The mistake most companies make when creating a promotional video is making it an extension of some sales pitch constantly coming at the audience urging them to try out a service or product.
However, such an approach is only going to have them reaching for the remote quickly in a bid to get away from the hardcore advertisements that are constantly shoved down their throats.
So what is the right way to do a successful promotional video that is sure to turn heads and still subtly promote your service at the same time?
Let’s take a look.
1) Initiate a personal bond from the get-go
“Hi, I’m Joe, founder of digitalmarketingsolutions.com. Our business is to help yours get digital marketing solutions that to take you to new heights of success. We are any not good at our job, we are great at it!”
Your opening statement should serve to initiate a personal connection with the audience and it should include who you are and what you do in as little words as possible in a fun and witty manner just as the aforementioned example does.
It needs to be personal, like a CEO talking openly about his business to investors. Be sure to be looking straight into the camera whilst introducing yourself to let the person on the other end know that you’re talking to them directly; almost like you’re having a personal conversation with a friend.
Aside from that, the opening sequence ought to be the part where you let your personality shine through thereby dangling a carrot of expectation that the users would want to see more of.
2) Be on the move
Movement is a key element in every hit promo video and you can look to viral videos such as the one by Dollar Shave Club on YouTube which best typifies how to incorporate movement and keep the audience hooked with constantly changing backdrops.
The video constantly shifts to different places of the work area while visually highlighting the key aspects of the product amidst funny jabs at the competition and talks of why theirs are a simple yet effective solution that the audience needs.
Your promo should also be cast in that light whilst using examples that show your audience why your product or service stands out. You can still get away with shooting across a singular setting but your video will simply not be as visually appealing or entertaining if you were moving about.
3) Use curiosity to your advantage
You don’t need an overly dramatic script to spike your audience’s curiosity, all you need is a couple of simple questions punctuating and breaking down endless conversations every now and again.
Ask questions and answer them regularly every half a minute or so because people tend to drift off when the words start coming thick and fast.
Questions can reel them back in and create a reference for what next you are going to talk about therefore planting the seed of curiosity.
Your questions could be around what your company does, what it has to offer, and how you are any different from the alternatives out there etc. Direct your line of questioning towards making us care about what it is that you’re selling.
4) Create a common foe
The “Us vs. Them” mentality has proved a useful tool across numerous campaigns and you too can use it to your advantage.
In the aforementioned example of the Dollar Shave Club, the advertisers tap into the problems the clients grapple with- i.e. getting a cheap supply of effective razors- and sides with the audience against alternatives that are either too pricy or unnecessarily sophisticated.
Without mentioning any names (you can use subtle implications), you should create a video that wins your viewers over by showing them that you have their best interest at heart. Let them know that you understand their situation and that your product is made with them as the utmost priority.
Last but certainly not least, remember to finish off with a call to action as in reality your promo video all boils down to marketing your product.
After wading through the main part of the content, urge your audience to reach out for more information across social media platforms or go to your website to sign or try out your product/service. Before you put out your video you can take it for a test drive by asking for the opinions of friends and family.
(Photo by rawpixel.com from Pexels)