Once upon a time (OK, last Thursday), a charity director sat staring at a half-empty spreadsheet. Her campaign video flopped. Not because she lacked heart. Not because the cause wasn't powerful. But because of the video? It was beige. Forgettable. One of those "seen it, scrolled past it" types.

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Let’s not make that mistake. Here’s your no-faff guide to making a promotional video that cuts through the noise, wins hearts, and drives action.

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Understanding Promotional Videos

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What Is a Promotional Video?

A promotional video (or promo video if you’re tight on breath) is a short, focused film designed to promote a product, service, brand, or event. It’s the high-five before the handshake. The teaser before the full movie. It builds buzz, sets tone, and makes people care.

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They come in many flavours: brand films, product demos, explainers, event hype reels, and more. But they all share one thing - they’re made to move people. Emotionally, behaviourally, or both.

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How Promotional Videos Drive Engagement and Sales

Need proof? Wyzowl reports that 89% of people say a video has convinced them to buy a product. Promo videos boost brand awareness, improve conversion rates, and help people understand your offer - especially when words fall short. They're sticky. Humans remember 95% of a message when it’s delivered in a video, compared to just 10% via text  And with AI-powered video production tools on the rise, the barrier to entry has never been lower. You just need a smart plan.

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Steps to Create a Promotional Video

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Define Your Objective

Start here or risk wandering off a cliff. What's the goal?

• Drive sign-ups?
• Promote an event?
• Launch a product?
• Get donations?

Be specific. "Raise awareness" is fine, but "get 10,000 views from 18–24-year-olds in Manchester" is better.

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Know Your Audience

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Think about their lives. Their lunch breaks. Their scroll speed. A promo video for marketing managers needs to land differently than one for teenage gamers. Use data, interviews, or even Reddit threads (example) to get under their skin.

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Pre-Production Essentials

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Plan Your Shots

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Every good video starts with a visual game plan. Do you need close-ups of your product? Reactions? A sweeping drone shot over your office? Sketch out your key scenes in a storyboard or shot list. It’s like setting your sat nav before a road trip.

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Gather Your Equipment

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No need for a Hollywood rig. Most modern phones shoot in 4K. Still, it helps to have:

• A tripod (for stability)
• External mic (for clear audio)
• Lights (natural or LED)
• Optional: Gimbal, ring light, or portable green screen

Quality gear doesn’t make a great story, but it sure helps people stick around to hear it.

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Choose Your Location

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Where you film matters. A cluttered background distracts. A noisy street ruins sound. Pick a setting that supports your story - a cosy café, a sleek office, a field at sunrise. Bonus points for visual contrast and brand relevance.

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Capture B-roll Footage

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This is your secret weapon. B-roll is extra footage that adds rhythm and richness. Think: team members working, behind-the-scenes clips, hands typing, skyline shots. These make your promo video feel less staged and more cinematic.

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Filming and Editing

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Filming Best Practices

• Use natural light or simple LED setups.
• Shoot in landscape unless the platform prefers vertical (like TikTok).
• Keep it steady. A cheap tripod saves a lot of headache.
• Capture B-roll (extra shots) to add flavour.

One of our shoots involved a client tossing spaghetti against a wall. Weird. But it worked. Your footage doesn’t need to be perfect - just purposeful.

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Edit for Impact

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Once you've filmed, the real magic begins. Use editing to:

• Set pace with cuts
• Reinforce mood with music
• Add text overlays and graphics to hit home your key messages
• Trim the fat - if a clip doesn't serve the goal, snip it

Aim for clarity and energy. Less soap opera, more sizzle reel.

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Editing Tips

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Edit for the platform, not your ego.

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• Instagram? Keep it snappy, ideally under 60 seconds.
• YouTube? Give more context, polish the graphics.
• LinkedIn? Add subtitles - most people watch on mute.

Use on-screen graphics to reinforce key points. Think text overlays, motion, or even a cheeky emoji if the tone fits.

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Planning and Scriptwriting

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Crafting a Compelling Story

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Even 30 seconds can tell a story. Start with a hook. Add tension. Finish with a satisfying beat. The best promotional videos are basically short films - crafted, human, and purposeful.

Structure helps:

• Beginning: The hook. Something curious, funny, emotional.
• Middle: The message. This is where your product or service shines.
• End: The call to action. Don’t leave viewers hanging.

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Scripting Essentials

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Keep it tight. Write how people talk. Avoid corporate waffle.

Instead of: "Our solution enhances operational efficiency." Say: "We help you get stuff done. Faster." Pro tip: Read your script aloud. If it sounds stiff, it probably is.

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Tools for Creating Promotional Videos

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Comparison Table

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If you're on a budget or timeline tighter than your jeans post-Christmas, AI video editors and promo video makers can help. Here's a quick glance:

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Bonus: If you’re into animation, check out Vyond or Animaker. No tool can replace taste. But the right one can save your sanity.

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Distribution Strategy

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Social Media Platforms

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Each platform has its own vibe:

• Instagram/TikTok: Visual punch. Think vertical, bold, and brisk.
• LinkedIn: Professional, thought-led. Case studies perform well.
• YouTube: Searchable, long-form. Great for explainers or product demo videos.

Cross-post with purpose. Tweak captions and thumbnails to match the mood of each platform. Don't just spray and pray. Check out this Quora thread on video SEO tips.

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Image: Source

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Conclusion

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Anyone can make a video. But not everyone makes one worth watching. Whether you're a startup founder with five quid and a dream or a charity comms lead trying to cut through the noise, a sharp promo video can be your not-so-secret weapon.

So, what's your story? Who do you want to move? Say it with a camera. Say it well. And if you need a team who’ve made 500+ videos, racked up 50M+ views, and once filmed a goat in a birthday hat (true story) - well, baby, we full o' fresh ideas & we always shoot to thrill. Book a call with Simply Thrilled. Let’s make something unforgettable.

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Relevant Video Suggestions - TED-Ed on Storytelling

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