Producing a promotional video that has the “wow factor” as well as delivering on all the key messages can seem like a daunting task but it need not be.
The chances are, you’ll already have some ideas about how your promotional video should look. So, how do you turn those idea seedlings into a fully fledged oak of creativity?
Here’s six top tips to make sure your promo video gets tongues wagging about your business for all the right reasons…
Remember, your company video can act as a virtual ambassador for your business, so you want it to be brand spanking piece of content.
A lack of equipment, time and expertise are all good reasons to out-source your video production project.
That doesn’t mean passing it over and washing your hands of it. Far from it. But it is a good idea to employ a video production agency who have the kit, resource and creative eye to bring your promotional video to life.
Do your due diligence. Find a video production agency whose showreel includes examples relevant to your requirements. Ask yourself if the production value, and tone is what you’re looking for.
Does the content evoke the feelings that you want your promo video to deliver? Your video production agency should be communicative and keen to understand your business.
Pre-production is absolutely key, so finding an agency that wants to be an extended arm of your team is crucial.
Having plenty of promotional video ideas is a good thing.
Make sure you discuss them with your video production agency and listen to feedback.
Ultimately, you have hired experts for a reason. If they’re telling you that a certain shot may be impractical, or a certain transition will set your promotional video apart, listen to their advice.
You are paying for the production so should have the final say, but it’s crucial to lean on your video agency for some creative input ideas as well as a reality check here and there on what is realistic within your budget.
Before you begin work on your project, it’s important to understand what you want to get from your company promotional video.
What are the deliverables? Is it simply an engaging window into your business to sit on your website home page, or are you planning to use it on socials to drive traffic to your website? Will it be used as part of a paid advertising campaign?
Before you discuss details like scripting, locations or actors for your promotional video, put some clear markers down on paper about what it is you want your promotional video to achieve.
If you’ve seen one that resonates, show it to your video production agency so they have a visual representation of what you’re looking for. Of course, your example may be from a global organisation with a huge budget. Don’t worry. The tone and emotions that the content evokes are as important, if not more so than the production value itself.
What are you trying to say? Who do you want to tell?
How do you want to say it? These are all really important things to consider right at the start of your video production process.
Hone your brief with your team and production agency. When the shoot day arrives, everyone should step on to it knowing what needs to be achieved.
Will your promotional video be narrated by talking heads, a voiceover or titles? How long do you want it to be? Will it all be shot in one location? All of these things should be considered when building your brief.
Of course, being nimble and adapting to last minute changes is important, but the more thorough and complete your brief is, the smoother the shoot day and edit will flow.
If you’re aiming for an engaging, shiny overview of your business for your promotional video, chances are you’ll need members of your team to get involved.
Brief your colleagues on why you are doing a promotional video for your business, the benefits to the company and the input you may need from them.
It’s important to have buy in, particularly if you are asking staff to appear in the content. The more comfortable they feel, the more authentic the final product.
Even if members of the wider team aren’t appearing in the piece, they may have to adjust schedules or meetings for the shoot day if it focuses on their area of the business. A consultative approach is key to making things run smoothly.
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