歡迎閱讀您的 AI 影片營銷快速入門指南

想製作更多影片內容，卻受限於時間緊迫、預算有限或製作資源不足？您並不孤單。好消息是：透過 HeyGen，您可以在節省大量成本和時間的情況下，製作出比傳統製作更出色的影片。

本指南專為準備運用 AI 影片提升行銷策略的市場營銷人員而設。您將學會如何從概念走到整個活動規劃，在無需攝影機、Studio 或上鏡人才的情況下，製作高質素且可擴展的內容。

千萬不要錯過「製作您的第一條影片」章節中的實作影片製作練習。這個練習專為透過實作學習而設計，幫助您快速上手！

頂尖應用場景：市場營銷人員如何使用 HeyGen

HeyGen 不僅僅是一款影片工具，而是專為需要快速行動、擴展內容並在不犧牲品質下推動業績的市場營銷人員打造的創意引擎。從 KOL 廣告到新客戶及員工的入職流程，各個職能的市場營銷團隊都在利用 HeyGen 大規模製作高影響力的影片。

為何影片在當今營銷中至關重要

面對的挑戰

• 傳統製作成本高昂、速度緩慢，並且受人手和預算所限。
• 市場營銷人員必須以更少資源做到更多——預算更緊絀、時間更有限，卻承受著要超越競爭對手的壓力。

製作您的第一條 AI 影片

簡介

剛接觸影片創作，或是第一次使用 HeyGen？您一定可以輕鬆上手。本節會逐步帶您完成每一個步驟，幫助您快速製作出優質影片。

喜歡邊學邊實踐？

在上方選擇一種影片類型，在 HeyGen 開啟現成範本，邊看邊跟住步驟一起完成。

表現超卓？

我們很欣賞這種精神！請直接跳到第 4 步：選擇合適的 AI 虛擬人物代言人，並建立您的專屬 AI Avatar——您的數碼分身和未來影片主角。

還未準備好立即投入嗎？

不用著急。您可以先快速瀏覽這些步驟，等準備好之後再回來查看完整教學。

→ HeyGen Academy：101

全面概覽所有 HeyGen 功能

→ HeyGen Academy：AI Studio

更深入了解影片剪輯

步驟 1：設定您的 HeyGen 工作空間以支援擴展

精明的市場營銷人員不會每次都從零開始，而是建立可以擴展的系統。

透過 HeyGen，您只需設定 Brand Kit，即可自動套用您的字體、顏色、標誌和各類素材，輕鬆保持影片符合品牌形象。

只需貼上貴公司的 URL 即可開始使用，或手動上載您的品牌元素。

趕時間？沒問題。您隨時可以再回來完成這一步。

專業貼士

當您的 Brand Kit 已設定好品牌色彩後，您就可以輕鬆更新大部分 HeyGen Templates 以配合品牌。只要換上您的品牌色，讓每條影片都保持一致風格，或者按一下「Shuffle Colors」按鈕，讓 HeyGen 自動為您更換配色。

步驟 2：制定您的策略

在開始製作影片之前，請先明確訂立您的推廣策略，包括界定目標、目標受眾、發佈渠道以及吸引觀眾的關鍵賣點。

推廣目標

您希望這段影片達成甚麼目標？

示例： 品牌知名度、產品發佈、潛在客戶開發、銷售轉化

目標受眾

您是為誰製作這段影片？他們屬於哪一類型的客戶？他們目前處於銷售漏斗的哪一個階段？

示例：從未聽過您品牌的 Z 世代冷門潛在客戶、正處於漏斗中段、正在比較選項的小型企業潛在客戶

主要分發渠道

您的影片將主要在哪裏展示？

示例：LinkedIn、TikTok、YouTube、付費廣告、網站、電郵推廣活動

引子

您正在解決甚麼問題？在最初幾秒內，您會如何吸引觀眾的注意？

專業貼士

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?"

Step 3: Write Your Script

Your script is the backbone of a great video. Here’s how to make it count:

• Start with a strong hook (the first 3-5 seconds matter most)
• End with a clear CTA (call to action)
• Keep it simple, direct and jargon-free
  

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.

Access templates including these scripts here:

Video Ad

Social Influencer Video

How-To Video

Explore script templates and more tips for popular marketing video types

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

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.

Step 1 : Start with a clear prompt

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

• What kind of video you’re creating (social ad, product tutorial, brand video)
• 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:

"Write a 60-second video script for a B2B HeyGen product explainer targeting small business owners. The tone should be confident and clear. End with a strong call to action.”

