The possibilities
What is a promotional video?
A promotional video always has a commercial intention. In such a video production, a product or service is advertised to convince the viewer to make a purchase. Promotional videos are often quite compact, lasting between 30 to 90 seconds. Here, the focus is not so much on raising awareness of the specific product or service, but rather on the awareness of the pain, frustration, or pleasure that the service or product brings. Distinctive features are highlighted to persuade the viewer of the added value of your brand.
Different forms of promotional videos
There are various types of promotional videos, with the differences mainly lying in their application. Often, different versions are created depending on the medium and location where the promotional video will be shown.
- Product Video: A common type of promotional video. As the name suggests, a product video focuses on the product itself. It can also refer to a service that is marketed as a product.
- Social Media: Social media platforms like LinkedIn have become integral to our lives, prompting more tech companies to create specific promotional videos to enhance their online visibility.
- Trade Show Video: In the tech sector, participating in (international) trade shows remains an essential part of the sales strategy. By creating a promotional video to showcase at your trade booth, you can stand out among competitors.
- Animation: Creating a promotional video with animated elements is an emerging trend. Particularly, the use of text animations offers many opportunities to clearly highlight the unique selling points (USPs) of a product or service.
Greater understanding through a promotional video
Persuasion only comes after understanding. Therefore, when creating a promotional video, it is crucial to ensure that the viewer comprehends the content. Make the information digestible and avoid jargon as much as possible, unless it is generally accepted terminology within the industry.
It's also important to clarify the difference between a promotional video and an instructional film. While both types of videos may cover similar aspects, a promotional video is solely focused on selling a product or service, whereas an instructional film is intended for the phase following a purchase.
Improve sales with a promotional video
By creating a promotional film, your organization's sales department gains a valuable tool. Distributing the promotional video both online and offline increases the visibility of the product, service, and brand. This actively contributes to building a mental, associative image of your brand as the solution for problem X or as the expert in Y.
Additionally, consider how video can be tactically employed within the sales funnel by creating different versions for various touchpoints. A promotional video can even be used as a commercial. For this purpose, a shorter variant is often produced, with language and call-to-action (CTA) tailored to the specific audience.
In summary, there are plenty of reasons and applications for creating a promotional video, especially in the tech sector. Given that products often have a high purchase price, the necessary investment in a promotional video is relatively low, and the likelihood of persuading a potential customer to buy your product or service is significantly higher.
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