We see dozens, sometimes hundreds, of videos every day. On Instagram, YouTube, LinkedIn, TikTok, or simply while browsing the internet, video advertising has become almost impossible to avoid.
The challenge for businesses is that almost everyone is using video now. Producing beautiful visuals, adding a logo at the end, and hoping the audience remembers the message is no longer enough.
An effective ad needs to capture attention quickly, be easy to understand, and encourage viewers to take action after watching it. In addition, each platform has its own formats and best practices. So, how do you create a video ad that works?
In this article, we’ll go through the main steps for creating an effective video ad, from defining your objective to editing and distribution.
Define the objective of the video ad before filming
You may want to raise awareness of a company, introduce a product, explain a service, drive traffic to a website, generate enquiries, or increase sales. However, trying to achieve too many objectives at once can dilute the message.
Trying to tell the company’s story, present five services, show the premises, include three statistics, feature the CEO, and finish with a promotional offer can quickly make the video feel overloaded.
Before working on the visuals, define the objective in a single sentence. For example: “encourage visitors to request a demo” or “raise awareness of this new service among SME managers.” Once the objective is clear, it becomes easier to choose the tone, length, script, format, and distribution channel.
Identify the target audience for the video ad
A video ad is never really aimed at “everyone.” Even when a product appeals to a broad audience, the message needs to be adapted to the people the campaign is trying to reach. Their age may play a role, but so can their needs, their level of familiarity with the product, and the way they use it.
A company selling software to finance managers will not create the same type of ad as a brand launching a pair of sneakers aimed at 18- to 25-year-olds.
You can also ask yourself what interests your audience, what problem they are trying to solve, what information is most likely to catch their attention, and what benefit they expect from the product or service being presented.
The first instinct is often to talk about the company: what it does, why it does it well, and what makes its product different. However, the target audience first wants to understand what the offer can do for them. The message is therefore more effective when it starts with a need the intended audience can clearly identify with.
Define the main message of the video ad
A video ad can quickly become difficult to follow when it tries to include too many arguments. A company knows its product inside out. It knows why it is valuable and what sets it apart from the competition. Naturally, it wants to communicate all of this information.
The viewer, however, does not have the same context and may not necessarily want to learn all of it. It is therefore better to focus on one main message that can be understood quickly and remembered after watching the video.
This message can take the form of a customer benefit, a demonstration, a problem being solved, a situation, or a strong visual. Each sequence should then help develop that message rather than introduce a new promise.
Try to sum up your ad in one or two sentences. If the concept takes several minutes to explain, the message probably still lacks clarity.
Capture attention in the first few seconds of the video
On social media, users can move on to the next video with a single swipe. The first few seconds are therefore very important for viewer retention.
This is why starting a video with several seconds of logo animation or a long introduction to the company can cause you to lose part of the audience before the main subject even begins. The topic should therefore appear quickly.
A question, a demonstration, an identifiable problem, or a strong visual can all serve as a hook. The right choice depends on the product, the audience, and the platform where the video will be shown.
Use storytelling in a video ad
When people think about storytelling in advertising, they often imagine a long story with characters, dialogue, and elaborate staging. However, you do not need to go that far.
In a short video, just a few seconds can be enough: you introduce a situation, create anticipation, and then show a change or a result.
A video ad can start with a problem the audience is facing, then show how the product or service fits into that situation. Instead of listing features or sales arguments, the video presents a situation that viewers can quickly understand and gives them a reason to keep watching.
Show the product, service, or result on screen
If something can be shown, it does not always need to be explained. A company that manufactures a product can show how it is made. Software can be shown in use. A hotel can showcase a room. A restaurant can show a dish being prepared.
On the other hand, too much text or a voice-over that simply describes exactly what is already happening on screen can make the message feel heavy. A well-chosen shot can often communicate the same information more quickly.
Adapt the production to the platform and the brand image
Lighting, sound, framing, and art direction all contribute to the quality of the video. However, an effective production does not depend solely on the equipment being used or the number of people involved in the shoot.
On TikTok, for example, the platform recommends content that follows its own conventions: vertical format, human presence, sound, on-screen text, and framing that works with the interface. A video created for a corporate website may require a very different visual approach.
The production level should therefore be consistent with the distribution channel, the brand identity, and the message being communicated. The choice of camera, location, or staging should support the desired outcome.
Choose the distribution formats before filming
A common mistake is to produce a video first and only decide where to publish it once the editing is finished. It is better to define the distribution channels beforehand.
A video ad created for YouTube, Instagram, TikTok, LinkedIn, or a screen at a trade show will not have the same requirements. The aspect ratio, available duration, areas occupied by the interface, and call-to-action options vary depending on the platform.
For example, TikTok recommends the vertical 9:16 format. LinkedIn supports formats including 16:9, 1:1, 4:5, and 9:16, with 4:5 recommended for vertical ads.
It is also important to plan for different versions from the filming stage. A single production can result in a main video, several shorter formats, stories, teasers, or different hooks. This allows the camera operator to leave enough space around the subject and anticipate different crops.
Editing makes the difference
You can shoot beautiful footage and still end up with a poor ad. Editing determines the order of the information, the length of each shot, and the progression of the message.
In a short-form video, every shot should have a purpose: communicate information, move the action forward, showcase the product, or create a transition. On the other hand, using too many cuts can make the video harder to follow. The pace depends on the product, the audience, the distribution channel, and the effect you want to create.
Editing also helps prioritise information and direct the viewer’s attention towards the most important elements.
Sound also contributes to the pace of the video. Music, voice, sound effects, and silence can reinforce a transition, an action, or an important moment. Even a simple visual can have much more impact with effective sound design.
Even if your video has a carefully produced soundtrack, keep in mind that some viewers may watch it without sound. Subtitles and graphic elements can therefore become essential.
Include a call to action that matches the objective
Once the video ends, the expected action should be clear and consistent with the objective defined at the beginning. This could be visiting a website, buying a product, requesting a quote, or signing up. The objective can also be to strengthen brand awareness without asking the viewer to take immediate action.
Test several versions of a video ad
Two slightly different hooks can produce very different results. A 15-second edit may perform better than a 30-second version. One opening image may capture more attention than another.
For this reason, it can be useful to produce several variations. Performance data can then show what works best: view-through rate, clicks, conversions, engagement, or drop-off after the first few seconds.
These results can then help improve future videos and identify the formats, hooks, and messages that perform best.
Create an effective video ad
A video ad can take many different forms depending on its objective, target audience, budget, and distribution channel.
However, the same questions should be asked before production begins: what result are you looking for? Who is the video aimed at? What message should viewers remember? Where will the video be shown? What action should they take afterwards?
These answers help determine the visuals, format, pace, sound, and editing with a clear objective in mind. An effective video ad does not depend solely on its visual quality: its message must be clear, relevant to its audience, and consistent with the platform where it will be shown.