How To Make The Most Out of Corporate Promotional Videos.
By Adeyinka Adebisi
We all come across short clips and promotional ads while watching YouTube and similar platforms, oftentimes we see them as part of pop-up video ads while perusing our favourite mobile applications. Have you ever wondered why those videos were created and of what importance they are to a company’s advertising campaign? As Matthew Burgos of Burgos Media Solutions stated, “videos are instant access to a large audience because it immediately catches people’s attention without the need to physically advertise to them”. Dr. Liraz Margalit also cited that videos are processed by the brain 60,000 times faster than text, i.e. thinking about the heavy lifting your cognitive system has to do when reading an article vs. watching a video clip! To satisfy your curiosity, here are one of the most exciting corporate promotional video online and its performance as observed on Youtube:
The ecstatic nature got you glued till the end right?
Do not be mistaken, let’s make a clear distinction between a Showreel and a Promotional video. Their most basic difference is technicality and target audience; while a Showreel is predominantly used by individuals in the art and performance industry, Promotional Videos are basically used to promote a product or an entity (firm). Actors, animators, models and even editors usually create Showreel to advertise themselves or their services to production companies in order to be a part of a major project like a movie or a fashion show. On the other hand, Promotional Videos are used to exhibit a new product or the effectiveness of a particular company in providing a service.
I will be dealing with video adverts for products and services; therefore, the most ideal choice for this post is a Promotional Video, although they both share similarities in objectives and features.
Promotional Videos can be in the form of an explainer video or simply a video ad for an existing product, also, it could be used to introduce a new brand to the market. Furthermore, as disclosed by Brenda Barron, “45% of businesses use Promotional Videos on their business homepage and over 83% of those businesses believe that the videos were very effective for their marketing”. Wyzowl’s statistics show that 63% of businesses have started using video content marketing and out of those, 82% of these businesses feel video marketing is an important part of their strategy. 71% of these companies plan to increase their video marketing budget.
Benefits of a Promotional Video
The enjoyment of video ads increases purchase intent by 97% and brand association by 139%, according to Unruly Media. This brings about the most immediate benefit of a Promotional Video which is the easiness for viewer’s to access information about a product or service. Another benefit is that it helps a brand to outshine competitors. Promotional Videos have proven to be interactive due to it being capable of influencing business orientated people to make convincing decisions and when a video prescribes instruction, they make it easy for viewers to follow and share across all platforms.
The most immediate benefit a company gets from creating a Promotional Video is that it humanizes the company’s brand. By communicating in a more inclusive industry-specific language, Promotional Videos help brands reach their core audience, as Animoto stated in its research that over 25% of consumers lose interest in a website that doesn’t feature videos. Digital marketing experts understand that featuring Promotional Videos on a site improves its SEO, as users tend to spend an average of 7 minutes and 21 seconds on those sites; thereby, increasing visibility.
How To Create A Promotional Video
A Promotional Video is industry-specific; therefore, before a style is adopted for a brand, attention should be paid to its objectives and direction. The tone (the general character or attitude) must be set, be it dramatic, conversational, quirky or even humorous. The average attention span for viewing Promotional Video does not exceed more than 3 minutes; therefore, an appropriate duration should be set from the start so as to narrow preferred information to be shared.
Endeavour to feature real people who have a personal relationship with the brand you are advertising. Likewise, having a series of these Promotional Videos improve brand loyalty.
Advantages of A Promotional Video
64% of executives who watch work-related videos visit the business’ websites afterwards; similarly, 64% of people who visits a business website and views its video ad ends up buying the advertised product. In addition over 71% of companies plan to increase their video marketing budget, it is because it transmits more information in less viewing time. Here are some advantages that come with the creation and broadcasting of a company’s Promotional Video.
The first advantage of Promotional Videos for a company is the trust and reliance it gets from the viewers who got endeared to the message the video passes. These individuals could even help share the contents to their own audience on several social platforms. As stated by marketing statistics, 76% of users say they would share a branded video with their friends if it was entertaining. A boost in conversion and sales is a major advantage of a Promotional Video, especially when it is added to a landing page. This has proven to be worth 80% more and corroborating the statistics earlier sited that 3/4 of watchers of these kinds of videos eventually procure the goods and services.
Obviously, it is great for Return-on-Investment (R.O.I), since its visual appeal resonates more with mobile users. Easy accessibility to these videos is good for Google ranking and SEO in general. This favourably is more pronounced as a company is 53% more likely to show up on Google’s first page if a Promotional Video is embedded on its website.
In all, video helps to better explain a product or service to several audiences at a less cost with more impact. Promotional Videos will definitely add more to a website’s click-through-rates even with email marketing which is recorded to be 96% more clicks. Most people don’t enjoy reading adverts so if the content of your Promotional Video is informative and entertaining enough, your services will definitely gain a boost in inquiry and sales.