The promotional video format can be far-ranging in content and style with the only real objective of informing the viewer of something...anything! It doesn't necessarily have to sell or persuade, but just raise awareness of a relevant item. It might be an exercise in brand building, or the benefits of a product. In this article we're going to take a look at defining the promotional video format a little more.
A promotional video really can take any form, however the way I see it, is that the objective is to create a return. To do this, it must be universal enough to appeal to as many people.
It should do this by being light enough to keep them engaged and then encourage some sort of response from the viewer at the end. You could argue that promotional videos have a lot in common with the regular televisual advert, however, online you're not restricted to the 30 second slot so your videos can also be supplemented by talking heads or positive testimonials.
Furthermore, online, attention spans are short and indulgence in branded advertising is rare. Therefore, many promotional videos take a soft-sell approach using an abstract concept and delivered in a light-hearted or humorous way. This approach has been coined as 'Advertainment', obviously a hybridisation of advertising and entertainment. Notable videos include 'The man your man could smell like' promo from Old Spice, the Evian Roller Babies, Ken Block's Gymkhana for DC Shoes, or any of the GoPro aspirational shorts.
So, a promotional video for your business will be a light-hearted, soft-sell approach. To really stand out however, you'll need to devise a clever concept, and possibly splash out on actors, locations or props.
In the next series of articles we'll examine the structure and definition of other video marketing formats that you can use to raise the profile of your business online, engage with new customers and of course, sell more.
A promotional video really can take any form, however the way I see it, is that the objective is to create a return. To do this, it must be universal enough to appeal to as many people.
It should do this by being light enough to keep them engaged and then encourage some sort of response from the viewer at the end. You could argue that promotional videos have a lot in common with the regular televisual advert, however, online you're not restricted to the 30 second slot so your videos can also be supplemented by talking heads or positive testimonials.
Furthermore, online, attention spans are short and indulgence in branded advertising is rare. Therefore, many promotional videos take a soft-sell approach using an abstract concept and delivered in a light-hearted or humorous way. This approach has been coined as 'Advertainment', obviously a hybridisation of advertising and entertainment. Notable videos include 'The man your man could smell like' promo from Old Spice, the Evian Roller Babies, Ken Block's Gymkhana for DC Shoes, or any of the GoPro aspirational shorts.
So, a promotional video for your business will be a light-hearted, soft-sell approach. To really stand out however, you'll need to devise a clever concept, and possibly splash out on actors, locations or props.
In the next series of articles we'll examine the structure and definition of other video marketing formats that you can use to raise the profile of your business online, engage with new customers and of course, sell more.
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