How to do video advertising and what makes it important

By Indeed Editorial Team

Published 8 July 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Social media is an integral part of any modern marketing campaign, with hundreds of millions of people collated on a series of various apps. This is a captive audience, and with a series of targeted individuals looking at their screen, it's your responsibility to do something engaging with the space that you control. This is where knowing the basics of video advertising can be extremely important. In this article, we discuss how to do video advertising by examining each step of the process and explaining why video advertising is so useful.

How to do video advertising

To maximise your marketing efforts, you might want to know the best approaches to how to do video advertising. The best way to use video advertising effectively is to understand the development process and the steps that make it up. If one of these steps is incomplete or below standard, the efficiency of your entire marketing campaign can suffer. Follow each of these steps in full to ensure that your video advertising efforts thrive:

1. Understand the brief

Every advertising campaign comes with a very clear brief and initial intent for you to understand before you start work on it. An advertising campaign with no definable objectives has no measurable metrics of success or failure and is therefore impossible to assess as effective marketing.

When you receive the brief for a video advertising campaign, read through it in full until you understand the end goals, the target audience and the desired format of the videos in question. Due to the number of possible goals and audiences, it helps to be as specific as possible with these requirements. Ideally, you don't want to create a customer engagement video for an older audience, only to learn that the brief focuses on young people and driving traffic to a specific webpage. Read through the brief as thoroughly as possible and ask the client any questions if necessary.

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2. Build an audience profile

Once you have an approximate idea of the goals for your video advertising campaign, build a target audience profile based on the original brief. This entails a range of different features, including the gender of the ideal viewer, their age and possible interests. Ensure this information matches the nature of the advertised products or services themselves. A well-aimed video advertising campaign significantly increases the likelihood of its success, which is important since video production can be potentially expensive for clients.

The demographics that the target audience falls into are an integral part of crafting the content of the video. An advert featuring energetic young people doing stunts is unlikely to have a significant impact on an older audience and could cause harm to your client's brand. Likewise, in the case of social media, it's important for the advert to feel consistent with other items in a target consumer's news feed.

3. Design the content

Once you have a good idea of your target audience, design the specific content of the video advertisement with the aim of aligning this content with the trends and views of the target demographic. Designing content entails not only any live-action filmed work but also any edits and transitions that may be necessary during the post-production process. Try to draw up a list of who and what you might require to produce your ideal content, such as cinematographers, actors or animators. This can also give you an idea of whether your content fits the budget described in the brief.

In video advertising, planning is the key to success. The ideal method of planning your video content is through the use of a storyboard. This enables the planner to set out their planned content scene by scene, rather than having to rely on vague written descriptions of each scene and shot. Providing a pre-visualisation method is essential for the on-set team, as it gives them a much better idea of what's necessary to complete the advert.

4. Film the raw footage

When you've finished your planning, film all of the necessary footage for the advertising campaign. This specifically entails all of the individual live-action shots, in addition to anything you might adjust in the post-production process. Try to encourage your team to also supply extra footage, such as alternative takes, as planning for additional shooting days can be impractical and expensive.

Collating the most appropriate footage can be difficult, but there are some useful processes to follow. Remain on-script for your first run-through, collecting at least two takes of each shot to provide more options during the editing process. Afterwards, focus on expanding your database of footage, including further improvisation around the script and more general footage for editor use. The more options an editor has, the more fine-tuned the advertising material is at the end of the process.

5. Edit the video

At this point, an editor organises all of the footage and sound into a cohesive narrative, adding frames, informative screens and effects into the raw footage to create a first draft of the video proper. You can adjust this version of the video at any point before completing the editing process, where a final video is ready for upload to the relevant social media sites.

Video production centres on three central processes that all rely on each other. The first of these processes is writing, where ideas are developed and detailed. The second is filming, where the writing is made a reality. The third process is editing, which is the final opportunity a production team has to adjust the video's content and narrative. The consecutive natures of these processes are why it's important to build up an archive of material throughout production so that editors can realign the advertisement with the initial brief. Editors, therefore, require all the support they can get.

Related: How to get into post-production (plus definition and skills)

6. Upload the video

You can now upload the video to relevant social media sites. Depending on the nature of the advertisement, different social media sites garner different responses and success rates. It's likely that you and your client may have agreed on which sites are most appropriate for your advert during the composition of your target audience, according to the brief. Some social media sites work more effectively with younger demographics, while others centre on professional use.

Regardless of where you upload the video, you can tweak the metadata to the best of your ability and improve the likelihood of your advert's success. This includes adding tags to your video, attaching hashtags across a range of social media platforms and even the initial filename saved on your device. Algorithms take every aspect of a video into account when choosing what to show their users, so do your best to manipulate all of its aspects and improve the likelihood of your video being seen.

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Why use video advertising?

There are several reasons companies use video advertising to direct their social media campaigns. Societal trends and technologies alike place video firmly at the heart of effective modern messaging. Read below for more specific reasons why video advertising is key to most business's marketing operations:

Faster engagement

Written advertising requires active attention on the part of the viewer, whereas the video is a much more passive medium. This means that viewers can sit back and scroll through their phones as a video comes up to receive information about a product. Engaging customers is much faster, and you take advantage of the more limited attention spans that modern customers often have.

Personality

Imparting a level of personality on the viewer is easier when you have someone on the screen speaking to them. In pictures, posters and articles, readers place their own personalities upon the text, potentially misinterpreting the tone of an advert. By addressing the viewer, your brand's social cues become more active and can inform the viewer more directly, avoiding any potential ambiguity of meaning.

Information retention

Video clips come in a range of different lengths, but using those of shorter durations is integral in customer information retention. Fitting important information into the start of a video ensures that they hear key facts about your company even when scrolling through their news feeds. You can use the format to elaborate later on, but a few quick business keywords right at the start of the video helps keep the information in your customer's mind.

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