Why a promotional video?
A promotional video can help transform what your company stands for. As the brand you have complete control over the look and feel of what is produced. Ultimately a video can tell the complete story of your brand in the most powerful and memorable ways. So, if you are interested in increasing your conversion rates, generating new leads and boosting your overall brand presence, then a promotional video for your brand would be a great idea.
Through promotional video, you not only get to tell your story, but you will be able to convey information indirectly through visuals, voice and text. These engaging messages, in turn, can have a lasting effect on your brand recognition and help boost your loyal customer base.
The first step for your promotional video is to define your audience.
Like anything in business, understanding your client base is one of the most critical steps to get right. It is the same for video. You have to follow and understand the demographic, age and location of your audience. Without this understanding, you promotional video won’t get the engagement.
Tip: To help you understand your audience try clicking on the analytics area on your social channels. This data will define what ages, gender and where your audience resides. At this stage, it is important to remember that each social network has a different engagement level so therefore treat each audience differently.
All social networks are different. As an example, it would not be a good idea to publish your promotional video on Facebook and try doing the same for Instagram. Instead, we recommend posting an edited version of the video in the platforms recommended format. This slight change will be enough to increase engagement and tailor it to Instagram’s audience. The same is true for your website, Twitter, LinkedIn and YouTube.
Now you have defined your audience, understand what the promotional video should contain.
Again, content is critical here. Define the type of video you want to create by starting with a great script or idea. Without a great story, the promotional video won’t perform. If you are stuck for ideas on the type of story, you should tell, ask your audience or provide commentary. Tell your history or a story told by one of your loyal employees. You will be surprised, just how many great tales accumulate in a company over time. These are the sort of stories that you should include in a script as they make memorable promotional videos.
What you should expect from producing a promotional video?
If you have done the research and discussed the first points, then you will be well on your way to creating an engaging story.
Once it is out there though, what should you expect?
It’s a great question, and one we would be happy to share from experience. At Visionair we see many of our clients increase their business through the use of one or more videos. Their customers instantly gain an association with their brand, and this leads to loyalty. The more videos produced, the more trust builds, this is especially true if you want to create product videos for YouTube or other social platforms that require high upload rates in exchange for engagement.
From the constant recognition provided through your promotional videos, recommendations start to flow. You will most likely hear ‘I saw your video on…”.
The ability to reach a wider audience through the use of promotional videos is worth its weight in gold. Think about it. When a customer comes across your video, and it plays, it’s like your business is reaching into their life. That type of engagement is direct. You can’t do that with a photo or text. So, if you don’t have a video strategy for your brand, we highly recommend you create at least a few. You might be amazed at just how well your audience engages with you.