We’ve already seen how promotional videos differ from regular advertisements and how these videos play a vital role in marketing communication, building brand value and boosting sales. So, what is a perfect recipe for a promotional video?
The key to making a good promotional video is a combination of a strong story or cause, knowing your target audience, a clearly crafted message or unique value proposition, well-planned execution and even better distribution.
There are different types of promotional videos, like product videos, intro videos, product launch videos, event videos, explainer videos, promo series, video ads, recruitment videos, FAQ videos, testimonial videos, etc. There are a lot of options as promotional videos give a lot of creative freedom.
Promotional videos start with an attention-grabbing introduction that sets the tone for the rest of the video. It may include a statement of the problem or need that the product or service addresses. The video then provides an overview of the product or service being promoted, highlighting its features and benefits. This section may include a demonstration of how the product or service works or testimonials from satisfied customers. It emphasizes the unique selling proposition (USP) of the product or service, highlighting what makes it stand out from its competitors. The video concludes with a call to action (CTA), encouraging viewers to take a specific action, such as visiting a website, making a purchase, or signing up for a service. Throughout the video, branding elements such as logos, colours, and slogans are incorporated to reinforce the identity of the company and the product or service being promoted.
Promotional videos are creative, humorous, emotional and artistic pieces of visual storytelling. The saleability of a promotional video lies in its ability to connect with its target audience on a deeper and more personal level. In addition, your brand may share important news, events, and milestones, or even share heartwarming stories about customers’ experiences. The key ingredients that help a promotional video achieve this connection are - the Creativity, the Story, the Narrative and the Music & Visual appeal of the video.
Promotional videos provide a huge window for being creative over regular commercials. Now, to make the most out of it and to establish a connect with the audience, the story is often kept simple to be understood by the maximum audience; the narratives also use entertainment quotients like humour, quirkiness or persuasion to keep the audience hooked. The narrative is further kept emotionally connecting by adding relatability factors like nostalgia, current trend, upcoming events/festival or a social message. Sometimes the workflow of a product is smartly used as a narrative to show the necessity or how useful the product is or how easy it is to use; adding value to day-to-day life through the product.
Promotional videos are all about connecting with the audience and making a consumer feel valued and drawn towards the brand's value. The music and visual elements such as graphics, animations, and footage are used to create a visually appealing and engaging video that keeps the viewer's attention and elevates a viewer’s experience by adding texture and depth to the promotional video, making it more immersive, fun, colourful and eye-catching. Various photography, videography techniques, creative cinematography, new edge technology and post-production; like the contrast between a subject and the background, framing, geometry, shooting in the golden hour, use of flares, speed shifting, shallow depth of field, variety of angles, playback speed, editing, all of this put together with perfect music that goes with the video brings the promotional video to life and makes them eye-pleasing and amplify the artistic flow of the video.
With all the factors that enhance the emotional quotient being identified, it is important to have the plan to think about the requirement- what you want to achieve through the promotional video, knowing your target audience- who you’re talking to, figuring their creative treatment- how you should be talking to them and crafting a unique value proposition for them; and then executing and promoting the plan play equally crucially role in delivering the requirement. Overall, the content of a promotional video is designed to communicate the value and benefits of a product or service in an engaging and persuasive way that encourages viewers to take action.