In the first part of Elements of a Promotional Video Production, our Chicago videographer talks about the importance of knowing who your target audience is as well as picking your video style and genre. Continue reading to find out a couple more key elements to think about when creating a promotional video. (See part 1 here.)
4. Invest in higher production value
In order to create a better promotion video, it will help to invest in a more polished production to make your video even more persuasive. A polished production will depend on many factors including the quality of the equipment and the site of filming. You also need to keep in mind that not all video editors are created equal. Some will have more tricks up their sleeves than others and the processes they use in editing will also make a big difference for the quality of your production. In most cases, you get what you pay for so investing in a good video editing professional is going to pay off in the long run. Other elements that add to the production value of your video include professional lighting, high quality camera, professional recorded audio, flawless narration, tight editing, the right mix of graphics and great music. An excellent videography professional should be able to help you with all of these elements.
5. Imagery and Visuals
Are you planning to make a video with simple photo graphics or the more dynamic animated custom graphics? With the audience’s attention span continuing to shorten, it will help to add humor to your promotional video production to keep them engaged. Any visual content that can make prospective customers chuckle will be more memorable than boring, simply fact-based visuals. Even if you are talking about product features, make sure it is interesting enough to keep the audience’s attention. Interesting camera angles, tight shots, motion, appropriate transitions and special effects will all help to retain the viewer’s attention.
Another important element of a promotional video is the tagline. Does your video leave your audience with a catchy tagline that is both consistent with your brand and inspires interest? Remember, catchy taglines encourage sharing. Use stories to explain the benefits or features of the product or service you are trying to promote. Talking about the product benefits for users will sell your idea more than focusing on the features. Convenience and price are two factors that every buyer weighs before going ahead with a purchase. If your promotional video production can explicitly sell its benefits, this will give you a competitive edge. It will also help your video promotion efforts to have a landing page linked to the video with extra information for visitors interested in your products or services.
