中小企業向けHeyGen：AI動画活用を始めるための完全ガイド

スモールビジネス向けAI動画ジャンプスタートガイドへようこそ

もっと多くの動画コンテンツを作りたいのに、時間や予算、制作リソースの制約で思うように進まないと感じていませんか？あなただけではありません。朗報があります。HeyGen を使えば、従来の制作のような高額なコストや長い制作期間なしに、プロ品質の動画を簡単に作成・翻訳・再利用できます。

このガイドは、自社ブランドを成長させ、新規顧客にリーチし、コンテンツ制作を拡大したい中小企業のオーナーや起業家の方に向けて特別に作成されたものです。アイデア段階から完成した動画まで、素早く仕上げる方法を学べます。カメラもスタジオも、画面に出る人材も必要ありません！

「初めての動画制作」セクションにある実践的な動画作成演習をお見逃しなく。実際に手を動かしながら学べるように設計されており、あっという間にコツをつかめます。

主な活用事例：小規模ビジネスはHeyGenをこう使っている

HeyGen は単なる動画ツールではありません。スピード感を持って動き、コンテンツを大量に制作し、クオリティを落とさずに成果を出したいプロフェッショナルのために作られたクリエイティブエンジンです。多言語対応の講座からソーシャル広告まで、さまざまなタイプのスモールビジネスや起業家が、どのように HeyGen を活用してインパクトの大きい動画をスケールして制作しているのかをご紹介します。

今日の中小企業の成長において動画が不可欠である理由

課題

• チームを雇ったり動画制作を外注したりすると、コストが高く時間もかかりすぎてしまいます
• 自分で撮影すると、本業のビジネス運営に使えるはずの時間が何時間も奪われてしまいます
• You need content that works across platforms and languages, not just one

AI動画がもたらすもの

Speed, Scalability & Cost Savings

Video course production timeline reduced from 4 weeks to 15 minutes per video by Anneleen Bru, cat behaviorist and online educator at Happy Cats

Localization

Marketing and courses in 6+ languages offered by Kung Fu Kendra by using HeyGen’s translation features

Personalization

Hundreds of real estate professionals at Ask The Agent generated significantly more new client opportunities by producing personal branding videos with HeyGen avatars

Want to dive in deeper?

→ AI Video Marketing Strategy eBook

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

→ Visit our practical guide for L&D professionals eBook

Making Your First AI Video

Introduction

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.

Like learning in action?

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

Overachiever?

We love it! Jump ahead to Step 4: Choose the Right AI Avatar Spokesperson and create your own AI avatar–your digital twin and future video star.

Not ready to dive in yet?

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

Ready to get started? Begin with this 2-minute tour of HeyGen’s AI Studio Editor, and then let’s dive in!

→ HeyGen Academy: 101

broad overview of all HeyGen features

→ HeyGen Academy: AI Studio

deeper dive into video editing

Step 1: Set up your HeyGen workspace for scale

Smart entrepreneurs don’t start from zero every time–they build systems that scale.

With HeyGen, it’s easy to keep your videos on-brand by setting up a Brand Kit to use your fonts, colors, logos and assets automatically.

Just paste in your company’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.

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.

Step 2: Set Your Strategy

Before jumping into video creation, take a moment to clarify your business goal, audience, platform, and message. This will help you create videos that not only look great, but also work for your bottom line.

Business Goal

What do you want this video to accomplish for your business?

Examples: drive sales, explain your service, educate customers, boost engagement, build credibility

Target Audience

Who is this video for? What do they care about, and where are they in their journey with your business?

Examples: first-time visitors to your website, returning customers who need help with your product, DIYers who follow you on Instagram

Primary Distribution Channel

Where will people see this video?

Examples: Instagram Reels, YouTube, Shopify landing page, email newsletter, Facebook ads

Message or Hook

What problem are you solving, and how will you capture attention in the first few seconds?

Examples: “Ever wonder why you don’t see results after a tough workout?” or “Looking for your dream property, but don’t know where to start?”

