7 Secrets to Creating Engaging Advertising Videos

Charlton Jocson

7/24/20214 min read

Engaging video content has become a must-have for many companies looking to promote their products and services. Gone are the days of simply having a static image or text on your site; video engagement is now key. The following blog post will teach you how to create engaging video content that will help you stand out from your competitors and provide tips on what type of video should be used depending on the product/service being advertised!

 1. Make video content that is fast and easy to consume.

Develop video content short and concisely to ensure that your audience will consume the video. 20-30 seconds is usually the sweet spot for most ads. Consider using video marketing software, such as Wistia's video analytics or YouTube Analytics, to find time on screen for different video clips. This data can help you determine how long people watch each video clip before skipping ahead.

2. Proper Lighting

lighting can make or break a video. Make sure that the lighting is flattering and consistent across all shots. It is also important to use color, contrast, and different qualities of light to create an eye-catching video.

black folding chair on canvas
black folding chair on canvas
3. Seamless Editing

Snapping together footage from different angles and lighting can make the difference between a good video and an excellent one. Edit out any filler shots or moments where nothing happens, such as when a shot takes longer than 4 seconds. This will keep your audience engaged.

Transitions between scenes are important too because they help the audience understand how one scene relates to another. When editing, you can use various transitions in your video: fades, wipes, and cuts are all popular choices. There are in-camera transitions as well, such as whip pans and match cuts, so you need to plan out those shots before shooting your ad.

shallow focus photography of man listing to music in front of the computer
shallow focus photography of man listing to music in front of the computer
4. Make a Shot List

A shot list is a detailed plan for the action and camera angles in film or video. It's important to know how to organize your shots, what types of footage are needed, and when filming begins and ends.

You will need at least one basic shot onset: a medium-length closeup of the product (this could be done with two cameras). This will serve as the introduction that leads into your other shots. You might also want an establishing wide-angle shot of the scene where people speak - this can be used as a filler if transitions don't work well between scenes.

Shot List items include the intro shot, panoramic longshot, high angle shots, and master shot.

Don't forget to show the product in use. People don't only buy things when they're sitting on store shelves; most people will watch videos of others using the product and then decide whether or not they want one themselves. Take a video from different angles (high, low, etc.) Think about what kind of emotion you want your viewer to feel and try using different shot types to evoke that feeling.

person writing on brown wooden table near white ceramic mug
person writing on brown wooden table near white ceramic mug
5. Create a Mood Board

If you're struggling with creativity for visuals but have something great written, try looking for inspiration on websites such as Pinterest and Behance and compile some photos and develop a mood board so that you can have a sense of the look and feel of the ad.

Having a mood board is like having an emotional map for your video; it's the inspiration and motivation that you need to create what you want. There are hundreds of mood board templates on Canva that will help get your creative juices flowing.

6. Add Graphics

If it's not clear what the product does, consider adding text or animation that will make it more comprehensible for the viewer. Additionally, adding graphics will make the video more interesting to watch and impress potential buyers with your product. Adding graphics to a video commercial can make it more interesting and help communicate the benefits of your product easier. With the right design, you could be creating an entirely unique message that will captivate viewers from start to finish!

7. Don't Forget About Sound Design

Last but definitely not least, sound design is the most important factor second to your visuals because the sound helps you engage your audience the most. Retention of sound amongst a video's content is three times higher than that without sound, which allows for more engagement with your customers and potential buyers. Choosing the right music and sound effect can be a make or break for your advertising videos.

man in yellow long sleeve shirt holding microphone
man in yellow long sleeve shirt holding microphone

Creating a video commercial takes both time and money. It's not something you can whip up in an afternoon, either--you need to invest time into it with the right equipment like good lighting or editing software. If you don't have the resources for this kind of project, consider outsourcing your video production needs to professionals who know what they're doing! We'll take all that tedious work off your plate so you can focus on other aspects of your business. Contact us today if you want help from our team of experts!