Product promo videos are nothing new on the market. Television ads have been running since 1940, but in the last years, the delivery channels have changed, and so did the video format. However, no matter what the delivery channel is, it’s still one of the most effective brand awareness tools a company can use.
A compelling promotional video can help a company grow brand awareness, generate interest around a product, or share information about an initiative. If you want your business to get the maximum benefit, you must create a perfect promotional video for all products you launch.
You can easily craft a video that boosts your marketing strategy if you hire an expert team that handles the production process and knows how to produce a video that stands for your brand’s values. Video producers have the experience to create promo videos that deliver the right message to the target public.
Continue reading to find out what it takes to make the perfect promo video.
When should you use a promo video?
Promotional videos are great tools for attracting new visitors to your website and building awareness for upcoming products and events. If your public is new to your brand, a promotional video can introduce them to your company and products and pique their interest in your current offer.
For the clients who know your brand, you can use promo videos to engage current and recurring website visitors by attracting them back and offering them a reason to do business with your company again. Let’s say that a client has visited your website and considered purchasing a product, but its features didn’t convince them. Sharing a promo video that explains how the product helps them or tells them the product is sold at a discounted price can offer them the additional value they need to purchase it.
What are the main elements of a successful promotional video?
Most promotional videos have some features in common. If you can incorporate them into your content, you have a better chance to build a video your public will watch.
Videos deliver concise content that gets to the point
The way your public consumes online content is different than any other way they engage with information. When they read a text or watch a movie, they use their full attention to focus on the content they explore. But when they browse a website, they’re more likely to skip information, jump from a page to another, and miss the most important details.
So, if you want to ensure your message reaches its target, make it concise. Traditionally, TV ads have always been short, lasting no more than 15 seconds. But the Internet allows you to upload content that reaches even hours. However, long videos have never been popular. In fact, YouTube data shows that the most popular content has less than 10 minutes. Ten minutes is plenty of time you can use to engage your public.
To create a brief video, you must plan ahead and storyboard the entire video to know exactly what shots to show. A script can help you organise your ideas because the last thing you need is to improvise while on set. And last but not least, time the length of the script with readings to make any necessary adjustment before arriving on the scene.
Establish what your target audience is
When you produce a promo product video, you know exactly who the intended audience is. Hold that information in mind when you create the story behind the video because it helps you highlight the ideas you should focus on. User behaviour tracking tools like Facebook Insights and Google Analytics can help you identify your target audience, so don’t rely on your intuition alone.
To understand what your public expects from you, create personas for your public. If you cannot consider your brand from an objective perspective, ask your clients for feedback to understand what they’re looking in a promotional video.
Highlight the benefits the buyer gets from your product
Knowing what the target audience is, allows you to identify their requirements and preferences. For example, if you produce website themes, you know that you help clients to create complex websites without acquiring web development knowledge.
When you produce a marketing video, to advertise your products, highlight the specific advantages your brand brings on the market, and the changes the clients should expect to register. This way, you influence your clients’ decision to convert or not.
If you create a video to market a specific product, you should answer the following questions.
– What features in particular want your clients to find about?
– Who can benefit the most out of your product?
– What product does your product solve?
Writing down the features, you want to highlight in your video allows you to keep your video concise. During the planning step you should outline the elements that are essential for the script. If you notice that the content is running a little bit too long, cut some of the features the clients may not consider so important.
Create a story around the product
The element of storytelling is crucial in marketing, and it can separate a decent promotional video from one that makes a lasting impression. Many companies focus their promotional efforts on creating videos for products they want to launch with the hope to develop an audience before they bring the product in stores. It’s not a bad approach, and you should consider it.
There are various strategies you can use to frame a promotional video. You can use a personal story, one of a client, who used the product and found it life-changing. It’s much more likely to attract views when a real customer addresses your target public. Another option is to hire an influencer to talk about their experience with your brand. They already address an established public, so they can attract some of their followers to use your product.
A short and fun promotional video that explains the features of the product can create buzz around a product and boost sales.
