You’ve seen the clips while browsing Facebook, you’ve seen them on Youtube. Sometimes people sell based solely on the high quality and message of the videos. How can YOU create videos that sell for your Shopify dropshipping business?
I. Creating Shopify video ads from cropping and merging other videos
We’re going to insert different types and formats of successful video ads in this article for you to get inspired. Play them all and notice the different formats used and how their creators are reaching to a particular audience.
1. The importance of Video Ads – especially GREAT video ads, in terms of money
- a) You can get lower CPMS (Cost per 1000 Impressions);
- b) You can get a higher reach if you have great video ads. The reason behind this is that Facebook or YouTube or Instagram always want to promote great quality content, while the lower quality ones get pushed behind; make sure to get great engagement, view time and interactions;
- c) Good quality score – “Quality Score” is a feature added by Facebook in 2019 which determines Ad cost and placement. The better the quality score, the better CPM you’re going to get.
- d) A lower CPC.
How you can achieve these is quite easy to understand. Having a good watch time – people should watch your ad until the end of it if possible. A good engagement is also very important and a very high CTR (Click Through Rate).
If you can achieve these three things with your video ad you’re going to get really good results in terms ROI.
According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands … more than any other type of content.
According to Gary Stevens, head of research at HostingCanada.org, “retargeting our website visitors on social media has led to a 47% increase in visitor value site-wide.” The granularity of video analytics on platforms like Facebook is one reason why, in 2018, 93% of businesses reported getting a new customer on social media thanks to video.
2. Tools you’re going to need in order to create a great dropshipping video ad
- Youtube video downloader
- Facebook video downloader
- Aliexpress Image downloader
- Video editing software
- Thumbnail maker
For Windows you can use Animoto (cheap), Adobe Premiere or even Windows Movie Maker (free, comes with Windows operating system).
For Macintosh you can use iMovie (free, very professional tool), Animoto (cheap) or Final Cut Pro.
With Animoto’s cheapest plan you can export movies at a maximum of 720 p, while with iMovie for example you can export them at a higher resolution, up to 4K.
3. Finding (legit) materials for your videos
There are several sources where you can take free, usable materials, for your final product video.
Firstly, there are, of course, the Aliexpress supplier videos.
Secondly, you can ask the seller/manufacturer for supplementary video, even if it costs you it may be a great deal on the long run. There are also some fulfillment companies that are shooting professional videos (and photos) of your products. Check out this EcomPedia article on some of the best fulfillment companies out there, in 2020.
Thirdly, there are tons of Stockphotos videos on the Internet you may use – either a paid subscription, like Shutterstock or Envato, or free ones, like Pexels or
Pixabay. Please read carefully the terms of the agreement and make sure that is’t ok to use these videos for commercial purposes. It may be necessary to give credit to the creators of the videos, in order to comply with the international copyright laws.
DO NOT use videos from your competitors or snippets of already uploaded ones on YouTube without the creators’ consent, as they may be copyrighted.
You should also read this article on the best websites you can find free video resources for your ad.
You can also order the product for yourself (best practice) and shoot some unique content. This can be done when scaling, but when you’re a beginner in dropshipping and Shopify, in general, as the best way to learn is by practicing. A lot. But we’ll talk about this in the II chapter – making a Shopify video ad by yourself.
In order to merge the clips for a final one, you should use as many as you feel comfortable with, but no less than three. If there are less than three clips, you might as well use one of them and that’s it – no originality, fewer interactions, much more expensive and less successful.
You can use all these tools to create a good looking video ad through merging and editing. We’re providing you with some great content on how to use the tools already mentioned; read below for some more great tips on creating your short but persuasive video ad.
II. Creating an eCommerce video ad by yourself (plus a few friends)
4. How to structure your (future) eCommerce video ad
Make sure that the FIRST 5 seconds of the video is super catchy, as original as possible, so that people will be curious about it and not press the dreaded “skip” button on Youtube, or just scroll down, bored, on Facebook, searching for some cats or ladies sunbathing.
The length of the video, depending on the product you’re advertising, shouldn’t exceed 50 seconds. For example, most of the video gaming ads you keep seeing on Facebook, Instagram or YouTube do not exceed 30 seconds, while most of them are between 11 to 20 seconds long.
Take care NOT to use too much text per video, as Facebook says you should be using a maximum of 20% text per image of the video, otherwise it will reduce your reach. You can use this tool to check out if your ratio of text per image complies.
Another tip is to tell your company name in the first 5 seconds of your video so that even if it is skipped, the person hears it at least once. It is not mandatory though, as there are, as you’ll see below, great video concepts without the name of the business spelled out until the end.
To create an effective video marketing campaign, you need to understand who you are targeting with your video. Unlike some types of online advertising, video ads are often targeted to fairly large groups of people, but it’s still important to know who your ad is specifically intended for.
