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2.1
Video Structure
Learn to Edit Marketing Videos with Adobe Premiere
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Overview

Video Structure

In this Adobe Premiere lesson we will see examples of other successful marketing video campaigns and the basic principles of a good video structure.

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Hey guys, let me show you
how I typically start.

There are two sides to my approach.

One would be creative and the
other is business oriented.

The creative for me is a lot more fun
because it involves the actual editing,

the flow, the vibe and the animations.

But we can't forget
about the business goals.

So the structure of our campaign
needs to have a purpose.

The very first thing I do is create a
word cloud of all potential keywords

that we might want to use on this video.

In this case stream VR network
has a lot that I like to use.

For example, future, immersive,
fun, unlimited, everyone, watch

parties, together, movies and
games, virtual reality, and free.

Once you have that, it'll be easier
to write the narrative around it.

I also go back and I look at the
pain points of our ideal customer.

I make sure I understand the problem
The business is trying to solve.

Then I think of scenarios
where it solves it.

One of them is when you go to the
movie theater and someone starts

coughing non-stop next to you.

Now, normally I wouldn't care
much, but during the pandemic,

I'd probably run out the door.

If you remember, one of the
features of the platform we're

building is watch parties.

And this would be a perfect
solution to this problem.

You can basically watch movies
safely from your home and simply

invite everyone to the party.

The second thing I do
is look for inspiration.

You can do this by going through
the Facebook ad library and see

what big brands like Nike or Samsung
are doing with their video ads.

Let's take a look at this ad that
will help us structure our campaign.

Okay.

There are five principles we
can learn from this campaign.

The hook is capturing the attention of our
customers with a problem they relate with.

We need to present this problem quickly
and visually in the first six seconds.

Typically with the probing question.

In our case, The dude coughing
in the theater would be a perfect

scenario for us to use the solution
involves showcasing how the product

or service solves this problem.

Notice how they introduce the product
with basic features, lifestyle shots,

showing you it's real, and that
it can solve the mosquito problem.

Then it's presented with additional
features of how to use it.

How to clean it and giving
you even more reasons why it's

the best product available.

You'll see right after that, a good
use of testimonials, case studies

and additional product usage.

And then at the very end, we can see
that it's inviting the users to act

by learning more about the product.

Pretty similar to how we
structured our landing page.

Now not every principal
needs to happen in our video.

This will depend on the channel
of distribution you plan to use.

For example, YouTube
gives us one full minute.

But Facebook or Instagram
should be under 15 seconds.

We need to be strategic about how we
write and build out our storyboard.

We could have multiple scripts for
different ads, but the important

takeaway is that you apply these
principles to your next project.

Before we get into the storyboard,
I do a little research to

identify the vibe and rhythm.

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The ultimate video powerhorse
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Digital Media Masterclass by Neftali Loria

Neftali Loria

Author & Instructor
@kreativepro
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