How to create a promotional video: master class from professionals

Advertising is a game where every second matters. Imagine being able to create a promotional video that grabs viewers' attention from the first seconds and leaves them hungry to learn more. In this article, I will talk about how to grab the viewer's attention from the first frame, how to present your product or service in the most favorable light, and, of course, how to convince the viewer to take the desired action. Let me tell you the stories of my own projects. Let's figure out together why it is important to pay attention to every detail, from the selection of actors to the choice of musical accompaniment. You have an amazing product or service, and today I'm going to tell you how to turn it into the star of your promotional videos. Get ready for incredible results and fill your business with a flood of new clients. Welcome to the exciting world of creating compelling marketing videos!

Glossary

• Promotional video - video content created to promote a product or service using advertising messages and effects.

• Idea - the basic concept or concept that underlies a promotional video. This is the key message or purpose that you want to convey to the audience in the video.

• Marketing research - the process of analyzing the target audience, competitors, market and other factors that may influence the creation promotional video. The goal is to determine the most effective strategies and tactics to achieve advertising goals.

• Customer benefit - a concept that involves creating a video that demonstrates how a product or service can solve problems or meet customer needs.

• Creative - elements that make an advertising video unique and memorable. These may include an original script, visual effects, humor and other factors that pique the viewer's interest.

• Quality of shooting and editing - quality of video image, sound and general video editing. The higher the quality, the more professional the video will look and the more impression it will make on the viewer.

• Video text - text or dialogue used in an advertising video. It should be short, clear and easy to understand to convey the main message and support the purpose of the video.

• Unique Selling Proposition - a special offering or advantage of a product or service that differentiates it from competitors and makes it attractive to clients.

• Optimal video length - the recommended length of an advertising video that optimally conveys the main message and holds the viewer’s attention.

• Copyright and Advertising Law - laws and regulations that govern the creation, publication and distribution of advertising videos , including copyright, non-fraud, and product and service usage requirements.

Rule #1: Be inspired by well-known examples

Some things that can help you think creatively and come up with a great idea for your promotional video include:

1. Get inspired by famous brands. Study advertising from established and successful companies. Observe their approaches and innovative ideas. Volvo created a commercial that has racked up millions of views on YouTube with its captivating concept - Jean-Claude Van Damme putting his feet on two trucks moving in parallel. This unusual performance impressed the audience and brought great popularity to the company.
   
   

2. Analyze successful examples of viral videos. Search the Internet for examples of commercials that received a lot of views and resonated with the audience. And don't pay attention to the fact that not all of them are made by professionals. Take a look at the moves and tricks that helped them go viral. This will help you understand what exactly attracts viewers' attention and how to stand out from hundreds of other videos.

3. Think outside the box. Don't be afraid to spot good moves from the masters of the art of creating videos. You don't have to invent something from scratch - use successful techniques and adapt them to your specific situation. Study examples and experiment with your own ideas.

4. Focus on format and presentation. An interesting idea is only half the success. The format and presentation of your video is also of utmost importance. Consider different formats: storytelling, comedy and podcast style, for example. Choose the appropriate format for your audience and your product.

5. Keep your target audience in mind. Your commercial should be aimed at a specific group of people. Imagine yourself as your client and think about what would make you stop and watch the video? What features of the product or offer should be attractive to your audience?

6. Use a clear, concise, and memorable idea. Your idea should be clear and memorable. Avoid information overload and focus on the main idea of your message. Marketing experts themselves advise using the KISS principle (Keep It Simple, Stupid) - keep it simple, this helps to remember and penetrate the attention of the audience with greater force.

7. Communicate emotions. The most effective videos evoke emotions in viewers. Consider what emotions you want to evoke in your audience and how you can do this. Think about feelings of surprise, laughter, inspiration and joy - these will help hold the audience's attention and leave a mark on their memory.
   
   

8. Test your ideas. Pre-test your video to make sure it gets the reaction you want. Ask friends, colleagues or your target audience to rate your video and provide feedback. Use this information to improve and refine your idea.

9. Be original. Don't directly copy other people's ideas - develop them, give them your uniqueness and personal vision. Your video should be recognizable, different from competitors and stand out from other advertising videos.

Remember that creating a compelling promotional video is a process that requires careful preparation and creativity. Use your imagination, try out ideas, and don't be afraid to test different approaches.