Unfortunately, many advertisers/ad creators say, “I want an ad that will appeal to everyone in my target market.” That may be true, but your ad needs to be selective. Targeting everyone is lazy and a waste of money.
5. Concept and video ideas
The very first step is deciding what kind of video advertisement you want to create. What do you want the people who see your video to think, feel or do? And why should they believe you? To simplify, we usually suggest one of these two broad types of videos:
- Business overview: Introduce people to what your business does, makes or sells. Talk about what makes you unique and how people can find you.
- Showcase of your product or service: Talk about the details of a specific product or service you offer. What are the benefits to those who use it, and what sets it apart?
You can get inspiration from other companies or do something.
Once you have the idea for your promo video, start thinking about exactly how you’ll tell your story. This could include:
- What you want to say and when
- Who will be in your video
- What shots you want to get
- What props you’ll need
Then, the best thing to do is to start writing or sketching out your ideas.
It’s tempting to jump right in front of the camera and start talking, but it really helps to plan out what you want to say.
As you write the script for your promo video, read it aloud to yourself or to another person to make sure the language sounds natural, your key messages are clear and your video is about the right length for your choice of format.
What type of video ads can you create? What tone of voice? Great scripts make people FEEL something and they are centered on their emotions. Take for example this quite famous IKEA commercial. 90% of it tells you that you have to feel sad for the poor old lamp that was replaced with a brand new one and then, in the end, a guy tells you you’re quite crazy to fell this way – it’s just a lamp! And the new one is much better! Humour goes a long way and makes you feel stupid for feeling attached to old stuff instead of wanting new and better IKEA lamps.
Get people to DO something, tell them quite clearly what is the next step they should take.
Ever watch a video ad and think, “Cool, but now what?” You could spend $100,000 creating a viral ad that gets millions of views, but if your audience doesn’t know what to do at the end of your ad, you just paid for an expensive way to confuse all those viewers. Be clear and concise, and make sure your call to action is at the end of the ad, so that the viewer will remember what to do.
You want your audience to know specifically what they should do and how they can do it right after watching your ad.
6. The casting for your video ad
You’re not selling a product, you’re selling a story, and you’re selling it to other humans like yourself. Unless it’s an extraordinary unique item, you want at least a person in the video – either telling a story or interacting with the product.
For a business overview, people will want to meet YOU, the owner of the store/product. It really increases credibility and thus sales.
For a product introduction, find “the hero” of the story. Take in consideration having a voice-over, that “radio guy” who narrates while the video plays.
Video language should be relaxed, clear, and conversational. Avoid using complex sentence structures and eloquent clauses. Instead, connect with your audience by writing in first person and using visual language. Keep the language concise, but avoid jargon and buzzwords. Keep in mind that a 350-word script equates to a video that is nearly 2 minutes long!
7. Choosing a video camera
Nowadays you can easily film your entire ad using your smartphone. You need a tripod though, makes sure you have all notifications turned off so that you are not interrupted on THAT perfect take.
Move close enough to the subject so that you don’t use the zoom feature, even if it is optical.
Your iPhone might do a great job of focusing on the subject when you take photos, but when it comes to video the camera will continue adjusting and re-adjusting as you move around the scene. To solve this problem, lock the exposure before you press record. Hold your finger down on the subject of the video until a yellow box appears with the words “AE/AF Lock”.
Using a professional camera or a DSLR may be the best choice. The main downside is that the pro ones are much more expensive (than the phone you already own) and that they are more complex to use, so a steeper learning curve if you’re not already familiar and comfortable in shooting videos.
If you choose a DSLR, there are a few settings you need to understand before your first shoot: frame rate, shutter speed, ISO, aperture, and color balance. Definitely keep your camera nearby as you read — manual settings can seem quite abstract without testing them for yourself.
8. Audio Equipment
If you’ve begun testing out your camera’s video capabilities, you’ve probably noticed that it has an internal microphone to record audio … don’t use it.
If you set up your camera at a reasonable distance from your subject, you’ll quickly learn that the internal microphone isn’t powerful enough to adequately record audio. Instead, you should begin investing in a few pieces of quality sound equipment.
When you’re shooting with your iPhone, there are a ton of microphone options that are all easy to use and decently cheap. For example, the Movo MA200 Omni-Directional iPhone microphone will give you a plug-and-play solution for capturing audio on the fly.
Opinions vary greatly among sound engineers on the best method and equipment for recording audio with a DSLR. You’ve likely seen many videos that use a lavalier microphone — the small piece that clips below the collar of the talent’s shirt. Lavaliers come in both wired and wireless options. However, lavaliers can be a bit obtrusive both for the talent (who has to have a wire threaded down his or her shirt) and for the viewer (who has to see a microphone for the whole video).
Instead, if you know you’re recording in a controlled environment (like a conference room in your office) we suggest recording with a shotgun mic. They’re reliable, remain out of the shot, and record background noise in a natural sounding way.
