Why Have A Promo Video?

Have you noticed how some companies have a video embedded on the home page of their website? These company promo videos are distinctly different to a typical product promo video; instead of promoting a tangible product they are much more about promoting the company’s brand, culture, ethos and USP.

We recently produced the above promo video for marketing agency Marketing Monkey, which now has pride of place on their front page.

As you can see, in just one and half minutes the video conveys so much more information than anyone can possibly glean from reading written content in the same amount of time. In just a few seconds viewers get an insight into the people behind the business, the key reasons a potential client should use them, and exactly what they deliver including their USP.

“Why are we different? We save you money straight away.”

The video then goes on to outline how the agency works with their clients; their expertise and case studies; and most importantly the personality of the agency. All in 90 seconds.

Of course, much of this content is backed up on the rest of their website under the normal page headings of ‘about us’, ‘services’, ‘clients’ etc. But how long will that take a potential client to read through? And, how can you keep the same level of interest and engagement across all your webpages?

This is why company promo videos are so effective. They’re engaging, they don’t demand a lot from the viewer, and they can convey an awful lot of significant information in a very short space of time.

Company Promo Videos – Digging Deeper

If you’re considering adding a promo video to your website, or if you’re a marketing manager looking at ways to increase engagement and conversions for your clients, have a look at the video again in more detail:

Let’s now break it down into key components:

  • 0:00 – 0:06 – Brand / Logo / Meet the team.
  • 0:07 – 0:16 – Key issues facing potential clients.
  • 0:17 – 0:23 – Our mission – what we can do for you.
  • 0:24 – 0:30 – Our services.
  • 0:31 – 0:34 – Our Unique Selling Point.
  • 0:35 – 0:38 – How we work.
  • 0:39 – 0:42 – Our experience, background and expertise.
  • 0:43 – 0:56 – How this helps our clients.
  • 0:57 – 0:59 – How we work.
  • 1:00 – 1.05 – Our clients.
  • 1:06 – 1:08 – Company culture / meet the team.
  • 1:09 – 1:16 – Our work.
  • 1:17 – 1:22 – Our mission / meet the team.
  • 1:23 – 1:30 – Brand / Logo / Contact.

Essentially the video condenses all the elements of our client’s website and other marketing materials into an easily digestible format. Not only does this work effectively on a company’s website front page, but also on other platforms such as their social media accounts.

Of course, there are more elements to this video than just talking heads. The graphics are a method of reiterating key messages throughout it: and even the music (although you might not want it on your iPod) helps keep levels of engagement high through the clip.

Not only that – it’s hugely shareable. If someone wants to recommend your services, what better way than to share a video that sums up exactly what your business is about?

I’ve spent a lot of time looking at company promo videos, other people’s not just ones we’ve produced. What I’ve learnt is that they can go horribly wrong, and this is usually for the following reasons:

  1. The video is a sales pitch,
  2. The video doesn’t talk to the target audience,
  3. The video is to long.

People don’t like being pitched to. Instead your video needs to be compelling. It needs to keep viewers attention span so they understand your core message without feeling that they are being sold to.

Your video needs to address your target audience in a way they can relate to. In our example above Marketing Monkey identified the key issues potential clients face within the first 16 seconds.

Quality = attention span. If the quality of your content is weak, or technically your video quality is poor and unprofessional, viewers are not going to hang around. Remember your company promo video will often be the first point of contact a potential client has with your company and therefore first impressions count.

Come across a great company promo video? Share in the comments below.

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