5 Tips to Create Compelling Promotional Videos

So, when every brand out there is claiming to be a master of video production, how do you cut through the noise? How do you create promotional videos that not only get attention but also drive action from the viewer?

Promotional videos are more than just flashy visuals, a fast paced edit & trendy music. They’re a tool that, when used correctly, can skyrocket your brand visibility and engagement. But how do you get your video to stand out? How do you make sure it doesn’t just blend into the never ending churn of generic content out there?

The answer lies in understanding the fundamentals of what makes a video compelling. We’ve spent years perfecting our craft at Fettle, working with brands who demand excellence and understand the value of quality. Here are five best practices that can transform your promotional videos from just another piece of content into a valuable strategic asset.

5 Best Practices for Creating Compelling Content

1. Start with a Strong Concept

The foundation of any successful promotional video is a strong, clear concept. This concept serves as the blueprint for your entire project, the base for every creative aspect from scriptwriting to post-production. A good concept isn’t just about being creative, it’s about aligning the video’s core idea with your brand objectives and how you want to engage your target audience.

A strong concept should take into account what the main message is you want to convey & what action you want viewers to take after watching the video. By addressing these questions early on, you create a solid foundation that will ensure your video is both relevant and effective.

2. Craft a Compelling Script

Once you have developed your concept the next step is to craft a script that brings your idea to life.

The script is the backbone of your video, providing structure and the narrative. It’s important that the script is not only engaging but also concise, in that every word should serve a purpose.

When writing your script, consider the narrative. Start with a hook that grabs the viewer’s attention, then build towards the main message, and conclude with a call to action (CTA). Remember, the goal is to tell a story that resonates with your audience. The tone of the script should also reflect your brand personality, whether it’s formal, friendly, or somewhere in between.

Moreover, the script should be put together with consideration for the visual elements you want to include. Visuals and dialogue should complement each other, creating a cohesive and immersive experience for the viewer. A well-written script, paired with strong visuals, can transform a simple idea into a powerful promotional tool.

3. Focus on Production Values

As a video production company with ‘skin in the game’ it might be predictable for us to say this, but the quality of your production can make or break your project. High-quality production values convey professionalism and can significantly elevate how your brand is perceived. From the choices made around which camera and lighting techniques to use, to the quality of the audio and editing processes used, every production detail contributes to the overall effectiveness of a video.

Investing in quality production means you’re getting a creative partner that will pay attention to both the technical and creative details of a video. High production values not only make your video more visually appealing but also help to communicate your brand’s commitment to excellence.

When everyone & their mate has access to a myriad of mediocre video production tools, using a quality supplier is what will set your promotional video apart.

4. Ensure Strategic Distribution

Even the best produced, most compelling promotional video will fail to achieve its potential if it doesn’t reach the right audience. Distribution is crucial to maximising the impact of your video. This means thinking about where and how your video will be seen, and tailoring your distribution strategy accordingly.

Consider what social media platforms & other customer touch-points (websites, email marketing, OOH etc), are most relevant to your audience. Each has its own strengths and weaknesses, so it’s important to adapt your video content accordingly. For example, a video on Instagram might need to be shorter and more visually driven, while a video on your website – where viewer intent & interest are different to a social media channel – can be longer and more detailed.

In addition to platform selection, timing also plays a key role in distribution. Release your video at a time when your audience is most likely to be online and engaged. This might mean aligning your video release with a product launch, a seasonal event, or a broader marketing campaign. The goal here is to ensure that your video not only reaches your audience but does so at a moment when they’re most likely to pay attention & take action.

5. Measure and Optimise

The final step in creating compelling promotional videos is measuring their performance and using the insights to optimise future content. Simply creating a video isn’t enough, you need to understand how it’s performing in the real world and make adjustments based on that data.

Tracking metrics like views, engagement rates, click-through rates, and conversion rates can provide valuable insights into what’s working and what’s not. Are viewers watching the video all the way through, or are they dropping off early? Is the video driving traffic to your website & generating leads? These insights can help you refine your approach, ensuring that each subsequent video production is even more effective.

Optimisation helps in refining your overall video marketing strategy. By continuously learning from your results, you can make informed decisions about everything from the types of videos you create to the platforms you use for distribution. In this way, measurement and optimisation become ongoing processes that help you stay ahead of the competition and keep your video content fresh and relevant.

Trust Fettle Digital to Deliver Quality Promotional Videos

Creating compelling promotional videos requires a strategic approach, a deep understanding of your brand, and a commitment to quality.

By following these best practices, you can ensure your videos not only capture attention but also drive meaningful results. When you’re ready to take your video content to the next level, Fettle Digital is here to help.

Fill out our contact form here, or drop us an e-mail at hello@fettledigital.co.uk