Step 2: Add key talking points

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
• Key value proposition
• Call to action

Sample prompt:

"Include the following points: HeyGen helps small businesses save time and money and is easy to use. CTA: Sign up for a free trial."

Step 3: Ask for the right format

Let the AI know you need the script in a way that works well for a video.

Example:

• A spoken script delivered by our CEO’s avatar
• A casual, human tone

Sample prompt:

"Write this as a spoken script read by HeyGen CEO’s avatar. Use natural, conversational language."

步驟 4：檢閱及微調

接著，將這份腳本複製並貼上到 HeyGen，然後按下預覽按鈕，讓您的虛擬人物大聲讀出來！聽起來自然嗎？語氣和節奏是否符合您的預期？如果不是，請用以下這類提示詞，要求您的 AI 工具重新修改：

• 將這段內容調整得更隨意／更正式
• 在開頭加入更有吸引力的引子
• 加入一句關於［功能或優點］的內容
• 將此內容製作成 30 秒版本
• 請為我提供三個 CTA 版本

深入了解腳本撰寫

→ 如何利用 AI 撰寫高效影片腳本：現代營銷人的實用指南（電子書）

步驟 4：選擇合適的 AI 虛擬人物

您的代言人決定整體風格。您可以選擇現成的 Public Avatar，建立一個 Custom Avatar 來配合您的品牌，或者為了達到最個人化的效果，只需數分鐘便可透過 HeyGen 的 Hyper Realistic Avatar 功能建立您的數碼分身！

HeyGen 提供多種建立 Custom Avatars 的選項。請點擊下方連結，進一步了解詳細資訊。

最佳實務指南：打造完美自訂 Avatar

準備好建立一個專業、栩栩如生、並具備無限自訂選項的虛擬人物嗎？請瀏覽下方資源，了解實用貼士、最佳做法，以及開始使用前您所需準備事項的快速概覽。

在製作自訂 Avatar 時請謹記：輸入品質決定輸出品質。您的相片、影片和文字提示詞越好，生成出來的虛擬人物就會越真實、越精緻。

在您的 Hyper Realistic Avatar 訓練影片中出現的所有內容，無論是手勢、面部表情還是聲線變化，最終都會在生成結果中如實呈現。

專業貼士

使用 HeyGen 的「Generating Looks」功能，只需輸入文字提示詞，即可切換虛擬人物的姿勢、環境或服飾。

想更深入了解嗎？

→ 超逼真 Avatar 製作逐步教學

最佳實務：打造高品質自訂 AI 語音

HeyGen 擁有龐大的 AI 生成配音庫，涵蓋超過 175 種語言、方言和情感語氣，但有時候，完美的影片需要度身訂造的聲音。以下是建立自訂語音的三種方法。

如要獲得最佳音質，請先準備高品質的原始錄音。以下是錄製優質聲音的方法：

• 使用高品質咪高峰或智能手機，並保持距離口部約 6–8 吋

• 在安靜、無噪音的環境中錄音

• 清晰說話，配合自然停頓並帶有適度情感表達

• 上載多個具有不同情感語氣的樣本，以提升靈活度（僅適用於HeyGen Custom Voice Clones ）

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 marketer. When paired with HeyGen, prompting unlocks countless ways to create high-impact videos where your imagination is your only limitation! Get ready to experiment, iterate, and use prompts in HeyGen for:

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.

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.

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.

Use Case #1: Video Ads

Customer Stories & Examples

Perfect For

Growth Marketers, Demand Generation Marketers, Performance Marketers, & more!

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.
• Design for mobile-first viewing. 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 like a performance marketing pro. 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 Video

Customer Stories & Examples

Perfect For

Content Marketers, Performance Marketers, Demand Generation Marketers, Growth Marketers, & more ready to turn their brief into a UGC ad

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: How To Video

Customer Stories & Examples

Perfect For

Product Marketers, Performance Marketers, Demand Generation Marketers, Growth Marketers

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!

Best Practices

• Keep it concise. Aim for 60-120 seconds for quick guides, and up to 5 minutes for detailed tutorials.Structure for clarity. Begin with a clear introduction, followed by step-by-step instructions, and conclude with a strong summary and call-to-action.
• Enhance with visuals. Use graphics, captions, and screen recordings to illustrate key points and improve comprehension.Maintain consistency. Use consistent branding, tone, and style across all videos to reinforce brand identity.
• Optimize for accessibility. Include subtitles and ensure content is mobile-friendly to reach a broader 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?

→ Watch a step-by-step tutorial for creating how to videos