情，让它变得令人难忘。结合不该结合的世界，做意想不到的事，或者，见鬼，就给我们讲个爱情故事。

即使你做的是电视广告类型的广告，有一个发言人对着镜头说话，你仍然可以讲一个故事。为你公司的产品找一个好的比喻，然后设计一个与这个比喻相符的广告，或者与这个比喻完全相反。

以蹲厕广告为例。谈论便便是虚假的和平。然而，蹲便器颠覆了这个观点，用独角兽的粪便来说明使用蹲便器的好处。

在这两种情况下，视频广告都讲述了一个故事。它创造出你想更多了解的角色，然后以一种滑稽的情景喜剧的方式一点一点地展现他们。

伟大的剧本表达了一个核心事实

许多广告客户太专注于做一个"有趣"的补充，以至于他们制作的广告没有一个目标受众可以认同的核心事实。这也是许多彩虹糖广告如此怪异的部分原因。他们完全抛弃了任何或所有的普遍真理。

这个广告是错误的。大多数人对吃从青春期男孩脸上摘下的彩虹糖不感兴趣。如果你的形象与目标市场的理想不一致，他们就不会增加购买你产品的欲望。

一个令人信服的普遍真理可能是一个病毒式的视频和一个表现良好的视频之间的区别。

例如，如果你有一个广告暗示你要给你的孩子买一个苹果平板电脑来让他们闭嘴，那么它的销量不会比建议你给你的孩子买一个苹果平板电脑的广告多，因为他们应该得到最好的。第一个引发对孩子的怨恨，第二个引发爱。

确定你的普遍真理很重要，因为互联网是残酷的。如果你试图用来表明你理解目标市场感受的事实是错误的，互联网会让你立即知道。他们不会善罢甘休的。花时间确保你了解你的目标市场，然后再试图确定他们的最佳点。

伟大的剧本让人有所感悟

视频营销非常有效，因为它是一种多媒体体验。你有移动的图像、声音、文字和音乐——所有这些都能很好地唤起你的目标观众的情感。无论你是让他们笑，哭，还是介于两者之间，一个好的视频广告都会让人有所感触。

如果你能唤起你的观众的情感，你就能抓住他们的注意力，增加他们记住你的业务并真正做你想让他们做的事情的可能性。

以这则广告为例：

宜家这则悲伤的灯具广告很好地讲述了一个过时且正在被替换的灯具的故事。你为坐在雨中的灯感到难过，像一只寻找新主人的迷路的小狗一样被遗弃。

你没有意识到的是，整个宜家广告旨在帮助你改变对自己家具的情感。它让你体验你自己的依恋感，然后用幽默的逻辑超越那些感觉。现在，你可以更新自己的家具，而不必为此感到难过。

在你的视频营销中，幽默是一个简单的选择，但是你也可以使用悲伤、恐惧和不适来使你的广告令人难忘和分享。你可以使用任何你想要的情感，但是要确保这种情感适合你的品牌。

一般来说，当你写广告时，一个好的指导方针是思考有或没有你的产品生活会是什么样子，然后探索那个世界。随着你的探索，情绪会变得清晰。如果你不确定自己能否制作出带有具体情感的广告，请聘请专业人士。

伟大的剧本让人们去做一些事情

有没有看过一个视频广告，然后想，"酷，但是现在呢？"你可以花100,000美元制作一个获得数百万点击率的病毒式广告，但是如果你的观众在你的广告结束时不知道该做什么，你就付出了昂贵的代价来迷惑所有的观众。简洁明了，确保你的行动号召在广告的最后，这样观众会记得该怎么做。

你希望你的观众在看完你的广告后，明确地知道他们应该做什么，以及如何去做。

这就像说"现在就在某某网站上购买你的产品"一样简单至少，你应该让观众知道分享广告的品牌是什么。这样，即使你的受众目前不在你的产品或服务的市场上，当他们在的时候，他们会首先记住你的业务。

这个广告在传递故事、激发情感和娱乐观众方面做得很好。它并不真的需要说"购买大众汽车",因为仅仅是品牌提醒本身就足够了。他们的行动呼吁是长期的。它需要持续5-10年，直到观众下一次买车。

伟大的脚本从一个钩子开始

说到视频营销，你没有多少时间来抓住你的观众的注意力YouTube。给你5秒钟的时间在社交媒体上工作，你通常甚至没有时间去"吸引"你的观众。

因此，一个好的剧本需要从吸引人们的注意力开始，让他们思考你的产品或服务BlendTech的"它会融合吗？"就是一个惊人的例子广告活动。

肆意破坏财产是人们喜欢看的。看着你永远也不会想到的普通物品在搅拌机里被撕碎是一件非常有趣的事情。当物品变得太贵，以至于你从来没有考虑过亲自混合时，赌注就更大了，比如苹果手机。

