You only get one chance to make a good impression. Always have this in mind, especially if you are thinking of making a promo video for your event. A good representation of your company and your work can do wonders for your business and bring you new clients and of course, attendees to your conference. Do you know how to make a killer promo video? If the answer is no, don’t despair. Keep on reading – we have the answers to all your questions.
What is a Promotional or Promo Video?
There are different types of promotional videos, but they all have the same goal – to promote. Companies use this type of video mainly to promote their business, products or in some cases an event they organize. According to the Visual Teaching Alliance, 90% of information sent to the brain is visual. Visuals can be processed 60,000 times faster than text, so it is understandable that it is better to use a video, than a simple text to promote your business. However, you need to focus on creating a high-quality video, one that will catch your audience attention and that it will be difficult to forget.
Creativity is the key to a successful promo video – avoid templates and try not to copy another company’s videos. You have to be unique to be remembered.
But, let’s not get ahead of ourselves, we will take a look at each element of the video closely.
What Elements Should It Entail?
The key elements of each promotional video are creativity, focus, storytelling and a message. To start with the process of making a video you need to have an idea and you need to find your inspiration. Having a narrow focus is very important because you would want to avoid a lot of irrelevant information. If you have a focus then you can present your message in a better way.
Use your creativity to make a memorable video – your audience need to remember your brand after watching your video. Be unique. Tell your story through the video and engage your viewers.
Tips on Making a Killer Promo Video
- Keep it short. When it comes to company promo videos – less is more. Short promo videos have a greater effect on your viewers because their attention span is only 10 seconds. Cut out the irrelevant parts of your footage and focus on the most important – your story or product. If you are not sure how long a promotional video should be – keep this in mind. Ideally, the promo video shouldn’t be longer than 1 minute.
- Include a Call to Action. What’s the point of the video if you don’t convey your message. When it comes to event promo video, your call to action would be helping your viewers to register for your conference. In other cases, with a product promotional video you would want them to buy your product. Keep in mind that you mustn’t do your sales pitch in the video because this might put them off. The call to action should just be a way of helping them and showing them how to register or that they can follow your Facebook page.
- Make it personal. A short message from the CEO or founder, or the creator of the product can make your viewers feel important. They would feel that you care for them. If your audience can relate to the story of your video, you have achieved your goal. Especially if after watching the video they go and register for your next event.
Before you get to this part, make sure that the script for your video is ready and your storyline defined. Everything else is easy. Prepare a shooting schedule to make sure that nothing important is missed out on camera.
For a killer promo video, take shots of the registration process, people coming in, looking excited to be there and of course capture the promotional material on camera. This is what the professionals are calling a b-roll footage. These short video clips make the promo video what it is – a compilation of short video sequences that showcase the highlights of your event.
It is common for this type of video to include short interviews or soundbites of the attendees. They can share their impressions from the event and maybe recommend it to everyone else.
Shooting a promo video doesn’t mean spending millions on equipment. What you need is a high quality camera (one DSLR camera with good lenses would do), a tripod, lighting and sound equipment. The tripod is necessary to avoid any shaky shots that can’t be fixed in the editing part. Sometimes you need to bring additional microphones for shooting the interviews and maybe enhance the lighting.
Promo Video Editing
The last and maybe the most important part of making a promo video is the editing part. Now you have to assemble all the pieces of video clips together in one short killer promo video. The video editing is done in different types of software, mainly in Adobe Premiere Pro and Final Cut. There you can play around with the footage, edit the audio and make a color correction of the footage. What you need to have in mind is the look and feel of the video and the message that the video should convey.
If you see too many video clips with unnecessary footage or some boring shots, don’t include them. The videographer will usually make more shots so the editor can have a bigger choice.
Sometimes this process can be tedious if you don’t have a good b-roll footage. However, a professional video editor can make a great video even with not so good footage.
For that reason, maybe it’s for the best to give this task to a professional. A company such as Ignite Global Media that has a team of professional editors that can produce whatever type of video you need. Just share your vision with the team, sit back and relax and let them do their magic.