Within the confines of video marketing, the promotional video can a difficult format to define. As the name implies, the objective of a promotional video is just to raise awareness and promote something...anything! It could be an event, an product, a new initiative or just an exercise in brand building. This makes it difficult to ascertain what a promotional video should necessarily imply, especially as people and clients use the terms promotion and corporate video interchangeably. In this article we're going to attempt to clear away some of the misunderstanding of what a promotional video is. 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.
To begin with, the promotional video can take any stylistic form. However, to reach as many eyeballs as possible and create some sort of return, no matter how soft the sell is, the videos content must be universal enough to appeal to as many people as possible.
It should do this by being light enough to keep them engaged and then encourage some sort of response from the viewer at the end. You could argue that promotional videos have a lot in common with the regular televisual advert, however, online you're not restricted to the 30 second slot so your videos can also be supplemented by talking heads or positive testimonials.
However, one mustn't get too carried away with the lack of enforced timescale - attention spans online remain short and indulgence in branded and commercial video content is rare. This is why it is important to retain a light, soft sell approach in order to capture the attention of online audiences and where possible entertain while promoting.
To conclude, the promotional video for your business should be designed to be a light, engaging product. It should be clear what is is promoting but without forcing your viewer to buy buy buy! The soft-sell approach should ideally be coupled with an innovative and clever concept that will encourage web-savvy viewers to share your video and increase your audience reach.
In the next series of articles we'll examine the structure and definition of other video marketing formats that you can use to raise the profile of your business online, engage with new customers and of course, sell more.
To begin with, the promotional video can take any stylistic form. However, to reach as many eyeballs as possible and create some sort of return, no matter how soft the sell is, the videos content must be universal enough to appeal to as many people as possible.
It should do this by being light enough to keep them engaged and then encourage some sort of response from the viewer at the end. You could argue that promotional videos have a lot in common with the regular televisual advert, however, online you're not restricted to the 30 second slot so your videos can also be supplemented by talking heads or positive testimonials.
However, one mustn't get too carried away with the lack of enforced timescale - attention spans online remain short and indulgence in branded and commercial video content is rare. This is why it is important to retain a light, soft sell approach in order to capture the attention of online audiences and where possible entertain while promoting.
To conclude, the promotional video for your business should be designed to be a light, engaging product. It should be clear what is is promoting but without forcing your viewer to buy buy buy! The soft-sell approach should ideally be coupled with an innovative and clever concept that will encourage web-savvy viewers to share your video and increase your audience reach.
In the next series of articles we'll examine the structure and definition of other 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:
This information and much, much more is all in Ryan's Video for Business video marketing course, or for examples and articles on effective video marketing, try Retina Burn, Ryan's video marketing blog for your needs.
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