What Makes a Good Promotional Video?

A promotional video, or “promo” for short, is a video that is used to introduce customers to your brand, and a particular product, service or event that you offer. When done right, a promotional video can be one of your most powerful selling tools.

“84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.” Optinmonster, 2022.

The difficult part is getting it right, and since promotional videos are so important for attracting attention to your brand, it can be tricky to get it right first time. A good promotional video is one that is well-produced and holds the viewer’s attention long enough to get the key points across. The factors that make a good promotional video include,

  1. Short & Concise Content
  2. Clear Focus
  3. Attractive Visuals
  4. Call-To-Action
  5. Reusable

Let’s get into the nitty gritty details about why these make a good promotional video, and how they can be achieved in your own content.

1. Short & Concise Content

If it’s not yet clear, promotional videos should get straight to the point. As consumers’ attention spans shrink, you need to be able to communicate your points fast — in the first few seconds if possible.

Lemonlight suggests that you think of your promotional video as a teaser: “The goal of your promo video isn’t to take a deep-dive into your product or services. It’s a quick, attention-grabbing trailer to highlight a promotion or event.”

For this reason, among others, it’s important that you maintain a clear focus.

2. Clear Focus

Keep your promotional video to one focus, i.e. a single product (or a related product collection) or event. In the interest of keeping it short and concise, if you shoe-horn too much information into one video, your user won’t retain anything at all.

If you’re unsure what to focus on, think of your goal. Do you want to increase brand awareness, engagement, clicks, attendance, sales or something else? This should inform the content of your promotional video and, in turn, what the focus should be.

3. Attractive Visuals

This one might seem obvious, but your content needs to look good. As a visual medium, high-quality production is essential to get your message across. You don’t need the most up-to-date equipment, but the video and audio should be clear (on all the platforms it is intended for). Give your viewers a reason to keep watching.

Likewise, make sure the visuals match the promotion. Should you show the product in action or go for animated video production? Pick the best medium for you.

To save time and cash, lots of businesses will outsource their video content to external agencies who have the equipment and experience in-house to create an attractive and effective promotional video.

What Makes a Good Promotional Video

4. Call-To-Action

Whether it’s for a discount code or the date of an event, don’t scrimp on the visual call-to-action. Make sure to include an attractive, attention-grabbing graphic, to help the viewer focus on your promotional video’s purpose.

You can extend this to sound, too. A catchy soundbite reinforces the call-to-action, and helps viewers remember your promotion or event after the video is over.

5. Reusable

Invest in reusable content, which can be re-purposed for your website, social media and other channels. If your promotion is time-sensitive, create alternate edits to keep things fresh.

Benefits of Promotional Videos

  1. Drive Traffic & Sales – compelling videos can drive traffic and sales.
  2. Influence Buying Decisions – 90% of customers say that product video helps them make buying decisions (Forbes).
  3. Increase Brand Awareness – make it easier for your audience to recall, and return to, your brand.
  4. Improve Customer Engagement – customers are encouraged to take action.
  5. Rank Higher on Search – Google loves video content.
  6. “Go Viral” – video encourages social shares.

We’re Buffoon Media: a bilingual media production company based in Port Talbot and London, producing content and live streaming events across the globe. Learn more about our promotional video production service.