HeyGen para agencias: la guía definitiva para comenzar con video con IA

Bienvenido a su guía rápida de videos con IA

¿Quiere crear más contenido en video, pero siente que el tiempo, el presupuesto o los recursos de producción son una limitación? No es el único. La buena noticia es que, con HeyGen, su equipo puede producir videos que se ven incluso mejor que las producciones tradicionales, a una fracción del costo y del tiempo.

Esta guía está diseñada para agencias que quieren llevar al siguiente nivel el marketing y el contenido de sus clientes con video con IA. Aprenderá cómo pasar de la idea a la campaña, creando contenido de alta calidad y escalable sin necesidad de cámaras, estudios ni talento en pantalla.

No se pierda el ejercicio práctico de creación de video en la sección Creación de su primer video. Está diseñado para ayudarle a aprender haciendo y ponerse al día en muy poco tiempo. ¡Comencemos!

Principales casos de uso: cómo las agencias están utilizando HeyGen

HeyGen es más que una herramienta de video. Es un motor creativo diseñado para equipos que necesitan moverse rápido, escalar contenido y obtener resultados sin sacrificar la calidad. Desde anuncios con influenciadores hasta flujos de onboarding, así es como agencias y clientes de diferentes industrias están usando HeyGen para crear videos de alto impacto a gran escala.

Why Video is Critical in Business Growth Today

El desafío

• Traditional production is expensive, slow, and limited by budgets
• Los equipos deben hacer más con menos: presupuestos más ajustados, menos tiempo y mayor presión por superar a la competencia

Lo que desbloquea el video con IA

Speed

• 40 horas a la semana de producción de video ahorradas, lo que le permitió a Reply.io hacer crecer la cuenta de TikTok de su CEO hasta llegar a 250.000 seguidores en menos de un año
• Cronograma de producción 5 veces más rápido para contenido de video educativo en la empresa líder de servicios financieros Equity Trust

Ahorro de costos

• 60% reduction in video production costs by Tomorrow.io
• €1,000 saved per minute of training content by Sibelco

Scalability

• Pruebas A/B 6 veces más rápidas, implementando 50 anuncios únicos de influenciadores con IA en Favoured
• 80-90 % de tasa de finalización promedio en los videos de capacitación para clientes y socios en Komatsu

Localización

• 30 different markets reached, 3-4 months of post-production time saved by Trivago

Personalización

• 50k+ personalized videos with 3X the engagement produced by Videoimagem for AB InBev

Want to dive in deeper?

→ Estrategia de video con IA para marketing (eBook)

→ 5 ways to be more efficient with your marketing budget eBook

→ Visite nuestra guía práctica para profesionales de L&D eBook

HeyGen for Agency Partners

El programa de Agency Partners de HeyGen está diseñado para equipos creativos y de mercadeo que buscan escalar la producción de videos de alta calidad con la velocidad y eficiencia de la IA. Desde agencias globales como Ogilvy y Publicis hasta equipos boutique ágiles, los partners confían en HeyGen para entregar contenido de video atractivo a una fracción del costo y del tiempo tradicionales.

What Agencies Partners Get

• Unlimited video creation
• Flexible seat management for teams
• Espacios de trabajo organizados para clientes con soporte para subespacios de trabajo
• Remote likeness consent and efficient avatar creation tools
• Enterprise-grade security, admin controls, and SSO
• Dedicated customer support and partner success resources
• Certification program and potential inclusion in the HeyGen Agency Directory
• Early feature access and discounted enterprise pricing

Por qué las agencias eligen HeyGen

• Producción de contenido 10 veces mayor
• Más del 50 % de reducción en costos de video
• Permite ofrecer un servicio altamente personalizado a gran escala
• Structured onboarding, live training, and community access
• Ideal for modern, scalable video strategies

→ Learn more about HeyGen for Agency Partners

→ Hable con nuestro equipo para agencias: enlace de calendario

→ Watch: How AI Video Generation Can Confirm Your Content Strategy with Marketing AI Institute

Making Your First AI Video

Introducción

New to video or trying out HeyGen for the first time? You’ve got this. This section will walk you through each step to help you make a great video, fast.

