3 Compelling Promotional Video Examples (And Why They Work!)
With attention in the digital space hard fought (now more than ever before), a creative, well-produced promotional video can be what gives you the edge over your competition and allow you to engage with your audience in a meaningful way.
What is a promotional video?
A promotional video covers a wide variety of video types. Typically they are known as something very transactional and sales-driven - videos with the intent to promote your products and services to customers.
Don't get me wrong, this is the objective of a lot of promotional videos, but promotional videos encompass more than that. They can also be focused more on brand awareness and building brand identity. For example, selling an aspiration or feeling, rather than a product.
A general rule of thumb to craft a promotional video that resonates with your audience, is that you should focus on more than just the product. It should look at the problem, the solution, the experience, or the larger vision, without making the sales aspect so overt.
For example, videos that celebrate a brands achievements or tells the brand story are essentially promotional videos. They are communicating information about the brand without directly asking you to buy something.
Types of Promotional Videos
There are loads of options when it comes to the types of promotional videos you can create.
To help inspire you we've rounded up 3 of our favourite promotional videos created by our talented team that effectively convey their brand, but also inspire and engage viewers.
Here are 3 awesome promotional videos created by our team:
1. Europa - Showfreight Division
Europa Worldwide Group is an international logistics company, with 4 specialist divisions – Road, Air & Sea, Showfreight and Warehouse.
As part of our wider work with them, we were tasked with created an animated promotional video for their Showfreight division.
Why it works:
Europa are all about making the complex, simple. And this is exactly what this animation does.
This video is so effective as it works to a simple problem-solution structure. It takes you on the journey of your exhibition stand being transported to the venue, which can sometimes be on the other side of the world, and illustrates how they make this process easier and handle all the logistics.
The beauty about this service is that it solves a very specific and genuine problem for businesses - the difficulty of getting their exhibition stand to different venues across the world. The solution being Europa's logistics service, which takes care of it for you. The video makes an irresistible offer of both taking the stress off your hands and offering a money back guarantee. By the end of the video, they have built up faith in their service so you know that they can get the job done.
GeoSLAM is a global market leader in 3D geospatial technology solutions. Their technology provides accurate 3D mapping without the need for GPS.
Skeleton were tasked with creating a promotional video to showcase their 3D mapping technology solutions, and how it lets their customers to collect geospatial data from some of the most difficult environments.
Why it works:
The recipe for any attention grabbing video is pace and music. This video has both; fast-paced editing and animation enhanced by powerful and catchy music.
This is a great example where a subject, which could easily be dry and unengaged, is transformed into something exciting and interesting through the use of animation, typography and colour treatment. The video visualises complex concepts, and distils it into something that is simple and easy to understand, yet also visually amazing.
eThink provides a learning management system (LMS) solutions. We created a promotional video to show they can help organisations and institutions utilise open-source technology to create bespoke training programs that meet learning goals
Why it works:
Promotional videos should try to create a personal connection with the audience, in order for them to buy into the brand and what the video is trying to achieve.
This promotional video for eThink begins by addressing the audience directly with "you know that". Establishing a conversational tone this early on gives eThink it's own voice and creates a bond with the viewer. By addressing the viewer directly and providing a solution to their problem even facts and statistics can be presented in an engaging way.
In this video it's evident that eThink have left the finer details of their offering to other forms of media, such as their website or brochures. Instead, they focused on building an emotional connection with the viewer through storytelling where they address the key benefits and how the eThink platform will impact what they care about, their employees and their business.
Something to take away from this is the importance of voice in a script-driven video. You should find a problem that resonates with your customers and deliver it in a voice and personality that captivates them through a one-on-one connection.