Advertising video: how to plan it step by step

You have invested time in preparing visuals, filming footage and editing a video, but when you watch it, an uncomfortable question arises: does it really explain why someone should get in touch, request information or make a purchase? An advertising video is not achieved through attractive editing alone. It needs a specific objective, a prioritised message and a review to confirm that the piece enables people to take action.

This guide shows you how to prepare an advertising video step by step. By the end, you will be able to decide what it should communicate, what resources you need, who should approve it and when it is ready to publish.

Expected outcome

The result does not have to be a long video or a complex production. It should be a piece that someone can understand without context: what you offer, who it may be relevant to and what the next step is.

Before you begin, write a working statement:

We want [type of person] to understand [offer or problem you solve] and take [specific action].

For example, in a hypothetical case, a maintenance company might want property managers to understand what types of incidents it handles and request an assessment. This statement is not the final script, but it prevents the video from accumulating messages without direction.

Step 1: define the objective

Objective: decide what change the video should bring about in the person watching it.

Action: choose one primary action. It could be visiting a page, requesting information, booking an appointment, learning about a service or remembering a specific proposition. Avoid asking for several actions with equal importance: if the viewer must understand, compare, follow social media and get in touch at the same time, the message becomes diluted.

Then specify three points:

• Audience: who will watch the video and in what situation.
• Problem or interest: what question, need or barrier that person has.
• Next action: what they should do after watching it.

Objectives such as “gain visibility” or “build image” are not enough. You can use them as a general intention, but you need to translate them into an observable action. For example: “explain the installation service so that people arriving on the page know what information they need to provide when requesting information.”

Check: show the working statement to someone not involved in the preparation. If they can repeat who the video is for, what it offers and what action it proposes, the objective is sufficiently defined to move forward.

Step 2: limit the scope

Objective: decide what should be included in the first piece and what is better left out.

Action: separate the content into four groups:

• Essential: the problem, the proposition, visual proof or a useful explanation, and the final action.
• Desirable: testimonials, multiple locations, additional demonstrations, versions for different channels or specific animations.
• Future: new pieces for other audiences, seasonal campaigns or detailed explanations of each service.
• Out of scope: any element that does not contribute to the current objective.

Also define where it will be published before finalising the script. A video intended for a service page may allow for a more measured explanation. A piece intended for an ad or a short post needs to reach the essential message sooner. This is not about applying a fixed duration, but about adapting the content to the context in which it will be viewed.

Include the deliverables you genuinely need in the scope: the main video, format versions, subtitles, thumbnail, on-screen text, music or voice-over. If any of these have not been decided, leave them as pending rather than assuming them.

Check: review each scene or resource with a simple question: “If we remove it, would the viewer still understand the proposition and the action?” If the answer is yes, it is probably desirable or future, rather than essential.

Step 3: gather information and assign responsibilities

Objective: prevent delays, inaccurate messaging and late approvals.

Action: prepare an information base before filming or editing. At a minimum, gather:

• the exact name of the offer or service;
• the benefits you can explain accurately;
• relevant terms, limits or requirements;
• the contact details or page the video should direct viewers to;
• the available resources: images, recordings, logo, text, premises, products or people who will appear;
• the permissions required to use images, music, voices or spaces.

Also assign one person responsible for each decision. It is useful to identify who provides the commercial information, who reviews the accuracy of the message, who can authorise the use of resources and who gives final approval. When these roles are unclear, changes often appear once the material is already well advanced.

If the video includes claims about timeframes, prices, terms, results or comparisons, validate their wording with the person who can confirm them. An appealing visual asset does not correct an ambiguous promise or outdated information.

Check: you should be able to answer these four questions without having to look anything up: what can be said, what can be shown, who approves it and where the audience should be directed.

Step 4: turn the objective into an audiovisual solution

Objective: organise the message so the video can be understood, even when viewed without sound.

Action: structure the piece in a simple sequence:

1. Opening: introduce a recognisable situation, a need or a direct proposition.
2. Explanation: show how the problem is addressed or what the offer includes.
3. Trust-building element: provide a demonstration, a visible process, a service detail or a relevant clarification. Do not add claims you cannot verify.
4. Closing: state one single action and where to take it.

Write the script first in direct language. Every sentence should serve a purpose: capture attention, explain, address an objection or guide action. If a sentence merely sounds good but adds no information, remove it.

Then create a visual script: next to each idea, note which image, shot, on-screen text or demonstration makes it understandable. On-screen text should not repeat the entire voice-over; it can reinforce the main message and help people watching without audio.

A hypothetical example: to explain a technical service, rather than opening with a lengthy company introduction, the video could begin by showing a problem the customer recognises, briefly explain the service and end by indicating how to describe the incident or request information. The visual solution depends on the offer and the channel, so it is worth reviewing before production.

Check: look at the visual script without reading the voice-over. If the main idea is not clear, you need to adjust the images, on-screen text or sequence order.

Step 5: validate before publishing

Objective: confirm that the video respects the objective, the approved information and the publishing context.

Action: carry out a final review on two levels. First, review the content:

• Does the audience recognise within a few seconds that the video may be relevant to them?
• Is the proposition explained in specific terms?
• Is there one clear final action?
• Are the details, names, terms and visual elements correct?
• Have sensitive claims been validated by the appropriate person?

Then review the execution in the intended channel. Check that text can be read on a small screen, subtitles do not obscure relevant information, the format does not crop important elements and the call-to-action destination is correct. It is also worth checking that the thumbnail and opening frame do not contradict the video’s message.

Human validation remains necessary: the person who knows the offer must confirm that the piece represents the company and does not oversimplify to the point of altering what matters.

Check: publish only when you can link every relevant part of the video to the initial objective, the approved information and a person responsible for reviewing it.

Execution mistakes to avoid

• Starting with the visual effect rather than the message. A transition or music can support the idea, but neither replaces an explanation of the offer.
• Trying to tell the whole company story in one piece. An advertising video must prioritise. Details can live on a page, in a second piece or in a follow-up conversation.
• Using generic phrases. Expressions such as “quality”, “comprehensive solutions” or “personalised service” need a specific explanation to have value.
• Leaving the call to action until the last moment. The action you propose shapes the script, the text and the destination that needs to be prepared.
• Assuming permissions and approvals are resolved. Confirm in advance which people, spaces, images, music and information you can use.
• Reviewing only on a computer. If the audience will mainly view the piece on a mobile device, the text, framing and subtitles must be checked in that context.

A well-planned advertising video does not need to include everything: it needs to guide a specific decision with understandable information. If you already have a clear offer but are unsure about the approach, the script or the pieces you need, you can tell AVSISTEC about your advertising content project to assess which format fits your objective.