Ad Video: How to Order It the Right Way
A nice-looking video is not yet effective advertising. Here is how to prepare an order so the video works toward a specific goal instead of just looking good.
Start with the goal
Before choosing a style, answer one question: what should a person do after watching? Leave a request, visit the site, remember the brand, come to a sale? The script, the length and the call to action all depend on it.
A video without a clear goal usually tries to say everything at once, and the viewer remembers nothing.
Format depends on the platform
- Reels, Shorts and TikTok: vertical 9:16, a dynamic opening, short running time.
- YouTube: horizontal 16:9; in pre-roll ads the first seconds decide whether the viewer hits "skip".
- Google Ads: different aspect ratios may be needed for different placements.
- Website: an explainer can be longer, because the visitor came for information on their own.
It is better to say upfront where the video will run and order the formats you need. Adapting one video for several places is easier than redoing it later.
Script and a strong opening
On social media and in ads, attention has to be earned in the first second or two. So start with the problem or the benefit, not with a logo and a greeting. Show the company name once the viewer is already interested.
A good script is short: problem, solution, proof, call to action. One idea per video beats five.
Subtitles, voiceover, music
A large share of social media video is watched without sound, so subtitles or on-screen text are needed almost always. Voiceover and music add mood, but the video should make sense without them.
How to test in ads
- Run two or three versions: a different opening or a different call to action.
- Compare not only views but actions: clicks, requests, calls.
- Let the campaign run long enough to collect data before drawing conclusions.
- Keep the version that performs better and build the next videos on it.
That is why it makes sense to order one video and a few opening variants first, rather than a big series right away.
What to prepare for the conversation
The goal, platform, approximate length, logo, brand colors and a few videos you like. The price depends on the video, so after a short brief I give you a quote for yours. If needed, I can also set up Google Ads and help with SMM so the video reaches its audience right away.
Describe your task and we will reply with a plan, price and timeline. First mockup in 2 days.
Further reading
How Much Does an Animated Video Cost: What Drives the Price
What drives the cost of an animated or ad video, why there is no single price, and what to prepare to get an accurate quote.
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