As a marketing and video enthusiast, I can say with certainty that a promotional video is crucial to promoting your brand. In fact, 73% of respondents say video marketing is effective in helping them achieve their company’s overall business goals.
But what does a good promotional video do? How much does it cost to make one? How to even make a promotional video?
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Don’t worry I have the answers. Let’s go.
Table of contents
What is a promotional video?
A promotional video promotes a product, business, event, sales or service. It can be short teasers with low budgets that quickly grab your audience’s attention or very stylized, long -shaped videos that tell a story.
This promotional video from Nike is a good example of a long -shaped promotional video.
How much does it cost to make a promotional video?
The cost of creating a promotional video may vary depending on various factors, such as video length, approach, and whether you outsource production to an agency or a creator.
A promotional video can cost anywhere from $ 1,000 to $ 6,000 or even more if you choose a higher or more complex production.
However, I can say with certainty that it is easier now than ever to make compelling, compelling promotional videos on a tight budget.
First, the majority of marketers already have smartphones, which are like carrying high quality camera equipment in your pocket.
Check out this promotional video from Scrub Daddy. It is short, simple and can easily be made with a smartphone and minimal production equipment.
A number of AI tools that HubSpot’s clippings can save you time and money when creating the perfect promotional video. Just make sure your video still has the human touch.
AI tools can make the creation of content easier, but I think they should be used more as digital assistants rather than as a means of replacing an entire production team.
You do not want to receive the type of setback that large companies like Coca-Cola have received backlash for overuse of generative AI to create promotional content that lacks depth and looks strangely creepy.
What does a convincing promo video do?
Like many consumers, I spend an obscene amount of hours rolling through videos on apps like Tiktok and Instagram.
The most compelling promo videos I’ve found are compelling enough to stop my roll died in its tracks and they all have at least some of the following in common:
- An catchy hook
- A clear problem and solution
- Emotional appeal
- Humor
When you make a compelling promotional video, think about how to immediately grab your audience and pull them away from their endless rolling. Then you need to present a problem that your target audience often experiences and marketing your brand as the solution.
Finally, emotional appeal or humor includes a real connection between your audience and your brand, product or service. One of my favorite recent promo videos comes from Scrub Daddy.
The video immediately raises the eyebrows because it includes a viral clip of a mushroom potato. The problem is more a question: Is Scrub Daddy strong enough to clean dirt, dirt and skin from a potato, thus my dishes? Answer: Yes.
It also uses blunt, some Krass humor to keep the audience entertained.
To create a promotional video
1. Come with a concept.
Ask yourself what makes your business unique? What problems do your product solve? Who typically needs your services? Then create an interesting concept around it.
For example, recruitment software company Loxo recognizes that many recruiters have difficulty tracking candidates. That’s why the company created a fun promo video of recruiters trying to track Big Foot.
The idea is that if LOXO tools can trace the evasively large foot, then they can track any job candidates.
2. Write a script.
Once you have your concept, prepare a script. What do you want your narrator, program manager or actors to say? If you need help putting together a script, more AI content generators on the market will help you write a compelling story that will seize your audience.
I have used AI content writers such as Chatgpt and HubSpot’s free AI content author to write blogs and video scripts in short form in minutes.
Now that you have the tools what makes a good script? Remember, you want to grab your audience’s attention, so start with a punchy, interesting opens.
From there it is a marketing employee’s choice. Do you want your video to be fun, emotional, action -packed or anything else? Whatever you choose, make sure your script reflects the tone you want.
Finally, you must end the promo with a clear call for action asking your audience to intervene, such as making a phone call, visiting the site or signing up for your newsletter.
3. Collect your materials.
Movie your B-Roll, record a voiceover, create your graphics, and combine all your materials to create a one-on-one-stroke promotional video that introduces your brand, product or service to your audience.
If you want to streamline the process, consider using AI tools such as HubSpots clippings. This tool uses machine learning and natural language processing to customize a video based on your vision.
Clip Creator is among my favorite AI-Video-Generating Tools and I tested several others if you want to find the best for you.
When your video is complete, make the required adjustments and mail to the platform you prefer.
Promotional video examples I love
1. Scrub Father
If I had a nickel every time I mentioned Scrub Daddy in a blog post, I would have enough to retire, but who can owe me? Scrub Daddy is known for offbeat, fun, relatable promo videos that are constantly becoming viral.
I love the example below because it takes viewers on a funny, relaxed trip to the goal to pick up the latest scrub product. The relaxed humor and POV make me feel like I’m running errands with my favorite silly uncle.
Even better is the video low -budget and recorded with a smartphone, which proves that you don’t need a huge budget to make an effective promotional video.
2. LOXO
I mentioned this example earlier in the post, so I will not go into detail. Essentially, I love this promotional video from Loxo because of its unique concept, clear purpose (promotion of LOXO tools) and interesting history.
3. Hubspot
Okay, I’m maybe a little partial, but I love this recent hubspot -promo video. Apart from being beautifully shot and edited, it also appeals to emotions through relatability.
As a marketing employee, I can confirm that our days are busy with all the content we need to make and the channels we need to distribute it to. So I resonate with the feeling of urgent speed that the promo video illustrates.
Also note how the promo shows the problem (overwhelmed marketing employee) and the solution (hubspot).
It’s your turn to create
Creating your first promotional video may seem daunting, but once you know your budget and concept, you’ll find it’s not so scary. The key is just getting started.
Now you have tools and knowledge to do exactly that. Good luck!