Marketing Video Workflow
Marketing videos have different requirements than content creation: they're shorter, more focused, and need to drive specific actions. Let's walk through a complete workflow for creating effective marketing videos with AI.
Marketing Video Types
Common Marketing Video Formats
| Type | Length | Purpose | CTA |
|---|---|---|---|
| Product demo | 60-120s | Show features | Try/Buy |
| Explainer | 60-90s | Explain value | Learn more |
| Testimonial | 30-60s | Build trust | Get started |
| Social ad | 15-30s | Drive action | Click/Buy |
| Brand story | 90-180s | Build awareness | Follow/Subscribe |
Key Differences from Content Videos
- Shorter attention window: Get to the point faster
- Clearer CTA: Specific action desired
- Higher production value expected: Represents the brand
- Often paid distribution: Every view costs money
- Measurable outcomes: Conversion, not just views
The Marketing Video Workflow
Phase 1: Strategy and Brief
Before creating anything, clarify:
Objectives:
- Awareness (top of funnel)
- Consideration (middle)
- Conversion (bottom)
Target audience:
- Who are they?
- What problem do they have?
- Where will they see this video?
Key message:
- One main point
- What should they remember?
- What action should they take?
Create brief with AI:
Prompt: Create a creative brief for a marketing video.
Product: [your product]
Target audience: [description]
Objective: [awareness/consideration/conversion]
Key message: [main point]
CTA: [desired action]
Platform: [where it will run]
Length: [duration]
Phase 2: Script Development
Generate multiple angles:
Prompt: Write 3 different script approaches for a
60-second marketing video promoting [product] to
[audience]. Approaches:
1. Problem-solution focused
2. Benefit/outcome focused
3. Social proof focused
Each script should:
- Hook in first 5 seconds
- Build to CTA
- Match [brand voice]
Select and refine:
- Choose strongest approach
- Adapt to your brand voice
- Simplify (every word counts)
- Read aloud, time it
Phase 3: Storyboarding
Create visual plan:
Prompt: Create a shot-by-shot storyboard for this
marketing video script. For each shot describe:
- What's on screen (visual)
- Duration (in seconds)
- Text overlay (if any)
- How it can be created (avatar, stock, AI-generated)
Script: [paste script]
Example storyboard format:
| Shot | Duration | Visual | Audio | Source |
|---|---|---|---|---|
| 1 | 3s | Person frustrated at computer | "Tired of..." | Avatar |
| 2 | 5s | Product demo animation | "Introducing..." | Screen record |
| 3 | 8s | Feature showcase | "With [product]..." | AI B-roll |
| 4 | 5s | Happy customer result | "Our customers..." | Stock + text |
| 5 | 4s | CTA screen | "Try free today" | Designed |
Phase 4: Asset Creation
Avatar/Presenter footage:
In HeyGen:
- Choose professional avatar
- Enter script sections
- Generate clips
- Download high resolution
Screen recordings:
For product demos:
- Plan the flow
- Record clean interface actions
- Keep movements smooth
- Trim tight
AI-generated visuals:
For B-roll and illustrations:
Runway prompt: Modern professional reviewing positive
business metrics on screen, office setting,
optimistic atmosphere, clean composition
Runway prompt: Abstract visualization of productivity
improvement, upward motion, blue and green tones,
corporate feel, smooth animation
Graphics and text:
In Canva:
- Create text cards matching brand
- Design end screen with CTA
- Create lower thirds
- Export as PNG/video
Phase 5: Editing and Assembly
Structure the edit:
Hook (0-5s): Attention grabber
Problem (5-15s): Relate to their pain
Solution (15-35s): Introduce product
Benefits (35-50s): Show value
CTA (50-60s): Tell them what to do
