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How to Create an Amazing Video Ad Without Breaking the Bank



October 20, 2020 7 min read

Opinions expressed by Entrepreneur contributors are their own.

As we all spend more time glued to our phones and computers, is becoming an even more important medium for advertisers to reach consumers. More than half of consumers globally cited video as the type of content that they want to see from the brands and businesses they support.

That’s great news for brands, because creating a compelling video ad is accessible to even the smallest, scrappiest startups.

I know what you’re thinking. Who am I — the head of an agency that once rolled two cars off a cliff for a FiberFix ad — to talk about making an ad on the cheap? The truth is, it’s not about how much money you spend, it’s about doing the important work up front to ensure you use your marketing dollars in the most efficient way possible.

Although having a sizable production budget can make it easier to create powerful video advertisements, it’s also possible to create compelling, shareable videos that get your message across — and get tangible results — without spending a fortune. Bonus: Working with a tight budget can actually help you get more creative. We believe so much in that idea, that we offer one-on-one coaching teaching entrepreneurs to do just that. 

Here’s what we tell them:

The foundation

No matter how much you spend, the key to a successful video is a good script. You can’t have a good ad with a bad script. And a great script starts with an attention-grabbing hook. A hook is the start of your video that captures attention, sets the scene for your ad and makes people want to keep watching. You want something that clearly explains the problem that your product solves. If your product solves more than one problem—pick one, then stick to that problem. The clearer and more simple your message, the better. 

Most products or services solve a number of problems, so if you can only pick one, what should you pick? To answer that question, spend time on research. Dive into your competitors, your current and past customers, ask prospective customers, look at reviews, gather all the data you can to find out which problem matters most to your audience. Take to the streets if you must. Don’t guess. If you get it wrong, it could you the entire campaign.

Related: 7 Secrets for a Successful Video Marketing Strategy

Keep the script short and as focused as possible (longer scripts cost more to produce). If you can’t afford professional writers, be sure to test the script on a few friends or coworkers, especially those you know will provide honest feedback, to see if it resonates with them. 

Make sure that the hook (and the rest of the video) uses subtitles. One way to verify the importance of subtitles is to watch your video on mute,and make sure it’s engaging and easy to follow all the way through. Remember that around 80 percent of videos auto play on muted, so you’ll need to grab the scroller’s attention without sound. End with a call-to-action that directs viewers to your product or service’s landing page.

Spend some time “ad hacking” your competitors by searching ’s ad library to see which ads they’ve used successfully. How will you know? The longer an ad runs, the more likely that it’s performing well for the company.

Where to cut expenses

The easiest way to minimize the overall cost of your shoot is to do it all in one location. Time is money, and the shorter your shoot, the better. Keeping your shoot down to one location cuts down on rental fees and the number of hours or days that you need to pay people to help or for hired talent. A successful one-day shoot requires two things: upfront planning (using a simple shot list), so that you make efficient use of your time, and a solid, short script (see the basics above). 

You can also save by skipping expensive camera equipment rentals. The camera on the newest smartphones is completely sufficient to shoot a video, with the help of some relatively inexpensive apps.  

Related: 5 Low-Cost Ways to Get Started with Video Marketing 

Ideally, you’ll use simple studio lights to create “three-point lighting“ (search for some quick tutorials), which is one of the least expensive and most effective ways to create a professional-looking video. If you don’t have the budget to buy or rent professional lighting equipment, a great cheap hack is to film in a room with large, open northern-facing windows. The ambient light from the sun will filter in and bounce off the walls for an effect that’s less harsh than direct sunlight.

Where to invest

Strategically spending on a few key areas (namely good quality audio and talent) will leave you with a finished product that feels far more expensive than it really is. Poor quality audio can give a video an unprofessional feel and make editing more difficult, so it’s worth making this investment before you start shooting. For example, you can buy a somewhat inexpensive lavaliere microphone (less than $50 for a decent model), which will make your audio sound worlds better than your internal camera mic. 

Depending on your level of experience it may also be worth spending the money to pay for an actor and a camera person. Although it might be tempting to have your CEO or other executive serve as your spokesperson, the polished delivery of a professional, trained actor can enhance your message and will almost certainly better connect with your  viewers. Trim the cost by being efficient in your shooting, so that the actor only has to be on set (and paid) for a few hours. Then you can shoot B-roll and other shots after they’ve left.

