If you want to create a successful promotional video, you need to consider a number of factors. Scripting, post-production, and including a call to action (CTA) are just a few of them. Once you have all these elements in place, you can start the production process. Regardless of your budget, it is essential to create a promotional video that is as effective as possible.
Producing a promotional video
Promotional videos are a great way to build buzz about your business and brand. These videos can help increase brand awareness, drive traffic to your website, generate leads, and educate your audience about your product or service. They can also make a strong impression on a wide range of viewers, allowing you to break through the clutter and attract more customers.
The goal of a promotional video is to grab the audience’s attention and compel them to do something. This means focusing on key differentiators and answering commonly asked questions. A good promotional video will be engaging and have viewers calling, visiting, or emailing your business.
Scripting
Before putting together a promotional video, it’s important to write a script. This document will serve as a roadmap for your video’s content and strategy. It will outline the subject matter, audience, and style of the video. You may also want to create a video brief before you begin creating your video.
While many companies overlook this part of video production, a strong script can help your promotional video shine. A script can be a loose, one-page outline or a detailed script. A script can help you organize your message for each frame of the video and help you stay on track.
Post-production
The post-production of a promotional video is a crucial step for creating a high-quality video. This process involves combining raw footage with additional elements to produce a cohesive final piece. This can include music, voice-over, sound effects, color grading, and animation. Though some business owners think that this process is not necessary, this is an essential step that separates a mediocre amateur video from a high-quality marketing video.
The pre-production stage of the video production process involves identifying the overall goal of the video, its target demographic, and the budget. This step is vital because it sets the tone for the final video.
Including a CTA
When creating promotional videos, it is critical to include a CTA. The CTA should be relevant to the viewer’s stage in the conversion funnel. Viewers at the top of the funnel are still researching the brand and may not be ready to act. Viewers in the middle and lower stages should be motivated to act to take the next step in the process. For example, a video that explains the benefits of the product might not be appropriate for a CTA directing them to the website.
The CTA must be clear and clickable. It should also not compete with the message of the video. A white box below the text, an arrow pointing towards the CTA, or other visual cue can help to convey the message.