How To Shoot A Promotional Video

A promotional video can be a highly effective tool for businesses of all sizes.

Whether you’re raising brand awareness for a company event or creating hype around a new product release, you might be wondering how to shoot a promotional video.

Shooting a promotional video involves many steps, which ensures that your video hits the mark and that you get the most out of your investment.

To shoot a promotional video, you will need to:

  1. Establish your main objective
  2. Find a winning concept
  3. Decide on length
  4. Appeal to your audience
  5. Begin scripting and storyboarding
  6. Capture your audience’s attention and inspire action

1. Establish Your Main Objective

Before you can shoot a promotional video, you need to lay the groundwork, and establishing your main objective is how you start.

Are you looking to generate interest around an event? Or perhaps you want to drive traffic to your website or increase sales during a busy period.

Articulating a clear objective will not only provide your promotional video with a direction and focus but will ensure you keep your target market at the forefront of the video and tailor your messaging to them.

Once you have established your main objective, you can begin creating a concept for your video.

Film crew member shooting a promotional video

A promotional video can be a highly effective tool for businesses of all sizes.

2. Find A Winning Concept

The next step is to find a winning concept for your promotional video.

Ask yourself who uses your product or service and establish why. Alternatively, if you’re hosting an event, who would want to attend it and why?

Finding an idea that works is half the battle, but finding a winning concept can be difficult if you lack experience.

If you’re struggling for inspiration, why not try a professional promotional video service?

From pre-production to post-production, Buffoon Media take care of everything from start to finish in the promotional video production process.

We’ve worked with some of the biggest names, from Nectar to Unilever, and can turn your vision into reality.

Visit our website today to learn more.

3. Decide On Length

The next step in shooting a promotional video is deciding on the length of the video.

The length will inform the scripting process, so it’s important to decide this ahead of time else you risk creating a video that lacks focus.

How Long Should A Promotional Video Be?

In short, it depends, as it’s not a one-size-fits-all scenario. That said, research suggests it’s better to keep things short.

In fact, videos less than 90 seconds long keep 50% of viewers watching, much higher than longer videos.

Once you begin shooting, you’ll be surprised by how much you can convey in a short space of time.

A production company demonstrating how to shoot a promotional video

From pre-production to post-production, Buffoon Media take care of everything from start to finish in the promotional video production process.

4. Appeal To Your Audience

At this stage, you can begin searching for imagery and creating scenarios that will resonate with your target audience.

Take brands like GoPro, for instance. Their audience tends to be athletes, adventurers, and photographers, so it’s safe to assume their promotional videos will be packed with activities and exhilarating views to reflect this.

This highlights that when creating your promotional video, you shouldn’t stray too far from what your audience might expect, as it should be a direct reflection of your brand.

That said, you’re making this video for your audience, so make sure you’re appealing to them at every stage of the video production process.

To learn more about why promotional videos are important, read our blog.

5. Begin Scripting & Storyboarding

At this point, it’s time to begin scripting and storyboarding to bring your vision to life.

Scripting and storyboarding are an essential part of the pre-production process, enabling you to map out the concept you have and to give the crew an understanding of how each scene should appear.

Your script should be clear, engaging, and, most importantly, relevant to what you’re promoting. By writing a captivating script that contains rhetorical questions that highlight the key issues you’re trying to address, you can garner an attentive audience.

If you’re struggling with the script, you should break it down into a short introduction, your main message, key details, and a call to action.

Once your script is ready, you can consider your storyboard to sketch out your key scenes. Additionally, if you’re not directly involved in the filming of your promotional video, be sure to include directional notes with your storyboard drawings.

6. Capture Your Audience’s Attention & Inspire Action

It’s crucial to hook your audience within the first 5 to 10 seconds with your promotional video.

Considering that ‘91% of businesses use video as a marketing tool’, there’s a lot of competition you’re trying to set yourself apart from, emphasising the importance of capturing your audience.

There are many ways to capture your audience’s attention, but including an element of surprise or shocking visuals can evoke interest and curiosity. That said, this is a fine line to walk, as your promotional video should be an extension of your brand.

Once you’ve hooked your audience, it’s crucial that you maximise the opportunity to inspire action.

There are many ways to do this, but the key is to show your audience how their lives could be made easier or more enjoyable if they were to invest in what you’re offering.

How to shoot a promotional video

91% of businesses use video as a marketing tool.

How We Can Help

We at Buffoon Media have years of experience in filming and producing promotional videos.

Our promotional video service team takes you through the whole process, from initial concept development to uploading your finished promotional video online.

We also offer split payments over 12 months to help spread the cost.

Get in touch with a member of our team to learn more about our promotional video service.


We’re Buffoon Media: a bilingual media production company based in Port Talbot and London, producing and live streaming content across the globe. Learn more about our podcast production services and other services we provide on our website, or check out our video production blog page for more tips.

Written by Jemima Thomas for Buffoon Media.