¿Le gusta aprender en la práctica?

Pick a video type above to open a ready-made template in HeyGen and follow along as you go.

¿Aún no está listo para empezar?

No sweat. Skim the steps now and come back to the full how-to when you’re ready.

¿Listo para comenzar? Empiece con este recorrido de 2 minutos por el Editor de HeyGen AI Studio y luego sigamos con más detalle.

→ HeyGen Academy: 101

descripción general de todas las funciones de HeyGen

→ HeyGen Academy: AI Studio

deeper dive into video editing

Paso 1: configure para escalar: Brand Kit y subespacios de trabajo

Los equipos eficientes no empiezan desde cero cada vez: construyen sistemas que pueden escalar.

Con HeyGen, es fácil mantener los videos de sus clientes alineados con su marca configurando un Brand Kit para cada uno, de modo que sus tipografías, colores, logos y recursos estén fácilmente disponibles dentro del editor de IA Studio de HeyGen.

Just paste in your client’s URL to get started, or upload your brand elements manually.

In a hurry? No problem. You can always come back and finish this step later.

Los miembros certificados del programa HeyGen for Agency Partners también tienen acceso a Sub-Workspaces, que son espacios de trabajo independientes dentro de una cuenta de HeyGen que permiten una mejor gestión de equipos y proyectos. Cada Sub-Workspace tiene sus propios miembros, permisos y configuraciones, lo que le permite a su equipo controlar el acceso, la facturación y el uso de la API en diferentes clientes y campañas.

Pro Tip

Once your Brand Kit is armed with your brand's colors, you can easily update most HeyGen Templates to match. Just swap in your colors so every video stays on-brand, or hit the Shuffle Colors button to have HeyGen swap them automatically.

Paso 2: escriba su guion

El guion es la base de un gran video. Así es como puede sacarle el máximo provecho:

• Start with a strong hook (the first 3-5 seconds matter most)
• Termine con un CTA claro (llamado a la acción)
• Keep it simple, direct and jargon-free

Pro Tip: Want to move faster? Check the following Best Practices page for using tools like ChatGPT to write your script.

Still not sure where to begin? Here are a few sample outlines for inspiration.

Si está siguiendo el proceso en HeyGen, estos guiones ya están incorporados en su plantilla.

Explore script templates and more tips for popular marketing and communications video types

Anuncios en video - Videos de influenciadores - Videos instructivos - Videos explicativos de producto - Videos de marca - Webinars y pódcasts - Boletines - Cursos de aprendizaje - Videos explicativos - Capacitación corporativa - Capacitación en habilidades - Capacitación en recursos humanos y onboarding - Capacitación en cumplimiento normativo - Capacitación en seguridad - Tutoriales de IA - Actualizaciones de liderazgo y comunicaciones internas

Best Practices: Write Scripts Better and Faster with AI

Want to work smarter, not harder? Here are some tips for leveraging tools like ChatGPT, Claude, Gemini or others to speed up script-writing.

Give the AI a direct and detailed prompt to describe the video you’re making. Add important context, such as:

• Qué tipo de video está creando (anuncio con influenciador, tutorial de producto, video de marca)
• Who it’s for (target audience)
• The goal of the video (drive clicks, explain a concept, educate)
• Tone or voice you’d like it to use (friendly, professional, conversational)

Sample prompt:

"Escriba un guion de video de 60 segundos para un anuncio con influencer que promocione una nueva línea de cuidado de la piel llamada HeySkin para una audiencia de la Generación Z. El tono debe ser seguro y claro. Termine con un llamado a la acción contundente.”

Paso 2: agregue los puntos clave de la conversación

You can get more accurate results by including a short bullet list of the points you want the video to cover.

Example:

• Product/service name
• Propuesta de valor clave
• Call to action

Prompt de ejemplo:

"Incluya los siguientes puntos: HeySkin le ayuda a mantenerse hidratado todo el día. CTA: use mi código de descuento para obtener un 10 % de descuento."

