Did you know that 75% of all internet traffic is streaming video content? This means that video marketing is one of the best ways to attract new viewers and customers. Whether you run a blog, a nonprofit, or a full-on business, making promotional videos is the way to go.
But how do you craft a good promotional video?
It’s not as simple as learning how to promote Youtube videos. Real video creation takes time, effort, and a touch of creativity. Whether you’re working with a small budget or the sky’s the limit, you can’t rush it.
Not sure how to get started? We’re here with a brief guide on creating and showing off the right promotional video for your needs.
Start With Research
Whenever you’re making something new and unfamiliar (especially when it’s for your business), you should always start with research. You’re in the early stages of that right now!
Put time into viewing other promotional videos from other blogs, businesses, and nonprofits. You can look both within and outside of your niche to get a wide range of ideas and inspiration. Remember, you don’t want to copy someone else’s video, but it helps to know what works and what doesn’t.
Try to identify what makes a video influential. Use popular and successful businesses as examples. What is it about their promotional videos that keeps customers hooked and coming back for more?
Once you start researching, be sure to take notes and bookmark specific videos that appeal to you.
Know Your Budget
Creating promotional material is rarely free. Sure, your first promo video doesn’t have to be high-budget, but it should look professional and visually appealing if you want it to be effective. Unprofessional videos have meme potential (which would help you), but most of the time, they’ll fall flat.
This means that you need to allocate resources wisely. Where should you spend money and where should you try to cut costs?
This is all going to go into your general business and marketing budget, so make sure that you’re not taking money away from your digital marketing plan.
You’re going to need to separate your budget into several categories. These categories will depend on what you plan on using. Common categories include:
- Professional editing services
- Video promotion costs
This is an incomplete list, but it’s a good place to start.
Make a Plan
Your budget goes into your overall promo video plan.
Where are you going to launch your video? Do you want it to air on television and streaming services, or are you keeping it on your social media page? Are you going to pay to promote a video, or are you looking for organic traffic?
This is also when you should start scripting your video. Remember that you should always start with a rough draft to get ideas out there. If you work with a team, have a brainstorming session.
You need to include your location, what every person is going to say, music, and even aesthetic details in your plan. Consider what a written play looks like and create a simplistic version of that for your video.
Use Rhetorical Devices
While you’re scripting, brush up on your rhetorical devices. Promotional videos are full of rhetorical devices because they help with persuasion.
But what are rhetorical devices? If it’s been a while since you’ve attended an English class, you might need a recap.
First, promotional videos of all types benefit from ethos. pathos is an emotional appeal that should encourage some type of feeling from your viewers. Do you want them to feel happy and excited, or sympathetic?
Ethos is crucial for business videos. It establishes you as an authority and makes the audience trust you.
Logos is an appeal to logic. This lets your viewers know why they should use your services or products (or why they should donate to your nonprofit) based on hard facts and information.
Get The Right Equipment
Once you have your script, you’re going to need gear. Again, a video that looks unprofessional puts you at a disadvantage. While you can make a good video with a smartphone and a small microphone, you won’t be doing the best that you can.
You can likely rent high-quality video equipment from somewhere within your own town or city. Many well-stocked libraries have some video production equipment to rent.
You’re also going to need video and sound editing programs. These can be expensive, though there are free (albeit harder to use) versions on the web.
Consider Hiring Professionals
If all of this seems like a lot of work, you may benefit from professional video creators and editors. They can transform your vision into a fully-formed promotional video so you don’t have to.
There are video creation companies for all niches. Whether you need a nonprofit video company or a company for standard commercials, you’re sure to have great results from the pros.
They come pre-equipped with the right gear for the job, and they have plenty of experience with a wide variety of niches. You can trust them with your project.
Start Planning Your Ideal Promotional Video Today
Video marketing is hot right now, so there’s never been a better time to create a promotional video for your business, nonprofit, or even personal social media page.
Always start with a plan and a budget. From there, you can let your creativity flow until you’ve created a promo video that you’re proud of. When in doubt, hire video creation professionals to help you out!
Good luck with your promo video!
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