Every marketing director thinks their promo videos are great, but when was the last time you sat through another company's entire video ad and actually cared?
Don't waste your target market's time or brain power. Here are 8 tips that will make your next promotional video more successful, profitable, and compelling.
1. Get Their attention first.
The first 10 seconds of the video have to make the viewer care.
2. Put the target audience's benefits FIRST!
Tell viewers how they can benefit from your product/service right away.
3. Stick to top 3's
Whether it's benefits, features, or testimonials, keep your video focused on the highlights, not the details.
4. Keep it short.
Promo video ads should be short; 30 seconds to one minute. If you need more time, make that part of your CTA's landing page.
5. Put humans (or a character of some kind) in the video.
If your service is about dogs, put dogs in the video. If it's a service for parents, put parents in the video.
6. Show more than you tell.
Videos are a visual medium. Find a visual way to tell the story of why customers need your product/service and how they'll benefit.
7. Have a call to action (CTA).
Don't forget to tell viewers what to do at the end of the video. Make it compelling and obvious.
8. Have a custom (permanent) landing page.
That CTA listed above should link to a custom landing page outlining how customers can take action as well as supporting information they may still need to know.
Jennifer L. Jacobson is a communications strategist who helps brands advance in growing industries. Her clients have been on The View, The Today Show, in TIME Magazines’s best site of the year, The New York Times, The Wall Street Journal, Popular Science, Scientific American, USA Today, and thousands more.
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Jacobson Communication is a Pacific Northwest boutique public relations firm that helps startups, upstarts, and emerging brands get the attention needed to drive positive brand engagement. From sales, to biz dev, to company enrichment, you'll be surprised what better communications can do for your brand.
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