How to Make a Promo Video Using Stock Footage
Invaluable Info for Making a Promo Video
Creating a promo video or an online video ad without hiring a film crew can be done effectively using the right stock footage and dazzling motion graphics. Some might consider the use of stock footage as cheesy but there are some truly cinematic and artistic videos available online to make your spot look truly professional.
Huge companies such as Disney, Fox, BuzzFeed, Microsoft, Lego, Conde Nast and many more utilize this method to create content for TV and online.
Continue reading for valuable resources for making a promo video.
Research Stock Footage that is Relevant
There are many sites that offer stock footage but the higher quality ones I like to use are istockphoto.com, pond5.com, shutterstock.com and artgrid.io. Depending on your business, you can find footage for virtually any topic and write a script accordingly. It all depends on your preferences. For example, I produced a tv commercial for a CBD company called Healist Naturals that required footage of people in distress, as well as people in bliss. I found more than ample amount of suitable footage on the stock video sites.
There is even a stock footage site called filmpac.com that allows you to browse stock footage by model. Just click on an actor’s image and it brings up all of the stock footage with that actor.
Write a Script Around Your Footage
I gather as much information from a client before starting the writing process. I find out who their target audience is, the main points they’d like to hit in the script, and how long they want the commercial to be. Usually, I write the script and film what is written but making a commercial with stock footage is a bit different. You can’t be too precise when looking for stock footage, for example: product shots. However, one of my clients who ran an in-home hospice company was open to making two spots. One more sales oriented and one more emotion based. I discovered in the research process that there were a lot of vintage footage of families from the 50’s and 60s. So, I wrote a script around those types of shots. Below is the vintage spot.
And here is the more sales oriented spot:
Find the Right Music
Finding the right music can be a daunting task as there are so many tracks on the stock sites. One of the best approaches in finding music is discovering the right tone or mood for your commercial. I generally don’t search for specific instruments or styles of music, but more of a mood search. For example, I search for upbeat, somber, energetic, even children’s music. Here are some of the best music libraries I use:
I used Pond5 for this particular commercial:
Add Motion Graphics
Now that you have your script and collected your stock footage, you can start the post-production process. Most stock websites allow you to download lower-res, watermarked versions for editing. You can start assembling your promo video with these versions of stock footage. Once you finalize the spot, you can purchase the high-resolution footage and replace the watermarked ones. To bump up your commercial to the next level, you can add motion graphics to make it even more slick. There are also sites that sell motion graphics templates for After Effects and other graphic programs. I tend to use Envato for the graphic templates or I hire a motion graphic artist off of Fiverr or Upwork.
Here is a sample of a motion graphic spot:
Hire a Professional Voice Over Artist
In order to put the finishing touches on your commercial, you’ll need to add professional voice over. It truly elevates the spot to another level when the proper voice is attached. Just keep in mind that not all projects should have a voice over artist with a deep, bassy voice. Look for a wide range of artists that you might not have considered. Some of the website I use to find voice over artists are voice123.com, voices.com, and fiverr.com.
Need Additional Help?
Creating a Promo Video takes a lot of work and research but it is very rewarding when done right. I have provided many resources that my company uses to create exciting and effective TV Commercials and Promos. Hopefully, I was able to help in some way. If you have any questions, feel free to contact me for additional help below.