Although you don’t have to use a professional camera person, having someone who knows what they’re doing can give you way more options when it comes to editing. If you’re not comfortable or experienced behind the camera, paying a few hundred dollars to a film student for the day will make your job much easier.

Finally, you’ll want to spend time and money to run test ad campaigns on your paid social platform of choice (like Facebook or YouTube) before you do your final launch. By testing the performance of each element — the hook, headline, body copy, the call-to-action and the thumbnail — you’ll know the combination that will get you the best results. Then, you can build campaigns to run your ads with larger budgets and with confidence that you’re spending on the messaging and creative that will deliver the best results.

Everyone — even large, well-funded companies and agencies — wishes they had larger budgets to work with. But by investing in a few key areas and cutting back on others, you should be able to stretch your budget further than you originally thought. We’ve seen over and over again that the right video can change your and take your from obscurity to a household name. There’s no reason that the size of your budget, whatever it is, should hold you back from launching a quality video advertising campaign that produces a positive return on your investment.


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The Trump campaign celebrated a growth record that Democrats downplayed.



The White House celebrated economic growth numbers for the third quarter released on Thursday, even as Joseph R. Biden Jr.’s presidential campaign sought to throw cold water on the report — the last major data release leading up to the Nov. 3 election — and warned that the economic recovery was losing steam.

The economy grew at a record pace last quarter, but the upswing was a partial bounce-back after an enormous decline and left the economy smaller than it was before the pandemic. The White House took no notice of those glum caveats.

“This record economic growth is absolute validation of President Trump’s policies, which create jobs and opportunities for Americans in every corner of the country,” Mr. Trump’s re-election campaign said in a statement, highlighting a rebound of 33.1 percent at an annualized rate. Mr. Trump heralded the data on Twitter, posting that he was “so glad” that the number had come out before Election Day.

The annualized rate that the White House emphasized extrapolates growth numbers as if the current pace held up for a year, and risks overstating big swings. Because the economy’s growth has been so volatile amid the pandemic, economists have urged focusing on quarterly numbers.

Those showed a 7.4 percent gain in the third quarter. That rebound, by far the biggest since reliable statistics began after World War II, still leaves the economy short of its pre-pandemic levels. The pace of recovery has also slowed, and now coronavirus cases are rising again across much of the United States, raising the prospect of further pullback.

“The recovery is stalling out, thanks to Trump’s refusal to have a serious plan to deal with Covid or to pass a new economic relief plan for workers, small businesses and communities,” Mr. Biden’s campaign said in a release ahead of Thursday’s report. The rebound was widely expected, and the campaign characterized it as “a partial return from a catastrophic hit.”

Economists have warned that the recovery could face serious roadblocks ahead. Temporary measures meant to shore up households and businesses — including unemployment insurance supplements and forgivable loans — have run dry. Swaths of the service sector remain shut down as the virus continues to spread, and job losses that were temporary are increasingly turning permanent.

“With coronavirus infections hitting a record high in recent days and any additional fiscal stimulus unlikely to arrive until, at the earliest, the start of next year, further progress will be much slower,” Paul Ashworth, chief United States economist at Capital Economics, wrote in a note following the report.


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Black and Hispanic workers, especially women, lag in the U.S. economic recovery.



The surge in economic output in the third quarter set a record, but the recovery isn’t reaching everyone.

Economists have long warned that aggregate statistics like gross domestic product can obscure important differences beneath the surface. In the aftermath of the last recession, for example, G.D.P. returned to its previous level in early 2011, even as poverty rates remained high and the unemployment rate for Black Americans was above 15 percent.

Aggregate statistics could be even more misleading during the current crisis. The job losses in the initial months of the pandemic disproportionately struck low-wage service workers, many of them Black and Hispanic women. Service-sector jobs have been slow to return, while school closings are keeping many parents, especially mothers, from returning to work. Nearly half a million Hispanic women have left the labor force over the last three months.

“If we’re thinking that the economy is recovering completely and uniformly, that is simply not the case,” said Michelle Holder, an economist at John Jay College in New York. “This rebound is unevenly distributed along racial and gender lines.”

