The promotional video format can be far-ranging in content and style with the only real objective of informing the viewer of something...anything! It doesn't necessarily have to sell or persuade, but just raise awareness of a relevant item. It might be an exercise in brand building, or the benefits of a product. In this article we're going to take a look at defining the promotional video format a little more.
Stylistically, and creative the promotional video can take any form but no matter how soft the selling approach is within, it must ideally create a return. To do so it should target its ideal audience but remain as universally appealing as possible to raise as much awareness and reach as many people as possible.
Light subject matter and easy to digest information is often key to ensure your viewers are not confused or alienated. It could be argued that promotional videos are similar to regular television adverts, designed for wide appeal and to quickly disseminate information and encourage some sort of response. However, with online video you're not confined to the 30-second slot so promotional videos have more opportunity to include more information through talking heads or interviews etc
However, one mustn't get too carried away with the lack of enforced timescale - attention spans online remain short and indulgence in branded and commercial video content is rare. This is why it is important to retain a light, soft sell approach in order to capture the attention of online audiences and where possible entertain while promoting.
So, the promotional video is designed as a maximum reach tool (within your chosen demographic), light-hearted at least and entertaining at most. It should revolve around a clever concept where possible in order to maximise share ability and attempt to encompass as large a swathe of your key audience as possible.
In the next set of articles we'll take a look the structure and definition of alternative video marketing formats that you can use to raise the profile of your business online, engage with new customers and of course, sell more.
Stylistically, and creative the promotional video can take any form but no matter how soft the selling approach is within, it must ideally create a return. To do so it should target its ideal audience but remain as universally appealing as possible to raise as much awareness and reach as many people as possible.
Light subject matter and easy to digest information is often key to ensure your viewers are not confused or alienated. It could be argued that promotional videos are similar to regular television adverts, designed for wide appeal and to quickly disseminate information and encourage some sort of response. However, with online video you're not confined to the 30-second slot so promotional videos have more opportunity to include more information through talking heads or interviews etc
However, one mustn't get too carried away with the lack of enforced timescale - attention spans online remain short and indulgence in branded and commercial video content is rare. This is why it is important to retain a light, soft sell approach in order to capture the attention of online audiences and where possible entertain while promoting.
So, the promotional video is designed as a maximum reach tool (within your chosen demographic), light-hearted at least and entertaining at most. It should revolve around a clever concept where possible in order to maximise share ability and attempt to encompass as large a swathe of your key audience as possible.
In the next set of articles we'll take a look the structure and definition of alternative video marketing formats that you can use to raise the profile of your business online, engage with new customers and of course, sell more.
About the Author:
For more information, sign up to Ryan's video marketing course, then visit Retina Burn for the best video marketing examples, just click here.
No comments:
Post a Comment