The Anatomy Of a Promotional Video. What Makes It Successful?

video production

video production

As you might guess, there are several elements that make the promotion of a corporate video successful. Each one is just as important as the next. The final product needs to be both interesting and convincing. Remember, the goal is to get it in front of as many people as possible.

The following information is meant to give you a general overview of some of the things that you need to consider before shooting begins. This will make it much easier to tie everything together in a timely manner and with the least amount of editing.


Coming up with the best concept, in regard to your target audience, takes a great deal of thought. It won’t happen overnight. If your concept is too boring or unrealistic, it won’t hold anyone’s attention.

It’s important to decide how the video will be used, right from the beginning. For example, the concept of a sales video should be different than the concept of a piece, which will be used strictly for awareness purposes. Common types of promotional video include:

  • Testimonials
  • Narrated videos
  • Explained videos (combination of simple animation and narration)
  • Professional videos ( using well-known actors or spokespeople)

If you’re finding it difficult to come up with ideas, take the time to watch promotional videos created by your competitors. You don’t want to copy what you see, of course. But, it’s a great way to get your creative juices flowing.

Spokesperson and Length

Choosing the right spokesperson, for your promotional video, ties in with the concept. Again, it’s necessary to choose a person or group of people who your audience will enjoy watching and listening to.

Whether you choose someone who is affiliated with your company or organization, or an outside resource, it must be someone who can relate to the camera. It’s advisable to give everyone a short ‘test shot,’ before making any final decisions.

Statistics show that a 3-5 minute video is typically better received than a longer one. You need to opt for a production that’s short and sweet, not something lengthy.

Remember, sticking to the point and presenting a clear message is always best. This helps to avoid confusion and makes it easier to produce something within the preferred 3-5 minute range.


When it comes to the script, please don’t assume that you can simply read from a brochure or other previously written copy, in effort to cut production time. Doing so, almost ensures that your promotional video will be dull and boring. In reality, the script is one of the most important aspects of the entire project. If you’re creating it yourself, try to write as if you are talking to a friend.

Jot down the main points you want to cover. Expand on it, from there. Your goal is to make the audience feel like the spokesperson is talking ‘to’ them as opposed to ‘at’ them. Many promotional videos follow the ‘storytelling’ method. Simply put, this method requires you to include:

  • Your story
  • The specific problem your audience is facing
  • The solution to that problem

When you’re satisfied with what you’ve written, read it aloud to several people. Ask them for their honest opinion of the video. Does it convince them to take advantage of your product or service? If the answer is no, it’s obviously time to make changes.

You can also record yourself reading the script. Listening to the recording allows you to hear how well the script flows. If you don’t think you’ll be able to do an adequate job creating the script yourself, it’s better to hire a professional copywriter right away. This will, undoubtedly, save you hours of frustration.

Call to Action

Somewhere in your script, preferably more than once, you must include a call to action. Without a call to action, the audience will typically have a difficult time figuring out the purpose of the video.

It’s highly likely that they’ll also find it difficult to contact you for more information, in regard to the product or service that you provide. The call to action provides you the opportune time to ask viewers to visit a website, contact you by phone or even share the video on social networks. Leaving this element out of your promotional video means that you won’t get a good return on your investment. This defeats the whole purpose of creating it in the first place!


One low-cost way that you can gain trust with your audience is to include two or three client testimonials in the video. Contact a few of your previous clients or customers and ask if they would be interested in participating. Most will do so just for the fun of it, without any additional compensation.

If it’s possible to show the results of the service that you provided to these particular customers, all the better. As the saying goes, sometimes a picture is worth a thousand words. These same individuals will usually be more inclined to help spread the word about your production. Why? They have a starring role!

Quality Audio

You can have the best script in the world, but if the audio quality of your video is poor, your production probably won’t be well-received. It’s imperative that your spokesperson speaks slowly and clearly. Avoid background noise. As long as you invest in a quality microphone, which you can typically purchase at an affordable price, you shouldn’t have a problem.

Visual Appeal

Your promotional video must have visual appeal, in order for it to be successful. There are several things to consider:

  • Don’t make a ‘freeze-frame’ video, where the camera is held in the same spot for the duration of the entire production
  • Don’t film in an area with a cluttered background
  • Do use a tripod to prevent the camera from unnecessary shaking
  • Do use cool effects or animation to make the video fun and more interesting
  • Do make a real connection with the audience


Some people may not consider editing to be an actual element of a promotional video. However, it is an important aspect that cannot be overlooked. There is no ‘set in stone’ number in regard to the number of times a video should be edited. It should be re-edited until it is as close to perfect as humanly possible.

Social Compatibility

Thanks to technology and the ever-growing popularity of social networks, countless videos go viral every day. As a business owner, you want your promotional video to go viral. What better way to generate profit and build your client base than to get your video in front of the eyes of thousands, or in some cases, millions of people?

Take the time to watch videos, in your industry, which have gone viral. The key is to figure out what you can do a little differently to make  yours stand out among the crowd. Remember, in this case, creativity and honesty  goes a long way.

If you have questions or need further assistance, feel free to contact us. We are always available to answer questions about creating the best promotional video for your needs.

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