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Video Editing Promotional Videos for Business (Pt. 1)

Video editing promotional videos for business is different than editing a company event video or training video. Of course the basics still exist- you still have to keep the audience entertained; you have to educate them; and you have to motivate them to take some sort of action. This post is the first of a three-part series that explains best practices when video editing promotional videos for business.

Start with a Video Script

Good editing flows from the material you have to work with. And the material you have to work with flows from the script. If a particular shot isn’t called for in the script, it’s not going to be filmed. And if it’s not filmed, then there’s no material to work with! That’s why I always suggest to our clients that no matter how anxious they are to get started with video production, a script that identifies what will be filmed during the production phase of the project needs to come first. The script identifies what will be heard and what will be seen. Once we have the script written, we prepare a shot list, consolidating all of the different locations where we’ll be filming.

Include a Call to Action

I can’t stress it enough that every promotional video needs a call to action – whether it’s ‘call us’, ‘click here’, ‘send us an email’, ‘buy this product’, ‘attend this trade show’, etc. The call to action can show up throughout the video or at the very end. But it needs to be at the end at the very least. It could be subtle, such as listing your website and phone number. Or it could be more blatant, where the voice over tells the viewer what to do or where to click. However you present your call to action, it’s important to include this component when video editing promotional videos for business because your chances of getting business will be higher if you’re clear about the action you want your audience to take.

Target a Specific Audience

Once we’ve filmed the shots we need, we can get to the business of editing them. As with any video, you need to be keenly aware of the audience you’re targeting. If you’re video editing promotional videos for business, you’ll want to keep the attention of your audience on the specific message you’re sending them. As a rule, the younger the audience, the shorter the attention span, or the more you need to capture attention, the shorter the shots you’re editing should be. For a low attention span audience, a shot should probably not last for more than 5-6 seconds. Of course it depends on the nature of the shot and the product or service you’re promoting, but this is a good rule of thumb. A more mature or patient audience will appreciate a slower pace so they can fully absorb the message(s) of the video.

Subscribe to our blog (top right corner) to receive email notifications for part 2 and 3 of our Video Editing Promotional Videos for Business series! And if you’d like video editing or video production services from our Chicago videographers, contact us! We love hearing from you.

Things to Consider Before You Hire a Video Production Company

Things to Consider Before You Hire a Video Production Company

Hiring a video production company is not as easy as looking someone up in the Yellow Pages. There are many factors that you should consider that will make a big difference in the quality of your video and the overall production experience. Below are some things to think about before you make the big decision.

Hiring a Professional Chicago Videographer

hire a video production companyFirst, you should consider the scope of the project. If you’re looking for a Chicago production company to film your next meeting or trade show, you should consider hiring a professional video production company instead of a recent film graduate who is looking for experience.

Video Production Company Credentials

You should check out the company’s credentials including their website, how long they’ve been in business and other clients they’ve worked. If their website looks professional, has examples of good videos and has references from prestigious clients, chances are that they are reputable and won’t let you down.

If you want a professional video, you want to make sure you hire a video production company that has had experience filming all kinds of professional videos such as trade shows, conventions and presentations. If you want a presentation filmed, for example, the videographer needs to know how to get the right sound from the presenter. If you need good lighting, you want to make sure that the videographer has the proper equipment or can troubleshoot any potential problems.

Video Production Equipment

Speaking of equipment, make sure that they are using high definition video. While almost no one uses standard definition anymore, make sure they are shooing with professional high definition, rather than with a camcorder that just says HD. These days, they put HD on just about everything because they know it’s a good buzz word. There are also several ‘flavors’ of HD, ranging from consumer level to broadcast level.

You may need to have the company rent equipment for you. If this is the case, make sure that they have accounts at rental houses where they can readily access additional lighting, cameras, audio and other equipment.


If you want to read more about how to choose a video production company, go to our “Hiring a Video Production Company: A Checklist” page and download our free guide. And feel free to contact us for a free consultation on your next video project!