"它会融合吗？"这有什么奇怪的吗？运动是有史以来最成功的在线病毒式视频广告活动之一？

有一个好的钩子几乎是成功的一半。如果人们没有从一开始就被抓住，他们将无法看到你其余的内容，即使它真的很好。

你到底选择如何组织你的剧本取决于你的观众和你的目标，但是一个好的剧本应该包括我们在这一部分讨论过的几个要素。你的剧本会成就或毁掉你的视频，所以确保你花时间想出一个好的。

3)创建故事板和镜头列表

不幸的是，尽管你的剧本很重要，但你不能根据剧本拍电影。为了把你的设想变成一个真实的视频广告，你需要弄清楚你希望你的剧本如何被拍摄。为此，你需要把两件事情放在一起：一个故事板和一个镜头列表。

故事板

你的剧本很重要，但只是文字。你要拍一部电影，所以想一想你希望你的剧本在镜头前是什么样子是个好主意。在电影中，这种脚本可视化被称为"故事板"。

故事板是一个重要的步骤，因为它让你可以仔细检查你的镜头列表，并确保你在广告中考虑了你想要的每一个镜头。

画得很好的故事板对你的摄影师非常有用，因为它们显示了特定镜头中将要发生的动作，就像这样：

如果你没有任何艺术才能和/或找不到任何有艺术才能的人，这样的拍摄列表也很好：

把你的镜头列表写在便利贴上会让你根据剧本把你的故事板放在一起，然后移动场景。这可以帮助您决定是否需要添加或删除镜头或调整脚本元素。无论哪种方式，故事板将帮助你在实际拍摄之前完全想象你在做什么。

拍摄列表

此时，你可能会想，"好的，我已经有了一个令我满意的剧本和故事板，我可以开始拍摄了，对吗？"

嗯……不完全是。当谈到制作视频广告时，你花在准备上的时间越多，你的拍摄就会越顺利，之后编辑你的镜头也就越容易。

所以，在你开始拍摄你预想的精彩视频广告之前，你需要整理一份拍摄清单。当然，如果你是电影制作的新手，你可能会想，"镜头列表到底是什么？"

当你在拍摄时，这就是一切。

基本上，拍摄清单是你完成拍摄所需的所有东西的清单，从你将要拍摄的顺序到你可能有的任何笔记。

它可能看起来像这样：

以下是你需要在拍摄清单上列出的基本事项。

场景和镜头编号—显示视频的顺序。

位置——让你知道你将在哪里拍摄。

镜头描述——讲述摄像机上将要发生的事情。

取景——帮助你知道相机需要什么样的镜头。

动作(行动)说明快照描述中未显示的任何所需动作。

对话—提供脚本中镜头开始和结束位置的提示

演员——告诉你拍摄时需要哪些演员。

道具——给你一份拍摄时可能需要的物品清单。

注释——给你空间添加任何你想成为照片一部分的重要内容（无论你想让它特别戏剧化、古怪、黑暗，无论什么)。

为了节省空间，你可以去掉一些东西——比如说，你只有一个演员——如果它们很重要，你可以添加一些（比如，你需要为某些镜头使用特殊的灯光，而不是其他的)。尽管如此，大部分内容都可以添加到笔记中。真的要看你怎么喜欢了。

为什么拍摄列表很重要？嗯，没有它，后期制作（剪辑之类的)会很恐怖。

场景编号和镜头编号有助于你的编辑知道你的镜头应该按什么顺序拍摄，这样你录制的东西才能最终与剧本相匹配。这一点很重要，因为几乎没有视频是按照脚本中的顺序拍摄的。

4)创建拍摄时间表

你猜怎么着？你还没有准备好拍摄…现在你有了拍摄清单，你可以开始制定你的电影时间表了。

除非你的剧本非常大音阶第七音

mple (ie, it’s just you talking to a camera on a tripod), you’re going to have a lot of things and people to coordinate. For that, you’ll need a solid filming schedule. Here are a few things to consider as you put together your schedule.

1. Account for Fatigue

Your crew will have the most energy in the beginning to the middle of the film day. After lunch you are fighting the ticking clock of wear and tear on energy and mental stability.

If you have shots that are going to take more patience out of the crew make sure to plan them in the first half of the day. Your crew will fight against you the later the day goes. The worst thing they can say to you is “we’ll fix it in post” (aka, “we can fix it during the editing process, right?”).

