歡迎使用您的 AI 影片行銷快速入門指南

想製作更多影片內容，卻常常受限於時間不夠、預算不足或製作資源有限嗎？您並不孤單。好消息是，透過 HeyGen，您可以在大幅節省成本與時間的情況下，製作出比傳統製作更出色的專業影片。

本指南專為準備運用 AI 影片提升行銷策略的行銷人員打造。您將學會如何從概念發想到完整活動規劃，無需攝影機、Studio 或上鏡人才，就能建立高品質且可擴充的內容。

別錯過「製作您的第一支影片」章節中的實作影片製作練習。這個練習是為了幫助您在實作中學習，快速上手！

熱門應用情境：行銷人如何運用 HeyGen

HeyGen 不只是影片工具，而是一個專為行銷人打造的創意引擎，讓您在不犧牲品質的前提下，更快速地製作內容、擴大產出並推動成效。從網紅廣告到新手上線流程，各種職能的行銷團隊都在運用 HeyGen，大量製作高影響力的影片內容。

為什麼影片在現今行銷中至關重要

挑戰

• 傳統製作成本高、速度慢，並且受人力與預算限制。
• 行銷人員必須在資源更少的情況下做到更多——預算更緊縮、時間更有限，卻還得承受超越競爭對手的壓力。

製作您的第一支 AI 影片

介紹

第一次製作影片或是第一次使用 HeyGen 嗎？別擔心，您一定辦得到。這一節會一步一步帶您完成每個步驟，幫助您快速製作出高品質的影片。

喜歡邊做邊學嗎？

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

成就控嗎？

我們太喜歡了！直接跳到第 4 步：選擇合適的 AI 虛擬人物代言人，並建立您自己的 AI 虛擬人物——您的數位分身與未來的影片明星。

還沒準備好立即開始嗎？

別擔心。您可以先快速瀏覽這些步驟，等準備好了再回來看完整教學。

→ HeyGen Academy: 101

全面概覽所有 HeyGen 功能

→ HeyGen Academy：AI Studio

更深入探索影片剪輯

步驟 1：設定您的 HeyGen 工作空間以因應擴充需求

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

透過 HeyGen，您可以輕鬆維持影片的一致品牌風格，只要設定Brand Kit，就能自動套用您的字型、色彩、標誌與各式素材。

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

趕時間嗎？沒問題。您隨時都可以再回來完成這個步驟。

Pro Tip

當您的品牌套件已設定好品牌色彩後，您就能輕鬆更新大多數 HeyGen Templates 來符合品牌風格。只要換上您的品牌色，讓每支影片都維持一致風格，或是按一下「Shuffle Colors」按鈕，讓 HeyGen 自動為您更換配色。

步驟 2：設定您的策略

Before you dive into video creation, get crystal clear on your campaign strategy by defining your goal, target audience, distribution channels, and hook.

活動目標

What do you want this video to achieve?

範例： 品牌知名度、產品發佈、潛在客戶開發、銷售轉換

目標受眾

您是為了哪些對象製作這支影片？他們是什麼樣的客戶？目前處在行銷漏斗的哪一個階段？

範例：從未聽過您品牌的 Z 世代冷受眾，以及正在評估各種方案的漏斗中段中小企業潛在客戶

主要發佈管道

Where will your video live?

範例：LinkedIn、TikTok、YouTube、付費廣告、網站、電子郵件行銷活動

引言

您正在解決什麼問題？在前幾秒內，您要如何抓住觀眾的注意力？

專業小秘訣

想再聽聽別人的看法來優化您的策略嗎？請前往 ChatGPT、Claude 或您偏好的其他工具，並輸入以下提示詞：

「我正在為［product/service］規劃一個行銷影片活動。我的目標是［goal］，目標受眾是［audience］，我會在［channel］上進行投放，核心訊息或主軸是：［hook］。您可以給我一些回饋，說明這樣是否清楚且有效，並提出任何改進建議嗎？」

步驟 3：撰寫您的腳本

腳本是一支優質影片的核心。以下是讓它發揮最大效果的方法：

• 一開始就用有力的開場吸引注意（前 3-5 秒最關鍵）
• End with a clear CTA (call to action)
• 保持內容簡單、直接，避免使用專業術語
  

專業小秘訣

想要加快流程嗎？請參考下方的最佳實務頁面，瞭解如何運用 ChatGPT 等工具來撰寫您的腳本。

還不確定該從哪裡開始嗎？以下是幾個範例大綱，提供您一些靈感。

如果您在 HeyGen 中跟著操作，這些腳本已經預先內建在您的範本裡。

在此存取包含這些腳本的範本：

影片廣告

Social Influencer Video

教學影片

Explore script templates and more tips for popular marketing video types

→ 廣告影片
→ 社群影響者影片
→ 教學影片
→ 產品解說影片

最佳實務：運用 AI 更快更好地撰寫腳本

想要更聰明地工作，而不是更辛苦地加班嗎？以下是一些技巧，教您如何善用 ChatGPT、Claude、Gemini 等工具，加快腳本撰寫的速度。

步驟 1：從清楚的提示詞開始

請提供明確且詳細的提示詞給 AI，說明您要製作的影片內容，並加入重要的背景資訊，例如：

• 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)
• 您希望影片使用的語氣或風格（親切、專業、對話式）

範例提示詞：

「為一支 B2B HeyGen 產品說明影片撰寫 60 秒腳本，目標對象為中小企業主。語氣應自信、清楚，並在結尾加入有力的行動呼籲。」

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.

