What Is a Promotional Video? Types and How to Create a Promotional Video

• Nov 25, 2024
• 7 min read

• Tags: Business Editing, Editing Services

Promotional videos have become an essential tool for businesses looking to effectively communicate with their target audience. But what exactly is a promotional video? 

In this article, let’s see the definition of promotional videos, different types of promotional videos, why they are important for businesses, and how you can create your own.

What is a promotional video?

A promotional video is a short video created to promote a product, service, or brand. It is designed to capture viewers’ attention, convey a specific message, and inspire them to take action, such as making a purchase, subscribing, or visiting a website.

The intent is to promote a product, service, or brand. These videos help businesses achieve their marketing goals and objectives. They are designed to make an impression, provoke thoughts, and prompt action. 

Promotional videos are useful for any person or business with a product or service to market. For instance, authors can consider recording a promotional video or book teaser to promote their books. 

Similarly, musicians can make such videos to promote their upcoming music albums or live performances. Startups find these videos useful, too, particularly when they wish to acquaint people with the benefits of the product or service they offer. 

If you are an author interested in learning more about how to promote your book, here’s an interesting article for you: Top 10 Book Marketing Services of 2024: Features and Costs

Types of promotional videos

Not sure which type of promotional video is right for your brand? Learning about the various types of promotional videos can help you determine the best approach for your marketing strategy. 

Let’s break down the different categories so you can make an informed decision. Here are some common types:

1. Product promotional videos

Product promotional videos focus on showcasing a specific product’s features, benefits, and uses. They aim to educate potential customers about how the product works and why it stands out from the competition. 

These videos often include demonstrations, customer testimonials, or detailed visuals of the product in action. They offer a visual, engaging way to highlight the unique selling points of a product and prompt the audience to take action. By providing a closer look at the product, such videos can help potential buyers make informed decisions. 

2. Service promotional videos

Unlike product videos, service promotional videos highlight the benefits of a service rather than a tangible product. They can be particularly useful for businesses in industries like consulting, healthcare, or technology, where it may be more challenging to illustrate the value of a service through static content. 

Service promotional videos focus on explaining how the service works, the problems it solves, and the benefits customers can expect. Call to action, such as contacting your business for a consultation or signing up for a trial, is a key aspect of such videos. 

3. Brand promotional videos

Brand promotional videos aim to build awareness and communicate a company’s values, mission, and story. They often feature the company’s journey, vision, or community involvement, creating a lasting impression that helps strengthen the brand’s identity.

These videos focus on connecting emotionally with the audience rather than promoting a specific product or service. They aim to evoke emotions through visuals, music, and stories. For instance, a company might ask its customers to share their experiences of associating with the brand through video testimonials.  

Why are promotional videos important for business?

Promotional videos play a crucial role in modern marketing strategies. Here’s why they matter:

• • • Boosting brand awareness: A well-crafted promotional video can significantly increase a brand’s visibility. Videos are more likely to be shared on social media and other online platforms, allowing businesses to reach a larger audience and build brand recognition.
    • Increasing customer engagement: Videos are known for their ability to engage viewers better than text-based content. They are visually appealing and can convey information in a more digestible format. This boosts viewer retention rates. For businesses, this means that promotional videos can drive more engagement, resulting in higher conversion rates and customer satisfaction.
    • Explaining complex concepts easily: Whether explaining a service or demonstrating how a product works, promotional videos can simplify complex information. The combination of visuals and audio helps convey messages in a way that’s easier for audiences to understand and remember.

The following are some popular promotional video examples of companies that everyone knows and loves:

Apple:

• • • • • “Think Different” – This iconic campaign focused on challenging the status quo and inspiring creativity.
        • “Shot on iPhone” series – These videos showcased the capabilities of the iPhone’s camera and encouraged users to share their own content.

Nike:

• • • • • • “Just Do It” – This long-running campaign has become synonymous with Nike, inspiring athletes and non-athletes alike to push their limits.
          • “The Greatest” – This video featured a montage of iconic athletes, celebrating their achievements and inspiring viewers.

Google:

• • • • • • “Dear Football” – This emotional video celebrated the power of football to unite people and inspire hope.
          • “Year in Review” – These annual videos recap the most significant events and trends of the year, often featuring heartwarming stories and inspiring moments.

How to create an effective promotional video

Creating an effective promotional video can be a game-changer for your business. To create a successful promotional video, it is important to follow a structured approach. 

Here’s a step-by-step guide on how to make a promotional video:

• • • Step 1: Define your target audience

Before diving into production, identify your target audience. Understanding who you are trying to reach will help you create a message that resonates with them. 

Consider factors like age, gender, interests, and the problems your audience is facing. Tailoring your content to these aspects will make your promotional video more relevant and effective.

• • • Step 2: Craft a clear and engaging message

Once you know your audience, develop a message that speaks directly to them. Make sure the message is clear, concise, and engaging, addressing the specific needs or pain points of your target audience. 

Keep in mind that promotional videos are typically short, so focus on conveying the most important information within the first few seconds.

• • • Step 3: Use high-quality visuals and sound

Investing in high-quality visuals and sound can significantly impact the effectiveness of your promotional video. Poor-quality or subpar videos can undermine the message and reflect negatively on the brand. 

Use professional equipment or reliable video creation tools to ensure your video looks and sounds great. Also, consider using animations or motion graphics to make the content more visually appealing.

Best tools for creating promotional videos

Armed with a great script and storyboard? Now it is time to bring your vision to life. With so many video editing tools available, finding the right one can be daunting. 

Note that several tools can help you create professional-quality promotional videos without needing advanced editing skills. Here are some of the best video creation tools:

• • • • • • • • • • • • • • • • • • • Adobe Premiere Pro: A powerful editing tool, Adobe Premiere Pro offers a wide range of features for creating stunning promotional videos. It supports various file formats and provides professional editing capabilities, making it ideal for high-quality production.
                                    • Final Cut Pro: For those who prefer Mac-based editing software, Final Cut Pro is an excellent choice. It provides robust tools for video editing, including 360-degree VR editing and advanced color grading.
                                    • Canva Video Editor: Canva’s video editor is user-friendly and suitable for creating promotional videos quickly. It provides various templates, stock footage, and design elements that can help streamline the video creation process.
                                    • Animoto: Animoto is an online tool designed for creating videos with ease. It offers customizable templates and a drag-and-drop interface. This is ideal for beginners who want to create promotional videos for business purposes.
                                    • DaVinci Resolve: Known for its color correction features, DaVinci Resolve is a versatile tool that combines professional editing, visual effects, and audio post-production, all in one software.

Promotional videos are an essential aspect of modern marketing strategies. They help businesses effectively communicate with their target audience, boost brand awareness, and engage customers in a meaningful way. 

By understanding the different types of promotional videos and following the steps to create a captivating video, you can improve your brand’s presence in the market.

Promotional videos can leave a lasting impact only when the content is apt. So, when you write a script for your promotional video, get it edited and proofread by experts at PaperTrue. Explore our marketing material proofreading services and generate great content for your promotional video.  

Here are some articles you might want to check out: 

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Rashmi

Rashmi is a versatile writer with a passion for developing engaging long-form content. With a keen interest in both academic and business spheres, she enjoys creating comprehensive content pieces that readers find informative and interesting. She endeavors to exercise her intellectual curiosity, explore new perspectives, and consider different possibilities through her writing.