Videos are the most powerful marketing tool you can use to promote your business and your offer.
In fact, place a promo video on one of your landing pages, and you might experience an increase of up to +80% in conversion rate.
And the same thing applies across all marketing channels, including social media, website pages, and emails.
So, what’s a promotional video exactly?
In this blog, we’ll tell you all you need to know about promotional videos and provide you with four great promotional video marketing campaign examples to inspire you and help you nail your video.
What is a Promotional Video?
A promotional video is a marketing tool brands use to promote their products or services, an event, a special offer, or a marketing initiative. It’s usually a short video (under 2 minutes) that aims at teasing existing customers and prospects, grabbing their attention, and encouraging them to learn more about the brand and the company’s offer.
Here are a few tips on how to make a great promotional video:
Define your goal
You’ve decided to create a promotional video for the launch of your new service. That’s fantastic. However, before getting too excited, make sure to ask yourself a few key questions:
- Who’s your target audience?
- What’s the goal of your video? Are you trying to educate people and get them to visit your website? Or are you looking to drive pre-launch orders?
- What marketing channels are the most appropriate for your video?
Answering these questions is key, as knowing your goal will help you pick the right content marketing strategy for your video.
If you decide to partner with a video production company, the team will most likely ask you these questions to create the perfect promotional video for your business.
Strive for Video Production Quality
Your video will convey your brand message and represent your company. For many, it’ll be the first impression of your brand. And you know what they say, ‘’you never get a second chance to make a good first impression’’. So, even though you have a small budget, make sure to produce crisp and stunning visuals, have a well-written script, and great quality audio.
Entertain your audience
You’ve got exactly 8 seconds to grab your audience’s attention and hook them in. No pressure. So, make sure to create a compelling story and add entertainment value to your video so that your viewers can immediately engage with your content and connect with your brand.
Short and funny videos such as short-form comedies tend to work particularly well across all video platforms.
Also, keep in mind that a great promotional video should never make your viewers feel like you’re trying to sell them something. It should elicit emotions and make your audience want to buy your product or service because they’re emotionally engaged and feel connected to your brand.
What Are the Different Types of Promotional Videos?
Promotional videos come in different formats, allowing you to develop unique and original content for your audience.
Some of the most popular promotional video types include:
- Event videos
- Recruitment videos
- Product or service videos
- Explainer videos
- FAQ videos
- Product launch videos
4 Examples of Great Promotional Videos
Inspire and Empower like GoPro
Sure, GoPro is a video company, so it’s no wonder their videos are always high-quality and well… high-converting. Yet, even with a smaller budget, you can learn a ton of things from their video marketing strategy and use some elements in your own videos.
For instance, in its GoPro Hero4: Adventure of Like in 4K, the company empowers viewers to do what they love and reach their goals. GoPro uses stunning imagery and a powerful soundtrack to suck the viewers into their universe and provide an immersive high-tech experience. The video makes the audience want to leave it all behind and go on an incredible adventure with a GoPro.
Not once does the brand mention their product. Instead, they let the quality of their video speak for itself.
Tell a Story Like Google
Google doesn’t need to work on its brand awareness. After all, the company’s name has become a verb in the dictionary.
Yet, in their Google Evolved video, the brand cleverly uses the stories of its users to promote its products. Through these unique stories, the brand shows viewers how much their offer has changed lives over the years and how much progress has been made. Using storytelling is another effective and compelling way to naturally promote your products or services without ever sounding salesy or pushy.
The results look more like a short historical documentary about Google and its users than a commercial about Google’s genius team and products.
Give Your Audience a Compelling Reason To Use Your Services Like Crazy Egg
Crazy Egg is a testing platform featuring a heat mapping and reporting tool to help businesses improve their conversion rate.
Even though this type of tool is critical for companies to understand their customers’ behaviors and adjust their content marketing strategy, it’s not the most glamorous service to promote.
However, the brand has mastered the art of video promotion with this explainer video. Their hook is extremely efficient. From the get-go, they highlight the main pain point of their audience: not understanding why their visitors aren’t converting. Then, throughout the short video, they explain with simple words how their product stands out from the competition and can help the viewer improve their conversion rate. The video is engaging and uses dynamic elements to keep the audience engaged.
By immediately grabbing small businesses’ attention and quickly providing them with an efficient solution, this video increased Crazy Egg’s own conversion rate by 64% and their monthly revenue by $21,000.
Use a Series Format like Slack
Slack is a team messaging app that has garnered a lot of attention over the last few years. They’ve nailed the app design and understand their audience’s needs perfectly, which explains their huge success. And they’ve also mastered the art of video content marketing by producing on-point, engaging and original videos that align perfectly with their start-up mindset.
Their ‘’so yeah, we tried slack’’ video is a great example of how using a series format can help you promote your offer and connect with your audience in an authentic way. In this short comedic video, the brand uses fun employees’ interviews to effectively convey a natural and authentic vibe while detailing the app’s main features. The honest approach and fun vibe allows viewers to connect with the employees and makes them want to learn more about the service and the brand
Let’s Create a High-Converting Promotional Video for Your Business Together
‘’People don’t like to be sold, but they love to buy’’.
– Jeffrey Gitomer
Creating a promotional video is one of the best ways for your company to increase brand awareness and drive engagement and sales. However, crafting an engaging video that seamlessly conveys your brand personality and promotes your offer without ever sounding like a promotional video can be challenging.
So, if you’re looking for a San Diego video production company to help you, you’ve landed in the right spot.
Our highly talented team can create a unique and powerful promo video that will immediately resonate with your audience. Leaning on our expertise and unique skillset, we can help convey your company’s values, promote your offer and make sure your brand personality shines through in your promotional video. We always have a ton of ideas, and our years of experience have taught us how to create compelling videos that convert.
So, here’s our number if you want to discuss your next project and see how we can help.
In the meantime, don’t hesitate to browse our blog section for more video tips and tricks. Some of our latest posts that could help you get started include how to stage your commercial shoot and 5 best practices for effective videos.