How to Make an Effective Promo Video

A high-quality promo video is an excellent way to increase awareness for your product or service. Your promo video can be used as a commercial, social media content, website feature, and more. In this post, we’ll walk you through how to make an effective promo video so you can get the most out of this project.

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What’s Your Marketing Goal? 

The first step in creating an effective promotional video is to determine what goal you are trying to achieve with your video. Your goal may be to introduce and get people excited about your brand, promote a new product or service, offer a discount, or something else. Once you have the goal for your project in mind, you can start planning out your video.

Nail the Perfect Tone

How do you want your audience to feel? The tone of your video should be driven by your goal and brand. While a humorous tone might make your promo video memorable, it may not effectively highlight important features of your offering. You should determine the emotional response that would most likely motivate your target audience to action. 

Following through on your intended tone is key to delivering the message of your promo video. If your product or service is used to save lives, for instance, including a voiceover with a serious, thought-provoking tone will likely resonate with your target audience. 

Establish a Budget

Like most other productions, a budget is an essential tool that you will use to determine what resources and talent you can use to create your promo video. Go back to your goal, message, and tone, and decide what elements are absolutely necessary for your video. As you work to stay within your budget, you can decide if things like hiring a celebrity, adding heavy motion graphics, or other elements improve your video or simply ramp up its cost. Working with an experienced production team can help you establish guidelines for your content to maximize production values within your budget. 

Duration & Engagement

While the average length of a short-form promo video runs 30 to 60 seconds, a promo video will need to engage your audience within its first ten seconds, or you risk losing the attention of your audience. Starting your promo video with an impactful statement or visual is crucial to maintaining interest. 

Storyboarding

Once you have your goals, tone, and message established, an excellent starting point is to storyboard your concept with your creative team. A storyboard version of your video will help you determine if the basic presentation of your ideas will sell your message. This process will allow your team to refine your initial ideas before you spend money and resources to start producing the video.

Focus Groups

A pre-production focus group can be helpful to determine what key elements you should include in your video. You may decide to work with a focus group before and after developing a storyboard, to source feedback at these crucial stages. A post-production focus group can also be helpful to refine your video after the shooting has been completed. Use the group’s feedback to help establish the correct tone and information presented in your video.

Who Will Deliver Your Message?

Finding the right representative to speak in your video is crucial. Effective promo videos can feature a range of representatives, including celebrities, models, company representatives, your customers, and more. Will your target audience respond best to a person who speaks from a position of knowledge or authority—or will they have a stronger connection with a depiction of a typical consumer? In either case, people corresponding to your target demographic should be well represented in your video.

Expose Your Brand

If you are promoting a product, be sure that the product and its packaging will be clearly visible at several points during the commercial. Your brand's logo and any other identifying information, including any colors associated with your brand, should also be clearly visible. A succinct brand slogan in your promo video will also help provide a connection to the product or service.

Inform Your Audience

It may go without saying, but your video should sell your audience on why they should purchase your product or service. Here are some key tips and strategies to keep in mind when making your promo video:

• Demonstrate. Present visually-detailed examples of how your product works or how your service operates.
• Compare. You could inform your audience by demonstrating the superiority of your product or service in comparison to those of your competitors. 
• Create Demand. Demonstrate to your audience how your product or service will fill a need for them. How will your offering improve their lives?
• Call to Action. Inform your audience on where to find your products or services and how they can take advantage of your offering.

Narration & Graphics

Remember to engage your audience with information both aurally and visually. Voiceovers and narration are common in most promo videos, but be sure to include on-screen graphics and explainers to help strengthen your message as well. Narration copy should be succinct and connect with your audience on an emotional level, while bold, simple graphics often provide the greatest visual impact. 

What’s Your Call to Action?

The main purpose of your promo video is to persuade your audience to do something: buy a product, utilize a service, vote for a candidate, and so on. Be sure to feature a clear pitch to your target audience at the end of the video to drive your message home. What action do you want your audience to take now that they’ve seen your message? Are there any final incentives like special deals or coupon codes that you can feature?

Hire Top Promo Video Production Talent

You’re already on the right path to creating a successful promo video for your brand. To get started with the right talent on your side, browse the Creative Humans directory to find the best promo video production studios and freelancers. www.creativehumans.com