In an age when the world and its dog are shouting for attention on the internet, promotional video gets you seen and heard.
But what exactly is a promo video? And, how should you use it? This article explores the many ways you can use promotional video to cut through the digital noise. But first, let’s define the term.
A promotional video is a short video designed to promote your brand. So far, so obvious. After all, the clue’s in the name. But there’s more to it than that. A good promo video is an immersive story which captivates from the start. It’s one of the most powerful tools in the box for communicating your brand value through storytelling.
Although the objective of many promo videos is to sell a product or service, the most successful videos aren’t an overt sales pitch. They sell without directly asking the audience to buy.
There are a multitude of possibilities with promotional video. Before we dive into the details, here’s a list of their most common uses:
Why do we decide to invest in a new product? Are we impressed by its amazing features, its bells and whistles? Probably, but that’s not what compels us to buy.
The fact is, we usually make an initial buying decision based on emotion — how a product makes us feel. After that, we justify the purchasing decision with logic.
Product launch videos appeal to both emotions and logic. Video is a perfect medium for emotive storytelling. It can evoke anticipation, excitement, nostalgia, trust and fear of missing out. It can tap into a customer’s frustrations and present the product as an elegant solution.
As for logic, video provides visual evidence of what makes a product unique. It demonstrates the product in action, showing potential customers how it solves problems in their everyday lives.
If something is difficult to explain, a video can make everything clear in as little as 2 minutes.
Explainer videos make complicated things simple. They grab and hold our attention, breaking down complex ideas into easily digestible visual chunks. Our brains process the information more easily, and we remember it afterwards.
These types of promo videos are particularly effective when they include motion graphics or animation. Through a combination of vibrant colours, clear graphics, sound, relatable characters and creative storytelling, the viewer is immersed in a mulit-sensory experience. It’s automatically engaging.
What’s more, animated explainer videos break down language barriers. Because they don’t rely heavily on text or the spoken word, you can communicate information to a wider, more diverse audience.
You do a fantastic job for customers. The trouble is, if you say this yourself, why would anyone take your word for it? When a satisfied customer praises you, and takes the trouble to do this on video, it’s powerfully believable.
A video testimonial is an endorsement from someone who’s personally experienced the quality of your products or services. They’re speaking directly to potential customers, creating a connection, explaining how your company has solved a problem.
For someone who’s in a similar position, video testimonials build trust in your brand and establish credibility. They tell a story which rings true with the viewer.
When you’ve spent time and money organising an event, promotional event video gives you the maximum possible return on investment. Event video can take several forms. For example:
Even in the biggest venues, there’s a limited amount of space. And besides, not everyone can attend the event. A beautifully edited video brings the event to people who missed out on being there. It captures the event’s overall energy, helping it live on long after the doors have closed.
By adding captions and subtitles to the edited video, you reach an even wider audience. Your event is accessible to everyone. The post-event highlights can be used on social media, your website or newsletter — and, of course, for creating a buzz around the next event.
For an online audience, live streaming an event gives them an opportunity to contribute to it. No matter where they are in the world, audience members can enjoy the content, ask questions, vote in polls and become part of the conversation. For you, it’s a chance to gather feedback and interact directly with your live audience.
Brand personality has become something of a buzzword recently. Nonetheless, your brand does have its own personality, and video is one of the best ways to communicate it honestly and authentically.
Perhaps surprisingly, the best promo videos aren’t about the organisation itself. They’re about the audience. They tell a brand story which resonates on a personal level with the company’s existing or future customers.
At the core of brand storytelling is the warmth and humanity behind the brand. Rather than being about what you do, these videos are about what you do for customers. They communicate the human values at the heart of the business.
The video could be funny or serious, respectful or irreverent, enthusiastic or matter of fact. When it’s an honest reflection of your brand’s unique identity, the video will earn the trust of its audience.
Search engines reward websites which feature video. The reason for this is simple. Website users like watching videos. As a result, visitors engage with your website content for longer, raising dwell time and reducing bounce rates.
In short, website video is a win-win. It improves user experience and gives a healthy boost to SEO.
As for which kind of video to include, all the promotional videos we’ve mentioned above can work well on a website. If you’re unsure, think about what you want the video to achieve. What is its objective?
It could be communicating brand personality, increasing the reach of an event, earning trust via a testimonial, explaining a complex idea or telling customers about a new product. The goal will inform the type of video content and, in turn, its focus.
If you’d like some help, the Videofrog team has years of experience in all forms of promotional video production. Even the smallest spark of an idea can be transformed into a creative, engaging video which brings in new customers. Get in touch and we’ll talk you through it.
Simply enter a few details below and we’ll be in touch as soon as possible. If you’re just not a fan of forms or need to talk to someone right away then simply pick up the phone and call 01962 870 408.
Get started