Rule No. 2: Attracting the target audience to create an advertising video

In this section I would like to share with you an important rule that will help make your promotional video attractive and effective. It consists in correctly identifying the target audience of the video.

You've probably heard that before you create a video, it's important to understand who it will be created for. But how exactly to do this? In this section, I'll walk you through a few steps to help you identify the target audience for your promotional video.

1. Collection of marketing data

The first step is to collect marketing data that will help you understand your target audience. Data analysis will allow you to determine the characteristics and preferences of your audience. Marketing data sources may include market research, data from previous advertising campaigns, and behavioral analytics of your potential customers.

2. Posting the video on the appropriate platforms

Then you need to determine the platforms on which your video will be posted. Select sites based on the characteristics of your target audience. For example, if your audience is young people, then posting a video on popular youth platforms may be more effective.

3. Adjust the plot to the audience

Based on the target audience, you need to adjust the plot of your advertising video. Remember that different groups of people are interested in different things. For example, if your audience is mothers, focus on the technical characteristics of the product that may be useful and interesting specifically for this group.

4. Study competitors' videos

The next important step is to study competitors' videos that advertise similar products or services. See what tricks and techniques they use to grab and hold viewers' attention. In this case, it is best to conduct an analysis on the YouTube platform, where you can see the response of viewers in the form of the number of views, likes and comments.

Take a close look at what your target audience likes about your competitors' videos and try to apply those techniques in your own video.

So, correctly identifying the target audience and adapting your promotional video to it is an important rule that will help you succeed in promoting a product or service. Remember that every audience is unique, so be sure to apply what you learn to your videos. Good luck!

Rule #3: Think about the benefit to the client

Once we start approaching the process of creating a promotional video, one of the most important things that we need to remember is that the video must be customer-centric. Any potential customer who views our commercial must understand how our product or service will help them solve their problems.

30 years ago, product availability and superiority were sufficient reasons to attract customers. However, today the situation has changed, and the consumer wants to see what benefits a given product or service can bring him.

Therefore, when we start working on a video, it is important to remember the following logical blocks:

Statement of the problem

In this block we must describe the problem faced by our target audience. We must demonstrate understanding and empathy for potential customers' problems in order to generate their interest in the product or service.

Proposing a Solution

At this point, we must demonstrate how our product or service can solve the problem we previously identified. We must demonstrate how our product is superior to the competition and what additional benefits it offers.

Removing objections

At this stage, we must convince customers that they are making the right decision by choosing our product or service. The video should help remove possible doubts or obstacles that a potential client may have and show him that choosing our product is the most profitable and reasonable.

Now that we've covered the basic logical blocks for creating a promotional video, let's look at an example to better understand how we can apply these rules in practice.

Let's say you're creating a promotional video for a toothbrush company. Your goal is to attract new customers and increase sales.

You start the video by stating the problem: "Many people combine toothbrushes with the unpleasant process of brushing their teeth and nerve-racking visits to the dentist. But what if we told you that there was a way to make the brushing process much more effective and more pleasant?"

Then you move on to the sentence, showing your toothbrush in action: "Meet our innovative toothbrush with ultrasonic technology. It is equipped with special vibrations that not only remove plaque and stains, but also massage the gums, helping to strengthen teeth and reduce the risk of caries."

Finally, you eliminate possible objections by offering a special offer and assuring customers that they made the right choice: “Such an innovative solution cannot leave you indifferent. And now we have special discounts and promotions. Don't miss the opportunity Get our toothbrush at a great price today!

As you can see, in this example we applied the rule of customer focus by thinking about the benefits for the customer. We demonstrated the problem, offered a unique solution and convinced the client of the correctness of their choice.

Summary

Thus, caring about the benefits for the client will be one of the most important rules when creating an effective advertising video. You need to demonstrate that your product or service will solve your potential customers' problems and provide value to them.

Remember that the video should be divided into logical blocks where you raise the problem, offer a solution and remove objections. This is the only way you can attract attention and convince customers that your product or service is the best on the market.

Service quality is an important aspect of customer relationships. Learn more about customer service policies here.

Rule No. 4: Proposing a solution - adding creativity

When it comes to creating a compelling promotional video, sometimes the biggest challenge is how to offer a solution or product in a way that grabs your audience's attention. It often turns out that standard approaches are hackneyed and do not attract enough attention.

