A promo video or a promotional video is created with the sole purpose of promoting a marketing initiative, namely, a sale or an event. This is similar to creating a teaser video that is meant to grab the attention of the audience and draw them in.
These are great for attracting new audiences through building awareness online for upcoming events. If you happen to introduce your brand to a new audience, then promo is a great fit for getting the job done. A promo video helps in piquing the interest of the audience towards a marketing initiative.
A promo video can be easily made with the help of a promo video maker that is available online with a good and friendly interface that is backed by a ton of features, making it easy even for a beginner. This blog is meant to enumerate how to create a promo video:
Steps for Creating a Promo Video
Although there are many ways of creating a promo video, the basic steps for proceeding with it remain the same. Let’s now understand each step in an orderly fashion:
1. Script the Concept being Promoted
The start of any great promo video starts with what exactly you are promoting. This is followed by the specific creative angle that you are likely to undertake for this marketing initiative. Next, is the theme you are going to engage in creating this promo video.
The focus should be on the key concepts that are getting addressed in this video. Every great promo video should necessarily address the pain point that the viewer regularly faces. Further, the script needs to contain three or four takeaways you want the audience to remember at the end of the promo video. For instance, if you are creating a business promo video, you would want to focus on a few key values which the audience needs to focus upon.
Ideally, keep the script short. Generally, promos last up to a minute and a minute and a half, but that’s pushing the limit. The sweet spot here is thirty seconds, provided it is a straightforward promotion. Else, promos can be made longer just to articulate the concept with clarity.
2. Storyboard your idea
In many cases, promo videos would require video elements like graphics and title cards. These need to be planned in advance, and here, the storyboard comes across as a necessity. A storyboard is a lifesaver when the promotion is exhaustive and a lot of planning and preparation is required before the actual start of a promo video. The better you plan, the easier it becomes as you proceed along the way.
It is quite often the case that footage from a previous event is used for creating the promo video for the current event. In that case, an exact plan of what elements from the previous event needs to be featured in the current one makes the job of the video editor easier.
Sometimes there is the opportunity to create multiple versions of the same promo video. Here, it would be prudent to storyboard the variations of the same idea so that there remains the scope for creating multiple promo videos for the same promotion. The crux here is to keep them simple to ensure all the promo videos are shot within the defined timeline.
3. Create the Video
Once you have the script and storyboard in place, it is time to shoot the promo video. Based on your goals, it is best to shoot on location. This could be your office, store, or warehouse. In the case of an abstract or short narrative script, you want to ensure that you have a secure location in advance.
For instance, for an abstract promo video – you would necessarily need a free studio space where all the emphasis remains on the product that needs to be promoted. Interestingly, such promo videos can be easily made with the help of a promo video maker provided by many video companies in the online space.
4. Collate through Video Edit
After the filming, it is time to put together all that you have shot. This is also known as the post-production stage. The most critical elements of a promo video are the date and time of the event, discount codes, and the deadlines of the sale. These have to surely be included in the promo video with the help of graphics and title cards. So that nothing is missed out by the audience.
Graphics are one of the key ways of conveying information in creative ways. Hence, make sure these elements are placed in a critical fashion in the promo video on the editing table. Such graphics can be easily added to the promo video with the help of a promo video maker that is easily available online.
5. Promote the Video
Now that the video is done, it is time to promote it. The crux of the exercise is to get the word around so that the maximum number of audiences get to see the promo video. Try these ways:
- Social Media: Your most ardent followers are on social media. Hence, make sure the promo video gets launched on all major social media platforms.
- Email: Just like building awareness towards an event through multiple emails, make use of your email list and embed the promo video in the newsletter and regular email blasts so that you get the expected reach.
- Paid Ads: Get your marketing funds allocated to promoting the promo video on paid social channels. One way of doing this is through retargeting, wherein you target subscribers who have opened your promotional content and are already familiar with your brand and its product.
- Website: An event is a time-sensitive promotion, so ensure that you leverage the reach of all content assets with the website being the foremost. Post the video on the website and company blog to get maximum traction.
Final Thoughts
Promo videos may come across as straight and easy. And the right promotion can bring in the big bucks for every kind of company. That being said, there has to be the right balance of video elements within the promo video for it to succeed. Hence, do not skimp on the effort needed to ensure the right combination of elements within the video. When done rightfully, it helps elevate the brand identity and voice within a brief span of time.
