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.
To achieve this level of universal appeal the video content should be light enough to avoid alienating or confusing your audience and ensure you include some sort of call to action at the end to encourage response. It could be argued that promotional videos are not unlike television adverts albeit not constrained to the 30-second timescale. In this way promotional videos have more opportunity to include further information, interviews, talking heads and testimonials.
Many brands choose to battle short attention spans and distrust of advertising through what has been coined as 'advertainment' - essentially choosing to entertain their audiences over selling to them in the hope that they will indulge in their commercial material more attentively. Notable videos include 'The man your man could smell like' promo from Old Spice, the Evian Roller Babies, Ken Block's Gymkhana for DC Shoes, or any of the GoPro aspirational shorts.
So, a promotional video for your business will be a light-hearted, soft-sell approach. To really stand out however, you'll need to devise a clever concept, and possibly splash out on actors, locations or props.
In the next set of articles we'll take a look the structure and definition of alternative 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.
To achieve this level of universal appeal the video content should be light enough to avoid alienating or confusing your audience and ensure you include some sort of call to action at the end to encourage response. It could be argued that promotional videos are not unlike television adverts albeit not constrained to the 30-second timescale. In this way promotional videos have more opportunity to include further information, interviews, talking heads and testimonials.
Many brands choose to battle short attention spans and distrust of advertising through what has been coined as 'advertainment' - essentially choosing to entertain their audiences over selling to them in the hope that they will indulge in their commercial material more attentively. Notable videos include 'The man your man could smell like' promo from Old Spice, the Evian Roller Babies, Ken Block's Gymkhana for DC Shoes, or any of the GoPro aspirational shorts.
So, a promotional video for your business will be a light-hearted, soft-sell approach. To really stand out however, you'll need to devise a clever concept, and possibly splash out on actors, locations or props.
In the next set of articles we'll take a look the structure and definition of alternative 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:
Learn more about video marketing on Ryan's video marketing course. Stop by Ryan Stone's site Retina Burn where you can find out all about online video marketing and what it can do for you.
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