We've all seen commercials that start by stating a problem. But what if we want our video to be creative and attract viewers right from the first seconds? One of the best ways to do this is to offer a solution to the problem right away, adding a creative approach to it.

For example, imagine a video about dumplings. Instead of showing a vague workshop and people in bathrobes making dumplings, offer viewers a creative solution to the problem - dumplings that are indistinguishable from homemade ones. Tell a story about a housewife who watched a TV series all evening, and then sprinkled flour around the kitchen, cooked store-bought dumplings for her husband and passed them off as homemade. This is where you can use humor to make your video even more engaging and memorable.

The standard task in advertising is to sell a product or service. However, if we want our video to be truly effective, then the solution proposal must be presented in an attractive, casual manner. After all, the main goal of an advertising video is to interest and convert the audience.

In my experience, creatively offering a solution and addressing objections are key to creating a compelling promotional video. If you want your video to be truly engaging, offer viewers a unique and interesting solution to a problem and let them experience its benefits.

So, when creating a promotional video, you shouldn’t start with the usual approaches. Offer viewers a creative solution right away and a bunch of good ideas. Add unique accents and humor to make your video more engaging and memorable. Don't forget that your goal is to interest and capture the attention of your audience, and offering a creative solution is a great way to do this.

💡 Expert comment:

"Using creativity when proposing a solution is one of the the most effective strategies in creating compelling advertising videos. It allows you to attract the attention of the audience and make the video memorable." - Elisha Gilmore, marketing and advertising expert at Walmart.

Overview of the “propose a solution - add creativity” rule

Rule No. 5: Calculate the budget for creating a high-quality video

When it comes to creating a promotional video, one of the most important aspects is budget. Of course you want your video to look professional and attractive, but how big of a budget do you need to achieve this? Let's figure it out.

Several options

We have several options to consider depending on your financial situation.

Option 1: Minimum Budget

If you have limited financial resources, you can make the video yourself. To do this, you will need basic filming and editing skills, as well as high quality equipment such as a high-resolution camera, tripods and microphones. You may also need help from freelancers who offer filming and editing services at affordable prices.

Option 2: More serious budget

If your budget allows for more, you have the opportunity to contact an advertising agency. In this case, you will be offered the services of professional specialists who can make high-quality videos. Of course, the cost of such cooperation will be higher, but the result will be at the highest level.

Option 3: Unlimited Budget

If money is not an issue, you can contact a federal advertising agency. In this case, you will get the best quality video, as well as the opportunity to use creative ideas and invite a famous person as the main character.

How to choose the appropriate option?

Of course, choosing the appropriate option depends on your financial capabilities and the goals of the advertising video. If you're on a tight budget, making your own videos may be a good option. You will be able to control the creation process and save money. However, keep in mind that this requires basic skills and good equipment.

If you have the opportunity to spend more money, contact an advertising agency or professional freelancers. They will help you create a top-notch video and achieve your goals.

Now that you know how to choose the right budget, you can start creating a compelling and engaging promotional video!

💡 Tip: If you want more information about creating promotional videos and opening an online sports store goods, read the article " Step-by-step instructions: how to open an online store of sporting goods" on our website.

💡 Share your stories and experiences in the comments below! What worked best for you when creating a promotional video?

Rule #6: Text for your video

How to make your video more effective with minimal text? In this section, I will share my experience with you and give you some useful tips that will allow you to create a high-quality advertising video that is attractive to your audience.

1. Limit yourself to a few phrases

You've probably noticed that lately advertising videos have used minimal text. This trend allows you to focus on the main idea and not distract the viewer with lengthy discussions.

Remember the iPhone advertisement, where the screen first shows a high-quality photo taken using this smartphone, and then the inscription “Taken on an iPhone” appears. Everything is simple and clear. You only need a few phrases that will convey the main idea and attract the attention of the audience.

2. Attract attention with visual aids

Most people's visual memory is better developed than other types of memory . Therefore, it is necessary to use this advantage when creating a video. Tune in to the level of perception and arrange the information in the form of inscriptions placed directly on the screen. This will make it seem informative and make it easy to remember the main points.

