Promotional videos or promos as we call them, are a type of marketing tool used by businesses and organisations to promote their products, services, or brand. These videos are intended to visually engage and compel viewers by highlighting a product or service's characteristics, benefits, and value.
Wait, does that not sound more like a regular commercial video or ad film? So, what makes promotional videos different?
Promotional films are used to promote specific marketing initiatives, events or product launches and can be used in a variety of ways to reach and engage with target audiences. Promotional videos can take many forms, including commercials, social media ads, explainer videos, product demos, and testimonials. They can be distributed through various channels, such as TV, YouTube, social media, paid advertising campaigns, email, or company websites. They can also be shown at trade shows, conferences, and other events to promote the product or service and educate attendees. They help to reach a targeted audience and drive traffic to the company's website or landing page.
For example, a cancer awareness campaign on World Cancer Day for a hospital; a product video for the launch of a new product, or videos celebrating an achievement, wishing viewers a happy holiday, etc. These videos do not just promote a brand but are time specific and are also more personal in connecting the consumers with the brand value. Promotional videos are usually identical in style and tone to teaser videos, wherein you capture your audience's interest and entice them to learn more. Promotional videos are a more comprehensive and detailed form of advertising than regular ads, intending to build long-term relationships with customers rather than just making a quick sale.
Promotional videos are a type of advertisement, but they differ from regular promotions in a few key aspects like length, content, platform, objective, etc.
Promotional videos tend to be longer than traditional ads, allowing a more detailed explanation of the product or service being promoted. They often have more informational and educational content that includes product demonstrations, customer testimonials, or explanations of how the product works rather than focusing more on creating a catchy slogan or memorable image, they go a little deeper and take the opportunity to showcase the brand and convey valuable information to the audience.
A promotional video helps generate interest and awareness of a product or service, build brand recognition and loyalty, and ultimately drive sales or conversions. They can be an effective way to communicate a message to a wide audience and to differentiate a company or product from competitors. Promotional videos are a versatile and effective tool in marketing communication, helping businesses to increase brand awareness, engage with customers, and drive sales.
The aim is to build brand awareness and educate viewers about a product or service and not for catering to more immediate goals like driving sales or traffic to a website.
A good promotional video attempts to make the conversation more personal without highlighting the sales aspect. Any video created for advertising is in some sense attempting to sell a brand to the target audience. However, that doesn’t mean it’s a blatant sales pitch. Promotional videos are transmitting information from the brand to the audience without outright asking the consumer to buy something. They serve as an ideal introduction to a business and are thus at the forefront of all digital marketing.
Think of promotional videos as content which shows the world what a particular business is all about. It is like a festive offer; interesting, time-bound, engaging with the customers and boosts sales more than a regular day. Making it appealing and interesting for people will imprint a brand value on its consumer. The ultimate promotional video truly conveys the brand's values to its audience and lets the brand’s voice and unique style shine through.