So, you want to make a video and you’re a bit stuck as to where to start..  Do not fear, we’re going to cover the basics of what you need to do to move this project on.  We won’t cover all the details and we may miss some of the technicalities out and get some words slightly wrong.  What you will have though, is a clear idea of what you need to get your video project off the ground.

What is a promotional video?

A promotional video is a marketing tool that businesses use to showcase their products, services, or brand. It is a short video that is designed to promote and create awareness about a product, service, or the company as a whole. The video may include footage of a product or service being used, testimonials from satisfied customers, graphics, music, and other elements that help to create a positive impression of the product or service.

Promotional videos can be used for a variety of purposes, including:

  1. Introducing a new product or service to the market
  2. Building brand awareness
  3. Driving sales and increasing revenue
  4. Promoting an event or conference
  5. Recruiting new employees
  6. Sharing success stories and case studies
  7. Educating customers about a product or service

Promotional videos can be shared on social media, websites, or during presentations to potential clients or investors. They are an effective way to capture the attention of an audience and communicate a message in an engaging and memorable way.

Before we get into setting up a good basic checklist for creating your video, let’s take a quick look at the common pitfalls you want to keep an eye out for.

Creating a promotional video can be a complex process that involves many different elements, and there are several common problems that can arise during the production process. Here are some of the most common challenges:

  1. Poor planning: One of the most significant challenges when creating a promotional video is poor planning. Failing to identify your target audience, define your message, and plan the content can result in a video that doesn’t resonate with viewers.
  2. Lack of a clear message: Without a clear message, a promotional video can be confusing and fail to resonate with viewers. The video should communicate the product or service’s unique value proposition in a clear and concise manner.
  3. Low production quality: Poor lighting, sound, or camera quality can undermine the message and make the video appear unprofessional. This can impact the credibility of the brand and the effectiveness of the video.
  4. Length: Promotional videos should be short and to the point. If the video is too long, it can lose the viewer’s attention and fail to deliver the intended message.
  5. Poor pacing: The video should have a consistent pace and flow, with appropriate pauses and transitions. If the video is too fast-paced, viewers may struggle to follow the message. If it’s too slow, they may lose interest.
  6. Failing to tell a story: People are more likely to engage with a video that tells a story rather than simply listing features and benefits. Without a narrative arc or emotional connection, a promotional video can feel dry and uninteresting.
  7. Not testing the video with the target audience: Before launching the video, it’s essential to test it with the target audience to ensure that it resonates with them and delivers the intended message effectively.

Creating a promotional video requires careful planning, attention to detail, and a focus on delivering a clear and compelling message to the target audience. We’ve looked at what can go wrong, so now let’s start putting together a checklist of the steps that need to happen.  It’s important to note that if you are engaging a videographer to create the video for you, the earlier you engage them in the project the better.  Each professional will have their own quirks and ways of working, some which will be more suited to your vision and some less so.  A good working relationship is essential so make sure you take time to talk with some potential providers, just to make sure the chemistry is there.

  1. Identify your target audience and define your message: Before creating a promotional video, it’s essential to identify your target audience and define your message clearly. This will help you create a video that resonates with your audience and delivers your message effectively.
  2. Plan the content: Plan the content of the video, including the shots, the voiceover, the music, and any other elements that you plan to include. This will help you create a storyboard or script that guides the production process.
  3. Set a budget and timeline: Set a budget and timeline for the production process, including pre-production, filming, post-production, and delivery. Make sure to include enough time and resources for revisions and testing.
  4. Write a script: Write a script that tells a compelling story and delivers your message effectively. The script should be concise, clear, and engaging, and it should include a call to action that encourages viewers to take action.
  5. *This is the latest point at which you should engage a professional
  6. Film the video: Film the video according to your storyboard or script. Make sure to capture high-quality footage and audio, and take multiple shots to ensure that you have enough material for editing.
  7. Edit the video: Edit the video using editing software. This includes adding music, voiceovers, and special effects, as well as cutting and rearranging footage to create a coherent and engaging video.
  8. Test the video: Test the video with your target audience to ensure that it resonates with them and delivers the intended message effectively.
  9. Launch the video: Once you’ve tested the video and made any necessary revisions, launch the video on your website, social media, or other platforms, and promote it to your target audience.

Creating a promotional video requires careful planning, attention to detail, and a focus on delivering a clear and compelling message to your target audience. By following this checklist, you can create a video that resonates with your audience and helps you achieve your marketing goals.  Bear in mind that the disciplines required to create a video often means that a small team is better than going it alone.  Engaging creative thinkers about potential storylines, scripts and storyboards would be really helpful at the beginning, but don’t forget to have someone who loves pushing projects through – Delays due to bad organization almost always have a negative impact on creative projects.  By keeping the project moving and involving the right people, you will be so much happier with the end product.


Be Realistic and get better results

We are all exposed to thousands of moving images every day.  Because of this, we are used to slick, carefully crafted footage, original music, special effects and boundary-bending motion graphics.  All of these elements are cost variables for your video, so when starting out, try to form a realistic idea about your budget and content by checking out your competitors.  What have they done? What can you do 5% better in each area?  Can you identify their story?  There’s no benefit to looking at the latest international brand relaunch if you don’t have the budget to match.

If you have a small budget, it is even more important to focus on the story, even if it means doing away with the animated logo, or the original soundtrack.  The story should come before everything else, because a compelling one will have a lasting impact on your customers and your team.

If you’d like some help getting to the start line with creating your own video, get in touch.