Guide by Rob Comeau, founder at Cinemads
In the dynamic landscape of video marketing, there’s no room for the faint-hearted video ads. This is a world where audacity reigns supreme, where the bold and the brave rise to the top. It’s a world where risks aren’t just taken, they’re celebrated. But let’s be clear, this isn’t about reckless abandon. It’s about calculated risks, strategic daring, and creative courage.
The best video ads don’t just capture emotions, they stir them, they evoke them. They don’t just create experiences, they curate unforgettable journeys, inviting the audience to embark on an adventure with them.
Your audience isn’t just along for the ride, they’re active participants. They’re not just observers, they’re collaborators. They’re not just consumers, they’re contributors.
This is the power of video advertising. It’s not just about telling your brand’s story, it’s about inviting your audience to become a part of that story. It’s about creating a narrative so compelling, so engaging, that your audience can’t help but step into the frame and become a part of the action.
So, if you’re ready to create not just video ads but exceptional journeys, then welcome to the world of video advertising. This comprehensive guide will take you through our entire process from ideation to final production.
Ideation Stage Tips for Creating The Best Video Ads
The ideation stage is the cornerstone of a successful campaign. If you miss the mark here, you risk crafting a video ad that fails to resonate with your audience, a ship sailing off course.
And while the ideation stage is rooted in creativity, it’s guided by strategy. It’s about aligning your creative vision with your business objectives, ensuring that your video ad not only captivates your audience but also drives them to action. It’s about creating a video advertisement that doesn’t just tell a story but also delivers results.
Understand Your Audience
In the grand scheme of video advertising, understanding your audience is like understanding the characters in a screenplay. You’ve got to know their quirks, their desires, their fears, and their motivations. It’s not just about demographics, it’s about psychographics. It’s about getting into their heads and figuring out what makes them tick.
Consider this: you’re not just selling a product or a service, you’re selling a story. And your audience needs to be invested in that story. They need to see themselves in it. So, you’ve got to know what kind of content they engage with.
And just like a good director, you’ve got to be adaptable. Your audience’s tastes may change over time, and you’ve got to be ready to change with them. Keep an eye on their behavior, their feedback, and the latest trends. Stay in tune with their needs and preferences, and you’ll be able to create video ads that resonate with them on a deep level.
Set Clear Objectives
Now, let’s talk about objectives. Just like a film, your video ad needs a clear direction. Are you trying to create a cult classic that increases brand awareness? Or are you aiming for a blockbuster hit that gets everyone talking about your new product? Maybe you’re going for an indie darling that sparks curiosity and drives traffic to your website?
A brand promise + customer insight
Keep in mind that you’ve got to incorporate two crucial elements into the initial ideation stage: your brand promise and the customer insight.
A brand promise refers to the consistent value or experience that a brand guarantees to provide its customers every time they engage with the company.
Customer insight is the hidden truth about your ideal customer profile. It could also be a unique experience that your customers are going through but no one talks about.
This will guide your ideation process and help you come up with ideas that align with your objectives. It gives you a clear path to follow and helps you stay focused on what’s important.
But remember, just like in filmmaking, there’s always room for a little improvisation. Don’t be afraid to take risks and try something new. As long as you stay true to your audiences and your brand promise, you’ll be able to create a video ad that not only accomplishes your goals but also encourages your audience to share the video with others and take further action.
Research The Best Video Ads
Take a look at the big players in your industry or even in a completely different field, the ones who’ve made a splash, the ones who’ve got people talking. What are they doing right? Is it their storytelling prowess, their knack for creating compelling video visuals, or their ability to tap into the zeitgeist of viral sharing?
But don’t just stop at the surface. Dive deeper. Look at the narrative structure, the pacing, the use of music and sound. How do they hook the viewer in the first few seconds? How do they maintain interest throughout the ad? How do they deliver their message in a way that resonates with the audience? It’s not about copying what’s been done before. It’s about learning from the best, taking those lessons, and then putting your own unique spin on it.
Brainstorm Broadly, Then Refine
When it comes to brainstorming, think of it as a wild, no-holds-barred, anything-goes kind of party. You want to invite all kinds of ideas, the good, the bad, the ugly, the outrageous, the sublime. Let your creativity run wild, let it run free. Don’t censor yourself, don’t judge, just let the ideas flow.
Once you’ve got a smorgasbord of ideas, that’s when you start to refine. You’ve got hours and hours of footage, but you’ve got to whittle it down to a tight, compelling video narrative.
