How to Make an Advertisement Video: Step-by-Step Guide

It’s no secret that video advertising has become an essential part of many digital marketing strategies. Unlike traditional static ads, video ads can convey complex messages and evoke emotions, which can lead to higher conversions. 

In fact, in a recent survey from Wyzowl, more marketers credited video with increasing traffic, leads, sales, and reduced support queries than in any surveys since 2015. As it stands, some 93% of marketers said they get a good ROI from video, compared to only 87% in 2022.

Moreover, the rise of AI is making the video production process easier, so more marketers and creators can produce engaging videos at lightning speed. 

In this post, you’ll learn how to make a good video ad, with tips to make sure your ad campaign helps you achieve your business goals.

What are video ads and why are they crucial?

Video ads are a form of advertising that uses video content to convey promotional messages to a target audience. They play across various digital platforms, such as , websites, and streaming services. 

These ads vary in length from a few seconds to a few minutes and include formats like pre-roll ads (before online videos), in-stream ads (during streaming content), and auto-playing social media ads. Depending on the type of video ads you’re using, goals might include driving , engagement, or sales. 

Some advantages of running video ads include: 

• Results in higher engagement: Unlike text or image ads, video ads use sight, sound, and motion for a more immersive experience. They convey complex messages quickly and create memorable impressions on viewers.

• Taps into human emotions: Studies show that video is one of the best ways to stimulate an emotional response. These ads can build a stronger bond between brands and audiences, influencing brand loyalty and purchasing decisions.

• Improves reach: The visual nature of videos tends to grab attention more effectively than text and images, making it more likely that viewers will share the content.

According to one analysis, video ads get six times as much engagement as static content. Plus, platforms like YouTube and other social media channels often prioritize , providing additional visibility and opportunities for interaction.

How to make compelling video ads: 5 steps

1. Define your target customer and set your goals

Understanding your audience will guide your approach to your advertisement video. Start by designing your Ideal Customer Profile (ICP), complete with key data points like median age, income, and gender.

Understand their interests, values, lifestyle, and behavior. What are their pain points, desires, and aspirations? Then, determine what types of content they consume, on which platforms, and at what times. Are they more inclined towards short-form videos on social media, or do they prefer in-depth content?

Once you understand who you’re after, clearly define what you want to achieve with your ad. Set specific, quantifiable targets. For example, a certain number of views, shares, conversions, or an increase in website traffic.

2. Choose the right platform

Determine which platform aligns best with your target audience and advertising goals. Different digital advertising platforms have varying demographics and engagement levels, so choose wisely. 

Consider factors like user base characteristics, targeting tools, and budget. You might start with platforms where you already have a strong presence and branch out from there.

Here’s a quick overview of your top choices: 

• Amazon: Reach an audience that’s actively shopping, though high costs can be a deterrent.

• Facebook: Use advanced targeting tools to reach one of the largest audience bases, but keep in mind Facebook ad returns are decreasing. You can also use Facebook ads to reach people through Instagram, WhatsApp, and Messenger.

Invest in the necessary video equipment and software to produce high-quality video content. This includes a quality camera if you need to shoot any video in person—as well as potential lighting and audio gear.

Here’s a shortlist of what you need:

Regardless of the equipment you buy, video editing is a critical part of the process. For post-production work like cutting scenes, adding music, and color grading, you’ll need a good video editing software.

The Descript video editor, for example, makes editing simple with all the features you need to make scroll-stopping videos. It’s ideal for video creators and marketers who need efficient and straightforward editing tools in one dashboard.

EMBED: https://www.youtube.com/watch?v=P8kJRIq82EY 

4. Optimize your video ad to reach a larger audience

An obvious start is to optimize your video ad for mobile viewing. In the first quarter of 2023, over 58% of global website traffic came from mobile. That doesn’t even include tablets. 

Choose an aspect ratio that works well on both mobile and desktop. While traditional 16:9 works well for desktop, square (1:1) or vertical formats (9:16) are more suitable for mobile. For example, you could shoot an ad in square format, so it’s accessible on Instagram, Facebook, and YouTube.

Before going live, edit and fine-tune your video ads. Use consistent visual elements, color schemes, fonts, and messaging across your videos to support your brand identity. And make sure your message is clearly conveyed.

5 tips for effective business video advertising

Video is one of the most powerful forms of content available. You can use both visuals and words to convey your message. So rather than simply telling potential customers what makes your business so great, use promo videos to show them. 

Maybe you showcase customer testimonials that validate your claims, or you could create a product demo or tutorial video showing your item in action. Whatever it is, a powerful video is more memorable and engaging than a simple description.

You don’t want to create a video ad on a whim. Planning will help ensure you get the most return on your investment. Outline your video’s script, visuals, and key messages before starting production. You could even storyboard the whole video. A well-thought-out plan ensures coherent and effective video ads.

4. Think strategically about video ads

Align your video ads with your overall video marketing strategy. Consider how they fit into your brand narrative and contribute to your business goals.

The key to more video views is usually found in your data. It’s important to regularly assess the performance of your video ads. Analyze metrics such as views, engagement, and conversions to understand what works and what doesn’t. Then refine your strategies to align to your insights.

video ad templates

Descript’s got plenty of magical AI features to help you create an incredible advertisement video. You can easily remove filler words, generate AI speech, correct eye contact, and fix bad audio. And there’s so much more. 

video ad maker

Descript is the all-in-one editor that makes it fast and easy to make videos and podcasts that look and sound good. You can start using Descript now for free. Give it a try.