Over 60 percent of people no longer have time or the patience to watch television ads and they rather prefer watching videos online. As we move into 2021, promotional videos are now becoming an integral part of every brand’s video marketing strategy, and all for a very good reason — Promo videos can boost conversion and sales while building trust and improving customer retention.
While creating a good promo video may sound a bit tricky, it’s all about using the right strategies and the right tools. To help you out, we have summed up the four top key elements that every good promo video needs.
1- Concise script
A well-written and tight script always captures a message, educates the audience, and encourages them to take action. Promotional videos can be up to a minute or more, however, it is advisable to stay under the spot of 30-40 seconds because people often lose interest, if the videos get too long.
Set up the script according to your marketing goal and target audience. The idea is to create a powerful script that can grab attention right away. The body of your script should include 3-4 major benefits, instead of just features of your product/service, and it should end with an effective CTA.
2- Storyboard the vision
A storyboard should capture the distinctive shots outlined for the video, which can include direction, visuals, dialogues, and other transcriptions. Understanding the concept of video and script is the most important before sketching out the scenes for storyboarding.
An ideal storyboard helps you in figuring out all the nitty-gritty details of your promo video including voiceovers, camera angles, sound effects, and transitions. In case your video will also include a customer testimonial, you can think about where to add in advance. Storyboarding helps in ensuring your promo video ends up being exactly like you envisioned and aligns perfectly with your overall brand identity as well as your marketing strategy.
3- Quality video production
You don’t need to spend a lot of money on expensive video cameras or editing tools just to make a high-quality promo video. A good digital camera or even a phone camera will work just fine. You can also use a tripod to record in order to add more stability to your shots.
If that doesn’t sound like your thing, you can leverage stock images, video clips, and music to quickly create promo videos. For editing, you can use an amazing free video editor available online offering customizable templates that you can modify to create effective promo videos for your business.
4- Clear CTA
Your Call to Action (CTA) is all about closing the deal and inspiring your audience to take action. The right CTA will depend a lot on your campaign objective, target audience, and industry. Moreover, it’s important to remember that what works for one brand may not work for the others. It’s also a good idea to experiment with different CTAs until you find the right one.
Here are some CTA examples that you could use in your promo videos to improve conversions and engagement:
- Limited period trial offer
- Enter to win
- Sign up for a free webinar
- Vote on something
- Get special discount
- Spin the wheel
- Join the conversation
It’s clear that promo videos have become one of the most important video marketing strategies for brands trying to improve their digital footprint. Whether you are planning to make an explainer video, DIY video, or a product video you should think of the content that makes it unique and helps your brand stand out. Develop a brief, think of the tone, and make it interesting enough for your target customers to remember your brand.