Everything You Need to Know About Promotional Videos (And Why They Work)
A promotional video is a marketing tool to inform or educate consumers about a product or service, and it is rapidly becoming a go-to strategy for brands of all sizes. From showcasing a new app to an established company launching a product update, an engaging promo video helps capture attention in online spaces where competition is fierce.
Follow along to learn all things about promo videos: from what makes a good promotional video or its costs to the benefits of creating one. We will also cover best practices such as tailoring videos for mobile viewing and leveraging analytics tools to measure effectiveness in order to get the most out of your investment in video marketing.
What makes a good promotional video?
Contrary to popular belief, a good promotional video is not only about making a sale but also about telling a story. Moreover, people often base decisions on emotions rather than on facts or statistics. So, making a personal connection is crucial to winning their trust and convincing them to make a purchase. Therefore, start thinking about your promo video as a way to engage with your viewers and not just their wallets.
Some of the steps to be followed to create compelling promo videos are the following:
- Goal setting: clearly state what you want to achieve – either brand awareness, product launch or audience engagement.
- Message definition: identify the key takeaways that will resonate with your target audience.
- Budget setting: establish your financial parameters at the beginning. For example, this type of video costs from £500 to £50,000, depending on different factors such as location, equipment and video type.
- Storyboarding: make a map of the narrative you want to develop and the filming flow before the production.
- Production: capture high-quality footage and audio that align with your storyboard and goals.
- Post-production: edit, include effects and carefully select the audio for your outcome.
- Promotion: share the video across the right platforms to reach your audience.
While some may overlook budgeting, it is a key part of planning. Also, it prevents last-minute financial surprises and ensures you can focus on the creative elements without exceeding your resources. Consequently, balance emotional storytelling with practical considerations to set the stage for a video that captivates viewers and motivates them to take action, maximising your efforts.
Types of promotional videos
Now that we have just mentioned that one of the factors altering the cost of a promo video is the chosen video type, it is time to look at the different video types that exist out there.
1. Promotional Product Videos
Ideal for product launches, these videos showcase benefits, features and real-life customer experiences. Also, they built excitement quickly, often leading viewers from curiosity to purchase in a few clicks.
2. About Us Promos
Ranging from a straightforward company introduction to more in-depth behind-the-scenes footage, these videos are a powerful way to build trust. They help potential customers get to know your brand’s values and culture while reassuring loyalty among your customer base.
3. Business Promotional Video for Your Services
This format highlights the range of services you offer and how you deliver them. Furthermore, these videos are dynamic and short, walking viewers through your core capabilities and showing both professionalism and the tangible value you bring to clients.
4. Event Promo Videos
Designed to increase attendance at an upcoming event, conference, festival or launch party, these videos usually highlight event details, past successes and any experiences. A well-crafted event promo can generate buzz and encourage early registrations.
5. Explainer Videos
These short, concise clips help your audience understand how a product, service or process works. Whether you use animation to illustrate complex steps or a straightforward live-action approach, explainer videos simplify your message for viewers to get excited about and learn about you and your processes.
Why do people use promotional videos?
By now, you are well aware of what a promotional video is, the types available and the steps to create one. So, why do companies invest in promo videos in the first place? Well, here are some of the key reasons.
Boosting Conversions
These videos provide the final nudge potential buyers need to make a decision. When viewers see a product or service in action, they are more likely to click “buy” or sign up.
Capturing Attention
As attention spans continue to shrink, concise and engaging videos shine. They allow you to deliver essential information in a visually appealing way, which is better than plain text or static images.
Improving SEO
Besides, Google rewards websites that engage visitors for longer periods and videos are a proven way to boost on-site engagement. Higher engagement rates and additional traffic driven by video content can help improve your site’s search engine ranking.
Building Trust and Credibility
By using promotional videos to educate or inform, you are demonstrating transparency and empowering potential customers. This heightened sense of trust can significantly influence their ultimate buying decision.
Altogether, promotional videos serve as a dynamic, multi-purpose tool – offering quick insights, fostering customer confidence and enhancing your visibility in a competitive digital landscape. For this, it is essential to consider practical measures to capitalise on your videos. So, start by tailoring your videos for mobile viewing and leverage analytics tools to measure your impact. Ultimately, promotional videos keep being indispensable for brands aiming to captivate and convert in a digital-first era.
Thank you for reading,
Sara.
Contact Impress Video now
If you would like to do a Promotional Video with video production and marketing professionals, or any other type of video, we can help you at Impress Video. We make video production for businesses, the ones that impress. Don’t hesitate to contact us here!