3. An experienced copywriter will help

If you are not confident in your abilities, you can always turn to an experienced specialist - a copywriter who specializes in creating texts for advertising videos. He will be able to help you formulate the necessary phrases and create text that will attract the attention of your audience.

Application of the rule: video text

Minimum text in an advertising video is a trend in recent years. Use several phrases that convey the main idea. Grab the viewer's attention with visuals, including on-screen captions. Remember, most of the time your audience receives information through their eyes. If you find it difficult to create effective copy on your own, contact an experienced copywriter.

Trademarks

It is important to be aware of registered trademarks. They protect your brand and allow you to differentiate yourself from your competitors. If you want to learn how to register a trademark online, I recommend reading this step-by-step guide.

Rule #7: Showcase your product

Your goal in creating a promotional video is to show potential buyers that it is you who propose. To achieve this goal, you need to demonstrate your product in action. If you sell cars, make a video that will show their advantages and capabilities. If you sell sporting goods, create a video that shows how well the products work and how they can help you achieve your personal fitness goals.

However, do not forget that the video should contain not only scenes with the product, but also information about your company. Place your logo, company name, and branding in the video. This way, you will not only promote your product, but also strengthen your brand in the eyes of viewers. They should be able to associate your product with your company. Therefore, do not forget to indicate exactly where you can purchase all the products shown in the video. Provide a link to the online store, indicate store addresses and place contact numbers.

An example of how to properly create an advertising video using this rule: One of the companies specializing in the production of sportswear decided to conduct an advertising campaign for its new line of sports shorts. They created a video that featured models of varying fitness levels wearing their products and playing different sports. The video showed the quality and comfort that the shorts of this company provide, as well as reviews from real people who have already tried these shorts and were satisfied with the result. At the end of the video, information was given on where you can buy these shorts and how to contact the sales department.

This rule allows you to show your product in the best light and create a connection between viewers and your company. Don't forget about it when creating your next promotional video.

Important! To successfully promote your business using video advertising, it is important to consider many factors. One of them is choosing the right platform to host your video. Learn more about the platforms that are most effective for running your video ads in our next article.

Your promotional video will be attractive and persuasive if you follow this rule and provide viewers with complete information about your product and company. Also, be sure to use real-life examples and real stories to make your video more interesting and engaging.

By following this rule, you can create an attractive promotional video that will attract the attention of your audience and increase conversions.

Rule #8: Optimal video length

I am convinced that one of the most important rules for creating an effective advertising video is its optimal duration. We all know that today people have become very fussy and their attention is spent quickly. That is why it is necessary to create videos that capture viewers from the first seconds and do not let them go until the end.

🎯 Why is it important to hold the viewer’s attention?

As the psychology of perception shows, the first 5 seconds of watching an advertising video play a decisive role - a person decides whether to continue watching or close the video. Therefore, the first seconds of the video should be as attractive and exciting as possible.

💡 What to show at the beginning of the video?

It is necessary to create an unusual shot, the face of a celebrity, maybe even a cat. The main thing is something that will catch the viewer's eye and make him stop. In these first seconds there is no need to mention the product, the main thing is to attract attention and arouse interest.

🌟 Moving on to the essence of the video

After we have intrigued the viewer, we can move on to product, its description and advertising of our brand. It is important to show the advantages of the product, its uniqueness, and why our products are different from others. Advertising must be informative and persuasive.

📞 Roll out contact information

Towards the end of the video, it is important to provide the viewer with contact information - ordering methods, addresses, phone numbers. At the same time, advertising should not occupy the entire video, because the main goal of advertising is to interest and attract, and not to impose.

📊 Optimal video length

The optimal length of an advertising video is a minute to a minute and a half. This time needs to be properly structured so that every second is used as efficiently as possible. You shouldn't make your videos too long, as this can turn off viewers and reduce conversions.

⚡ Example of a successful advertising video

I would like to share with you an example of an advertising video created for our brand. We used all the above rules and were able to achieve wonderful results.

At the beginning of the video, we shot an unusual shot - an image of our product that arouses curiosity. We then moved on to explain the benefits of the product and showed how our products solve specific problems for our customers. At the end, we provided contact information so that viewers could easily contact us and place an order.

This promotional video was very successful and brought us many new clients. We were able to gain the trust of the audience thanks to the attractive beginning of the video and the informative part.

