If a picture is worth a thousand words, then video advertising—with hundreds of images a minute —has millions of things to say. Most businesses use videos, and everyone online watches videos, which tell the audience everything they need to know quickly. 

Print and image advertising still impact consumer decisions, but any organization that doesn’t use video ads and other cutting-edge tools will inevitably fall behind. Videos boost SEO for hosted pages, generate valuable backlinks through external embeds, and more. 

How to Start a Video Ad Strategy 

Because video ad production costs time and money always have a plan ready before starting. Before starting, choose goals: decide what the campaign should accomplish and who it should reach. 

Then, write the video with a narrative. Even if it’s a straightforward problem, the characters in the video should have obstacles to overcome and a solution pointing customers to the advertised product or service. Find realistic ways to achieve that vision with available resources. Consider financial budgets, human capital, equipment and connections, and other valuable resources. Remember that time is finite. Stick to a schedule. 

After assembling the plan and timetable, put everything in writing. Share the plan with stakeholders and management, gather feedback, and iterate. After everyone agrees, start production. 

Choose Goals 

Videos tailored to their audience impact them the most, so engaging with only one of the three stages of the sales funnel is the wisest decision. Focus on a smaller audience helps the story speak to them.  The video will do one of three things effectively: 

• Capture attention from new potential customers 
• Share helpful information with the audience 
• Convince interested customers to buy 

No matter its goal, the video must engage with its audience. Knowing that audience and what it wants is crucial. 

Identify the Target Audience 

Consider the intended audience carefully. They have certain goals—to find a new product or service, gather information, or decide to buy. Their position in the sales funnel is only one point to consider when crafting a narrative. 

Consider their buying behavior. Are they repeat customers? Consider demographic information: 

• Age 
• Gender 
• Political affiliation 
• Geographic location 
• Income 
• Education 
• Lifestyle 
• Interests and hobbies 

Write a video story that appeals to these people. It should feature characters they relate to, struggles they know, and solve the same problems they struggle to overcome. 

Craft a Narrative 

The video should take customers on a journey. It features a protagonist (who doesn’t necessarily need a name or even be human) with a goal that resonates with them. That character should go on a “quest” to solve a “conflict” which the target audience experiences. 

Near the end, the character finds a way to resolve the problem, often with the help of the advertised product or service. The caterer at a party missed their deadline? Rush-order pizzas with fast delivery and a bulk discount. Trying to travel with family while struggling to make ends meet? Consider credit card rewards redeemable for rental cars, hotel stays, and airline miles. 

These stories are short and sweet but have a real emotional impact. Some customers experience those same problems and might accept the advertised product as a solution. 

Set and Adhere to a Timeline and Budget 

When starting, identify an acceptable budget and timetable and stick to it. Careful timing on release and distribution is a must if the video is to reach the right audience at the right time. Delays mean missed opportunities and reduced return on investment.  

Set deadlines for each stage of production and curb excess spending. These deadlines must be a part of the project from the beginning to avoid costly delays. 

Stages of Video Creation 

The three stages of ad video creation look like the production of any other movie or TV show episode. Start with pre-production and planning, which guides production and media capture. The post-production process of editing, approval, and distribution takes the longest and is the least glamorous, but usually the most vital. 

Pre-Production 

Pre-production includes all the planning described in “How to Start” above and many fine details. It covers: 

• Writing 
• Actor and voice actor casting
• Production and post-production crew hiring 
• Location and site rental 
• Equipment purchase or rental 
• Invoicing 
• Maintenance 

Though the plan will change as the project continues, good early decisions will make pivoting easier later. 

Production 

Everything that involves the raw footage happens here. On-site and greenscreen shooting. Makeup, propers, cameras, microphones, catering and shelter for extras and crew, and everything else laypeople think about when filming a video. Remember to consider lighting, an often-overlooked but vital part of a polished, professional product. 

Post-Production 

In post-production, the experts edit every aspect of the video—up to and including the aspect ratio. They tweak the audio, choose and mix the musical score and other sound effects, apply VFX edits, and make footage corrections. In this stage, editors create opening and closing credits and important accessibility options like subtitles and re-dubs. 

Video Distribution 

An ongoing campaign needs multiple videos. Spread them to the distribution channels the target target audience pays attention to. There are three types of channels: 

• Owned by the advertiser, like blogs, websites, and social media 
• Paid search ads, sponsored social media posts, and other sponsored clips 
• Earned views on social media given based on algorithmic fit and repeat views 

After beginning an ad campaign, post regularly. Social media algorithms boost accounts that post regularly and promote videos with content aligned with their users’ interests. 

How to Repurpose Video Ads 

All video-hosting websites demand different things to fit their algorithms. Always give them what they want. Remove certain content in international channels like Weibo. Cut the video down to the bare essentials for TikTok. 

Even on the same site, alter the video to fit different devices. Mobile apps have vertically-oriented displays that take a different approach from traditional media. 

If you need help to start a video ad campaign and get bogged down in the logistics, consider asking for help. 

Collaborate with Agency Social Media Marketing Teams like Alan and Company 

It’s just as hard to build a social media presence from scratch as making a video. Alan and Co Marketing is here to help. It can care for clients in any industry, with proven mastery of marketing SMBS in sectors with a high duty of care, like drug rehab. 

SEO experts at Alan and Company create content that converts, and its team provides expert advice to veterans and newcomers alike. Contact us to start a partnership that is sure to pay dividends.