A promotional video is a powerful tool for boosting engagement, driving conversions, and elevating your brand. Whether you’re a small business looking to grow or an established company launching a new product, a well-crafted promotional video can make all the difference.
Follow this step-by-step guide to create a video that delivers results.
Table of Contents
What Is a Promotional Video?
A promotional video is a short, engaging piece of content designed to market your product, service, or brand. These videos are versatile and can be used across social media, websites, email campaigns, and more to:
- Grab attention and build awareness.
- Showcase a product’s features and benefits.
- Encourage viewers to take specific actions, such as purchasing or signing up.
Promotional videos are one of the most effective ways to connect with your audience and achieve your marketing goals.
Step 1: Plan Your Video
Every great promotional video starts with a solid plan. Before you dive into production, answer these key questions:
1. What’s the Goal?
Are you trying to:
- Increase brand awareness?
- Launch a new product?
- Drive traffic to a landing page?
- Boost sales?
Defining a clear objective ensures every aspect of your video aligns with your goals.
2. Who’s Your Audience?
Knowing your audience is critical. Consider:
- Demographics (age, location, income, etc.).
- Preferences (What type of content do they engage with?).
- Problems or pain points (How does your product solve them?).
3. What’s Your Budget?
Set a realistic budget based on the scope of your video. For DIY videos, allocate funds for tools, stock assets, and equipment. For professional videos, factor in costs like scripting, production, editing, and distribution.
Step 2: Craft a Clear, Compelling Message
Your message is the heart of your promotional video. Here’s how to make it resonate:
1. Keep It Simple
Focus on one core message. Trying to pack too much into a single video can confuse your audience.
2. Highlight Benefits Over Features
Rather than listing features, show how your product or service solves a problem or improves your customer’s life.
3. Include a Strong Call-to-Action (CTA)
Guide viewers to the next step, whether it’s visiting your website, signing up for a trial, or making a purchase.
Step 3: Choose the Right Video Style (with Examples)
The style of your video sets the tone and influences how your audience connects with your message. Each style serves a unique purpose, so choosing the right one depends on your audience and goals. Here are the top options:
1. Live-Action
Best for: Personal, relatable stories or showcasing physical products.
- Showcase your product in real-world use cases or highlight your team to build trust.
Example from Southern Scientific Services (produced by Waking Dreams Media) ⤵
2. 2D Animation
Best for: Simplifying complex ideas with clean visuals.
- Perfect for explainer videos or breaking down processes.
Example from Prodensus (produced by Waking Dreams Media) ⤵
3. 3D Animation
Best for: High-impact visuals, such as product breakdowns or futuristic designs.
- Highlight intricate product details or demonstrate hard-to-visualise concepts.
Example from Silarius ⤵
4. Motion Graphics
Best for: Sleek, professional branding.
- Great for integrating charts, statistics, or visual metaphors.
Example from Danalto (produced by Waking Dreams Media) ⤵
5. Dashboard Walkthroughs
Best for: SaaS products or software tools.
- Showcase interface updates or demonstrate workflows to potential users.
Example from Prodensus (produced by Waking Dreams Media) ⤵
6. Product Demos
Best for: Highlighting key features or capabilities.
- Show off new product integrations or physical components in action.
Example from Precision Sports Technology (produced by Waking Dreams Media) ⤵
7. Feature Announcements
Best for: Launching updates, upgrades, or new functionalities.
- Use this style to highlight the latest innovations in your product or service.
- Ideal for showing how new features work, explaining their benefits, and generating excitement.
Example from Prodensus (produced by Waking Dreams Media) ⤵
Step 4: Produce Your Video
Once you’ve planned your video and chosen a style, it’s time to bring your vision to life.
1. Pre-Production
- Write a script that aligns with your message and includes your CTA.
- Create a storyboard to visualise the flow of your video.
- Plan your shoot or design your animation.
2. Production
- Ensure proper lighting and clear audio for live-action videos.
- Use high-quality visuals for animation and motion graphics.
- Film multiple takes to give yourself options during editing.
3. Post-Production
- Edit your video for pacing and clarity.
- Add effects, music, and voiceovers to enhance engagement.
- Ensure the final product is optimised for different platforms.
Step 5: Optimise for Multi-Platform Distribution
To maximise your video’s reach, adapt it for various platforms:
1. Format for Different Platforms
- Create vertical versions for Instagram Stories and Reels.
- Use square formats for Facebook and LinkedIn.
- Optimise for longer formats on YouTube.
2. Add Captions
Many viewers watch videos without sound, so captions are essential for maintaining engagement.
3. Create Custom Thumbnails
A compelling thumbnail can significantly increase your video’s click-through rate.
4. Plan a Distribution Strategy
Use social media ads, email campaigns, and website placements to get your video in front of your audience.
Common Mistakes to Avoid
- Overloading the video with information.
- Ignoring your audience’s preferences.
- Failing to include a clear CTA.
- Compromising on quality (poor visuals or audio).
Why Work with a Professional Video Company?
A well-executed promotional video is your ticket to greater engagement, improved conversions, and a stronger brand presence. Whether you choose to DIY or partner with professionals, following these steps will set you on the path to success.
However, creating a promotional video requires expertise in storytelling, visuals, and production. A professional team can help you:
- Craft a compelling narrative.
- Use high-quality tools and techniques.
- Save time while delivering a polished result.
Need help bringing your vision to life? Contact Waking Dreams Media →