Paso 3: pida el formato correcto

Indíquele a la IA que necesita el guion en un formato que funcione bien para un video.

Example:

• A spoken script delivered by a Gen-Z beauty influencer
• A casual, human tone

Prompt de ejemplo:

"Write this as a spoken script read by a Gen Z beauty influencer. Use natural, playful, and conversational language."

Step 4: Review and tweak

Luego, copie y pegue el guion en HeyGen y haga clic en el botón de vista previa para que su avatar lo lea en voz alta. ¿Suena natural? ¿Fluye como usted quiere? Si no es así, pídale a ChatGPT que lo revise con prompts como:

• Make this more casual/formal
• Agregue un gancho más fuerte al inicio
• Include a line about [feature or benefit]
• Convierta esto en una versión de 30 segundos
• Deme tres versiones del CTA

Step 3: Create a Hyper Realistic Avatar

Your spokesperson sets the tone. HeyGen has 700+ ready-made Public Avatars for use, but creating a hyper-realistic Custom Avatar gives you the ability to flex to any clients' needs.

HeyGen ofrece varias opciones para crear avatares personalizados. Haga clic en los enlaces a continuación para profundizar en los detalles.

Al crear un avatar personalizado, tenga en cuenta: calidad de entrada = calidad de salida. Entre mejores sean sus fotos, videos y prompts escritos, más realista y pulido será su avatar.

Whatever’s in your Hyper Realistic Avatar training video, from gestures to facial expressions or vocal inflection, will be reflected in the final result.

Pro tip

Use HeyGen’s Generate Looks feature to switch your avatar’s pose, surroundings or attire with nothing but a text prompt.

Want to dive in deeper?

→ Step-by-step tutorial for Hyper-Realistic Avatar creation

Best Practices: Creating High Quality Custom AI Voices

HeyGen has a massive library of stock AI-generated voices in over 175 languages, dialects, and emotional tones, but sometimes the perfect video calls for something custom. Below are three ways to create Custom Voices.

For the best voice quality, start with strong source audio. Here’s how to get a great recording:

• Use a high-quality mic or smartphone, held 6–8" from your mouth

• Record in a quiet, noise-free space

• Speak clearly with natural pauses and slight emotional expression

• Upload multiple samples with different emotional tones for more versatility (for HeyGen Custom Voice Clones only)

Want to dive in deeper?

→ Ultimate guide to hyper-realistic Custom Voice Cloning

→ Add Emotions to your Custom Voice Clone

Best Practices: Prompting Like A Pro

Prompting is the practice of carefully crafting and iterating text instructions (called prompts) used to guide AI tools to create content from scratch such as images, motion, or audio.

Prompting is a powerful skill for any AI creator. When paired with HeyGen, prompting unlocks countless ways to create high-impact videos where your imagination is your only limitation! Get ready to experiment and iterate.

Prompting Best Practices

Be Specific

The more clearly you describe what you want (tone, look, gesture, emotion) the better the AI can match your vision.

Start with Structure

Use a consistent structure: what, who, where, how. This applies to visuals, voice tone, and motion direction.

Include Context & Intent

Let the AI know the purpose: Is it for a product demo? A social ad? A tutorial? Context helps tailor the result.

Use Descriptive Language

Use adjectives that convey emotion, style, or clarity (e.g., “confident,” “minimalist,” “high energy,” “calm pace”).

Iterate & Refine

Don’t settle for your first try. Small prompt tweaks can lead to dramatically better results in all media types!

Prompting best practices can vary slightly depending on what you’re creating

Explore the resources below to dive deeper into each type and get the most out of your prompts!

• Prompting best practices, common issues and solutions
• Prompting best practices for Generating Looks
• Prompting best practices for adding Motion

Step 4: Create and polish your scenes in AI Studio

Now that your script and avatar are ready, it’s time to bring your message to life in HeyGen’s AI Studio editor where it’s easy to customize, enhance, and polish every part of your video– no editing experience required!

