Tips on creating an engaging promotional video for your target audience

By India Mayer

Promotional videos could be the key to encouraging your target audience to buy your service or product. Read on to find out how and key tips on making an engaging one, perfect for your audience.

What is a promotional video?

A promotional video is a video or short film that promotes or advertises a business, with the intent to show customers their products and services. Any promotional video made is attempting to sell a brand to a target audience.

Some example types of promo videos, you as a business owner could use are:

product videos event videos, interview/Q&A, service or product launch videos, behind-the-scenes, ads, explainer videos, testimonial videos.

Even recently you have seen a promotional video on social media or on tv, of maybe a celebrated event where the brand will show off their happy customers whilst telling a story. By doing this they are transforming boring information into a visual appeal, that is intended to persuade a customer into buying. Stay away from pitching to your target audience how why they should buy your product/service, instead show (Klass, 2019).

What makes a good promotional video?

A promotional video should seek to the viewers and bring conversation to the table, rather than just trying to make sales. Instead, the video should be to based on a more persona idea with at least containing one of the 4/5E frameworks of marketing communications such as:

1. Excite: tell customers what benefits you offer such as deals, give-aways, bonuses, prizes and proven results.

2. Educate: showing how to use/buy a product/service

3. Entertain: Humour to deepen connection with brand and product

4. Experience: helping the customers deal with products (directly/indirectly)

5. Engage: Interact with your target audience on common platforms (Courseherocom, 2019).

These 4-frameworks will create a an engaging perfect for your intended target audience.

You need to know your target audience before figuring out which of the 4-frameworks to use and how to use them.

Check out my last post to find out how to make a persona.

For example, if I were to make a video I would focus on educating and engaging content because my target audience (businesspeople), appreciates those things.

How to make the video engaging to your target audience?

After researching and figuring out your target audience you should focus on what your engages your audience.

Ways to engage your audience:

1. Make It About your Audience

Ideal for them to understand the video and gain from it. If they want facts, give them facts! If they want luxury, give them luxury!

2. Points out the Benefits

The audience doesn’t care about the features, instead promote the benefits that a consumer can gain by buying your product/service.

3. Give information whilst telling a story (don’t pitch) (Savoie, 2019).

How you decide to create your promotional video is all based on who your target audience is! Most commonly older people will buy into a product thought a video that educates them. As for a young millennial they will look out for the cheap deals and excitement.

Good luck creating your promo videos!

Down below is a West Coast Eagles Promotional video example.

In our previous blog post, there is a persona development of their target audience (young WA males), which I made this promo video for.

I've used engage by pointing out the benefits members get and also for the boys to relate that watching the game can be a social event. I’ve also used excite and experience