Look at your objectives, your audience, your message. Which ideas align with these? Which ones have the potential to be developed into something truly memorable and impactful?
Remember, in the world of video advertising, it’s not just about selling a product or a service. It’s about telling a story, creating an experience, evoking an emotion. So, choose the ideas that allow you to do that.
And always, always, be ready to kill your darlings. It might hurt, but sometimes, you’ve got to let go of a good idea to make way for a great one.
Create a Storyboard
Alright, so you’ve got your idea, you’ve got your vision. Now it’s time to put it all down on paper. It’s time to create a storyboard.
Think of a storyboard as your roadmap, your blueprint. It’s a visual representation of your video ad, breaking down the action into individual panels. Think of it as a comic book of your ad, showing how it will unfold, shot by shot.
But it’s not just about the visuals. It’s also about the dialogue, the camera direction, the movement. It’s about how each shot connects to the next, how each scene flows into the next.
Now, you might be thinking, “I’m not an artist. I can’t draw.” But here’s the thing. It doesn’t matter. Your storyboard doesn’t have to be a work of art. It can be as simple as stick figures or as detailed as a sketch. What matters is that it serves its purpose, that it helps you visualize your ad and plan out your shots.
And remember, a storyboard is not set in stone. It’s a tool, a guide. It’s something you can tweak and adjust as you go along. So don’t be afraid to make changes, to experiment, to play around with it.
Creating a storyboard might seem like a lot of work. But trust me, it’s worth it. It’s a crucial step in turning your abstract ideas into a concrete plan for your ad. It’s your chance to see your vision come to life, to see your idea take shape.
So grab a pen, grab some paper, and start storyboarding. Let your creativity flow, let your imagination run wild. And most importantly, have fun with it. Because at the end of the day, that’s what making a video ad is all about. It’s about telling a story, creating an experience, and having a blast while doing it.
The Most Common Video Ad Mistakes in Ideation Stage
- Overcomplicating the Concept: Brands often make the mistake of developing an overly complex idea for their video ad. This can lead to confusion for the audience and dilute the main message.
- Ignoring Platform Specifics: Different social media platforms have different user behaviors and content preferences. Ignoring these specifics during the ideation stage can lead to ineffective video ads.
- Failing to Consider Production Constraints: It’s important to consider practical aspects like budget, resources, and timeline during the ideation stage. Overlooking these can lead to ideas that are impossible or impractical to execute.
- Neglecting Competitor Analysis: Not considering what your competitors are doing can be a missed opportunity for learning and differentiation.
- Skipping the Feedback Stage: It’s important to get feedback on your ideas before moving into production. Skipping this step can lead to avoidable mistakes and missed opportunities for improvement.
Video Ads Shooting Stage Tips
So, what are some tips for shooting that will make a video ad stand out? Well, for starters, don’t be afraid to experiment with different angles. Get low, get high, get up close and personal. You want to create a sense of dynamism and movement that will keep your audience engaged. And speaking of movement, don’t forget to use your camera to create a sense of motion. Pans, tilts, and tracking shots can all add a cinematic quality to your video that will make it feel more professional.
Plan Your Shots
Alright, let’s get down to the nitty-gritty of planning your shots. Every move, every angle, every frame needs to be meticulously planned out. You’ve got your storyboard as your blueprint, your master plan. Now, it’s all about execution.
You need to know what you’re aiming for in each scene, how you want to frame it, the emotion you want to evoke. It’s not just about getting the shot; it’s about making each shot count. It’s about creating a visual symphony that tells your story, your way.
So, before you roll cameras, take a beat. Visualize the scene, feel the rhythm, get into the groove. Know what you want to capture and how you want to capture it. Because in the video ads, every shot is a chance to make a statement, to leave a mark. And trust me, you don’t want to miss your shot.
Choose the Right Equipment
Now, let’s talk about equipment. As any filmmaker worth their salt knows, the right gear can make all the difference. When it comes to video advertising, you want to make sure you’re using the best equipment you can afford. That means investing in a high-quality camera, lenses, and lighting equipment.
At a minimum, you’ll need a good-quality camera, a microphone for clear audio, a teleprompter, and a tripod to stabilize your shots. A teleprompter is a vital tool in video production, acting as a safety net for delivering lengthy scripts. It’s not just about reading lines; it’s about delivering a passionate, engaging story. Effective use requires practice to seem natural and not rushed.
But here’s the thing: it’s not just about having the right equipment. You also need to know how to use it. That means taking the time to learn about things like aperture, ISO, and shutter speed. It means experimenting with different lighting setups to find the one that works best for your particular project. And it means being willing to take risks and try new things.
