If someone told you that you have to produce a promotional video before the next launch? Do you feel that you must take your product one step further and boost its marketing? Promotional videos have become one of the leading tools in building a marketing envelope worthy of its name, but what is it about? Why should you create a promotional video and not turn to other channels? And most importantly – how do you make a really good video? Here’s everything you should know on the way to creating your next promotional video.
Table of Contents
- What is a promotional video?
- Examine yourselves: do you need a promotional video video?
- The Holy Trinity: What makes a promotional video video good?
- How well known is it?
What is a promotional video?
A promotional video is a short video used to promote a specific marketing initiative, targeted sale or marketing an upcoming event. In terms of tone and style, these types of videos are very similar to teaser videos, where we seek to draw the audience’s attention to learn more about a certain topic or product.
One example of such a video is the video made by the student organization AIESEC for the “YouthSpeak 2016” event, which was sponsored by the Coca-Cola company. The short video is dynamic, focused and eye-catching, and is accompanied by an energetic narration that attracts people to sign up for the event – this is exactly a promotional video.
Another interesting example of promotional videos are movie trailers. Yes, even if they are dressed in cinematic acetala, every trailer you’ve ever seen is meant to promote the movie in question, so it automatically becomes a promotional video. And if we’re talking about a cultural niche, then here are the 50 best trailers in cinema, at least according to WatchMojo.com.
Check yourself: do you need a promotional video?
Promotional videos have one main purpose: attracting new customers or visitors, stimulating and attracting the potential customer and exposure of a new product or service. For those who do know your brand, the sales promotion video can simply give an additional angle that they are not sure they knew (say – behind the scenes of the organization) or a reinforcement for them to be your customers (through testimonial videos, say).
And as much as this video may “work” on an existing target audience, it is doubly effective when we seek to expose our services to new clients. It doesn’t matter if you are planning a fundraiser and want to produce a short and catchy video that will convey the main goals of the donation or you are launching a new product and want to interest potential customers – there are very few marketing ways that can compete with a good sales promotion video.
The Holy Trinity: What Makes a Good Promotional Video?
Apparently you might think: it’s just an advertisement video, and it even has to be short and catchy – how complex can it be? Well, in practice it’s not that simple. For such a video to really work, there are 3 elements that must be in it:
The thinking of the teaser – there is no need to dive deep or to go into too much detail, the goal is to give a taste, a touch, a tempting glimpse that will cause increased interest among those who watch the video. That’s why the video you produce must be fast, just like a short teaser, and draw attention as much as possible in the short time available to you.
Focus – promoting an event, exhibition or conference? Keep the promotional video clear and focused on the details of the event – what will be in it? What will the guests experience in it? And when does it happen? Similarly, if you are offering a limited time sale on one of your services, make sure to say it clearly and build the tension towards revealing the sale in a good and concise way.
Attractive visuals – we are talking about visual media, so it is mandatory (!) to ensure perfect visibility in order to produce a good video, which will really make you want to watch it. Make sure to edit quickly, have an attractive sound and use short and catchy titles. If there is narration in the video, make sure it is clear, energetic and pleasant for the listener.
How well known is it?
In one word: a lot! Promotional videos have been proven to be extremely effective, highly recognizable and dramatically increase the chance of those who are exposed to them consuming the service you offer, regardless of whether it is a movie or synthetic grass for the garden. Sometimes all your potential client needs is just this little nudge to consume your services – and here you are serving it to him on a silver platter, packaged in a beautiful visual way, easy and easy to “digest” – and it just sells. Did you choose to also add a coupon code at the end of the video or a limited offer to your service? Excellent, you have increased the chance of buying even more. According to research, offering a coupon or discount causes the surfer to increase the levels of oxytocin (the love hormone, no less!), which makes it more likely that he will want to make a purchase.
Amazing, isn’t it?
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