Promotional Video Production: Capturing the Power of Promotion

Promotional Video Production: Capturing the Power of Promotion

John McGee

In the age of the internet and all that is tick-tocking, it’s nearly impossible to achieve a successful digital marketing campaign without incorporating a promotional video. When done right, promotional videos have the potential to instantly engage your target audience, boosting your sales and brand engagement.

But then again, not just any video will suffice; audiences today seek high-quality, captivating content. Think of that Coca-Cola ad that left you craving a cold soda or Cadbury’s with the infamous drumming gorilla. You want something that will spread awareness of your product while leaving a lasting impression on the viewer.

Wondering how? Here is all you need to know about video production and how to make compelling promo videos.

Why create a Promotional Video?

According to Oberlo, about 92.7 percent of internet users watch videos online each week. YouTube users alone watch up to 1 billion hours of video every day. Needless to say, if you want your product to reach a wider demographic, you are most likely to need a powerful promotional video.

Now, there are different types of promo videos, each of which can achieve a different result. You can produce event videography, a marketing video, or an explainer video.

Some of the ways they can help your business include:

  • Getting more potential customers for an upcoming product launch or sale
  • Enhancing engagement on your social media pages
  • Increasing brand awareness without breaking the bank
  • Gaining credibility among existing clients and potential customers
  • Promoting a service across social platforms

How to make an effective Promo Video?

In recent years, the average human attention span has been reduced to just 8 seconds. And with ever-increasing online chatter, your promo video needs to be compelling to reach your audience.

Promotional video production is all about capturing a viewer’s attention while still connecting with them on a human level.

There are a few steps you can follow to make this happen.

Set your objectives

The first step in video marketing is establishing your objectives. Why are you making the video in the first place?

Whether it’s for brand awareness or to promote a particular product, a clear objective will help you come up with video content. In addition, it will help establish the details needed to effectively drive the message home.

Prepare for production

The pre-production stage is the period between planning and execution. Here is where you decide the direction you want to take with the video and how the final product should appear.

Set your goals, budget, and duration, as well as the tone of the video. Do you want it to be humorous, serious, or conversational? Is it live-action, screencast, or animated? Always ensure that your choice suits the context of your promo and resonates with your target audience.

This is also the time to choose a location, casting, script, and storyboard. Your commercial videos should always have a strong CTA that tells your consumers what you want them to do and how they can get your product.

Production

There’s a lot that happens during the production phase – it’s when everything comes to fruition. You want to be especially careful about the location you choose and the equipment you use. Viewers will always gravitate towards high-quality, professionally shot videos.

Post production

Post-production entails taking all the raw footage you’ve shot and turning it into something short and presentable. It includes all the editing, voice-over, captions, music, and motion graphics.

The key here is to ensure that everything is in sync. Keep it short and sweet. The ideal duration for promotional videos is about 15 seconds.

What should a promotional video include?

Now that you have a high-level overview of the process involved, it’s time to consider the details that will go into the story.

  • Scenes – How many scenes do you want to include? And in how many locations will they be shot?
  • Characters – How many characters are you dealing with? What is their story? What do they look like?
  • Audio/text overlay/voice-over – Will there be a voice-over? What will the voice-over narrate? Do you want to accompany the voice-over with additional text?
  • Product – How do you fit your product into the story? How often do you want to appear, and in what ways?
  • Props – What major props do you need to make the story work? Does your budget allow for them?
  • Final CTA – What final message do you want to leave with your audience? What do you want them to do? Would you rather buy your product or follow your social media? The most effective practice is to combine your promo video with an explainer video

Where do businesses get it wrong with Corporate Video Production?

Where most companies fail when it comes to promo video production is lacking a proper understanding of the marketing processes involved. In addition, they lack the ability to handle logistics issues as they develop.

Always begin by reading into your target demographic to know what marketing videos will have the most impact. If possible, consult a video production company.

With professional promotional video services, you’ll get the support of creative digital marketers and experienced video makers. In fact, a reliable promotional video company will make it so you don’t have to worry.

Don’t forget to promote your Promotional Video

Lastly, for your marketing video to do its job, you have to put it out there. So feel free to post it on every media outlet that comes to mind. TV, newsletters, e-blasts, social media platforms, company websites, you name it! Always aim to reach as many people as possible.