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.
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.
Light subject matter and easy to digest information is often key to ensure your viewers are not confused or alienated. It could be argued that promotional videos are similar to regular television adverts, designed for wide appeal and to quickly disseminate information and encourage some sort of response. However, with online video you're not confined to the 30-second slot so promotional videos have more opportunity to include more information through talking heads or interviews etc
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.
To conclude, the promotional video for your business should be designed to be a light, engaging product. It should be clear what is is promoting but without forcing your viewer to buy buy buy! The soft-sell approach should ideally be coupled with an innovative and clever concept that will encourage web-savvy viewers to share your video and increase your audience reach.
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.
Light subject matter and easy to digest information is often key to ensure your viewers are not confused or alienated. It could be argued that promotional videos are similar to regular television adverts, designed for wide appeal and to quickly disseminate information and encourage some sort of response. However, with online video you're not confined to the 30-second slot so promotional videos have more opportunity to include more information through talking heads or interviews etc
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.
To conclude, the promotional video for your business should be designed to be a light, engaging product. It should be clear what is is promoting but without forcing your viewer to buy buy buy! The soft-sell approach should ideally be coupled with an innovative and clever concept that will encourage web-savvy viewers to share your video and increase your audience reach.
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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