May 29, 2024
So you need to make a promo video for your business. Maybe you need to market your services, a new product, or an upcoming event. So what is a promo video and how do you make it effective?
What Is A Promo Video?
Promo is short for promotional. A promotional video’s purpose is to promote, or generate awareness around a specific product, service, event or really any marketing initiative. Here’s a great example from the Stretch Leadership and Management Conference.
Maybe you’ve decided to run a discount sale. You would use a promo video to highlight your offer.
Keep in mind that there is a teaser element to promo videos. We’re not directly selling something like we are in a product video. Think of a movie trailer. It doesn’t give away all the goods, but it invites you in to want to see more.
When Should You Use a Promo Video?
Promo videos are great at building awareness for a new business, a new sale or upcoming event. You’ve got something new to offer and people need to know about it. This is a great way to bring in new customers and give old customers a new reason to engage with your brand.
A promotional video is meant to bring some of those fence-sitters, who’ve been lurking on your website and dragging their feet, to action.
What Makes A Great Promo Video?
Grab attention, keep it short, and tell viewers what to do.
Teaser, not a deep dive: Focus on sparking interest, not explaining everything. Use quick cuts, catchy music, and titles to keep viewers engaged.
Event promo? Highlight the details: Show what attendees can expect, who will be there, and most importantly, when it happens.
Graphics are key: Include a clear call to action, like a discount code or event date. Use visuals to emphasize what viewers should remember.
Variety is good for social media: Make multiple versions of your promo video, especially for time-sensitive offers. This keeps your social media feeds fresh.Not just for sales: You can use promo videos to showcase your business, even without a special offer. Just like a timed promotion, you can use them to build interest in a specific aspect of what you do.
Here is an tutorial with some general guidelines to follow when creating your title cards and on screen graphics.
How To Make A Promo Video Step By Step
- Write a script
- Choose your set
- Shoot your video
- Edit your video
- Post your video
When you write your script, time yourself while reading it. Keep it under 40 seconds. 1 minute is do-able, but not advised.
When choosing your set, be sure to take into account lighting, casting and location details for the production to ensure a smooth shoot. Plan your promo video shots in advance, even if it’s just a montage. This will save you time and make filming smoother.
When editing your promo video, there are many software options to choose from. The most popular options are Adobe Premiere Pro and Davinci Resolve.
When posting your video, keep in mind which marketing channels your company is focusing on. Start with the platforms you have the largest following on and do research on which platform your target audience is actively using. Facebook, Youtube, Instagram and LinkedIn are all great options.
Get more mileage out of your promo shoot. Film a few short variations on the same theme to create multiple videos for your campaign. Keep them simple though, so you can film them all in one go.
Don’t forget to show important details like discount codes, event dates, or sale deadlines in your promo video. Use clear graphics and title cards to grab viewers’ attention and make sure they don’t miss the key info.
Posting Your Promo Video Online
Now that you’re ready to post your promo video online, be sure to schedule the release on a date that makes sense for your particular marketing campaign.
Post your promo video on the video focused platforms like facebook and youtube. While platforms like X (Twitter) do have video format available, it is a text post favored platform.
Link your website and other social media posts in a given post on one platform, to allow your audience to grow across platforms.
Now you’re ready to create a captivating promo video of your own.
Good luck, and have fun!