The goal is to interest the viewer
At the moment when you are planning to make a promo video for your company, you need to forget about responsibility and think about people. At least for a little while. The main problem in creating a promo is that marketers or business owners are afraid to appear harsh, ridiculous or (their own version). At the same time, the same people prefer interesting exciting advertising and always switch to the next “advertising advertising“.
In order to interest the viewer – take the time to develop an exciting start to the video. Do this so that the person on the other side of the screen did not have another option how to watch the video to the end.
Tell the viewer
American successful advertiser Douglas Van Praet in the book “Unconscious Branding” describes why people love stories. In the author’s opinion, such a “love” originated with a person for a very long time, from the time when people lived in tribes and gathered at a dinner by the fire. Any scanned story is a new experience, so make the experience fascinating, so that your story would like to see and pass on to other people.
Blockbuster or Insight
Let’s look at two types of commercials.
- Blockbuster. Explosions, tricks and special effects. Removing the blockbuster in the world of advertising, you have all the chances to get millions of views and raise a buzz around the video and brand. Directed by Michael Bay, a multi-million dollar budget and a star from Los Angeles will provide you with a buzz. The disadvantage of such a project can be that high budget, which is not always highlighted by super brands. Such advertisements are based on visual “wow” factors, which certainly attracts the viewer. But because of the absence of these same “wow” in everyday life, the viewer will find it difficult to associate himself with the characters and even more so the product. And after all, an emotional connection, this is for the sake of what promotional videos are being shot. The most sad fact in the world of advertising is the fact that some brands make blockbusters with scanty budgets. With this approach, it is better to give money to charity.
- Clip with insight. It is usually built on things that the viewer will recognize. This can be a familiar situation from the life of a person, his family or friends. Smart advertisers deftly find such life situations and weave the advertised product there. Naturally, all observations and searches for insights occur in the desired area. If advertised ketchup, then experts can peek at the behavior of buyers at the store shelves and not only.
How to make a promo video effective?
To make a promo video effective you need to remember this:
- Time is short, so the properties of the product need to be shown accurately and uncompromisingly. A vivid comparison and a creative approach – usually solve this problem.
- Choose one property of the product and place emphasis on it. All the same people will remember one thing and this at best.
- Do not speak in the advertising language: “quality”, “reliability”, “trust”. Now everywhere there is a lot of advertising noise – better be different.
- Advertising for people. Even in B2B advertising we always appeal to a person, relying on emotions and feelings.
- Even in the largest corporations and factories, decisions are made by people. Build your tactics and strategy understandable and useful for the same people as yourself.
- Emotions sell better. Creating an emotional connection, you attach an audience to your audience much stronger than your competitors who offer special promotions. If there is no emotional connection, then your competitor will simply entice customers to themselves by offering a small discount.
Packshot – finish of promo roller
Depending on the purpose of the video, you can make a call to action or a slogan of the company. Almost always, brand logo is used for brand recognition. In fact, this is the last thing the viewer will remember. If before this movie was made correctly, then the pekshot only will fix and connect the emotions with the brand or product. We hope this article will help you make a promo video for your company bright and successful, more interesting read in our blog.