📈 Conclusions and best practices

So, to create a compelling promotional video, you need to pay attention to its length. The optimal duration is a minute and a half. It is important to attract the viewer from the first seconds, show him an unusual shot or hook him with something interesting. Next, you need to move on to product presentation and brand advertising. And, of course, do not forget to provide contact information so that we can contact you.

By following these rules, you can create a high-quality and attractive promotional video that will help you attract more customers and increase conversions. Stick to the optimal length, don’t forget about unusual shots, attract attention and be informative. Good luck creating your promotional video!

Rule #9: Keep it legal

"You can't kill your competitors!" - one of the main rules in advertising. Proper implementation of an advertising campaign requires taking into account many aspects, ranging from the choice of musical accompaniment to compliance with advertising laws. In this chapter, I will share with you nine important secrets that will help you create a high-quality and attractive advertising video that can attract the attention of your audience and increase conversions.

Choose your background music carefully

Music plays a huge role in creating the mood of your video. However, you shouldn’t just use compositions by famous artists. Trying to use a song without permission may result in YouTube blocking your ad. Therefore, it is important to be careful when choosing music and use licensed tracks or music created specifically for your promotional video.

Unique plot

You shouldn't copy the plot idea from your competitors. You may be fined for plagiarism. Try to offer your own unique story that will be exceptional and will interest your audience. Developing an original story will help your video stand out among other advertising materials and be remembered by viewers.

Compliance with the Advertising Law

The Advertising Law sets out certain requirements and prohibitions on the use of certain words and expressions. For example, the unsubstantiated use of the words “best”, “most” and the like is prohibited. If you want to use such terms, it is important to provide objective data, such as the results of a survey of your customers or a comparison of prices in the market. Daytime advertising of certain product categories, such as cigarettes and alcohol, is also prohibited.

Take care of the reputation of your competitors

You shouldn’t “tarnish” your competitors in advertising videos. Claiming that your product or service is better than your main competitor can result in lawsuits and fines. Instead, focus on the unique features and benefits of your offering and highlight how it can solve problems and meet the needs of your target audience.

Consistency and clarity

One of the key tasks in creating a promotional video is to convey information clearly and in a consistent manner. Your video should have a logical structure and a concise but informative script. Do not overload the video with unnecessary information, pay attention to the main advantages and features of your product or service.

Creating an Emotional Connection

To ensure your promotional video stays in the minds of viewers, try to create an emotional connection with your target audience. Think about how you can evoke positive emotions or activate emotional resonances in viewers. Remember that emotional videos are often more memorable and provoke a greater response from the audience.

Accessibility and Viewability

Try to make your promotional video as accessible and viewable as possible. This means that it must be optimized for viewing on various devices and have a clear and understandable image. It's also important to consider the context and viewing time of your audience and tailor your video to those conditions.

Call tracking and analytics

To effectively measure the results of your advertising campaign, you need to use call - tracking and analytics. This will allow you to measure how successful your promotional video was, how many viewers watched it to the end, how many clicks your link received, and what actions users took after watching it. Analyzing this data will help you optimize your advertising campaign and increase its effectiveness.

Learning and Self-Development

Advertising is constantly changing, and to remain successful, it is important to constantly learn and develop. Explore new trends and tools, analyze competitor advertising campaigns, attend professional events, and connect with advertising experts. Only constant learning and self-development will help you stay one step ahead and successfully create compelling advertising videos.

Bottom Line

Creating a compelling and effective promotional video requires a lot of effort and attention to detail. However, by following nine simple rules, you can create a video that will attract the attention of your audience, increase conversions and achieve your advertising goals.

I believe that the following must be considered: choose the music for your video carefully, develop a unique storyline, comply with advertising laws, avoid negative references to competitors, maintain a logical structure, create an emotional communication, ensure accessibility and ease of viewing, use call tracking and analytics, and provide ongoing training and improvement.

Eobuwie expertise

Description of the client, his business and goals

Eobuwie is one of the leading online shoe retailers in Poland. They offer a wide selection of shoes from different brands for men, women and children. The company's goal is to increase sales and improve awareness of its products among the target audience.

Defining the main tasks and goals

The main task facing them was to create a compelling promotional video that would help attract the attention of potential customers and increase conversion to the Eobuwie website. The main goal was to position the company as a reliable and high-quality shoe supplier that satisfies customer needs.

