How To Make Promo Videos
By: Friends of Fair Food
Making an effective promotional video is more difficult than one might think. There are a lot of things to consider when deciding how you want your video to look. Promoting something requires many considerations to make the promotional video to be a successful one. You must first create and establish a clear, crisp message, reach out and establish who the target audience is, and then create a storyboard in which one depicts how he or she wants their video to look before any filming or editing has begun. Lastly, one must add final touches to the video by including a tone, as well as at least one emotional appeal to attract the audience.
Within your promotional video, there must be a message. Without one, your viewers or target audience would be lost and you would have wasted their time. When creating or figuring out your message, you must also develop a key idea of what you're promoting whether it is a product or if you're promoting a company and its services etc. Then once you figure out what your main message is, then figure out little snips of things that would compliment and assist your message to be clear for your audience. Whether you choose a storytelling route for your video or an advertising route, it all should have a snowball effect from that.
With your clear message ready to be utilized, you also need to figure out who your target audience is. For example, is your target audience going to be children, adults, or is it going to be a specific demographic, such as mothers or people with disabilities. Choosing who your target audience will be is a major factor in creating a promotional video, so first it is important to consider what your message is. Then, from there, decide who your promotional video will be attracted or geared towards. One way of figuring that out is seeing who would relate to your video more or if you are promoting a product then ask yourself, “who would most likely buy this product the most?”
Once you have a set understanding of your main message and which audience you are targeting, your next step is laying out a storyboard. You should plan to organize your video in sections almost like storytelling. You should start with a setup to a problem, than start to introduce the conflicts and the steps on what would be taken for improvements and then start to slowly slide down with conclusions and the resolution on what you're promoting to help the video slowly end. If you are promoting a product, you would introduce problem, then introduce product that would help, and then show examples of results. With the non profit organizations as an example, you start with a problem they face or what the society is facing, then introduce the non profit organization and what they do, then end with how clients feel about the progression with the organization to help promote the non profit. The image provided above is an example of a storyboard created by Alexandra Catanzariti for her Visual Rhetorics video making project, in which she used Adobe Premiere Pro CC to create the video.
Lastly, within the storytelling of your video, there should be a tone or emotional appeal that accompanies the promotional video. You should ask yourself what kind of tone can be complementing towards your story or video about your promotion. Do you want a positive, neutral, or negative tone to your video. Positive tone would be appreciative, hopeful approving, or admiring type of video. Neutral tone would be objective, and direct in most product promotional videos. While negative tone would be antagonistic, and apprehensive like the political bashing campaign videos towards the candidate’s opponent. Another thing to keep in match with the tone is the emotional appeal with the audience. The emotional appeal with videos can be sympathetic feels, or hopeful, but doesn’t always have to be legitimately emotional but can be emotion based through celebrating. Celebration with success can be another emotion to add to it as well.
Finally, the image below was taken by Kelly Smith and it presents a still shot of a “talking head” within a promotional video. The idea behind creating black and white footage allows the subject to be represented in a more serious tone. Depending on the context of the video, the reception of the video’s message is left up to interpretation of the viewer.