Video creatives convert well in many GEOs: video ads increase engagement and can showcase the product vividly from all angles. However, to acquire leads, one needs to understand the nuances of creating creatives correctly.

So, we prepared this guide where we've covered important aspects of preparing video ads. Read to the end, and you'll learn how to make your work with these creatives more effective, where to get source materials and ideas, and how to edit videos qualitatively. Let's go!

 

Format of video ads: key things to know

Video creatives are ads that represent video clips with a specific plot aimed at getting a targeted action from the viewer. 

For many nutra offers and GEOs, video creatives can perform better according to test results than static graphics. This is because video clips effectively address advertising tasks: 

 

• capturing attention — video is dynamic, it includes sound, music, voice, making such ads more noticeable and arousing greater curiosity; 
• showcasing the offer — in the video, you can display the packaging, form factor, consistency, usage principles of the product, interestingly tell about the natural composition; 
• call to action — a video can be created using the principles of dramaturgy: exposition, plot development, climax, denouement, incorporate storytelling elements, which, in turn, will increase engagement. 

 

Video advertising is flexible and provides many opportunities to convey the target message. You can experiment with different approaches and conduct more tests, such as launching A/B tests of videos featuring different plots, characters, and sound effects. 

 

This advertising format has several drawbacks that should be considered in your work: 

 

• not all GEOs have fast internet, which means that ads load slowly— for example, in Tier-3 countries, it's better to use static, and it’ll convert;
• not all sources universally support the video format;
• producing video is a complex task, as it requires not only finding ideas and source materials, but also knowing how to edit everything correctly.

 

However, the difficulty may arise only at the initial stages. Especially since in the subsequent sections of the article, we’ll explain how to create a video from scratch, even without design skills.

 

Working with source materials

To create a high-quality impactful video, you need suitable shots, clear and well audible narration, enticing music that will set the mood and encourage the target actions. 

 

Finding unique footage can be challenging but necessary. If the footage is overused and unoriginal, there are two risks: audience fatigue from repeatedly seeing the same content, and the possibility of being banned by the traffic source for plagiarism.

 

What shots might be needed for nutra: 

 

• background for placing text or CTA;
• shots depicting plants, fruits, vegetables, emphasizing naturalness;
• shots with physical exercises, yoga;
• shots where models demonstrate before and after results.

 

Let's consider where to get such shots: 

 

• Photostocks/videostocks. There are videostocks where you can find only videos, and there are photostocks where you can download both static photos, for example, for the background, and video sequence. Photostocks offer a wide variety of videos, including free options. However, there is a drawback: the source materials may be overused, downloaded multiple times by other arbitrageurs.
• Neural networks. For instance, artificial intelligence services like Synthesia and similar ones can create videos with a host, offering various voices for narration and different faces. Neural networks enable the implementation of a news-style approach, such as having a newsreader talk about a new health product.

 

Synthesia neural network 

 

• Open sources. For example, you can take videos from YouTube, VK, Vimeo, other platforms, as well as from spy tools, and make them unique.
• Independent shooting. For example, if an affiliate program provides a sample or a webmaster decides to test a product to showcase its properties effectively, he can shoot the video himself. Another option is to hire professional designers to assist with editing. The advantage of this approach is that it results in a unique video with no analogs. 

 

Along with selecting video footage, you need to ensure high-quality voiceover. A cost-effective solution for arbitrageurs is subscribing to AI services based on neural networks, such as TexttoSpeech, VoiceMaker, and similar ones. With their help, you can upload ready text, and the neural network will narrate it. Many solutions allow you to choose the voice – male, female, and even the voice of a specific character or actor. Additionally, you should select the appropriate language for the corresponding GEO.

 

Tip: It's better to work on the voiceover and video sequence preparation simultaneously to understand the timing. In other words, determine how many seconds the video itself is and how many seconds the narration should be to ensure everything aligns.