• Design your scenes in minutes using the Brand Kit or Templates you set up in Step 1.
• Reinforce your message with on-screen text or visuals and trigger them to appear/disappear with Animations.
• Browse HeyGen’s stock media library for high-quality b-roll video, royalty-free.
• Use Premium Scene Transitions to give your video a smooth, professional polish.
• Add and customize Captions to make your videos more engaging and accessible.
• Translate your videos to reach global learners, teammates, and audiences

Pro Tip

Create and A/B test multiple versions of your videos to improve performance, drive results, and boost conversions.

Ready to edit like a pro?

→ HeyGen Academy: AI Studio, an in-depth video course covering HeyGen's editing features

Best Practices: Adjust Pronunciation, Emotions, and Intonations

Need your avatar to sound just right? HeyGen gives you powerful tools to fine-tune voiceovers for natural, accurate delivery that feels true to life.

Want to see it in action?

→ HeyGen Academy: AI Studio - Pronunciation module

Strategies to Scale Your Impact

Whether your clients are trying to reach new markets, test what works, or tailor content to niche audiences, these advanced best practices and tools will help you scale your impact with precision.

Optimize and Iterate like a Performance Marketing Pro

With HeyGen, creating multiple versions of your videos for A/B testing has never been easier, faster, and cheaper. Learn how to A/B test like a performance marketing pro and start boosting conversions, maximizing performance, and building campaigns with data-driven confidence!

Go Global with Translation

Learn how to translate and localize your videos into 175+ languages and dialects, no dubbing or voice actors required.

Use HeyGen’s Brand Voice feature to maintain consistency in translated videos by customizing how certain words are handled (i.e., brandname pronunciations, forcing or blocking translation for certain terms).

Enterprise and Team plan users can also make edits directly to translated scripts by using our Proofread feature.

Need some inspiration? Check out how Trivago used HeyGen to simultaneously localize TV ads in 30 markets.

Personalize At Scale

Add a personal touch to your email campaigns, sales outreach, or customer support with Personalized Videos. By using dynamic elements, like the viewer’s name or details tailored to their interests, you can create a unique, more engaging experience for each person.

Interactive Avatar

Whether for sales, customer support, or education, Interactive Avatars turn one-way videos into dynamic, two-way conversations. It’s a powerful way to boost engagement, personalize experiences, and drive action.

Need some inspiration? Check out how getitAI increases ecommerce sales with live, personalized shopping experiences.

Support Change Management with Flexible, Updatable Content

Change is constant and your learning materials need to keep pace. Whether you’re refreshing a full course module or updating a single training video, traditional content production with re-shooting and editing can turn even a small update into a major lift.

With HeyGen, updating videos takes minutes, not days. Swap out scripts, edit text, change visuals, and generate new versions with just a few clicks. No more bottlenecks. Just fast, flexible video that helps your learners adapt as quickly as your organization moves. Learn more about using HeyGen for change management.

Accessibility and Inclusive Learning at Scale

In today’s learning environments, accessibility isn’t optional- it’s essential. Learners bring a wide range of abilities, preferences, and digital literacy levels, and your content needs to reflect that.

Dive into our guide on how to create accessible training videos that meet diverse learner needs for more info on how to easily adapt for visual and auditory accessibility needs, create microlearning modules, and adjust for cultural differences.

Use Case #1: Video Ads

Customer Stories & Examples

Best Practices

• Keep videos short. Aim for under 30 seconds to keep viewer attention and increase completion rates.
• Lead with the value. Make sure your core message or value proposition is conveyed within the first few seconds
• Match the format to the funnel. Tailor the ad length, style, and CTA based on where it will appear and what action you want.
• Think mobile first. Optimize framing and pacing for small screen consumption.
• Make your edits pop. Use b-roll, animated text and motion to keep visual energy high and engagement steady.
• Test and optimize performance.A/B test different hooks, visuals, avatars, and CTAs to find what converts.

