Promotional video

Promotional video - Your decision in half a minute

Imagesound, the word, it all comes together in a neat sequence, and then there is the most important factor - emotion. Despite the passage of centuries, the main task of advertising is to catch the eye, to attract attention, simply to make the customer reach for THIS product. The problem is that today it is increasingly difficult to surprise the potential viewer. Therefore, we have a kind of paradox - on the one hand, fixed criteria to help achieve success in the advertisingon the one hand, the problem of how to break through and the 21st century, which many refer to as the age of the Internet. An important part of modern marketing is the promotional video. And what rules to follow when productionto bring the expected success?

What is a promotional video?

As the name suggests, a promotional video is nothing more than a short film presenting a specific advertising offer. It could be a specific product, the promotion of a particular brand or the presentation of a certain activity. The whole video should be no longer than 3 minutes, but usually this type of video lasts between 30 seconds and 1.5 minutes. It all depends on the amount of content we have to convey.

What is important for promotion?

Firstly, a script, and a script that is precisely described. When we talk about the script, we do not only mean a plan for the individual scenes of the film, but also the other steps of the filming, such as the location of the set, the number of shooting days, actors, extras, etc. Although the entire script must contain everything that is most important, it must be written in a concise manner - just like the film itself, which should be a kind of essence of what is most important to the client. Coming back to the script - when producing a film, we need to answer the question of who we want our product to reach. Then we determine the target group and, consequently, the appropriate content, imagery and emotions that are sure to catch their attention. It is worth noting that one of the most common mistakes is failing to define the target group correctly.

Content and emotion

In the introduction, we said how important (if not the most important!) role emotion plays in advertising messages. This in a promotional video can be shown through both words and images. Emotion is also about grabbing the viewer's attention. We said above that, in general, a promotional video should not last longer than three minutes and that the most important thing is to start well. Numerous experienced people have repeatedly confirmed that if the video does not grab the attention in the first few seconds then the probability of the success of the advertisement decreases, which is why it is so important not to enlarge the video with additional, unnecessary plots.

The role of emotion when it comes to a promotional video is such that even if we ourselves shy away from buying a particular product, our consciousness seems to tell us - 'you must have it'. And the contexts of emotion in a promotional video can be many - from emotion to shock to the desire to experience a bit of luxury. On the other hand, if, for example, we want to present the services of a particular company in a promotional video, it is very important to 'support' ourselves with statements from specialists or satisfied customers.
Image is today's technology

Hardly HD technology is the standard, but technologies such as 2D or 3D are becoming more and more standard. A film can be enriched by these techniques, animation, but it can also remain simple. It all depends on the idea of the creator.

What is the strength of our promotional video?

It is pure creative invention - our promotional video can be remembered by a catchy slogan or a musical theme, which is also a very important element of a promotional video. The promotional video itself, however, can be remembered through its overall message, which has evoked certain emotions.

What about the price?

This one also depends on what our plan is for the promotional film. The presence, as well as the number of actors, the location of the set, the use of technology. These are just some of the factors to consider when discussing production costs. In the case of a promotional film, it is very important not to follow the crowd. You need to listen to your own intuition, as a simple message can often be a hit. Especially in an age of constant over-emphasis on unnecessary extras.