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.
To achieve this level of universal appeal the video content should be light enough to avoid alienating or confusing your audience and ensure you include some sort of call to action at the end to encourage response. It could be argued that promotional videos are not unlike television adverts albeit not constrained to the 30-second timescale. In this way promotional videos have more opportunity to include further information, interviews, talking heads and testimonials.
Furthermore, online, attention spans are short and indulgence in branded advertising is rare. Therefore, many promotional videos take a soft-sell approach using an abstract concept and delivered in a light-hearted or humorous way. This approach has been coined as 'Advertainment', obviously a hybridisation of advertising and entertainment. 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.
To conclude, the promotional video for your business should be designed to be a light, engaging product. It should be clear what is is promoting but without forcing your viewer to buy buy buy! The soft-sell approach should ideally be coupled with an innovative and clever concept that will encourage web-savvy viewers to share your video and increase your audience reach.
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.
To achieve this level of universal appeal the video content should be light enough to avoid alienating or confusing your audience and ensure you include some sort of call to action at the end to encourage response. It could be argued that promotional videos are not unlike television adverts albeit not constrained to the 30-second timescale. In this way promotional videos have more opportunity to include further information, interviews, talking heads and testimonials.
Furthermore, online, attention spans are short and indulgence in branded advertising is rare. Therefore, many promotional videos take a soft-sell approach using an abstract concept and delivered in a light-hearted or humorous way. This approach has been coined as 'Advertainment', obviously a hybridisation of advertising and entertainment. 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.
To conclude, the promotional video for your business should be designed to be a light, engaging product. It should be clear what is is promoting but without forcing your viewer to buy buy buy! The soft-sell approach should ideally be coupled with an innovative and clever concept that will encourage web-savvy viewers to share your video and increase your audience reach.
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:
This information and much, much more is all in Ryan's Video for Business video marketing course, or for examples and articles on effective video marketing, try Retina Burn, Ryan's video marketing blog for your needs.
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