While there’s no one secret formula for creating promo videos, there are certain trends we can pinpoint that the most successful and popular promo videos have in common:
- They’re short. Within 60 seconds or less these videos succinctly and properly demonstrate or promote the subject matter.
- They’re entertaining and/or informative.
- They’re located on relevant pages like the top of the home page, a dedicated landing page, or a specific product or service page.
- Whether they’re done in quirky whiteboard animated styles or using real people, the goal is to be transparent and honest about the subject they’re promoting.
- They aim to elicit a single emotion from the viewer.
- There’s always a call-to-action, even if it’s a subtle one (e.g. “trust us”).
- They’re high-quality. Even if it’s a DIY, the promo video looks professional, crisp, and there are no errors, misspellings, or rough cuts noticeable.
To that last point, it’s important to only use super-polished videos. You would never throw content on your site that’s half completed or riddled with errors. You also wouldn’t leave broken links scattered about or too-tiny images or text for visitors to squint at.
A promo video needs to just as seamlessly blend with the rest of the content on your site and a poorly made production could compromise all that.
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