To create a shotgun mic setup in your office studio, you’ll need a shotgun mic like the Sennheiser ME66, a shotgun clip, light stand, XLR cable, and Zoom H4N recorder. The Zoom recorder will allow you to record audio separately on an SD card and adjust the gain for the environment you’re shooting in.
If you’re on budget, you can use either a lavalier mic from Rode ($75 + an app) to record from your phone (if budgets are super tight) or you can get a Tascam DR-40 digital recorder for under $150. Remember, what you need will depend on the kind of video you’re doing.
9. Filming your ad
Filmmakers teach a valuable lesson: shoot for the edit. By remembering that the footage you record will be edited later, perhaps by yourself, you can make smarter decisions and save countless hours in the editing room.
The first step in adopting a shoot-for-the-edit mindset is remembering to leave a buffer at the beginning and the end of each clip. There are called handles and can save editors from the headache of cutting too close to an important shot.
To mask jump cuts, you can also shoot with two cameras, especially if you’re recording an interview without a script. Camera A would be the traditional, straight-on shot. Camera B should be angled 30 to 45-degrees to the side and capture a distinctly different shot. The editor could then flip between these two views to make the cut appear natural.
Finally, mark your good clips. Even if you’re recording a scripted video, you might have to record each section 10 or more times. Once your subject nails the take, wave your hand in front of the lens. That way, the editor can scrub directly to this visual cue and save time on footage review.
If you used a phone or a video camera, you can use an editing tool like the ones mentioned at number 2 of this article or even YouTube Video Editor to finalise your project.
With your video-editing software, simply follow these steps:
- Select the sections of video you want to keep (and archive the rest);
- If you’re using voice-over, upload and integrate audio into your editing program;
- Add titles, including your business name, any key messages and what you want your potential customer to do next.
TIP: It’s very important that your video clearly communicates what you want people to do, whether it’s to visit your website, call your business or something else entirely. Call-to-action overlays are an effective way to clearly communicate that next step.
Before you start filming, set a music budget, and research your local copyright laws. Copyright law can be very difficult to decipher, especially when you’re dealing with digital content. Bottom line: Most music isn’t free. If you use another artist’s music without permission or proper licensing, you risk video removal and legal action. In order to avoid copyright infringement, you’ll need to find royalty-free tunes or pay a composer to create an original score. Royalty-free songs aren’t free to use; they’re quality songs available for a single flat fee. This means you don’t have to worry about paying additional licensing fees or royalties in the future. YouTube, Pond5, and PremiumBeat are all great sites to find royalty-free music.
Try to choose simple songs that are easy to loop. If you’re looking for an instrumental song, be sure to find something that was recorded with real instruments. Songs made with digital samples can make your video feel unprofessional and out of date.
Here are the basic things you need to have on your shot list, aka a list of everything you need to get your shooting done, from the order you’ll be filming to any notes you might have.
- Scene and shot number—shows the order of the video.
- Location—lets you know where you will do your shooting.
- Shot description—tells what will be happening on camera.
- Framing—helps you know what sort of lens you’ll need on the camera.
- Action—accounts for any action required that isn’t shown in the shot description.
- Dialogue—gives cues for wherein the script the shot starts and ends
- Actors—tells you which actors you will need there for the shot.
- Props—gives you a list of any items you might need for the shot.
- Notes—gives you space to add in anything important that you want to be part of the shot (whether you want this to be particularly dramatic, quirky, dark, whatever).
III. Outsourcing the video creation to a third party
If you find it too difficult and time-consuming to create your own product videos, or you lack the necessary equipment or actors, you can always hire a team or a professional to make the videos for you.
And here comes Fiverr, the professional marketplace where you can get offers from sellers for your video ad.
So let’s say you’re trying to market a product targeted towards a feminine audience. Go in Fiverr, type “female model” and you’ll find hundreds of ladies who are willing to help you in creating your video ad. Of course, look at their ratings and previous work. Most of them are stating that are doing only HD photos, but you can always message them and ask them to shoot a video based on the product from Aliexpress – most will be ok in doing so for, of course, a steeper price.
You can find in the same way “baby models” or “men models” or whatever you’re niche requires in order to create an appealing video ad.
On Fiverr, you can also find editing professionals or even “amazon product video” – professionals who will create very good A to Z video ads.
Check the video below in order to find out how the “Fiverrs” work and a video ad demonstration.
You can, of course, hire a professional agency to create your video ads, but unless your sales are through the roof the prices can be a little bit prohibitive.
Even if you may feel a little bit overwhelmed right now, worry not! With patience and some hard work, you will be able to create a very good video ad for your dropshipping or eCommerce company.
With 71% of consumers watching more video online than they were a year ago, brands can no longer ignore their growing popularity. Thankfully, creating great content has never been easier!