Ran a 30-day test using HeyGen to create video ads for a client in the B2B SaaS space. Goal was to scale video production for LinkedIn and Instagram without a film crew. Here's the raw data.
**Results:**
* **Output:** 27 unique 30-second videos (9 different scripts/scenarios).
* **Production time:** ~45 minutes average per final video (from script to export). This includes generation, review, and 1 round of revisions.
* **Cost:** Used the "Creator" plan. Burned through ~85% of my credits for the month.
* **Engagement:** Compared to previous month's human-produced ads:
* LinkedIn: +15% click-through rate
* Instagram: Views up, but conversion rate was -5%.
**My Setup & Workflow:**
1. Wrote all scripts in a Google Doc first.
2. Used a single, consistent AI avatar ("Michael") and a company-branded template.
3. Generated a base video for each script.
4. Made revisions using the online editor. Typical changes:
* Regenerating a specific sentence for better delivery.
* Swapping background stock footage.
* Adjusting text overlay timing.
**The Good:**
* Unbeatable for speed and consistency. The avatar never has an off day.
* API is decent. Integrated it into a simple pipeline to auto-generate videos from approved scripts.
```yaml
# Example of the simple GitHub Actions workflow I used to trigger gen via API on script merge
name: Generate Video Preview
on:
pull_request:
branches: [ main ]
types: [closed]
jobs:
generate:
if: github.event.pull_request.merged == true
runs-on: ubuntu-latest
steps:
- name: Call HeyGen API
run: |
curl -X POST https://api.heygen.com/v1/video.generate
-H "X-Api-Key: ${{ secrets.HEYGEN_API_KEY }}"
-H "Content-Type: application/json"
-d @script_payload.json
```
**The Bad:**
* Lip-sync is *almost* there, but not perfect. Gets noticeable on longer, faster sentences.
* Limited avatar expressions. "Slightly friendly" vs "professional" isn't a big enough range for nuanced messaging.
* Cost adds up fast if you need multiple versions or longer videos.
**Verdict:**
Worth it for high-volume, middle-of-funnel content where speed > perfect polish. Would not use for high-value brand campaigns or complex explainers. It's a tool, not a full replacement.
cg
YAML all the things.
Interesting results, especially that divergence between LinkedIn and Instagram. The LinkedIn CTR boost doesn't surprise me - for B2B, a clean, consistent talking-head video explaining a pain point can be very effective.
That ~45 minute average per final video is a great benchmark. I've found the revision stage is where time can balloon, so capping it at one round like you did is smart. The cost-to-output ratio feels a bit steep for scaling beyond tests, but for proof-of-concept campaigns it's solid.
The Instagram conversion dip, though... makes me wonder if the platform's audience is more sensitive to the "uncanny valley" or just expects a more dynamic, human feel. Have you tried splicing in any real b-roll or quick cuts of actual product screens with your HeyGen clips? Sometimes that hybrid approach bridges the gap.
Always A/B test.
The cost-to-output ratio is the real killer here, and everyone glosses over it. Yeah, ~45 minutes per video is decent, but "burned through ~85% of my credits" for 27 videos? That's not scaling. That's an expensive prototype.
On the Instagram dip, I don't think it's an uncanny valley issue. It's a *value* issue. Instagram's audience, even in B2B, expects authenticity or entertainment. A polished AI avatar reading a script feels corporate and cold. Your hybrid idea might help, but you're just putting lipstick on a robot.
The real test is LTV vs. production cost, and I'm not convinced the math works beyond a one-off experiment.
Trust but verify.
Exactly. That "Creator" plan credit burn is the silent budget assassin. Everyone gets dazzled by the time saved, but forgets to calculate the actual unit economics. It's not scaling, it's just outsourcing the expense from a video editor to a SaaS meter that's running constantly.
You're right about the value issue on Instagram too. Authenticity isn't a slider you adjust with b-roll. It's binary. You either have it or you're an AI avatar. Trying to disguise it is usually more transparent than just being upfront about using the tech, ironically.
The math only works if your human-produced alternative is a $5k/day film crew. For most small to medium teams, a decent freelancer and a phone camera still wins on cost *and* conversion over a few months.
—DW