Photo and Video Best Practices for Your VisitorReach Ads

Across our top-performing accounts, we consistently see that strong photos and videos contribute to better ad performance. This guide explains what types of creative to send and how to capture content that works well for advertising.

Review our Church Photography Guide for photo best practices and examples.

Video Guidelines

VisitorReach may also request 1–3 invitation videos to help optimize your ads.

These videos do not need to be highly produced. A genuine, personal invitation that speaks directly to the viewer can be more effective than something that feels heavily scripted or rehearsed.

How to Record Your Invitation Video

For the best results:

• Record vertically.
• Use a quality camera. You can use the main rear-facing camera on your phone or a professional camera.
• Keep the video approximately 20–45 seconds long.
• Look directly into the camera lens as though you are speaking to one person.
• Record in a quiet, well-lit environment.
• Use natural light or face a window when possible.
• Keep the camera steady or use a tripod.
• Smile, relax, and speak naturally.

What to Say

Your invitation video should be simple and welcoming.

We recommend including:

1. Your name and the name of your church.
2. A brief description of what someone can expect when they visit.
3. An invitation to an upcoming service or event.
4. A simple call to action encouraging them to click and learn more.

Example Invitation

"Hi, I'm Pastor John from Grace Community Church. If you've been looking for a church where you can ask questions, find community, and grow in your faith, we'd love to meet you. We'd love to invite you to join us this Sunday. Click below to learn more. We can't wait to welcome you."

You do not need to follow this example word for word. Use language that sounds natural to you and accurately represents your church.

Common Video Mistakes to Avoid

Trying to Explain Everything About Your Church

Avoid listing every ministry, program, or feature your church offers.

Instead, focus on one meaningful benefit someone might experience when they visit, such as community, hope, purpose, encouragement, or a place to belong.

Speaking to a Congregation Instead of One Person

Imagine you are recording a personal invitation for one person who is considering visiting your church.

A conversational, one-on-one approach typically feels more genuine and welcoming than speaking as though you are addressing a large audience.

Reading Directly From a Script

It is fine to have notes nearby, but avoid reading your invitation word for word. Speak naturally and use language you would normally use in conversation.

Using Church Jargon

Remember that the person watching your ad may have little or no experience with church.

Avoid terminology that requires church experience to understand. Keep your message simple, clear, and welcoming.

Making the Video Too Long

Aim for approximately 20–45 seconds. Your goal is to create interest and invite someone to take the next step, not explain everything about your church in a single video.

Looking at Yourself Instead of the Camera

Try not to watch yourself on the screen while recording. Look directly into the camera lens so it feels like you are making eye contact with the viewer.

Moving the Camera Too Much

Keep the camera steady or use a tripod whenever possible. Avoid walking around, swinging the camera, or making unnecessary camera movements while recording.

Trying to Make Everything Perfect

Your invitation does not need to be flawless. A warm, genuine message will often feel more approachable than something that is heavily rehearsed.

Need Help With Your Creative?

If you already have photos or videos you would like VisitorReach to review, send them to our team and we can help determine which assets may work best for your campaigns.

If you need to capture new creative, our team is also happy to provide guidance.

If your church does not have an on-staff photographer, consider hiring a professional photographer to capture a library of high-quality images. A relatively small investment in strong creative can provide content for your advertising and other church communications for months to come.