9 Tips for Effective Web Video Advertising

According to ComScore, online video continues its unforgiving growth trajectory.

Example: “More than 184 million American Internet users watched 36.9 billion videos on the Internet in one month.”

in the same category

Facebook is said to be fixing its advertising system

But you’re not Steven Spielberg, so how do you create an effective video ad that capitalizes on people’s appetite for video? Here are some tips from the Parisian video agency Storystellar to make your commercial a success:

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 tangible benefits of my product? (Avoid talking about its functionality but about what it offers 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 expertise and reputation?
  • Can you convey the opinion of your customers about your product or service through testimonials?

2. Customize the video

Include photos of you, co-workers, and clients. If you have customer testimonials, include them. If possible, show the customer the use of your product or service.

3. Write the script

Do not try to improvise, it usually does not work, write the text of the video.

You know your business better, so you are probably the best person to tell people about. But if you don’t have the time or desire to write your own script, leave it to your video agency.

4. Find an actor who embodies your message

If you are not comfortable speaking on camera, ask someone else to speak on camera. It will present your product and its benefits.

For example: “Gyrafe.com offers complete SEO support for 500 euros per month, the most competitive support in France!”.

*Tip: To save yourself from any trouble in the future, ask the “Representatives” to sign a waiver authorizing you to use their name and likeness.

5. Choose the right decoration

If you have a restaurant, you may want to photograph your chef while working in the kitchen. If you work in the field of services, such as plumbing, show one of your employees arriving at your customer’s doorstep in a uniform bearing your logo. Your video is a reflection of your business. So be sure to provide the image you want your customer to remember.

6. Check the lighting

If you don’t have professional lighting, be sure to record your video in daylight, in front of a window, and have overhead lights on. If you shoot multiple videos, you can buy a video lighting kit online for about $200. It’s usually best to shoot indoors, where you can control the lighting and background noise.

7. Think of 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 you sell clothes, of course, in which case the above doesn’t apply!)

8. Keep it short and cute

A standard ad video must be no longer than 30 seconds. It may be easier to shoot several short clips that can be combined after one long video clip that needs to be cut while 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 with your video ad. It could just be your contact details, but a discount voucher or special offer will boost the number of conversions.

You might consider creating a special landing page that specifically matches your video message. From there, your results will be better.

Leave a Comment