What Is A Promotional Video
The promotional video format can be far-ranging in content and style with the only real objective of informing the viewer of something...anything! It doesn't necessarily have to sell or persuade, but just raise awareness of a relevant item. It might be an exercise in brand building, or the benefits of a product. In this article we're going to take a look at defining the promotional video format a little more.
To begin with, the promotional video can take any stylistic form. However, to reach as many eyeballs as possible and create some sort of return, no matter how soft the sell is, the videos content must be universal enough to appeal to as many people as possible.
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.
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 the next series of articles we'll examine the structure and definition of other video marketing formats that you can use to raise the profile of your business online, engage with new customers and of course, sell more.
To begin with, the promotional video can take any stylistic form. However, to reach as many eyeballs as possible and create some sort of return, no matter how soft the sell is, the videos content must be universal enough to appeal to as many people as possible.
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.
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 the next series of articles we'll examine the structure and definition of other video marketing formats that you can use 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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