範例：

• 產品／服務名稱
• Key value proposition
• 行動呼籲

範例提示詞：

「請包含以下重點：HeyGen 能幫助中小型企業節省時間與成本，而且操作簡單易上手。CTA：立即註冊免費試用。」

步驟 3：要求正確的格式

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

範例：

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

範例提示詞：

「請將這段內容改寫成由 HeyGen CEO 的虛擬人物朗讀的口語腳本，語氣自然、貼近日常對話。」

Step 4: Review and tweak

接著，將腳本複製並貼到 HeyGen 中，按下預覽按鈕，讓您的虛擬人物把內容唸出來！聽起來自然嗎？語氣和節奏是否符合您的預期？如果不理想，您可以請 AI 工具依照以下這類提示詞進行修改：

• Make this more casual/formal
• 在開頭加入更有吸引力的引言
• 加入一行說明［功能或優點］
• Turn this into a 30-second version
• 請提供三個不同版本的 CTA

更深入掌握腳本撰寫

→ 如何運用 AI 撰寫高效影片腳本：現代行銷人的實戰指南（電子書）

步驟 4：選擇合適的 AI 虛擬人物

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

最佳實務：打造完美自訂 Avatar

準備好建立一個專業、栩栩如生且具備無限自訂選項的 Avatar 了嗎？請參考下方資源，取得實用秘訣、最佳做法，以及開始使用前所需重點的快速總覽。

在建立自訂 Avatar 時請記住：輸入的品質決定輸出的品質。您的照片、影片和文字提示詞越好，生成出來的虛擬人物就會越逼真、越精緻。

在您的 Hyper Realistic Avatar 訓練影片裡出現的所有內容，從手勢、臉部表情到聲音語調變化，都會完整反映在最終成果中。

專業小秘訣

使用 HeyGen 的「Generating Looks」功能，只要輸入文字提示詞，就能切換您的虛擬人物姿勢、環境或服裝造型。

想更深入了解嗎？

→ 超擬真 Avatar 建立逐步教學

最佳實務：打造高品質自訂 AI 語音

HeyGen 擁有龐大的 AI 生成庫存語音，涵蓋超過 175 種語言、方言與情緒語氣，但有時候，完美的影片需要專屬客製的聲音。以下是建立自訂語音的三種方式。

若要獲得最佳的語音品質，請先準備高品質的原始音訊。以下是錄製優質音檔的方法：

• 使用高品質麥克風或智慧型手機，並保持距離嘴巴約 6–8 吋

• 在安靜、無噪音的空間中錄製

• 清楚說話，保留自然停頓並帶有些微情緒表達

• 上傳多個具有不同情緒語氣的樣本，以提升多樣性（僅適用於HeyGen Custom Voice Clones ）

Want to dive in deeper?

→ 超擬真自訂語音複製終極指南

→ 為您的自訂語音複製加入情感

Best Practices: Prompting Like A Pro

Prompting 是一種做法，指的是仔細撰寫並反覆調整文字指令（稱為 prompts），用來引導 AI 工具從零開始建立各種內容，例如圖片、動態或音訊。

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:

撰寫 Prompt 的最佳實務

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

請使用一致的結構：是什麼、是誰、在哪裡、如何做。這同樣適用於視覺效果、聲音語氣以及動作方向。

包含脈絡與意圖

讓 AI 知道用途是什麼：是產品示範？社群廣告？還是教學影片？提供完整脈絡有助於產出更貼合需求的結果。

使用具體描述的語言

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

反覆調整與優化

不要滿足於第一次嘗試。只要稍微調整一下提示詞，就能在各種媒體形式中獲得大幅提升的成果！

撰寫 Prompt 的最佳做法會因您要製作的內容而略有不同

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
• 撰寫 Prompt 的最佳實務：為虛擬人物加入動態效果

步驟 5：在 AI Studio 中建立並潤飾您的場景

現在您的腳本和虛擬人物都已準備就緒，是時候在 HeyGen 的 AI Studio 編輯器中，讓您的訊息真正「活」起來。在這裡，您可以輕鬆自訂、強化並潤飾影片中的每個細節——完全不需要任何剪輯經驗！

• 只要幾分鐘就能設計您的場景，使用您在步驟 1 中建立的 Brand Kit 或 範本。
• Reinforce your message with on-screen text or visuals and trigger them to appear/disappear with Animations.
• 瀏覽 HeyGen 的素材媒體庫，取得高品質的 b-roll 影片，完全免版稅。
• 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