How to Create Impactful Promotional Videos

Indeed, promotional videos will effectively drive sales for your products, while highlighting what your brand has to offer. They enable you to be creative and emotional because you will create a unique piece of storytelling for your viewers. This will help you get great exposure for the brand, cause, or product you want to promote.

However, if you have never created such videos, this can be overwhelming, especially if you are a beginner. If that is your case, we have good news for you : you don't necessarily need to call a video production company for this task. With the right tools and tips, you will be able to create a promotional video that will engage your audience in the long run. In this article, we will guide you towards the process of crafting impactful promotional videos that work.

What is a promotional video ?

A promotional video (also called promo video) is a type of video you can use to promote a specific marketing initiative, sale, or event. Generally, they are similar to teaser videos in tone and style, as they are meant to capture the viewers' attention and draw them to learn more about your brand.

You can use promo videos to share important information, wish happy holidays to your audience, acknowledge a success, or share testimonials about how your product or service has helped your customers. The end goal of a promo video is to build awareness around your brand. If you need to establish a deeper connection with your audience, promotional videos are definitely what you need to push your business forward.

There are several types of promo videos that you can use according to your marketing goals :

• product videos
• intro videos
• product launch videos
• event videos
• explainer videos
• video ads
• recruitment videos
• FAQ videos
• testimonial videos

There are many options to create videos dedicated to inspire your audience to be interested in your brand. Don't hesitate to think outside the box !

When should you use promotional videos for your business?

As stated above, promotional videos are a great way to attract new visitors by building awareness for your upcoming promotions and events. If you have new visitors among your audience, this can introduce them to your products and/or services by picking their interest with your current promotion.

Also, promo videos are great to engage your current audience, whether they are customers or regular visitors. Thus, they will help you draw them back in and give them a good reason to continue to do business with your company.

Why should you use promotional videos?

Leveraging promotional videos offer several benefits for your brand.

They are useful to create emotional connection with your audience

Human beings are driven by emotions. Therefore, first impression is a very important part inof the decision process of a customers when they consider buying your product. That's why you need to create a good image that targets the right emotions in your customers. When you create an emotional connection, you can easily sell them the benefits and features of your product.

They are easy to distribute and share

Like all types of visual content, promotional videos are easy to distribute and share, especially on social media platforms. Thus, you will be able to expand your reach and get great exposure for your brand.

They educate your audience

Promotional videos are a great type of visual content to educate your audience. Indeed, they engage many senses in people, and increase chances that your message will be heard and understood. Moreover, they are very effective to explain how a product works, since you can direct your viewers step by step on how to use your product.

How to create amazing promotional videos in 9 simple steps

If you are a beginner, creating videos can be quite challenging. However, you don't need to have lots of creative experience. You will not even have to call a specific video production company to reach your goals. Indeed, with the right steps, you will be able to produce an effective video that conveys the message you want to your target audience. Here is our step-by-step guide to help you create a video that will work for your business.

Step #1 : Define your goal

First of all, you must always set clear goals. Think about what you want to achieve with your video. Here are some questions you can ask yourself at this stage :

• What will your video showcase ? Do you want to promote a new product, a service, or your brand as a whole ?
• What story do you want to tell your viewers ?
• What is the concept you want to come up with ? Will be it be holiday-themed ? Or a playful concept that your viewers will always remember ?
• Do you want to address a pain point that your audience faces regularly ?
• What key concepts will you use in this video ?
• What are the key takeaways you want your audience to remember about this promotion ?

Depending on your answers, you will align your creative process with your ultimate goal.

Step #2 : Know your audience

Don't forget to tailor the message and tone of your video to appeal to your target audience.

Step #3 : Write tour script

You must remember that a promotional video is similar to a teaser, so it should be straightforward. That's why we recommend to keep your script short, since it must last at least thirty seconds to one minute maximum.

Step #4 : Create a storyboard

Most of the time, you will need visual aids like graphics or title cards. Consequently, you must make sure to plan them in advance by using a storyboard. The more you plan your video ahead, the easier the production stage will be. Moreover, at this stage, you can create multiple versions of your video. For instance, you can come up with a short variations of the same theme and idea. However, never forget to keep them simple.

Step #5 : Choose the style of your video

At this step, you must decide if you will use live-action, animations, screen recordings, or customer testimonials.

Step #6 : Produce your video

You will proceed to film your video by gathering the right equipment, depending of your budget. You will need cameras, microphones, and animation tools. Don't forget to carefully select your filming location, especially if you want to highlight your product in a unique and exciting way.

Step #7 : Edit your promotional video

Having your video edited means that you will cut unnecessary content, add music, special effects, and a clear call-to-action. This post-production stage is very important because you will be able to control the message you want to convey to your audience.

Step #8 : Optimize your video for all your platforms

Adjust your video format to the different platforms it will be published: social media (Facebook, Instagram, TikTok...), your website, your newsletter...

Step #9 : Track your performance

Analyse your results and adjust your strategy if necessary. This might be useful for future videos.

Some examples of perfect promotional videos

Do you want to create a perfect promotional video but don't know where to start ? Here are some examples of promotional videos that will get you inspired.

Example #1 : Nike - One Day We Won't Need This Day

Nike used this video to advocate for a specific cause and show their support for certain groups, i.e. female athletes. They combined old footage of female athletes with recent shots of famous current sportswomen to share a powerful message with their audience. Through this content, Nike improves its brand image, while advocating for women's rights and a more equal society.

Example #2 : Apple - Don't Blink

This unique video created by Apple doesn't just list the features and benefits of the new iPhone and Apple Watch. Instead, it shows a creative approach. With this content, Apple combined moving typography, upbeat music, and humor to engage their viewers in a funny way.

Example #3 : Google Assistant Parody with Macaulay Culkin

In this video, the company reimagined the classic film Home Alone with a grown Macaulay Culkin who reenacts the famous scenes of the film. This video showcases how Google Assistant may help the potential customers in an entertaining way.

Example #4 : Marks & Spencer Adventures in Wonderfood 2017

This London-based department store used a promotional video to launch their luxury food products. With a unique UK lens, this video is a visual explosion of colors, with a contrast between colorful food and non-distracting background. Note also that the design is very consistent with the dominance of circles.

Ready to design your first promotional video ? Contact Pitchy

Do you want to use promotional videos for your product but don't know where to start ? Then, Pitchy is the platform you need to reach your business goals. We offer you several features and templates that will help you set perfect promotional videos that work. Should you be interested, feel free to ask for a demo.