 

Next, you need to choose the soundtrack. You can use the music galleries in TikTok or the YouTube music library, among similar services. It's advisable to select upbeat music without lyrics because song lyrics can distract the viewer's attention.

 

Editing secrets

To properly edit videos, you need to master video editors and their basic functions: cutting video fragments, inserting, moving, splitting, and overlaying audio. Many modern Windows PCs come equipped with a built-in video editor, providing a platform for practice, and you can also download the free Windows Movie Maker for the purpose of learning the tools.

 

Here are some additional useful tools for working with videos that offer templates for various advertising tasks: the online editor Supa and the program Media.io.

 

Supa editor

 

How to edit a suitable video for nutra advertising: 

 

1. Go to the video editor. 
2. Set the duration to 20-30 seconds — this is sufficient for an advertising video. 
3. Showcase the results, for example, with before-and-after shots or depict a beautifully groomed elderly lady who has maintained her health. 
4. Tell about the offer and how it positively affects the body. For example, show how a person loses weight with the product and emphasize how quickly it happens. It's better to focus on specific time frames separately, showing concrete figures, for example, 3 weeks, 5 weeks, a total of 1 month, and so on.
5. Don't forget the Call To Action. At the end of the video, explain what the viewer should do to get the product — where to click, what to fill out. Mention discounts and fast free delivery. 
6. Create an appealing thumbnail. The thumbnail should have large, easily readable text — many watch ads on their phones, where videos appear smaller than on desktops. 
7. Add subtitles. Many users may watch videos on the go or in public places, and they may prefer not to turn on the sound.

 

Then, when the video is ready, add the audio voiceover. Important point: the music should not drown out the voiceover, otherwise, viewers won't hear or understand anything.

 

How to make a video creative memorable and effective

In this section, we'll discuss best practices and effective techniques of how to make a video that captivates viewers and drives them to order the product immediately: 

 

• Step-by-step process. People need to have a clear picture in their minds of how their lives will change after taking the product. You can create a time-lapse showing the model's health improvement – whether she loses weight or her skin gets better during the use of the offer over several weeks.

 

Step-by-step process 

 

• A video with a story or news. The script for such a video can resemble the script on a pre-landing page. For instance, at the beginning, you can present the story's setup or intrigue, narrate the model's situation, and evoke curiosity. Towards the end, encourage viewers to move to the next stage of the funnel to find out how the story concludes. This way, viewers will transition to a warming pre-landing or landing page and place orders.
• The video's main character (the model) narrates the offer from a first-person perspective. These videos can inspire trust because an ordinary person recommends the offer. If the offer helped him or her, it's likely to help others. Such videos should be natural and native, like on TikTok. Towards the end, the main character can refer to the landing page – “I ordered this product from [mentioning the source], highly recommend, especially since they have discounts now”.

 

First-person narrative 

 

You can also explore the spy services, gather information on which videos from competitors are gaining the most reach and positive reactions.

 

Bonus: additional useful recommendations

We won't leave you without a bonus – here are more tips for making effective video creatives!

 

• Maintain uniqueness. Strive for your videos to be unique, not looking like the majority. For example, for video creatives on Facebook, it's advisable to search for source materials on other platforms rather than directly on FB. Be especially careful with watermarks: there shouldn't be any.
• Conduct A/B tests. The best combination can be determined through testing. For one audience segment something different may work well, such as male voices converting better for some, while female voices work better for others.
• Capture attention within the first 3-4 seconds. This is the average time it takes for a person to decide if a video is boring or not, and whether he or she will continue watching. It's crucial to make the initial frames as unique and intriguing as possible.
• Study your audience and traffic source. For instance, video creatives work well on TikTok or Instagram*, where people are accustomed to watching videos. 

 

Conclusion 

With well-made video creatives, you can significantly boost conversions when promoting nutra offers. A good video can establish a strong emotional connection with the audience and provide detailed information about the product. We hope our recommendations will help you create your very first high-converting video creative effortlessly!

 

Best of luck with your campaigns, high ROI, and substantial profits!