Remember that light has a mood
You’ve got one of the best tools at your disposal, and it’s absolutely free: natural light. It can change the whole feel of your scene. So pay attention to it. Is it warm or cool? Harsh or soft? Direct or diffused?
Lighting isn’t just about visibility. It’s a silent storyteller, subtly influencing the mood and tone of your scene. It can transform an ordinary shot into a visual masterpiece, adding depth and dimension to your footage.
If you are shooting in the daytime and want it to look like nighttime, try
putting the lens cap on the camera lens when filming (haha). You’ll get the
illusion that it’s pitch black.
Whether it’s the soft glow of a sunrise, the harsh shadows of a midday sun, or the warm hues of a setting sun, lighting can dramatically enhance the aesthetic appeal of your video.
To make it work for you, understand its nuances. Shoot during early morning or late afternoon for soft, golden light. Midday light can be harsh, so use diffusers or reflectors to soften it. Light sets the mood for your scene, so pay attention to its warmth, coolness, harshness, or softness.
Just remember, it’s not about having the biggest budget, it’s about making the most of what you’ve got. And what you’ve got is a whole lot of light.
Capture High-Quality Audio
Audio is the unsung hero of any video production. It’s the soul that breathes life into the visuals. It’s the heartbeat that sets the pace. So, let’s start with the basics. You need a good microphone. Not just any microphone, but one that can capture the nuances of sound, the subtle inflections in a voice, the gentle rustling of leaves in the wind.
Minimizing background noise is another essential element. You want your audience to be immersed in the world you’re creating, not distracted by the hum of an air conditioner or the buzz of traffic. So, choose your shooting location wisely, and consider using soundproofing materials if necessary.
Shooting outdoors? Don’t forget the windscreen! Wind can be a real party pooper, adding unwanted noise to your audio. A windscreen can help reduce that noise, keeping your audio clean and clear.
Shoot Multiple Takes
Now, let’s talk about shooting. One take? Nah, that’s for amateurs! You want to shoot multiple takes. Why? Because it gives you options. It gives you the freedom to experiment, to try different angles, different expressions, different tones.
Multiple takes also increase your chances of getting that perfect shot. You know, the one that makes your heart skip a beat, the one that captures the essence of the scene in a way that no other shot can. So, don’t be afraid to shoot and reshoot. It’s all part of the process, the journey towards creating something truly spectacular.
Framing and camera angles
It’s time to take things up a notch and chat framing. In the world of filmmaking, we use all kinds of camera tricks to make our characters feel larger than life (or smaller than a flea, depending on what the scene calls for). And now, I’m going to let you in on a little secret.
Take a look at these two shots: on the left, we’ve got a judge, and on the right, a defendant. Who’s got the power here? If you said the judge, you’re not wrong. But do you know why?
It’s all in the camera angle. You see, we purposely filmed the judge from a lower angle, pointing the camera slightly upwards. This makes him feel larger and more powerful. Meanwhile, for the poor defendant, we wanted to make him appear small and weak. So we positioned the camera higher and pointed it down, making him feel like the weaker link.
Now, I know what you’re thinking: “But Rob, I’m not making a courtroom drama, I’m just filming a video for my brand!” Fear not, because these same camera tricks can work for any kind of video. So next time you’re shooting a video, think about how you can use camera angles to make a video ad and its message more impactful.
Movement
Let’s talk movement. The way a camera moves depends on what is happening in the scene. Are you talking about something super important and want to highlight that? Try moving the camera in (known as a dolly move). As the camera gets closer (or further) it will create a more dramatic effect.
But what about when you want to create a feeling of suspense or unease? That’s where the hand-held camera comes in. By shaking the camera just a little bit, you can create a sense of anxiety and tension that can really amp up the drama and put your audience right there in the middle of the action.
The Most Common Shooting Stage mistakes
- Inadequate Preparation: Failing to prepare properly before the shoot can lead to numerous issues, such as missing props, uncharged equipment, or unconfirmed locations.
- Ignoring Continuity: Continuity errors, such as changes in the background or the appearance of actors between shots, can distract viewers and reduce the quality of the video.
- Over-reliance on Post-Production: While many issues can be fixed in post-production, it’s a mistake to shoot with the mindset that everything can be fixed later. It’s always better to get the best possible footage during the shoot.
- Not Capturing Enough B-Roll: B-roll footage can greatly enhance your video ad by adding context, supporting the narrative, and making transitions smoother. Not capturing enough B-roll can limit your options during the editing process.
