What is a Promotional Video
This video type is perhaps the most popular and most recognizable of business videos. Its purpose is to enhance the branding of a company. A promotional video doesn’t necessarily have to sell anything. It simply needs to promote a facet or in fact the whole business.
But what makes a promotional video…well…promotional?
What is a Promotional Video?
A promotional video is any video that promotes the business or business’ product. It can be a commercial, a testimonial, a sizzle reel of the product…anything. A promotional video builds brand awareness as well as promoting a product.
A solid example of great promotional video is Apple, Inc. Just look at their commercials, and then by contrast look at commercials made for Apple’s products by their partners. Apple videos will show off why the product is cool. Just think back to the iPod silhouette commercials and to the more recent commercials for the iPhone X.
At its heart, a promotional video promotes something – normally the brand.
What is Brand Awareness?
When people think of the type of product or business that you are in, what businesses do they think of? When they’re thirsty, hungry, needing new shoes, etc. what brand comes to mind first? That extent to which customers are familiar with a brand is referred to as “Brand Awareness.”
A promotional video may not necessarily be saying “and this is only four easy payments of $9.99”. Instead, it should always show why the brand is why it’s cool or valuable.
What Kinds of Videos Make Good Promotional Videos?
- Event videos (footage from a charity event, customer appreciation day, etc.)
- Highlights of the past year
- Video showing a new business space
- Video showing a new website
- Video showing a new product
- News Videos
- Animated Videos
- Product Features
- Comparison Videos
- Teaser trailers
- Product videos
- Sizzle Reels
- Man on the Street
- Teaching something to customers
The last one is my favorite because it zeroes in on something that makes promotional videos potentially viral, but 100-percent valuable even if only one person sees it. You want a video that people want to watch. A PowerPoint presentation doesn’t do it. However, show customers how to do something and promote yourself as an expert in the field and you’re golden.
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