The promotional video is the most amorphous type of video you can create. As the name implies, this type of video promotes...something, anything! It could be a business, a product, an event or even just aiming to raise a brands profile. Confusion is also compounded by the fact that people use the terms promotional video and corporate video interchangeably.
A promotional video really can take any form, however the way I see it, is that the objective is to create a return. To do this, it must be universal enough to appeal to as many people.
Light subject matter and easy to digest information is often key to ensure your viewers are not confused or alienated. It could be argued that promotional videos are similar to regular television adverts, designed for wide appeal and to quickly disseminate information and encourage some sort of response. However, with online video you're not confined to the 30-second slot so promotional videos have more opportunity to include more information through talking heads or interviews etc
Many brands choose to battle short attention spans and distrust of advertising through what has been coined as 'advertainment' - essentially choosing to entertain their audiences over selling to them in the hope that they will indulge in their commercial material more attentively. Notable videos include 'The man your man could smell like' promo from Old Spice, the Evian Roller Babies, Ken Block's Gymkhana for DC Shoes, or any of the GoPro aspirational shorts.
So, a promotional video for your business will be a light-hearted, soft-sell approach. To really stand out however, you'll need to devise a clever concept, and possibly splash out on actors, locations or props.
In future articles we'll examine the structure and definition of other video marketing formats that will enable you to raise the profile of your business online, engage with new customers and of course, sell more.
A promotional video really can take any form, however the way I see it, is that the objective is to create a return. To do this, it must be universal enough to appeal to as many people.
Light subject matter and easy to digest information is often key to ensure your viewers are not confused or alienated. It could be argued that promotional videos are similar to regular television adverts, designed for wide appeal and to quickly disseminate information and encourage some sort of response. However, with online video you're not confined to the 30-second slot so promotional videos have more opportunity to include more information through talking heads or interviews etc
Many brands choose to battle short attention spans and distrust of advertising through what has been coined as 'advertainment' - essentially choosing to entertain their audiences over selling to them in the hope that they will indulge in their commercial material more attentively. Notable videos include 'The man your man could smell like' promo from Old Spice, the Evian Roller Babies, Ken Block's Gymkhana for DC Shoes, or any of the GoPro aspirational shorts.
So, a promotional video for your business will be a light-hearted, soft-sell approach. To really stand out however, you'll need to devise a clever concept, and possibly splash out on actors, locations or props.
In future articles we'll examine the structure and definition of other video marketing formats that will enable you to raise the profile of your business online, engage with new customers and of course, sell more.
About the Author:
Learn more about video marketing on Ryan's video marketing course. Stop by Ryan Stone's site Retina Burn where you can find out all about online video marketing and what it can do for you.
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