There are so many different types of marketing videos these days, it’s hard to keep track of what purpose each type is trying to serve. When I asked a coworker/sales exec what he thought of when he heard promo video, he said, “Promo videos make me think of cheesy. People in costumes, mascots…” Does that match with what you think of when hearing promo video?
There’s a time and a place for them, and knowing when and how to use them will heavily influence their success. The purpose of this post is to break down the why, when and how of using promotional videos as a form of marketing, so you aren’t forever remembered as the cheesy company that dresses up in costumes to the rest of the world.
It’s not surprising that the purpose of promotional videos are to promote a product or service, and, more indirectly, a company. The quality of your video is going to reflect on your company. So if your messaging is unclear, your video poorly edited, or it’s just a downright boring video, your company will get the reputation of being bad communicators using outdated methods. While the purpose is to promote, you have to decide what you hope to achieve from promoting it - are you promoting to increase website visits? To increase social media following? To increase brand awareness?
The content of a promo video should revolve around one thing: entertainment. I like to think of promo videos as “intro” videos to CONSENSUS™. They prep your audience for the demo by providing a glimpse into the awesomeness of your product. They’re easily shareable and should not be too formal or in-depth. They should be no more than 2-3 minutes long, and while you want to educate your audience on your product, the focus should still be on entertainment. Entertaining them will be what makes them remember you and want to learn more.
WHEN TO USE A PROMO VIDEO:
There is never a wrong time to use a promo video, but there are definitely better times for using one. For example, if your company has just developed a new product or a new feature, using a promo video to spread the word about its release can help both the video get more views and the new product/feature get more exposure. Or maybe your company is participating in a conference/trade show (or even just going to one) - you can make a promo that ties in this event and piggy-backs off of the buzz surrounding it. Another technique is to simply keep tabs on what hot topics are trending among your target audience. That way, you can relate your promo video to something that is already being talked about and at the forefront of their minds.
Whatever the case is, be sure to have a clear outline of what you’re going to film. Will it be a live or animated video? You’ll need to storyboard each step of the video before you start filming. Tip: we tend to overlook the awesome, free, resources we have around us. Asking for feedback on your video is a great way to make small changes that may have a big impact.
And if you’re looking for some inspiration, check out the DollarShaveClub.com’s viral promo video that is...very entertaining.