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.
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.
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, the promotional video is designed as a maximum reach tool (within your chosen demographic), light-hearted at least and entertaining at most. It should revolve around a clever concept where possible in order to maximise share ability and attempt to encompass as large a swathe of your key audience as possible.
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.
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.
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, the promotional video is designed as a maximum reach tool (within your chosen demographic), light-hearted at least and entertaining at most. It should revolve around a clever concept where possible in order to maximise share ability and attempt to encompass as large a swathe of your key audience as possible.
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.
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