The G.D.P. report released Thursday doesn’t break down the data by race, sex or income. But other sources make the disparities clear. A pair of studies by researchers at the Urban Institute released this week found that Black and Hispanic adults were more likely to have lost jobs or income since March, and were twice as likely as white adults to experience food insecurity in September.

The financial impact of the pandemic hit many of the families that were least able to afford it, even as white-collar workers were largely spared, said Michael Karpman, an Urban Institute researcher and one of the studies’ authors.

“A lot of people who were already in a precarious position before the pandemic are now in worse shape, whereas people who were better off have generally been faring better financially,” he said.

Federal relief programs, such as expanded unemployment benefits, helped offset the damage for many families in the first months of the pandemic. But those programs have mostly ended, and talks to revive them have stalled in Washington. With virus cases surging in much of the country, Mr. Karpman warned, the economic toll could increase.

“There could be a lot more hardship coming up this winter if there’s not more relief from Congress, with the impact falling disproportionately on Black and Hispanic workers and their families,” he said.


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Ant Challenged Beijing and Prospered. Now It Toes the Line.



As Jack Ma of Alibaba helped turn China into the world’s biggest e-commerce market over the past two decades, he was also vowing to pull off a more audacious transformation.

“If the banks don’t change, we’ll change the banks,” he said in 2008, decrying how hard it was for small businesses in China to borrow from government-run lenders.

“The financial industry needs disrupters,” he told People’s Daily, the official Communist Party newspaper, a few years later. His goal, he said, was to make banks and other state-owned enterprises “feel unwell.”

The scope of Mr. Ma’s success is becoming clearer. The vehicle for his financial-technology ambitions, an Alibaba spinoff called Ant Group, is preparing for the largest initial public offering on record. Ant is set to raise $34 billion by selling its shares to the public in Hong Kong and Shanghai, according to stock exchange documents released on Monday. After the listing, Ant would be worth around $310 billion, much more than many global banks.

The company is going public not as a scrappy upstart, but as a leviathan deeply dependent on the good will of the government Mr. Ma once relished prodding.

More than 730 million people use Ant’s Alipay app every month to pay for lunch, invest their savings and shop on credit. Yet Alipay’s size and importance have made it an inevitable target for China’s regulators, which have already brought its business to heel in certain areas.

These days, Ant talks mostly about creating partnerships with big banks, not disrupting or supplanting them. Several government-owned funds and institutions are Ant shareholders and stand to profit handsomely from the public offering.

The question now is how much higher Ant can fly without provoking the Chinese authorities into clipping its wings further.

Excitable investors see Ant as a buzzy internet innovator. The risk is that it becomes more like a heavily regulated “financial digital utility,” said Fraser Howie, the co-author of “Red Capitalism: The Fragile Financial Foundation of China’s Extraordinary Rise.”

“Utility stocks, as far as I remember, were not the ones to be seen as the most exciting,” Mr. Howie said.

Ant declined to comment, citing the quiet period demanded by regulators before its share sale.

The company has played give-and-take with Beijing for years. As smartphone payments became ubiquitous in China, Ant found itself managing huge piles of money in Alipay users’ virtual wallets. The central bank made it park those funds in special accounts where they would earn minimal interest.

After people piled into an easy-to-use investment fund inside Alipay, the government forced the fund to shed risk and lower returns. Regulators curbed a plan to use Alipay data as the basis for a credit-scoring system akin to Americans’ FICO scores.

China’s Supreme Court this summer capped interest rates for consumer loans, though it was unclear how the ceiling would apply to Ant. The central bank is preparing a new virtual currency that could compete against Alipay and another digital wallet, the messaging app WeChat, as an everyday payment tool.

Ant has learned ways of keeping the authorities on its side. Mr. Ma once boasted at the World Economic Forum in Davos, Switzerland, about never taking money from the Chinese government. Today, funds associated with China’s social security system, its sovereign wealth fund, a state-owned life insurance company and the national postal carrier hold stakes in Ant. The I.P.O. is likely to increase the value of their holdings considerably.

“That’s how the state gets its payoff,” Mr. Howie said. With Ant, he said, “the line between state-owned enterprise and private enterprise is highly, highly blurred.”