Top Features

• Product Placement: add physical products to your videos with a click.
• Generate Looks: make your avatar more dynamic by switching their pose, surroundings or attire with nothing but a text prompt.

Pro tip

Here's a tried and true script structure from social media producer George “GG” Gossland of Favoured:

• Hook – Something visually weird or unexpected.
• Problem – What challenges is your viewer facing?
• Solution – How does the product or service alleviate those challenges?
• USPs – aka “unique selling point.” Show the features that stand out!
• CTA – Always give viewers something to do next.

Ready to level up?

→ Watch a step-by-step tutorial for creating video ads

→ Dive into HeyGen’s 5 ways to improve your video ads and performance ebook

Use Case #2: Social Influencer Videos

Customer Stories & Examples

Best Practices

• Hook viewers fast. Aim to grab attention in the first 1-2 seconds with motion, bold text, or a compelling visual.
• Design for silent autoplay. Use captions, text overlays, and visual storytelling since many users watch without sound.
• Keep it short. Less is more. Aim for under 15-30 seconds on TikTok, Instagram Reels, or YouTube Shorts. Adjust your script speed using advanced voice settings.
• Frame it for the feed. Use vertical (9:16) or square formats depending on the platform. Avoid landscape orientation unless you’re posting to YouTube.
• Lead with the “aha.” Highlight the transformation, benefit, or emotional payoff early, not just the product features.
• Make it look native. Use platform trends, faster-paced creator-style edits, or UGC avatars to blend into the feed.

Top Features

• UGC avatars: browse hundreds of AI-generated stock avatars with an authentic content creator feel.
• Captions: make sure your message gets through, even when the sound is off.

Pro tip

Here’s a high-performing content structure used by top creators across TikTok, Reels and Shorts:

1. Scroll-stopping visuals: open with bold text, motion or a surprising visual to halt the scroll
2. Relatable moment: reflect a real pain point or “I’ve been there” situation to build an instant connection
3. Transformation or payoff: show the value of your product in action
4. Creator POV: use voiceover or on-screen text to narrate with a personal, authentic tone
5. Simple CTA: make the next step obvious! (“Try this,” “watch more,” or “visit website.”)

Ready to dive in deeper?

→ Watch a step-by-step tutorial for creating social influencer videos

→ Dive into HeyGen’s ebook 5 ways to improve your video ads and performance

Use Case #3: Personalized Videos

Customer Stories & Examples

Best Practices

• Segment your audience for relevance
  Break your audience into meaningful groups (leads, customers, event attendees, etc.) so each video feels tailored and intentional.
• Create a flexible base script
  Write one strong script with clearly marked variables (like [First Name], [Company], [Product]) that can be easily swapped out without disrupting flow.
• Use natural tone and pacing
  Keep a consistent, neutral delivery across both the static script and dynamic variables, avoiding exaggerated emphasis on names or custom inserts.
• Keep it short and sharp
  Aim for 30–60 seconds. Focus on one key message or CTA to drive results without losing attention.
• Be strategic with dynamic elements
  Add personalization through names, logos, and visuals, but don’t overload. Let the message stay clear and focused.
• Test before scaling
  Run small test batches to check that variables render smoothly and don’t sound awkward in context.
• Stay on-brand
  Use your client’s fonts, colors, and tone of voice. Personalization should feel like an extension of their brand.
• Include a clear, personal CTA
  End with a call-to-action that aligns with your campaign goal like “Schedule your demo, [Name]” or “Let’s connect this week.”
• Track performance and optimize
  Use video analytics or UTM links to measure watch rates, clicks, and conversions and refine your approach based on what works.

Top Features

• Personalized Video: Create personalized videos that greet new hires by name and customize other variables such as department or region to streamline onboarding and boost engagement.
• Custom Avatars: Give your onboarding a human touch with a digital twin or department-specific presenters to deliver training in a familiar, branded voice.
• Brand Kit: Maintain visual brand consistency by setting up a Brand Kit with approved logos, fonts, colors, and assets.