2. Get it Right on Set

“We’ll fix it in post” is the worst sentence you hear on set. At the time, tweaking things in the editing room sounds easy, but in real life, you generally end up wishing that you had just done one more take slightly differently. Typically, it takes at least four times as much time in post to fix the mistake than would have to just film it another time or two and get it right.

With that in mind, make sure that you have tested out any type of shot that you think you are going to need special effects on. If you are doing a screen replacement, make sure that you do a test shot and try editing it before the shoot. You’ll usually find out that there is something practical that you can do on set that will make editing way easier.

As an added plus, figuring out your tricky shots in advance will also give you a better idea of how much time they will take to film. Sometimes, one particularly difficult shot can take hours and that’s something you can’t afford to discover on set.

3. Don’t Be Afraid to Film Out of Order

Actors are odd ducks. They would rather work really hard for one extended burst rather than being called back and forth onto and off of set. It keeps their acting momentum and it keeps up their spirits. A happy crew and actor means a happy director.

To account for this, make sure that you try and group each actor’s scenes together as much as possible. This may mean that you film your script out of order, but that’s okay! Most films are filmed out of order because it saves the production team money. If you film all of one actor’s scenes on one day then you only have to pay them one day rate.

4. Think Through Your Locations

Scheduling filming around locations will save you time and money. If you’re clever about picking the right location, sometimes you can give the impression of multiple locations without having to pack up all your filming equipment and head to a new spot.

Being thoughtful about where and when scenes need to be filmed is important because travel between locations takes time. Be generous with that travel time too, because someone always gets lost, has car trouble, or forgot a piece of equipment back at the last location.

If you are filming different shots in different parts of the same location, it will save you more time if you are filming in a house to go from one room to the next closest room if the script allows for it. The further you have to walk with all your gear from one shot to the next, the longer your shoot takes. Treat your schedule in a single locale like a tour of the facility. Try and make one seamless path that back tracks on itself as little as possible.

5. Time of Day Matters

Sunlight only lasts so long and inconsistent lighting in your shots makes for consistent headaches in editing (and can often result in a low quality finished product). Make sure your lighting between scenes is consistent to the script that you have.

So, while you’re planning your shoot, take the time to Google when sunrise and sunset is before you set your schedule down on paper.

If changing sunlight is going to be an issue for your shoot, you can control your lighting by using blackout curtains and lighting equipment. If you hire a good gaffer, he’ll handle the whole thing for you. Just make sure that he has all of the equipment that he requests.

6. Make Time for Makeup

Makeup can take 10 minutes or 7 hours. Even when you aren’t trying to turn an actor into the Grinch, make sure that your call times give your actors at least 30-60 minutes of leeway for before they are needed on set. There’s nothing worse than having to delay your shoot because makeup is taking too long to apply.

In general, treat makeup like a location. Take a tour with your makeup needs from scene-to-scene from the least complicated to the most complicated.

7. Put the Riskiest Shots at the End

Stunts (or even hazardous shots) complicate any shoot. With that in mind, it’s important to get the right stunt coordinator first so that you can be aware of the safety requirements for each stunt. Then, if you have more than one stunt plan them in order accordingly (just like locations and make up) from the least intensive to the most. Stunts are dangerous, so it’s important that you get the main content for your ad first.

If your actor gets injured to the point that he can’t act anymore then, there goes your entire day if you filmed the riskiest stunts first. It’s easier to schedule a couple hours of pick up shots than an entire day to reshoot the whole commercial if an actor ends up out of commission due to a failed stunt.

8. Find the Right Crew

The size of your crew affects to how fast you can move on set. Big crews move slower between shots. Small crews move faster but may not have enough manpower to do everything that they need to. Make sure that the size of your crew is equal to the task at hand.

If you ever anticipate having to do two jobs on set at the exact same time, then you need more people. Make sure that your crew members know their stuff, though. The better someone knows their craft, the faster they are and the better quality they will produce.

9. Keep an Eye on the Weather

Weather is a beast. You can make tentative plans to film out a month in advance, but unless you know that everything will be indoors you are still gambling with your schedule. You can start looking up the weather for a location on Google up to two weeks in advance.

If the weather is vital to your shoot, then plan out multiple possible shoot dates and go with the one that best fits the weather. Plan them anywhere from a couple of days to a week apart. Just make sure the last day that you could possibly shoot will still give you enough time in post to deliver the video ad on time. Plan on shooting on the first date possible and then move back in order according to how soon the weather lets up.

Once you’ve created a filming schedule that covers all of your bases, you’re just about ready to film! All you need is the right filming equipment.