China, in less than two generations, went from having a state-planned financial system to being at the global vanguard of internet finance, with trillions of dollars in transactions being made on mobile devices each year. Alipay had a lot to do with it.

Alibaba created the service in the early 2000s to hold payments for online purchases in escrow. Its broader usefulness quickly became clear in a country that mostly missed out on the credit card era. Features were added and users piled in. It became impossible for regulators and banks not to see the app as a threat.

ImageAnt Group’s headquarters in Hangzhou, China.
Credit…Alex Plavevski/EPA, via Shutterstock

A big test came when Ant began making an offer to Alipay users: Park your money in a section of the app called Yu’ebao, which means “leftover treasure,” and we will pay you more than the low rates fixed by the government at banks.

People could invest as much or as little as they wanted, making them feel like they were putting their pocket change to use. Yu’ebao was a hit, becoming one of the world’s largest money market funds.

The banks were terrified. One commentator for a state broadcaster called the fund a “vampire” and a “parasite.”

Still, “all the main regulators remained unanimous in saying that this was a positive thing for the Chinese financial system,” said Martin Chorzempa, a research fellow at the Peterson Institute for International Economics in Washington.

“If you can’t actually reform the banks,” Mr. Chorzempa said, “you can inject more competition.”

But then came worries about shadowy, unregulated corners of finance and the dangers they posed to the wider economy. Today, Chinese regulators are tightening supervision of financial holding companies, Ant included. Beijing has kept close watch on the financial instruments that small lenders create out of their consumer loans and sell to investors. Such securities help Ant fund some of its lending. But they also amplify the blowup if too many of those loans aren’t repaid.

“Those kinds of derivative products are something the government is really concerned about,” said Tian X. Hou, founder of the research firm TH Data Capital. Given Ant’s size, she said, “the government should be concerned.”

The broader worry for China is about growing levels of household debt. Beijing wants to cultivate a consumer economy, but excessive borrowing could eventually weigh on people’s spending power. The names of two of Alipay’s popular credit functions, Huabei and Jiebei, are jaunty invitations to spend and borrow.

Huang Ling, 22, started using Huabei when she was in high school. At the time, she didn’t qualify for a credit card. With Huabei’s help, she bought a drone, a scooter, a laptop and more.

The credit line made her feel rich. It also made her realize that if she actually wanted to be rich, she had to get busy.

“Living beyond my means forced me to work harder,” Ms. Huang said.

First, she opened a clothing shop in her hometown, Nanchang, in southeastern China. Then she started an advertising company in the inland metropolis of Chongqing. When the business needed cash, she borrowed from Jiebei.

Online shopping became a way to soothe daily anxieties, and Ms. Huang sometimes racked up thousands of dollars in Huabei bills, which only made her even more anxious. When the pandemic slammed her business, she started falling behind on her payments. That cast her into a deep depression.

Finally, early this month, with her parents’ help, she paid off her debts and closed her Huabei and Jiebei accounts. She felt “elated,” she said.

China’s recent troubles with freewheeling online loan platforms have put the government under pressure to protect ordinary borrowers.

Ant is helped by the fact that its business lines up with many of the Chinese leadership’s priorities: encouraging entrepreneurship and financial inclusion, and expanding the middle class. This year, the company helped the eastern city of Hangzhou, where it is based, set up an early version of the government’s app-based system for dictating coronavirus quarantines.

Such coziness is bound to raise hackles overseas. In Washington, Chinese tech companies that are seen as close to the government are radioactive.

In January 2017, Eric Jing, then Ant’s chief executive, said the company aimed to be serving two billion users worldwide within a decade. Shortly after, Ant announced that it was acquiring the money transfer company MoneyGram to increase its U.S. footprint. By the following January, the deal was dead, thwarted by data security concerns.

More recently, top officials in the Trump administration have discussed whether to place Ant Group on the so-called entity list, which prohibits foreign companies from purchasing American products. Officials from the State Department have suggested that an interagency committee, which also includes officials from the departments of defense, commerce and energy, review Ant for the potential entity listing, according to three people familiar with the matter.

Ant does not talk much anymore about expanding in the United States.

Ana Swanson contributed reporting.


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