How To Make A Promotional Or Advertising Video?
Have you always wanted to know how to make a promotional video, here we explain how to do it in several steps? Video can be used in many ways, from social media posts and email and television advertisements. Right now, content creation is moving towards video-based media. Even for blogs, it is no longer just about making promotional videos for social networks. Although images still drive traffic and clicks, videos give users a better idea of who you are as a brand. Videos have been shown to convert better than text. So why aren’t all businesses abandoning their blog in favor of a video-first strategy? The biggest barrier? Videos have a reputation for being an unapproachable marketing tactic, especially for smaller businesses. And while it’s true in part that videos are often more time-consuming and expensive to create than text-based content, small businesses can still be successful by investing in the tactic.
Steps to make a promotional video
Step 1: Identify your goal
Before you sit down and write the script for your video, you’d better look back and consider why you make a video. It can be expensive to produce a video, so it is important to be clear about your goals before you start. For example, maybe you have a new company and want a video to spread your brand or get visitors to the web. Or maybe you have a new product line that needs more explanation for potential buyers. Maybe you are selling, but you need a video that pushes people to take action. Here are some common reasons many companies decide to create a promotional video:
- Brand awareness
- Boost sales
- Direct traffic
- Increase customer engagement
- Educate customers
One thing to keep in mind: The more goals (or ideas) you try to introduce into a video (especially if it’s short), the more likely you are to complicate the script and confuse your audience. Once you’ve understood that why you want to create a video, it’s time to start looking for possible ways to make your video.
Step 2: Choose a video type.
Now that you have a “why,” it will be a little easier to determine what to do. For example, let’s say you are a new company that wants to create an intro for the start of its website. The video is made to introduce your product and get new users. To give you some ideas, here is a list of possible ways you could get in:
- Introduction video: tell your audience your company or brand.
- Explainer video: explain how something works (your product or a specific feature)
- Problem/solution: show the old way / and the new way and how your product is the solution.
- Narrative: use story elements (such as plot, conflict, resolution, etc.) to introduce or explain something subtly.
- Drive to action: get the audience to do something (for example – shop now)
- Product focused: Presenting or displaying a specific product or function
- Testimonial: interviews, appointments, etc., with clients on a specific topic
- Approval: use of celebrities or approval of an influencer / or someone similar
- Tutorial video: educate your audience on something specific, tutorial style, etc.
- Entertainment video: delight or inspire your audience with stories, humor, etc.
Once you’ve finalized your goal and shape, it’s time to refine your approach by setting the tone for your video.
Step 3: Set the tone.
The tone is defined as “the general character or attitude” of something. But to keep it simple, it is how your video is going to make your audience feel. For example, do you want to make the audience laugh or do you want them to do something? Below are a few different shades that you can explore for your concept and creative direction:
- Dramatic – it thrills you
- Direct / informative – clear and concise.
- Conversational-casual and authentic
- Urgent – urges you to take action, now.
- Fun / playful – use fun creative devices
- Comic – comic; It makes you laugh or smile.
- Quirky – use the quirk or the unexpected to convey a point.
- Sweet- something that makes you say, “awww!”
- Entertaining – aims to inform and entertain. Super Bowl ads often fall into this category.
- Inspiring – inspire to drive action.
- Artistic/cool- feels young, stylish, trendy, etc.
- Luxurious – bright, luxurious, eye-catching, attractive, rich. Think of ads for luxury cars, etc.
Step 4: Decide the duration.
Will it be a 30-second video? 60 seconds One more minute? 5 minutes? Take a look at existing videos that use a similar tone and see how long they are, as it can help guide you (for example, if all the videos are at least a minute long, it can be a good starting point). Generally, the duration varies from different types of video and different platforms.
Step 5: Choose a video type.
Then you can consider the style of your videos, which means what they will look like. There are many different styles available. Here are some general ideas on how it can be done:
- Animated – illustrated. (2D, 3D, etc.).
- Real people – with actors who play the characters you have created; This may or may not include dialogue (depends on your script).
- Live-Action: Combine real life images with animation elements
- Screencast – Record a computer screen to explain something.
- Whiteboard – It is similar to a screencast, except imagine a hand holding a marker while writing on a whiteboard (it can be any type of writing instrument/writing medium). This is often used to write a message (directing the story with visual text), create pictures, etc.
- Phone/tablet/app – again, this is somewhat similar to screencast, but you are showing something specific on the device (like a moving website, an action like clicking an icon, etc.).
Step 6: Write the script.
Every writer, creative director, director, etc., probably have their own way of writing screenplays. Here are the main things you want to make sure they have in your design are:
- The timestamp (until the second, when does this moment happen?)
- The audio, the dialogue (what are we listening to right now?)
Step 7: Storyboard
Well, then you’ve written your script, you’re done, right? Not quite. Now is the time to work with an artist, illustrator, or designer to create images that come with your ready script. A visual artist would help bring your script and ideas to life, making sure that everything you are about to film is good. A script is not only important to you and your team, but it is also very important to the artists, actors and directors so that they can have a good sense of the images that they are supposed to recreate. No one is saying that the storyboard has to match what happens in the scene perfectly, but it should act as a guide.
Now, I’m not a producer, so it would be best to consult a real production expert regarding their list of final details, but here are some things you might want to think about before shooting/producing your video:
- Production: Hire a producer and/or production company. It’s not that you can’t do it on your own, but sometimes it helps to have experts on your side.
- Casting: If you are using some famous actors, you will need to find the right people. This can be pretty crazy, especially if you are looking for a specific type of “look” and performance style. Be sure to list all the details of the actors you are looking for to make it easier for you, the production team, and the actors themselves.
- Locations: If you are filming outside, in a house, etc., there are flaky ways to do this (i.e., shooting in your own home etc.), but you are looking at other costs like lighting equipment, backdrops, etc.
- Post-production: Post Production Editor – Having a specialized post-production editor is very important. This person will be adding the background voices (which require precision in terms of timing) and may also be working on the final color and look. It’s a great job.
To sum up
How to make a promotional video? How to go from the “idea” to the script and production? It seems complicated, right? It is currently too simple with these steps. No matter what company it is for, the budget, or the reason for making a promotional or advertising video, there are simple rules for each format, from idea to editing. We’ve shared the steps to make a promotional video, which I hope will help you take your idea from your head to your audience’s screens. Just go for it!