Promotional videos are typically short films that showcase your brand in a succinct manner, that is both informative and entertaining. The main aim of a promo video is to generate interest and enquiries from your target audience. Due to its flexibility, video can be a highly effective marketing tool that businesses can utilise to their advantage.
1) Video creates intrigue
Naturally, we are drawn to moving images - this gives video the upper hand over text and pictures. People from all walks of life can engage with film, worldwide – so even if you don't speak the language, or have no prior knowledge of the subject, you can still watch and listen, interpreting for yourself the message being projected.
Video provides users with an accessible, easily digestible way of taking in information with minimum effort. It doesn't need your full attention, content can be picked up passively – which is why videos are so popular - they are less time-consuming than reading articles or books, and less demanding on the viewer.
2) Brand awareness
Footage promoting your brand and raising awareness of what you offer can work wonders for your business. When brand colours and logos are integrated well throughout, they can have a lasting impact on the audience, making your brand more memorable. Used alongside an effective call to action, video can greatly increase goal completions for your business, such as bringing in new customers and enquiries.
Video can be a favourable alternative to expensive print solutions – once you have your film you can use it time and time again, without needing to repeatedly spend funds on disposable physical materials.
When skillfully made, promotional videos create a level of trust with potential customers that is hard to generate through words alone. Whilst conveying your brand, you can also incorporate the personality of the business – giving people a feel for what you represent, along with the products or services you offer.
3) Google favours video
In today’s busy online environment, search engine optimisation is often vital to further the success of your business. The number one search engine, Google, claims in a report that e-commerce websites see a significant increase in sales when a video is featured on a product page. The report states that site visitors are 80% more likely to purchase a product after watching a related video – if people can visualise a product in action, it makes them believe in it, and want it.
Market Researcher company, Forrester, explain that web pages with video are 53% more likely to feature on the first page of Google search results, and having a page with text and video as opposed to just text is likely to triple the average number of linking domains. Videos draw people in – they encourage engagement and the conversions can then be measured by analytics.
Promotional videos can be shared over a wide spectrum of digital platforms – all the main social media networks, online magazines and newspapers regularly feature videos. This is why promo-videos are quickly becoming the number one way of boosting brand awareness on the internet. 'Social video generates 1200% more shares than written content and images combined' MLT Group's blog states.
Creating a video that is funny, emotional or otherwise noteworthy will increase the chances of it being deemed as shareable by your audience. When your audience shares your video, they can get it in front of a far wider audience than paid-for efforts ever could. Spending time and money on creating a video that is of interest to your audience can pay real dividends in the form of global free advertising for your business, services or product if it is shared widely (known as going viral).
One of the main advantages of video is the freedom it provides you with – videos shouldn’t be generic, they can be tailored to embody your brand or a specific message. Whether it's an animation or live-action reel, you can portray your business exactly how you'd like to and cater your video perfectly, to aim it at your target market. The video becomes an extension of your sales team – informing your target audience who you are and what exactly you offer.
Promotional videos are an invaluable tool that gives your business the opportunity to share and highlight what your brand can do. When professionally made, they can result in a substantial return on investment.
A great example of this would be the promotional video we created for South Yorkshire TravelMaster. Since the release only a few months ago, it has surpassed 18,500 views, which has resulted in a lot of positive exposure for the brand. Read more about how we did it in our case study.