To all video content creators and businesses out there that receive a great amount of anxiety when creating a promotional video, do not worry. Promotional videos are a daunting task and can very easily go south. For a successful video, it’s all about being enticing.
In this article, we at DigitalOx will show you our tips in creating an enticing video to help your marketing campaign and producing an engaging video.
Engaging Promotional Video
The whole purpose of a promotional video is to create an engaging video and get the viewer enticed into your product or service without it feeling like an advertisement. There are many types of videos you can do this for as it has a wide capability, and does not have a category of its own.
A few examples;
- Create explainer videos with an added comedic effect (for example), keeping that retention strong
- Or how about add an educational video to your digital marketing strategies, giving the video more of a purpose to watch, that being learning.
- Furthermore, you could design a demo video to showcase how useful your product or service is.
The possibilities for various effective and engaging promotional videos are endless, the only limit is your creative thinking.
Things To Consider
Now you’ve got this in mind, there are many variables you must consider when starting a project like this.
Every person that creates a promotional video will have to consider their targeted audience as knowing the audience and industry well gives you an advantage when creating such videos.
It’s worth double checking or generally researching into this type of audience to get to know their likes and dislikes. This way, you can hit on their likes more, enticing that particular audience more than others, which is what you want.
There are hundreds and thousands of promotional videos out there and more than likely a lot in your particular field, meaning you have some competition. Look at your competitors and see what they’re doing that is unique and effective then put your own twist on it. Inspiration is the key to generating ideas.
Think of the techniques they’re using and how they are able to grab the viewer’s short attention span. Watching competitors videos will give you more of an insight into what you want to create, allowing you to build up high quality videos.
Getting yourself inspired is one of the most important things within the creative industry as a whole, not just creating promotional videos.
Put some creative spark into your ideas, look at what others are doing and maybe think about how the last movie you watched could help. Paying attention to your daily life activities can lead you on a tangent of ideas. Not just that, watching videos, other adverts or any other TV show can give you ideas for a potential plot in a video, these are how ideas are thrown around.
What Makes A Good Promotional Video
Well, what makes a great promotional video for my product or service? Well now that you’ve made some considerations, it’s time to think about some deeper questions that you need to ask yourself.
Brand Awareness & Goals
Before marketing videos, you should look into how aware people are of your brand currently, and how much you predict your audience numbers after the video’s release. This way, if you do one in the future, you have fully reflected and can identify that problem of the promotional video.
Not just that, also consider what your goals are from this video. Is your goal to; social media promotion, drive traffic, drive sales, increase customer engagement, brand awareness, or educate your customers on a product or service?
No pun intended, but this is short and to the point. How long are you going to have your promotional video be, 30 seconds, 1 minute or a long 5 minutes? Without setting any guidelines before your pre-production, you may not realise how confusing and long the video may seem.
Another thing to consider is your budget for the promotional video and the style of creation you are going for. If you are wanting an animated video, then a shorter video is for the better if on a tight budget, however, having a film crew is slightly cheaper, meaning you can extend the length.
Another thing to remember is visibility and as weird as it sounds, this is something you have to think of. According to thinkwithgoogle, 3 in 4 watch youtube videos on their phone. Mobile videos are a very common source of entertainment, so you must make sure that your viewers can see on mobile devices!
You should have an idea for how you want the tone of this promotional video to be, or in simple terms, how do you want your video to make the audience feel?
Do you want them to laugh or be energetic, upset or have them feel bad? You should keep in mind the emotion you want to make the audience feel so you can take the direction down a straight path.
What direction are you going to take this video? Now that you have a goal (a reason) in mind, it should be easier to identify your sense of direction.
Introductory & Explanatory
If you’re creating a video that will be right in the centre of the landing page on your website, then you want to go for something more ‘introductory’ and ‘explanatory’. It’s also worth mentioning that promotional videos can cross with brand videos.
Narrative & Story
Perhaps you think using a narrative or story-style concept in your promotional video works better. Using story elements are a common but great tactic to get your viewers immersed into the advertisement without knowing, allowing you to make subtle promotions to other things of yours, like social media platforms.
You could even combine this with an introductory / explanatory type of video. It doesn’t have to be one category, you can step into another category and get a taste of each in your promotional video.
Endorsement is a common tactic that typically gets overlooked when creating promotional videos. Endorsement is bringing another celebrity or influencer on your video allowing for many people to listen more closely since they recognise this person.
Testimonial & Informative
Interviews, quotes or even a tutorial style about a certain topic are other ways creators entice viewers. It is mainly effective to those who have enough interest in a product to want to know how they work or know more about the product, its like dishing food how it is, no sauces or toppings.
We hope that this article helped you understand the business video world better by giving you informative topics to think about.
We at DigitalOx know that this is a lot to take in when creating a promotional video for one of the first times. If this article does not help you enough, we will be more glad to assist you in your matters of any type of video, not just promotional videos. Also, check our full digital video production page to see other types of videos we can create.