Design a video ad strategy
1. Set goals for your campaign that are specific and decide how they will be tracked.
For example if the goal is to gain a certain number of conversions, you need a way to link signups to the campaign through a tracking URL or a discount code.
2. Define your target audience based on your buyer personas.
Review your buyer personas and identify which ones will be the focus of your campaign. For example, you might choose to focus on your young musicians demographic for this campaign. Based on your previous persona research, choose the platforms where you will be running your ad campaign. For example, you might have found that your target young musicians were particularly active on Instagram and TikTok.
3. Research the type of video ads your competitors are creating and which platforms they are sharing them on.
For example, one competitor could be particularly active on LinkedIn, where they share short how-to videos. Ask yourself if this is an approach worth emulating or whether a polar opposite direction is a better idea.
4. Brainstorm with your team ways in which you can differentiate yourself from your competitors’ video ads in terms of style or messaging.
Develop 2-3 key marketing messages for your campaign. For example, if you sell sponges and your competitors have focused on the family angle with an earnest message, you could develop a humorous angle in the workplace.
5. Outline the videos required for the campaign, including whether different versions are required for each platform.
Use the key marketing messages developed in the previous step as your starting point: break it down into different video concepts. For example, 3 videos about kitchen fails in the office, focusing on the fridge, the microwave, and mug stains, with your sponge product as the solution. Decide how these will be put across on different platforms. For example, you could want to professionally produce 1-3 videos for Instagram and Facebook, and then have a shorter and more informal take on these to suit Instagram Reels or TikTok.
6. Decide on a format for each video, including the overall style, the size of your video, the length, the captions, and the sound.
7. Based on your video ad plans, make a list of the software and skills required, including whether you need to outsource to another company for specialist work.
For example, you could be outsourcing to an animation agency. Finalize your budget plan according to your resources requirements.