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Everywhere in the world, internet users engage with video more than other forms of content. According to Business Insider, the number of people in the US who watched digital videos reached 244.4 million, exceeding the predicted year-over-year growth levels.
Although analysts report that the youngest and oldest age groups contributed significantly to the growth surge, video marketing stats reveal that most digital video viewers are young adults. Specifically, over 90% of US consumers aged 12 to 44 are digital viewers.
The message is clear: If you want to promote your brand, you need to use video marketing to your advantage.
In this article, we’ll tell you everything you need to know about promoting your brand through video production.
What is promotional video production?
At its core, promotional video production is the nuanced, start-to-finish process of creating a commercial video to advertise and market your brand. The videos you produce—also called “promo videos”—can be used as paid media ads or organic, unpaid content.
The most common platforms for promotional video production include:
- Television and CTV Ads (Roku, AppleTV, Amazon Fire TV)
- Social Media Ads (Facebook, Youtube, Instagram, Snapchat)
- Branded Content (such as documentary-style videos or short stories)
When done correctly, promotional videos should build hype around your product or service by conveying key messages about what makes it unique and valuable. This can compel your viewers to take action—i.e., learn more about your brand, purchase a product or service, or follow your social media channels. To get more insights about this contact the the team at media medic.
Elements of a Solid Promo Video
Of course, no two promo videos are created equal. But they all have a few critical elements that contribute to their success.
Cliffhanger or Vague Ending
Promotional videos and teaser trailers are frequently created for movies and video games as part of the marketing strategy. Their purpose is to generate excitement for upcoming marketing efforts.
They may be intentionally vague to create curiosity and typically include instructions to visit a website or interact with the brand to learn more.
In spite of your efforts to build excitement, your promotional video should have a clear call-to-action (CTA) that encourages viewers to take the next step.
The suspense you build throughout your promotional video should drive your audience to take the action your CTA indicates. Whether it’s directing viewers to your website, social media pages, or store location, you should ensure your CTA is loud and clear.
If your viewers feel like they’re seeing two different businesses between your marketing materials and your website, you need to streamline your branding.
That’s why it’s important to include consistent branding throughout all parts of your video production process—from the initial concepts you brainstorm to the final touches.
You should keep everything in line with your established brand guidelines and make sure all visuals, graphic design, and color schemes remain consistent. This means that if you plan to completely rebrand yourself for a promotional campaign, you should rebrand your social pages and website to match.
Immediate Attention Grabber
It’s no secret that your promotional video should be as engaging, interesting, and attention-grabbing as possible. But it’s not always easy to capture people’s attention in a split second.
That’s why many successful brands opt for immediate eye-catching visuals, such as a catchy intro or an intriguing hook. This can take the form of a simple question, statement, or graphic that grabs viewers and encourages them to continue watching.
These elements should be used in combination to create an effective promotional video that drives intrigue, persuades audience members to take action, and conveys your message clearly.
Tips for Promo Video Production
Ready to get started? Here are a few tips to keep in mind as you embark on the promotional video production process:
- Keep it short. Promotional videos are usually meant to be short. There are some instances where long-form videos work, but you will often want to keep it between 30 seconds and 2 minutes.
- Set realistic goals. Before shooting your promo video, set realistic goals that will help you measure the success of your campaign. This could include things like increasing website clicks or boosting sales of a particular product.
- Test different versions. A/B testing is a great way to ensure you create the most effective promotional video. Use a tool like Facebook Ads Manager to test different versions of your video and gauge which one is most successful.
- Optimize for mobile. Mobile devices are the primary way people consume content, so your video must perform optimally (or better) on mobile devices of all kinds. This means using shorter clips and making sure it’s formatted correctly for small screens. Consider a vertical video format for mobile viewers.
- Choose your platform wisely. CTV ads will serve a different purpose and audience than YouTube Shorts and TikTok videos. Make sure you’re choosing the right platform for your promotional video and optimizing it to fit that platform’s native advertising format.
Video promos are one of the most effective ways to solidify your branding and attract new customers. When done correctly, promotional video production is an incredibly valuable tool for any organization.
By following the steps outlined above, you’ll be able to create powerful videos that will generate buzz and drive engagement for your brand.