Pro Tip

Need a second opinion on your strategy? Head to ChatGPT, Claude, or another tool of your choice and prompt with the following:

"I'm planning a marketing video campaign for [product/service]. My goal is [goal], my target audience is [audience], I'll distribute it on [channel], and the core message or hook is: [hook]. Can you give me feedback on how clear and effective this is and suggest any improvements?"

Explore more script templates and tips

→ Video Ads
→ Social Influencer Videos
→ How-To Videos
→ Product Explainers

→ Learning Courses

→ Explainer Videos

→ Webinars and Podcasts

→ Newsletters

Step 3: Write Your Script

Your script is the backbone of a great video ad or clear, effective learning experience.

For a promotional video or ad, here’s how to make it count:

• Start with a strong hook (the first 3-5 seconds matter most) that illustrates a common pain point or value proposition.
• End with a clear CTA (call to action), such as pointing to your website, a new offer, etc.
• Use simple, conversational language, speaking directly and clearly to your audience.

For an educational video, here’s how to get it right:

• Start with context and relevance such as a scenario, question or common challenge to show why the topic matters. This builds motivation and learner buy-in.
• Keep it structured and focused, breaking content into logical, easy-to-follow steps with a clear, steady pace.
• Use simple, conversational language, speaking directly and clearly to the learner.
• Reinforce key takeaways and next steps by ending with a simple summary, a call to reflect or apply the learning, or a clear pointer to the next module or resource.

Pro Tip

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

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

If you’re following along in HeyGen, these scripts are already built into your template.

これらのスクリプトを含むテンプレートはこちらからご利用いただけます：

学習コース

動画広告

Social Influencer Video

人気のマーケティング動画タイプ向けのスクリプトテンプレートや、さらに多くのヒントをチェックしましょう

→ Video Ads
→ Social Influencer Videos
→ How-To Videos
→ Product Explainers

ベストプラクティス：AIを活用して、より良い台本をより速く作成する方法

ビジネスを運営するということは、さまざまな役割をこなす必要があるということです。だからこそ、AIに手伝ってもらい、動画スクリプトをより速く、より効果的に作成してみませんか？ChatGPT、Claude、Gemini のようなツールを使えば、数時間ではなく数分で高品質なスクリプトを作成できます。ここでは、それらを最大限に活用する方法をご紹介します。

ステップ1：明確なプロンプトから始める

• どのような種類の動画を作成しているのか、そしてその動画にあなたのビジネスのために何をしてほしいのかをAIに伝えましょう。次のような詳細を含めてください：
• 動画の種類（例：教育用コースモジュール、ソーシャル広告など）
• 対象者（例：新規顧客、ニュースレター購読者）
• 動画で達成したいこと（例：登録数の増加、よくある質問への回答、自社ブランドの訴求）
• トーンや話し方（例：フレンドリー、専門的、楽しい雰囲気など）

サンプルプロンプト：

「遠方の購入希望者をターゲットにした高級物件のリスティング用に、60秒の動画スクリプトを書いてください。トーンは自信に満ちたプロフェッショナルなものにし、最後はバーチャルツアーの予約を促す行動喚起で締めくくってください。」

ステップ2：主要な話すポイントを追加する

より正確でブランドイメージに合ったスクリプトにしたいですか？強調したいポイントを、簡単な箇条書きでいくつか入力してください。

例:

• 製品・サービス名
• 主要な価値提案または機能
• 行動喚起

Sample prompt:

「次のポイントを含めてください：123 Bayview Drive は新しく改装された4ベッド・3バスの物件で、オーシャンビューとシェフ仕様のキッチンが特徴です。海岸沿いへ移住するリモートワーカーに最適です。CTA：本日中にプライベート内見のご予約を。」

ステップ3：適切な形式を指定する

動画をどのように届けるのかをAIに伝えましょう。そうすることで、トーンやスタイルを適切に整えることができます。

例:

• 創業者が話すスクリプト
• Instagramリールで配信されます
• カジュアルで人間味のあるトーン

Sample prompt:

「これを、私のAIアバターがInstagramリールで話している口語スクリプトとして書いてください。親しみやすく、わかりやすく、そして惹きつける内容にしてください。」