Assembly in CapCut/Premiere:
- Lay down the backbone (avatar/voice)
- Add product footage
- Insert B-roll
- Add graphics and text
- Include transitions
Pacing for marketing:
- Cut faster than educational content
- Motion keeps attention
- Every second should add value
Phase 6: Audio Production
Voice/narration:
Options:
- Professional voiceover (ElevenLabs)
- Avatar voice (HeyGen/Synthesia)
- Your own voice
Music:
Suno prompt: Upbeat corporate music, modern and positive,
suitable for product marketing video, energetic but
not overwhelming, professional quality, no vocals
Mix levels:
- Voice: Primary
- Music: Supporting, ducked under voice
- Sound effects: Accent key moments
Phase 7: Optimization
For different platforms:
| Platform | Ratio | Duration | Notes |
|---|---|---|---|
| YouTube Ad | 16:9 | 15-30s | Skip button at 5s |
| Facebook/Instagram | 1:1 or 4:5 | 15-60s | Sound off default |
| 16:9 or 1:1 | 30-90s | Professional tone | |
| TikTok | 9:16 | 15-60s | Native, not ad-like |
Create platform versions:
- Edit master version
- Reframe for each ratio
- Adjust pacing as needed
- Add platform-specific captions
Phase 8: Testing and Iteration
Create variations:
A/B test elements:
- Different hooks
- Various CTAs
- Alternative thumbnails
- Different lengths
Generate variants:
Prompt: Write 3 alternative hooks for this marketing
video that take different approaches:
1. Question hook
2. Statistic hook
3. Controversy hook
Original hook: [current hook]
Measure and iterate:
- View-through rate
- Click-through rate
- Conversion rate
- Cost per action
Quick Marketing Video Templates
The Problem-Solution (60s)
[0-5s] HOOK: Striking problem statement
[5-15s] PROBLEM: Expand on pain point
[15-25s] SOLUTION: Introduce product
[25-45s] DEMO: Show how it works
[45-55s] BENEFIT: Show result/outcome
[55-60s] CTA: Clear next step
The Testimonial Style (45s)
[0-5s] HOOK: "I was struggling with..."
[5-20s] STORY: The challenge they faced
[20-35s] TRANSFORMATION: How product helped
[35-40s] RESULT: Specific outcome
[40-45s] CTA: "Try it yourself"
The Feature Highlight (30s)
[0-5s] HOOK: Key benefit statement
[5-20s] DEMO: Show the feature in action
[20-25s] VALUE: What this means for user
[25-30s] CTA: Next step
The Social Proof (30s)
[0-5s] HOOK: Impressive stat or result
[5-15s] EVIDENCE: Multiple customer results
[15-25s] CREDIBILITY: Why it works
[25-30s] CTA: Join them
AI Tools Summary for Marketing
| Phase | Tool | Purpose |
|---|---|---|
| Brief | ChatGPT | Strategy clarity |
| Script | Claude | Copy variations |
| Storyboard | ChatGPT | Visual planning |
| Avatar | HeyGen | Presenter footage |
| B-roll | Runway | Custom footage |
| Graphics | Canva | Brand assets |
| Edit | CapCut | Assembly |
| Music | Suno | Background audio |
| Voice | ElevenLabs | Professional VO |
| Variations | Claude | A/B test versions |
Budget Considerations
Low Budget (~$50/month)
- HeyGen free tier + CapCut free
- Limited generations, creative workarounds
- Good for testing, learning
Medium Budget (~$150/month)
- HeyGen Creator + CapCut Pro
- Runway for B-roll
- Suno for music
- Can produce 4-8 videos/month
Professional Budget (~$300+/month)
- Full access to premium tools
- Custom avatars
- High volume production
- Team collaboration features
Key Takeaway
Marketing videos demand clarity and efficiency—every second counts, and the CTA must be compelling. AI tools accelerate every phase: scripting variations, avatar creation, B-roll generation, and platform optimization. Build templates for common formats, always test multiple versions, and let data guide iteration. In the final lesson, you'll create your own AI video from concept to completion.