- Failing to Monitor the Footage: It’s important to review the footage as you go along. Waiting until the end of the shoot to realize that there’s a problem can be costly and time-consuming.
Top Tips for Creating Video Ads
Alright, let’s dive into the world of video production and editing of your video ads for the best results.
Choose the Right Editing Software and Not Just an Online Video Ad Maker
Choosing the right video editing software for your video footage is like picking the right weapon for a duel. It’s not just about the sharpest blade, but also about how well you can wield it. There’s a whole arsenal out there, from free options like iMovie and OpenShot to heavy artillery like Adobe Premiere Pro and Final Cut Pro. Each comes packed with its own set of tools and features, and the choice boils down to your needs, budget, and skill level.
For instance, Adobe Premiere Pro is the go-to tool for many professionals that edit their video clips. It’s a samurai sword of video editing software, offering advanced features and extensive customization. But it comes with a price tag and a steep learning curve. On the other hand, iMovie is more like a trusty old revolver for your video footage. It’s simple, easy to use, and perfect for beginners, but it might not pack the punch needed for more complex projects.
Get Cinematic with Color Grading
Color grading is the secret sauce that gives your video ad that extra zing. It’s what takes your visuals from “pretty good” to “holy cow, did you see that?” Think of color grading as your video’s mood ring. It sets the tone, creates the atmosphere, and tells your audience how to feel before a single word is spoken. But never forget about the brand colors!
Now, how do you achieve this? Well, you’ve got to be bold, be brave, and push those brand colors to their limits. Crank up the contrast, play with the saturation, and don’t be afraid to experiment with different color palettes. Remember, you’re not just making a video, you’re creating a visual experience for your audience.
Follow Your Storyboard
Now, onto the storyboard. Think of it as your script, your blueprint, your roadmap. It’s the guide that keeps you on track during the chaotic process of editing. It’s the plan that ensures the final video aligns with your initial concept.
Following your storyboard is like following a treasure map. It tells you what footage goes where, which scene follows which, and how the story unfolds. It’s the difference between a well-structured narrative and a random collection of scenes.
Pay Attention to Pacing
In the world of video advertising, pacing is the heartbeat of your narrative. It’s the rhythm that guides your viewers through the story you’re telling. It’s not just about the speed of the cuts or transitions, but the tempo of your entire video. Too slow, and you risk losing your audience’s attention. Too fast, and you might leave them confused and overwhelmed. It’s a delicate balance, a dance between keeping your audience engaged and not overwhelming them. Think of it as the director’s cut of your video ad – each scene, each shot, each moment meticulously crafted to maintain a rhythm that keeps viewers on the edge of their seats, eager for more.
Include a Clear Call to Action that works across all media formats including Google Ads and Youtube Ads
Every video ad is a journey, and your call to action is the destination. It’s the guiding star that leads your viewers towards a desired action – be it visiting your website, purchasing a product, or subscribing to your channel. But a call to action is more than just a signpost. It’s a compelling video invitation, a persuasive proposition that’s clear, compelling, and easy for viewers to follow.
The Most Common Mistakes in Production and Editing Stages
- Ignoring Video Length: Especially for social media ads, keeping your video ad concise is crucial. Viewers often skip long videos, so it’s a mistake to create a video ad that’s longer than necessary.
- Overusing Special Effects: While special effects can enhance a video, overusing them can make the video seem unprofessional and distract from the main message.
- Inconsistent Branding: Failing to maintain consistent branding throughout the video can confuse viewers and dilute your brand message. This includes visual elements, tone of voice, and messaging.
- Poor Text Legibility: If you’re using on-screen text, it needs to be easy to read. Using fonts that are too small, hard to read, or don’t contrast enough with the background is a common mistake.
- Not Previewing on Multiple Devices: It’s important to preview your video on different devices (like mobile, tablet, and desktop) to ensure it looks good on all platforms. Ignoring this step can lead to issues with formatting, aspect ratio, and overall viewing experience.
Remember, in the world of video advertising, every detail counts. From the lighting, framing, and camera angles, to the pacing of your video and clarity of your call to action – it’s these subtle nuances that can turn a good video ad into a great one. Pay attention to the details, and let your video ads tell a story that your audience won’t forget. So, go ahead, embrace these techniques, and create something extraordinary.
About the Author
Rob Comeau is a founder of CinemAds, a leading video production company that handles creative development, production, post-production, and marketing. Rob is a video ad creator. He produces high-quality video content for various B2B startups to help them grow faster and become the leaders in their industry.