How to Create a Brilliant Advertising Video on your Own Part I
Updated: Mar 16
Promo - Videos for Social Media and how to get your customer hooked (1/2)
This will be a two-parter: the first part will show you what you have to keep in mind when making a video for social media and how you use the time effectively. Part two will focus more on the marketing opportunities video tutorials and making offs will have for your company as well as some free or low-cost software you can use to edit your videos. Part II
Videos are very easy to make and can be more engaging for a customer, than reading a plain text.
Making a video is a great way to advertise your product or service. Videos are very easy to make and can be more engaging for a customer, than reading a plain text, especially if the music is catchy. But of course, it is probably the toughest form of advertisement for a small or medium company. Making a good video can cost a lot of money, but it doesn't need to. First of all, a lot of website editors or freeware like Canva have a function for producing promo – videos.
And on that note, please don't use the standard relentless pumping beats most smaller businesses use:
These kinds of tracks were once designed to hook the customer with fast beats, but have since grown to be repetitive and everywhere. For the German market, you can use for example tracks form Musicfox.
Hire a professional or do it yourself?
You can hire a professional to make your video, but maybe you don't need to do that. Youtube and Kickstarter showed us that you can make decent looking videos with regular private technical equipment and some free or low-cost software, which will still generate mass interest. Life Lapse and HypeType (only iOS), for example, are easy video tools for Instagram, and there are far more I will show you in part II.
Go viral with the perfect idea
What matters is the idea and if it's a good one you can land maybe even land a social media hit. For example, the following video generated half a million views and ensured that the Hotel was fully booked for months.
As you can see, the video is made with a bad camera and low production value, and post-production was probably one afternoon in total. Of course, this can not work for most products. A better hotel would have diminished its customer base with that kind of video. But the creators of the footage understood their customers (young, poor, self-aware) and made their weakness to a virtue. They could have lied in their ad, but with all the online reviews around, they would have gotten a lot of bad press for it. But they embraced their situation ironically (video, website, etc..) and ran with it, shielding them from the critic, since they definitely did not promise too much and hopefully over-performed.
This example is notable when you develop the idea for your video, but now let us give you some practical things you need to keep in mind when making a video.
In short: short. Except if someone really wants to watch your video, then it can be longer. But if you wish that your target group watches your video, it needs to be short. An ad for Instagram or Facebook should only be at a maximum of 60 sec. long (10 -20 sec. is better). The user gets bored very quickly and can just skip your ad with a swipe of a finger. YouTube, on the other hand, is a bit more complicated. There you have 5 sec. before the customer can skip the ad, so you need to grab his attention in these 5 seconds (for that matter, this rule also applies for pop up videos on any website with video commercials). Other than Facebook or Instagram, the customer can not scroll down to ignore the ad. He has to watch those 5 seconds, so make them count!
You have two general options when creating a video ad:
1. Appeal to the emotions of the customer
For example, if you sell home supplies: the feeling of sitting in your perfect, individual garden/the satisfaction of creating something
2. Show a short solution to ONE single problem
If you have a company that designs custom made furniture you could show in your ad, a room with a weird layout, where standardized furniture cannot be used effectively.
Also, you can create four videos with four different solutions for four various problems your product will solve. The customer will stay invested if they short, and he will not get bored seeing the same ad over and over again. But the holy grail is to interlink those videos. Tell them a four-part story or predict the questions your customer will have after watching the first video. Running with our example of customized furniture, the customer will think that it will be expansive! Then tell them in the next video a regular wardrobe will not fit and waste space, space which is expensive in a city apartment!
For example, the cost of one m² unused space:
Losing one square meter is equivalent to losing 12 € (the price of m² in Cologne) per month. this 12 € times 12 months is already 144€ wasted every year!
That times an 8-year usage of the apartment (the German average for rental time) is already 1152 € wasted.
Now the customer has a problem in his head he never knew he had. Of course custom made furniture is more expensive but it also saves money. If you use your other short advertisement videos to target other aspects of your problem-solving product (self-expression, organization, etc.) the customer will be yours!