Step 4: Review and tweak

Paste the script into HeyGen, preview it with your avatar, and listen. Does it sound like you? If not, tweak it with follow-up prompts like:

• Make it more conversational
• Add a hook that grabs attention in the first 3 seconds
• Turn this into a shorter 30-second version for social
• Include a quick stat about the neighborhood
• Try three versions of the closing CTA

Dive deeper into scripting

→ How to write winning video scripts with AI: A modern marketer's guide (eBook)

Step 4: Choose the right AI Avatar

Your spokesperson sets the tone. Choose a ready-made Public Avatar, create a Custom Avatar that fits your brand, or for the ultimate personal touch, create your digital twin in minutes with HeyGen’s Hyper Realistic Avatar feature!

HeyGen offers multiple options for creating Custom Avatars. Click the links below to dive into the details further.

Best Practices: Making the Perfect Custom Avatar

Ready to create a professional, lifelike avatar with endless customization options? Explore the resources below for tips, best practices, and a quick overview of what you’ll need to get started.

When creating a Custom Avatar, remember: quality in = quality out. The better your photos, videos, and written prompts, the more realistic and polished your avatar will be.

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 Generating 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 5: 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 you’re reaching new markets, testing what works, or tailoring content to different audiences, these advanced best practices and tools will help you scale your impact with precision.

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.

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.

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.

Use Case #1: Learning Courses

Whether you’re reaching new markets, testing what works, or tailoring content to different audiences, these advanced best practices and tools will help you scale your impact with precision.

Customer Stories & Examples

Perfect For

Educators, consultants, coaches, wellness professionals, product education

Best Practices

Break content into bite-sized chunks

Keep each lesson short and focused, ideally 3 to 7 minutes, so it’s easier for your audience to follow, revisit, and retain.

Keep your script clear and conversational

Don’t just teach—connect. Use everyday language, simplify technical terms, and bring ideas to life with stories or real-world examples.

Be intentional with visuals

Use avatar presenters alongside screen recordings, demos, or supporting graphics to make your content more dynamic and easier to understand.

Add light interactivity

Encourage engagement with quick knowledge checks, reflection prompts, or simple exercises. Even a one-question quiz can boost retention.

Update easily as you grow

Use HeyGen to revise and refresh content based on feedback or product updates, no need to re-film everything from scratch.

Top Features

• Animations: add animated text or visuals to highlight key steps, reinforce learning, and keep viewers engaged.
• Templates: streamline creation and keep things consistent. Don’t forget you can customize HeyGen’s stock templates with your brand’s colors!
• Generate Looks: use text prompts to adapt your avatar instructor’s outfit, environment, or pose to fit the subject or audience

Pro tip

If your how-to video needs extra visuals like screen recordings, make sure they align with your script. Start by writing your script, then use the preview button to play the audio while recording your screen in sync with the narration for the best timing.

Ready to dive in deeper?

→ Dive in deeper with our Practical Guide for L&D Professionals eBook

→ Visit our step-by-step guide on creating engaging learning courses

Use Case #2: Video Ads

Customer Stories & Examples

Perfect For

marketing brands, businesses, or services

Best Practices

• Keep videos short. Aim for under 60 seconds to hold attention and increase the chances your audience watches to the end.
• Lead with the value. Share your key message or benefit right away. Don’t wait until the end to tell people what’s in it for them.
• Match the your message to your goal. Adjust the video’s style, length, and call to action based on where it’ll appear, whether it's an Instagram Reel, a website landing page, or a customer email.
• Think mobile first. Most people will watch on their phones, so keep the framing tight, the pacing quick, and the visuals easy to follow.
• Make your edits pop. Use simple text animations, product shots, or customer examples to keep your video from feeling flat or static.
• Test and improve over time.Try different versions of your hook, message, or CTA to see what drives the most clicks, calls, or sales, then do more of what works.

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 #3: Social Influencer Video

Customer Stories & Examples

Perfect For

Businesses that thrive on social proof, including: product-based businesses (skincare, decor, etc.), service-based businesses (real estate, coaches, consultants), niche or passion-based businesses (pet brands, eco-conscious companies).

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