5) Pick Your Filming Equipment

Great video ads need a great ad idea and great video equipment—if you don’t have the right gear, your ad isn’t going to deliver the value you’re hoping for. Since identifying the right equipment can be a challenge (especially if you don’t have prior experience with film), let me walk you through a few good options to consider

For this article, I’m going to assume that your budget is pretty limited. Don’t worry, you can still make a decent video ad on a budget, it just takes a little more blood, sweat, and tears. Cheaper equipment will require a lot more out of you, but not your wallet.

Camera

If you’re looking at doing things for the cheapest price possible, I would recommend using an iPhone 7 Plus. I recommend the 7 Plus because it has different camera aperture sizes, one smaller and one larger, which will enable you to get more variety into your shots (think wide shots as opposed to close-ups).

The iPhone 7+ (right) has two camera apertures, while the iPhone 7 (left) has only one aperture size.

This video should give you a good idea of what those differences look like (and look to about 38 seconds to 45 seconds for a good close-up to wide shot).

No matter what you’re filming, you’ll want at least a wide and close-up lens option from your camera like the ones included on the iPhone 7 Plus. Don’t just zoom in on your camera please, you probably won’t like the quality of shot you get from it.

That being said, there are external lenses you can buy and attach to your phone to give you different lens options, but I’ve heard it on good authority that those are all pretty much junk. Don’t waste your money on them.

If you already have a phone with a good camera on it, great. Get the right app for it so you can manually adjust your settings, because just filming on your auto settings won’t look anywhere near as good. I would recommend Filmic Pro. It’s only $10 bucks and give you some pretty great control of your camera settings.

Audio

Next up, you’ll want to make sure you can get some good audio. You can use either a lavalier mic from Rode ($70+an app) to record from your phone (if budgets are super tight) or you can get a Tascam DR-40 digital recorder for under $150. Remember, what you need will depend on the kind of video you’re doing.

Rode Smartlav Mic

If you will be doing a talking head” sort of video, the Rode mic will work great, but if you want to film other kinds of commercials, you’ll probably want the Tascam. You can put it at the end of a pole and get it close and use it almost like a boom mic, which will give you more versatility with your audio.

Lighting

Lastly, you will definitely want to invest in some decent lighting equipment. At a minimum, I would suggest a softbox lighting set like this one that will let you do some three point lighting. It’s about $120 and it should get the job done in most cases.

Softbox Lighting Set

This video has some basic lighting tips, and will show you at the most basic level what bad lighting or good lighting looks like.

https://www.youtube.com/watch?v=QSWxkaRN4RY

How your subjects are lit will be a huge determiner of the end quality of your video, whether you’re filming people or objects.

Remember, you’ll need a way to get power to all of these lights, so you might want to get a cheap power strip and maybe some extension cords to make sure they always have power.

Extras

As far as camera, audio and lighting goes, this is about as basic as it gets. However, you’ll probably want some equipment to stabilize your shots like a tripod (which will definitely make your life easier, just find one with a phone attachment) and maybe a 3-axis gimbal ($300) if you’re wanting nice, smooth looking shots (think of it as a tripod you can move around).

DJI Phone Gimbal OSMO

In addition, one thing people often forget is that you need somewhere to store your footage. High-quality video footage takes up a ton of space, so you’ll want an external storage drive to keep all of your video footage. For video storage the MyPassport 1TB external hard drive. That should hold you over if you aren’t planning on doing a lot of filming, and it’s only about $60.

Other than that, factor in the price for memory cards, extra batteries (or external batteries) and you’ll be looking at near $1,000 if you already have the camera phone you want.

All of this equipment will help give you a decent quality of video on a pretty low budget. If you want better equipment and have some extra cash around, check out this article for additional recommendations based on your budget.

6) Film Your Ad

If you’ve taken the time to think through everything you’ll need on filming day and create a great script, storyboard/shot list and filming schedule, actually filming your video ad should be the easiest part of the whole process!

Now, don’t get too excited, filming will be a long, arduous process with lots of takes and retakes, adjusting equipment and putting out fires (hopefully not literally), but we’ve already covered most of what you can expect in our planning steps. If you have the right people on your crew, actually executing on your plan should be fairly straightforward, so we’ll move on to the editing process.

7) Editing Your Ad

Once you actually have your footage, it’s time to head to the editing room and cut your video ad together.

There are a variety of free video editing programs you can use to edit your footage, but I personally prefer the power and usability of a program like Adobe Premiere Pro or DaVinci Resolve. These programs take a little more effort to learn, but they deliver a much more professional result.

