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Video ProductionVideo Marketing

What Makes A Perfect Promotional Video?

By 28th April 2023November 29th, 2023No Comments
promotional video blog header

Promotional videos are a powerful marketing tool that can help businesses generate interest, engagement, and sales. A well-crafted promotional video can capture the attention of your target audience, communicate your message effectively, and inspire action. But what makes a great promotional video? In this blog post, we’ll explore the key elements that go into creating a promotional video that stands out and drives results.

Steps To Make The Perfect Promotional Video

Identify Your Objectives

Before you start creating a promotional video, it’s crucial to identify your objectives. What do you want to achieve with your video? Do you want to raise awareness about your brand, promote a new product or service, increase website traffic, or boost sales?

By defining your objectives, you’ll be able to create a video that aligns with your marketing goals and delivers measurable results. Your objectives will also help you determine the target audience, messaging, and call-to-action (CTA) for your promotional video.

Define Your Target Audience

Knowing your target audience is essential for creating a promotional video that resonates with your viewers. You need to understand their needs, preferences, pain points, and motivations. This will help you create a video that speaks directly to them and addresses their concerns.

To define your target audience, you can use demographic data, psychographic data, social media insights, or customer feedback. You can also create buyer personas to represent your ideal customers and their characteristics.

By knowing your target audience, you’ll be able to tailor your message, tone, and visuals to their preferences and expectations. This will increase the effectiveness and relevance of your promotional video.

Focus on the Benefits

The most effective promotional videos focus on the benefits of the product or service being promoted. Rather than just listing the features or specifications, a great promotional video shows how the product or service can improve the viewer’s life or solve a problem they face.

For example, if you’re promoting a new anti-ageing skincare product, your video could focus on the benefits of having healthy, glowing skin. You could show how the product can reduce wrinkles, hydrate the skin, and enhance the complexion with a model showing the before and after photos of using the product. Also, displaying animated graphics from a research report is a great selling point. 

A brand that has done similar to this is No7. They are launching a new range of skincare called ‘Future Renew’ and it claims to reverse skin damage. Their campaign went viral because they showcased the new revolutionary formula and benefits of the product. By focusing on the benefits, you’ll create a more compelling and persuasive video that resonates with your target audience.

Keep it Short and Sweet

In today’s fast-paced world, attention spans are shorter than ever. That’s why it’s essential to keep your promotional video short and sweet. Research shows that the average viewer attention span is around 8 seconds, so you need to grab their attention quickly and maintain it throughout the video.

Ideally, your video should be no longer than 90 seconds, and even shorter – around 60 seconds or less – is often more effective. By keeping your video short, you’ll ensure that your viewers stay engaged from beginning to end. You’ll also make it easier for them to share your video with others, which can help to spread the word about your product or service even further.

Tell a Story

Humans are wired to respond to stories. That’s why one of the most effective ways to create a great promotional video is to tell a story. By telling a story, you’ll create an emotional connection with your viewers and make them more likely to remember your brand.

Your story could be a narrative about a customer who used your product or service and achieved their goals. It could be a behind-the-scenes look at your business or a creative animation that tells a visual story. Whatever story you choose, make sure it aligns with your objectives and resonates with your target audience.

Here is a brilliant example of storytelling within a promotional video from Lady Elenor Holmes. The combination of testimonial videos from the students with heartwarming stories and the narration of the ethos behind Lady Elenor Holmes with b-roll inspires you to want to learn more and be a part of the community.

Watch More Promotional Videos From Dragonfly

Use High-Quality Visuals

The quality of your visuals can make or break your promotional video. That’s why it’s important to use high-quality visuals that are visually appealing and professional-looking. This includes using high-resolution images, videos, and animations that are clear, crisp, and visually engaging.

In addition, you should pay attention to the colour scheme, font, and overall design of your video. These elements should be consistent with your brand identity and messaging and should enhance the overall visual appeal of your video.

Use High-Quality Audio

Just as important as your visuals is the quality of your audio. Poor audio quality can detract from your message and make your video seem unprofessional. That’s why it’s important to use high-quality audio, including music, sound effects, and voiceovers.

When selecting music for your video, make sure it aligns with your message and overall tone. You should also ensure that it’s royalty-free or properly licensed to avoid any copyright issues. For voiceovers, choose a voice that’s clear, articulate, and easy to understand. You can also consider using subtitles or captions to make your video more accessible to viewers.

End with a Strong CTA

A great promotional video should end with a strong call-to-action (CTA) that prompts viewers to take action. Your CTA should be clear, concise, and compelling, and should encourage viewers to visit your website, sign up for a free trial, or make a purchase.

To make your CTA more effective, use action-oriented language that inspires viewers to take action. For example, instead of saying “visit our website,” say “click here to learn more.” You can also create a sense of urgency by adding a deadline or limited-time offer.

“Check out more examples of promotional videos here

Show, Don’t Tell

Finally, one of the most effective ways to create a great promotional video is to show, not tell. Instead of simply talking about your product or service, show it in action. This can be done through demonstrations, testimonials, or even a simple product tour.

For example, if you’re promoting a new kitchen gadget, you could show it in action as someone uses it to prepare a delicious meal. If you’re promoting a new service, you could show real customers using the service and sharing their positive experiences.

By showing your product or service in action, you’ll create a more engaging and memorable promotional video that resonates with your audience.

In conclusion, 

Creating a great promotional video takes careful planning and attention to detail. By focusing on the benefits, keeping it short and sweet, telling a story, using high-quality visuals and sound, ending with a strong call-to-action, and showing your product or service in action, you can create a promotional video that stands out and drives results.

So, don’t be afraid to get creative and think outside the box. With a little imagination and some hard work, you can create a promotional video that grabs attention, engages your audience, and drives results for your business.

Let’s create your promotional video today! Reach out to the team today to get your story told. Also, take a look at our promotional video page.

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Dragonfly, a video production company in London.