Within the confines of video marketing, the promotional video can a difficult format to define. As the name implies, the objective of a promotional video is just to raise awareness and promote something...anything! It could be an event, an product, a new initiative or just an exercise in brand building. This makes it difficult to ascertain what a promotional video should necessarily imply, especially as people and clients use the terms promotion and corporate video interchangeably. In this article we're going to attempt to clear away some of the misunderstanding of what a promotional video is. 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.
Stylistically, and creative the promotional video can take any form but no matter how soft the selling approach is within, it must ideally create a return. To do so it should target its ideal audience but remain as universally appealing as possible to raise as much awareness and reach as many people as possible.
It should do this by being light enough to keep them engaged and then encourage some sort of response from the viewer at the end. You could argue that promotional videos have a lot in common with the regular televisual advert, however, online you're not restricted to the 30 second slot so your videos can also be supplemented by talking heads or positive testimonials.
However, one mustn't get too carried away with the lack of enforced timescale - attention spans online remain short and indulgence in branded and commercial video content is rare. This is why it is important to retain a light, soft sell approach in order to capture the attention of online audiences and where possible entertain while promoting.
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.
Stylistically, and creative the promotional video can take any form but no matter how soft the selling approach is within, it must ideally create a return. To do so it should target its ideal audience but remain as universally appealing as possible to raise as much awareness and reach as many people as possible.
It should do this by being light enough to keep them engaged and then encourage some sort of response from the viewer at the end. You could argue that promotional videos have a lot in common with the regular televisual advert, however, online you're not restricted to the 30 second slot so your videos can also be supplemented by talking heads or positive testimonials.
However, one mustn't get too carried away with the lack of enforced timescale - attention spans online remain short and indulgence in branded and commercial video content is rare. This is why it is important to retain a light, soft sell approach in order to capture the attention of online audiences and where possible entertain while promoting.
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:
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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