What is a

Promotional Video?

Video is a key component of digital marketing given its ability to quickly and clearly convey complex information.

Promotional videos are short, concise videos that raise awareness and advocate a clear course of action, enabling viewers to feel knowledgeable about and emotionally involved with your company.

Video is a way to control the narrative about your company and the return on investment is incredibly high.

Much web traffic to a site comes in quick visits, contributing to the bounce rate in website analytics. Video enhances the engagement on your site: visitors will stay longer, become more brand aware, more curious about your company, and will follow you on social media.

Every person who views your video offers the opportunity to share that video with someone else. In turn, you will have high-performing content and your website analytics will boost search engine rankings in your favor.

Video content is easier to absorb quickly than text-based promotional content. Videos offer you the opportunity to describe the core value of your business in a way that gives a complete picture without a complex fact sheet. The competitive online market allows consumers to quickly to dismiss a product or service: if they get confused, they immediately click away. When used strategically, a single promotional video can explain all the elements of your business in one perfect burst.

Research* shows people are 95% more likely to retain information after watching a video.
*(Source: Forbes, 2017)

The Three Types of

Promotional Video

Generally, there are 3 types of promotional videos:

Within each type there are sub-categories and we will give some examples of these below. Keep in mind that due to the variety of industries, we won’t be able to mention all of the possible video options here. Please contact us to discuss your individual needs.

Company / Corporate Identity Promotional Videos

This type of promotional video highlights a corporation’s mission, values, people, culture, and history. In doing so it educates while creating trust with the audience.

These elements may be emotional, conveying the ethical nature of your brand or the innovative style of your products. The most effective versions of this type of video document the best moments of your company's culture while humanizing the business in a viewer’s eyes.

This type of promotional video highlights a corporation’s mission, values, people, culture, and history. In doing so it educates while creating trust with the audience.

These elements may be emotional, conveying the ethical nature of your brand or the innovative style of your products. The most effective versions of this type of video document the best moments of your company's culture while humanizing the business in a viewer’s eyes.

This video can be applied in multiple ways. It can run in your lobby to introduce visitors to the outstanding culture at your business. It can be shared on all of your social media platforms. Think about running it at a trade show or convention. These videos also help with recruitment and reducing turnover.

Product / Service Promotional Videos

This type of promotional video is critical in clarifying what your product/service has to offer in comparison to your competitors’. You can direct the viewer to the most impressive aspects, highlighting the key factors of how investing in your product/service will benefit a potential customer.

For instance, service companies must often convey abstract advantages of their business in a way that is compelling without being confusing. Process descriptions are less dry and obtuse when you can fit them into an audiovisual experience. Pricing is also easier to convey when bundled in the promo video.

Promotional videos for physical products often take (but are not limited to) the “compare to our competitors” approach or showcase the latest model/upgrade. Sometimes this may include installation elements if the need demands.

All product/service videos explain your technological expertise while also making your company fit the values you have established. These values include approachability, high-touch customer service, rock-solid product quality and depth of experience.

Program / Event Promotional VideoS

You can also create a promotional video when trying to build a sense of community or excitement surrounding an important event. This is especially useful when your company is involved with charitable organizations or sponsoring local sporting events.

Community agencies need to explain their impact on the community, to convince the population they serve to work with them and to seek new funders in order to tackle more projects. Videos that promote your community outreach can do all of this, though it is often most effective to zero in on an audience and create individual videos that reach each of them.

Event videos may cross over with your program videos, but what we are primarily talking about here is the production end. This is about capturing a convention, speaker, community outreach or any other special company event for posterity. This footage can be multi-purposed for multiple departments within your organization.

value versus cost

Production Quality

For high-quality branded promotional videos, choosing an experienced digital media production company is critical.

You need to consider all the factors regarding video production quality that can influence your viewers, increase your legitimacy, and strengthen your branding.

    1. Interviews need to be shot with care and lit professionally. Your interviews could be with your employees or past customers in the form of testimonials. The subjects being interviewed need to be treated with proper respect.
    1. Audio encompasses the sound from the interviews, possible voice-overs, sound fx, and music.
    1. Other visuals can range from animations to b-roll of your business and those who work there. Color, text and other elements can be molded to fit your overall branding.
    1. The ability to script carefully allows you to make the maximum impact on a minimum timeframe. These videos, when used as a first impression of your company, ensure consistency of message and vision.

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Know what to look for and expect when hiring a professional production company!

If You're Ready to take advantage of the eye-catching and valuable benefits of promotional videos...

Josh Birt Media Productions