Promotional video is video used to promote a business by way of introduction or brand overview. A promotional video is typically deployed at the top of the sales funnel to help customers familiarize themselves with a brand’s purpose and services.
While promotional video production often looks similar to the production of other types of marketing video, there are some effective ways to use promotional video for business that some marketers may not have considered for their 2023 strategies. With that in mind, below we’ll cover some interesting ways to use your promotional videos in the new year.
1. Explain complex use cases and product lines
This Nexa Promotional Video describes blockchain technology using overlapping shapes, intersecting lines, and calming music. The simple geometrics keep themes on a level—at least visually—that many viewers will understand, adding interest and accessibility to a more complex industry.
2. Summarize a Product and Explain its Uses with a Product Explainer Video
This explainer video for Sage 100 promotes the product by showing customers exactly what can be done with its different software features. In this way, a promotional video can be used to help customers envision what they might do with a product.
3. Train and Transform
This compliance video we created for Nu Skin helped existing sales representatives stick to a corporate-approved approach to their sales. But even compliance videos like this can be used for external promotional purposes by attracting new sales representatives with a clearly-defined compliance approach.
4. Feature in a Promotional Video Series
Use videos in a similar style or with similar visuals to create a promotional series. Feature a product line or several different types of services for your brand to create an entry to your sales pipeline with every video. These flooring installation videos we created for Home Depot, while not originally created as promotional videos, could be used to promote a flooring line or tools assortment by a home improvement brand with similar styling and scripting.
5. Gather & Showcase Customer Feedback
Use a promotional video with interviews from customers to show what they think of your legacy products or newer products. In this example we created for Kodak, customers talked about how convenient their photo printing process is to promote a new machine for business owners to feature.
6. Introduce a New Brand
Whether you’re rebranding, creating a new company, merging, or otherwise changing up your organization, try releasing a promotional video as an official announcement. We created a rebranding announcement for Payrix that serves as a promotion for their product as well.
7. Commercial Placement
A commercial, also called a TV spot, is a promotional video deployed on local or national television. While placing this type of video is more expensive than many types of internet placement, it has potential to reach a large number of viewers. An example of a commercial is the Together We Tonka! commercial spot for Basic Fun! toys that we created. This spot used star power and animated performances to sell a product.
8. Cultivate Company Culture
A promotional video is usually accessible in its message, and it’s most often deployed externally to potential or current customers. But what happens when you use the power of promotional video to promote a certain company culture and encourage internal employees toward that vision? We created this video for Pike Nurseries that debuted at a company conference, encouraging employees to continue creating a calming space for customers.
Did any of these eight uses for promotional videos surprise you?
Which one could be most effective for your brand in the coming year? Whether you’re interested in using a certain type of promotional video or you’re still researching the specifics of promotional video production, contact us if you have any questions about how to promote your business with data-driven, audience-first video content.
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