What is a promo video?
Put simply, a promotional video is intended to promote your products or services to your target audience by showing them what your business can offer them.
A good promotional video goes a step further, and doesn’t just list off the things that your business offers and why they are useful. A truly great video connects to your audience by telling a story, and draws them into your brand’s culture, leading them to become interested in your business. They are a great way to get your brand values across to your customers and prospects.
It is extremely important to be clear and concise in your promotional video, because people have short attention spans particularly when browsing the internet or social media.
Even though video is still the most engaging type of content you can put out, very few people will sit through a 20 minute promo video. A good average is 1-2 minutes.
Some basic tips for creating a good promo video
- Be clear and concise – people should not have to think about the message that you are trying to send them. Another reason to be clear and concise is so that you don’t lose potential customers. The graph below highlights the importance of this tip.
- Seriously consider production value – unless you know that the creator is an exceptionally talented iPhone videographer you should really choose a digital agency that are capable of producing exactly what you need. At the end of the day, the quality of your video will determine the viewer’s opinion of your overall product/service quality.
- Write a script that fits your strategy – it is extremely important to have a script that you follow when creating a promo video. Keep it short and to the point, remove anything that you think doesn’t add any significant value to the message you are trying to get across. It is also very important to make sure that this script fits your digital strategy. It should line up with your goals and should clearly outline how it is going to help you achieve those goals. There is no point wasting time on a video that doesn’t fully incorporate your brand’s story.
- My final, and arguably, most important tip is to have a clear and enticing call-to-action – it is so disappointing when a promotional video wows a viewer and then leaves them out in the middle of the desert with nowhere to go. Your video should end by making it clear to the viewer what they should do next. If somebody watches your video, finds it interesting but then has nowhere to go next, you simply will not see conversions.
Below are some of my favourite promotional videos from the last few years. This is the standard that you should aim for when creating a promotional video, and remember – production value matters, but the message is the most important part of a promo video.
Disclaimer: Sometimes big brands like Apple don’t use a CTA in their videos… you’ll be able to do this too, but not until you’re as big as Apple!