Promotional videos are everywhere, and they have numerous purposes. While many believe that a promotional video is for selling products, companies use it to increase brand awareness, highlight a social cause, and attract employees at a careers event.
You can do so much with a promotional video, but the key to success is doing it right. In this post, we’ll reveal everything you need to know about promotional videos, including how to make an impact with yours.
Before we dive into how to make a promotional video, it’s essential to understand why they’re so effective. Promotional videos are short, usually between one and two minutes, which makes them easy to consume.
They also evoke emotion, telling a story that resonates with viewers and leaves a lasting impression.
When done right, a promotional video can be an incredible asset for your business because they humanise it, ensuring an audience sees what makes you unique as a brand rather than a faceless company.
Now that you know the why behind promotional videos, let’s look at the how.
Making a compelling promotional video requires a lot of planning and creativity. There’s a fine line between your video sending the right message or completely missing the target, but certain elements define your video’s success.
The first few seconds of your video are crucial in holding viewers’ attention, so make sure you get straight to the point. The opening scene should be visually appealing and set the tone for the rest of the video – but you don’t want to fill the content with fluff.
As your video is promotional, it should be longer than a few seconds, but you also should keep it concise.
Two to three minutes seems to be the magic number – but don’t be afraid to go shorter if you don’t have much to say!
Your promotional video should be created with a specific audience in mind. It’s essential to understand who you’re targeting before you start filming, as this will determine your video’s style, tone, and message.
For example, if you’re trying to attract millennial employees, your video will be very different from one designed to increase sales of a new product. Keep your target viewer in mind during the planning and production process.
Your promotional video should tell a story, engaging viewers from start to finish. It’s important to keep in mind that people connect with stories, so try to evoke emotion by including relatable characters that audiences can empathise with.
Your promotional video needs to have a clear message relevant to your target audience. This will ensure they understand what you’re trying to say and take away something from watching your video.
While your promotional video should have a strong message, you always need to convey your product or service’s benefits to customers.
Each viewer needs to understand what they might gain by using your company, and as many marketers will agree – the benefits always outweigh the feature.
Your promotional video should always include a call to action (CTA). The CTA is how you’ll measure the success of your video, so make sure it’s clear and concise.
Your call to action could be anything from visiting your website to signing up for a newsletter – but whatever you choose, make sure it’s relevant to your target audience.
If you’ve never created a promotional video before, it can be a daunting experience – but the purpose of these videos is to highlight products, services and events.
Your audience could be consumers, potential service users, and talented employees you’d like to recruit.
This might be the first promotional video you’ve ever created, and it can be beneficial to seek support from a specialist production company.
A production company will have a wealth of experience in creating promotional videos and will be able to support you throughout the process, including:
Planning & Pre-Production: This stage is one of the most important because it’s where to decide on a story, find filming locations, and get a crew together. A production service has a crew and equipment already. They can also support you with the story and scriptwriting.
Shooting: Once everything is good to go, you’ll need to shoot your video. That’s easier with a production team because they know how to adapt to changing weather quickly, meaning you won’t have to waste money should nature decide to make your filming schedule more difficult!
Post-Production: The editing process is where every scene comes together, and your message becomes clear. A professional editing team can add a range of effects, such as sounds, to enhance your video during this process.
When choosing a production company, look for one that has experience in creating similar videos to the one you have in mind. This will give you an idea of their style and approach and whether they’re a good fit for your project.
Our promotional video production service works with clients from all backgrounds, and we have a lot of experience producing high-impact videos that align with your brand.
It’s all good and well to have a graphically stunning video. But if it doesn’t resonate with your audience and send the right message, then the money you invest in production and distribution won’t generate a positive return.
There’s no doubt that promotional videos are an asset for any business – but only if they’re done right. By following the tips in this guide, you can impact your video and achieve your goals.
If you need any help along the way, please feel free to contact our friendly production team. We work with your goals in mind, ensuring that everything we do results in you achieving:
Don’t hesitate to contact us if you’d like to know more about our service.
Ready to bring your project to life with our professional video production services? Get in touch with our team to discuss what you’re looking for, along with any additional notes you wish to share. Simply fill in the form and we’ll get back to you shortly.
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