The difference? It’s all about whether or not we’ve chosen to watch.
If we’ve settled down with our favourite TV show, we hate the adverts that interrupt the good stuff. If we’ve chosen to watch a video online and are forced to sit through a pre-roll ad first, it’s highly irritating. But if a video gives us enough reasons to want to watch in the first place, it’s a different story.
Successful promotional video doesn't interrupt people with boring messages they don’t want to hear. Instead, it attracts people by offering high-quality content that will pique their interest and give them a few minutes of entertainment. Produce something good, and people will not only seek it out, but also share and discuss them with people in their networks.
It means that when you’re involved in promotional video production, you have to be very mindful of what your audience wants, and what they don’t.
It depends on your product or service, this industry you’re working in and what your potential customers are interested in. To get the ideas flowing, here are a few basic types of promotional video.
Remember what we said about annoying pre-roll ads? That's what we don't want. Your YouTube adverts need to grab people's attention immediately and hold on tight. Skip the boring details. This channel is perfect for making big, bold, memorable statements that are rooted in your audience's interests.
This type of video is ideal for giving people at the top of the marketing funnel a first introduction to your business. They’re usually found on homepages and simply explain what you do and how it helps people – a bit like an elevator pitch. You can also use them to answer common search queries, giving your content an extra SEO boost. We recommend keeping them under two minutes and not cramming in too many messages – up to three key points is ideal.
So you've got a trade show (or similar event) coming up. Thought about video yet? It's the ideal way to grab your audience's eyeballs and get key information about your business, product or service into their brains. And we'll take advantage of supporting text and graphics to make sure your video works equally well with or without sound.
You need to raise awareness and adoption of your product or service. Here's why video is ideal: you can engage your audience with an interesting, honest, useful piece of content that also reaches them where they naturally spend their time. There's not much that can beat the reach and memorability of product videos. Just make sure not to drown the viewer in information, but give them enough to pique their interest.
With animation, the possibilities are endless. You don’t need to find a presenter, actors or a studio and you’ve got the freedom to be as creative as you like. There’s the opportunity to use strong branding through the use of a unique character or visual elements. The format lends itself perfectly to humour and storytelling, both of which help engage viewers. And the simplicity of animation makes it very good at explaining complex concepts that your audience might otherwise have trouble visualising.
Interviews are an effective way of getting information across without shoving it down your viewer’s throat. You’ll get some great content by asking open-ended questions that play into the interests and concerns of your audience. Create a bit of variety by speaking to a range of different people, from industry experts and members of your team to happy customers.
The point of sale is an ideal place to give your customers a parting message. That might be a reminder of some of the best products and services you offer (cross-selling) or just a reminder of how lovely you are (a simple brand video). Whatever you decide, don't make the video too involved. Your customers are busy about to give you money!
When you're encouraging amazing new people to join your merry band, you want to give a real feel of what it's like to work for you. That's why recruitment videos need to be big on heart, truthfulness and personality. This is the time to not only stress your awesome points but also own what makes you unique.
If you have beautiful offices or grounds to show off, there's no better way than video. Whether you're giving a tour of your factory or showing potential customers your hotel rooms, those sweeping wide shots and detailed close-ups really help to sell the experience to prospects. Location videos are an ideal way to add authenticity to what you offer.
Anniversaries happen. They tend to be annual things. But some anniversaries are bigger than others and deserve anniversary videos just to celebrate them. With one of these videos you can honour the many years of hard work that got your business to where it is today, and the people who made it possible. Plus it's a superb way to generate awareness of and interest in your company.
"We were really impressed at Skeleton Production’s slick handling of the process of making the 50th anniversary film, with minimum disruption within our offices and a final result of which all of us are extremely proud." Steve Atkin , Marketing & Digital Media Manager , Derwent Living
How to videos don't just teach your audience how to use your product or service — they also convince potential customers how useful it is. After all, there's nothing like seeing something in action to alleviate any final fears you may have and help you to envision using it in your own life. To be genuinely useful these videos need to be simple, clear, and detailed.
"Highly responsive and to the brief. Professional, friendly and precise team who fully executed the filming project in an extremely short timeline. Execution; on time and to budget." Peter Robertson , Marketing & Communications Director , ZEISS Vision Care
This is all about the people in your business. It connects with your audience by breaking away from corporate stereotypes and showing you for the nice, hardworking, relatable bunch of people you are. As long as you make it authentic, and don’t try to fake a culture that simply doesn’t exist, it will go a long way to helping your brand feel warmer and more approachable. It will help potential customers (and employees) feel like they know you a lot better.