As you edit your footage, you’ll want to make sure that the color grading between your shots is consistent. To help you with that, here is a great tutorial on color grading in Premiere Pro:

Most video editing software will come with a variety of color grading presets, so if you’re not particularly artistic, you can always use those presets to ensure that your footage looks consistent (and consistently great). It’s not quite as good as grading it yourself, but it will do the trick.

However, the biggest problem most people who are creating their first video marketing campaign struggle with is actually editing their content to create a compelling commercial. With that in mind, let’s take a look at 3 critical areas you need to pay attention to while editing your video ads.

1. Dialogue Speed Matters

When it comes to video marketing, audiences get bored if there is not enough happening on screen. Most of the time, you either need something really interesting taking place on screen or the dialogue of the actors needs to be compelling. You typically only have around 30 seconds to get your message across (at best!), so don’t waste it.

Quick cuts between lines of dialogue can help get the same amount of content out in a faster time. For example, if you are creating a video ad where two people are talking, you can start the audio for the second person while the video of the first speaker is still ending. That way, people are already engaging with the second person on screen before they even see their face.

Quick cuts allow you to cut out shots of the second person reacting to the first person’s speech while leaving in the first person’s reaction to the second person’s beginnings. It feels unnatural at first, but go watch any television show and you’ll see that they use this trick all the time. TV shows have to keep the momentum going because they only have 22-45 minutes of airtime.

Let’s be real though, you can only work with what you are given. If your actor is talking way too slow while you are shooting the commercial, you may not have the right material in post to work with. So, keep the momentum of the final piece in mind when you are filming in the first place.

2. The First 5 Seconds of Your Ad Matter Most

Remember that “hook” you worked so hard to script out? In video ads, you usually have about 5 seconds to hook your audience and make them want to watch the rest of your video. This is especially true on YouTube with skippable ads, where YouTube literally helps your audience count down the seconds to when they can turn off your ad.

You’ll notice that movie commercials and YouTube Vloggers have been starting to use a tactic in order to get you to watch their whole video. They’ll put a small preview of all of the action or the biggest part of the controversy at the very beginning to entice you to watch the whole thing. I call this baiting.

Here’s an example of baiting.

Baiting is super effective because audiences want to put what they’ve already seen into context. They think they’ve seen something potentially amazing and want to see if their assumptions are actually true.

Baiting your audience generally works best when you have a video ad around a minute or longer that you are afraid that people won’t want to watch if they just watch it from the beginning. Just make sure that you have the content to back up your bait, otherwise your audience will be feel tricked.

3) Get to the Punch Line

There’s a little thing that happens when you are the one the wrote or directed a video. You ego gets huge and you think that all of your ideas are great. You feel that all of your concepts are a must for the final cut. This happens to everyone.

However, sometimes an idea just doesn’t pan out in the editing room. Maybe it’s not as funny as you thought it would. Maybe the delivery was poor. Maybe you didn’t get a good angle during filming.

Whatever the reason, sometimes you just need to cut something.

Cutting a piece down can be a process, so ask yourself “can I get to the punch line by cutting out material and have it give the same message?” If you can, there’s no reason why you shouldn’t. People respond to well crafted messages that get right to the point.

Remember, you are editing an ad not an epic feature. Cutting things down to the bare bones will often streamline the humor or message. Yes, you might have to give up on some of your favorite ideas in order to get the job done, but it’s always a good idea to get rid of dead weight in your ads.

4) Choose the Right Music

Finally, once you’ve cut your footage together and color graded everything, you’ll want to find some good music. Video marketing is a multimedia experience, after all, so the right music can have a huge impact on your ad performance (especially on YouTube).

Fortunately, there are countless sites where you can buy royalty-free music to use in your ads like AudioJungle or PremiumBeat. It may take some searching to find just the right music, but it’s well worth the effort.

Conclusion

And that’s it! You’ve just created your first video marketing ad. Now all you have to do is upload it to YouTube or Facebook and start running your new campaign. We won’t get into that here, but if you’d like an in-depth guide to YouTube advertising, check out this article.

By the way, if you’re feeling a little out of your depth and would like some help with scripting, filming, editing or any other part of the video marketing process, let me know here or in the comments. I’d love to help!

What are your thoughts on video marketing? How do you think video marketing will affect the future of online advertising? Do you have any helpful video marketing tips to share? Leave your thoughts in the comments!

Aden Andrus

Author

Over his career, Aden has developed and marketed millions of dollars of successful products. He lays awake at nights figuring out new marketing tactics and is constantly upping Disruptive's internal marketing game. He loves to write, dance and destroy computer monitors in full medieval armor.

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