Consider what tone the brand gives off and what visuals already exist in its marketing. The type of product you’re marketing will greatly influence the brand voice. If it’s a fitness product, the brand will probably be upbeat, positive, and energetic. If it’s a financial service, the voice will be more serious and informative.
3. Ideate your ad campaign.
Now’s the time to get creative, brainstorm ideas, and identify unique ways to showcase the value of your product. This is also an opportunity to identify what you want the video advertisement to accomplish.
“What’s the client’s endgame? Are they going for awareness? Do they want to sell a specific product? What do we want the end viewer to do about this?” says Murdico.
Depending on your audience, you could tell a story, use some humor, share testimonials, or walk people through how the product works. Whatever you decide to do, it needs to connect with your audience on a gut level. “Not every brand and not every product is going to appeal to everybody universally. A huge part of marketing is empathy and a lot of imagination,” says Woessner.
Take time to sketch things out, let your mind wander, and collaborate with others. The best ideas sometimes take time to arise, so don’t rush your brainstorm sessions.
Consider how a single ad relates to the full video advertising campaign or content marketing strategy. Regularly double-check that your ideas are on brand. “Then you can go through the ideas and find one that seems viable,” says Murdico. “Eventually you can pare it down to two or three general concepts, and then show it to the client.”
4. Plan, shoot, and edit your ad.
When you’ve chosen a concept or idea for your ad, it’s time to plan the shoot. Finalize your script, work up a shot list, and identify what kind of footage you need to capture, including B-roll — supplemental atmospheric footage. If you plan to use the ad across media platforms, make sure your footage is versatile. What you shoot in landscape mode may need to work for a vertical clip on Instagram Stories as well.
On the day of the shoot, make sure you have a solid plan and schedule for what needs to get done. If you interview someone or feature actors in your video, get as many angles and different kinds of footage as you can. The more footage you capture, the more you have to work with.