What is a Promotional Video

February 24, 2019 · 4 min read

Diving into digital marketing can be like opening up a digital can of worms. For many, it can be intimidating. You know what, though? It doesn’t have to be. Understanding the role in which videos will play in your strategy can ease some of that intimidation.

It helps to get you and your team on the same page. A good jumping off point is to properly define just what a promotional video is. There are many types of videos you can produce for your business. From product videos and testimonials; to explainer and employee training videos.

But, let’s make sure you have the proper promotional video definition first!

What is a Promotional Video?

The term may seem like a catch-all, but the most obvious promotional video definition is a business video with the intent to promote your products and services to customers and prospects. Simple enough, right?

You’re probably tempted to think of a promotional video as an ad – you’re not entirely wrong. A promotional video certainly can be an advertisement but it doesn’t have to be. When you think of an “advertisement,” you probably think of a television commercial which is typically pretty “salesy.”

A promotional video goes a little deeper. Truly, any piece of video content you create is in some sense attempting to “sell” your brand to your target audience. However, that doesn’t mean it’s a blatant sales pitch. At its heart, a good promo video seeks to bring the conversation to a more personal level without making the “selling” aspect so overt.

You’ve no doubt seen companies release videos in the past which celebrate an achievement or event, wish viewers a happy holiday, or tell their brand story. These pieces of content are promotional videos. They’re transmitting information from the brand to the audience but without outright asking you to buy something.  

If it helps, think of it this way: every video ad is a promotional video. Not every promotional video is a video ad.

Types of Promo Videos

When it comes to the kinds of promo videos you can create, you have a world of options. We mentioned a few above already. Product videos are the most obvious answer. However, there are also intro videos, product launch videos, event promo videos, explainer videos, and other types of corporate videos. There are quite a few possibilities when it comes to creating so don’t be afraid to think outside the box and get creative.

How Much Does a Promotional Video Cost?

You may find yourself wondering “how much does a promotional video cost?” And you’re probably thinking the answer is “a lot.” That may have been true in the past. However, today you don’t need a fancy video production team that makes you wait weeks while paying thousands of dollars.

How Long Should a Promotional Video Be?

Try to keep it under 2-minutes and make sure you’re hitting the important info. The old saying “less is more” should ring true here.

Even large companies and international brands know this to be true. Intel, for example, refuses to release video marketing content over 2-minutes. Neither should you!

That said, promo videos do tend to go a little deeper than your typical video ad so take the opportunity to showcase your brand and really convey valuable information to your audience.

How Do A Promotional Video Drives Sales?

Whether it’s your YouTube channel, Facebook page, or even your website; a promo video is an ideal introduction to your business and thus at the forefront of all your digital marketing. The fact is, videos can increase conversion rates by 80% simply by putting them on a landing page. That’s how powerful they can be.

Some additional points to note about successful promotional videos include:

  • Featuring yourself and employees can encourage brand trust, especially when shared on social media
  • A continuous video series can increase brand loyalty
  • Video significantly increases the amount of time visitors stay on your page.
  • Search engines will always prefer companies that use video.

52% of marketers worldwide name video as the content with the best ROI. So putting a promotional video front and center of your digital marketing strategy is the key to increasing sales and winning new customers. Don’t start digital marketing without one.

What’s The Easiest Way to Create Videos?

Now that we’ve gone over a promotional video definition and its relation to potential sales, you should understand how simple it is to create one.

Promo.com is a video creation platform that specializes in brilliant video templates that will really take your promo video game to the next level. With more than 15 million premium video clips, thousands of professionally licensed music tracks, easy Facebook integration, and a lifetime license, this is the type of platform that will change the way you do video marketing.

The Final Word on Promo Videos

Think of your promotional videos as the content which shows the world what your business is all about. Make it engaging and interesting, and people will remember you. The ultimate promotional video truly conveys your values to your audience and lets your brand’s voice and unique style shine through.

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Head of Content at Promo.com. * * * Storyteller by day. Content consumer by night. Habitually inspired.

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