Statement of the main problem to be solved

The main problem faced by Eobuwie was low brand awareness among the target audience and insufficient number of conversions to their website. The brand needed to develop an effective advertising campaign that would be attractive and informative enough for potential customers.

Description of the characteristics and interests of the target audience

The target audience of "Eobuwie" includes men and women aged 20 to 45 years old who are interested in fashionable shoes and follow for trends in the fashion industry. These people prefer to buy products online and pay special attention to the quality and style of the products. They are often looking for unique branded shoes at an affordable price.

Highlighting key points that may be of interest to potential customers

During the marketing research, they found that the main factors that may interest the target audience are:

• A wide range of shoes from different brands on one platform.
• Shoe quality and compliance with the latest fashion trends.
• Attractive promotions and discounts on shoe purchases.
• Convenience and safety of online shopping.

The company used these key points to create a compelling promotional video.

Basic facts, figures and specific results of the project

Thanks to the created promotional video, the Eobuwie company received a significant increase in the reach of its target audience. Conversion to their website increased by 30% in the first two months after launching the advertising campaign. In addition, the number of orders and the average bill also increased noticeably, which led to a 25% increase in the company's revenue.

Overview table

"We worked with our team to develop a unique and informative promotional video that would effectively capture the attention of the target audience. As a result, we achieved a significant increase in sales and product awareness. Our experience and expertise allowed us to create an advertising campaign that fully suited the needs and interests of potential clients." - Magdalena Woyzeck, expert at Eobuwie.

Thus, Eobuwie's advertising project was successful and they were able to achieve their goals and achieve noticeable results.

Frequently asked questions on "How to Create a Compelling Marketing Video: 9 Secrets from the Master"

1. What role does the idea play when creating an advertising video?

The idea is the basis of an advertising video. It must be attractive and memorable in order to attract the attention of the target audience and generate interest in the product or service.

2. Why do market research before creating a video?

Marketing research helps to understand the target audience, their needs and preferences. This allows you to adapt the video to consumer expectations and increase its effectiveness.

3. How should you think about customer benefit when creating a promotional video?

A promotional video should demonstrate how a product or service can meet a customer's need, solve a customer's problem, or improve their life. Focus on benefits that will interest your target audience.

4. What role does creativity play in an advertising video?

A creative approach helps you stand out from competitors and be remembered by consumers. Think about non-standard solutions, interesting plots or the use of original effects.

5. How important are the quality of shooting and editing in a promotional video?

The quality of shooting and editing directly affects the perception of the video. Poor quality can create a negative impression of a product or service. Try to use high-quality equipment and professional technicians to create your video.

6. What text should be used in a promotional video?

The copy of your promotional video should be short, clear and engaging. It should convey the key messages and benefits of the product or service, and motivate the viewer to take action.

7. Why is it important to remember your unique selling proposition in your promotional video?

Unique selling propositions allow you to attract attention and interest the consumer. They can be additional bonuses, discounts, promotions or other benefits that will set your product or service apart from competitors.

8. What is the optimal length of a promotional video?

The optimal length of a promotional video depends on its purpose and the platform on which it will be posted. On average, promotional videos between 30 seconds and 2 minutes are most effective.

9. Why is it important to consider copyright and advertising laws when creating a video?

Copyright and advertising law compliance are mandatory rules for creating promotional videos. Illegal use of materials or violation of advertising rules can lead to legal problems and damage to the brand or company.

🌟 Thank you for reading and paid attention! 🌟

We've come a long way, and now you're a true master of creating compelling promotional videos. You've acquired the knowledge and skills to make your videos powerful and memorable.

Remember that the first impression is the most important! Your headline should attract your audience from the first seconds of glance. Use bright colors, enticing words and exciting content to keep their attention. When you have done this correctly, you already have all the keys to success!

Based on my experience in the field, I've shared with you nine secrets that will help you create a compelling promotional video. My advice is based on real projects and experiences, and I hope it will help you achieve great things.

Don't stop there! Apply these secrets to your work and experiment with new ideas. Remember that with each video you become better and closer to your goal.

If you have any questions, comments, or just want to share your progress, feel free to comment below. I will be happy to answer each of them.

And remember: your success is my success. Good luck creating compelling promotional videos!

With love, Anna Voloshko Independent expert at "Elbuz"