Promotional videos have become a cornerstone of effective marketing strategies for brands across various industries. These videos are effective across various platforms, from television commercials to social media posts. Whether in consumer goods, IT, or any other sector, different styles of promotional videos can quickly drive high conversion rates.
This article explores six outstanding examples of promotional videos that made a mark and provides a few tips on creating a unique promotional video for your brand.
Understanding Promotional Videos
A promotional video is a short, engaging piece of video content that promotes a specific marketing initiative, product, or company ethos. It is typically 1 to 3 minutes long, although the duration can vary depending on the platform it is designed for. The goal is to convey information quickly and effectively, making the viewer excited about the brand or offer presented.
6 Examples of Great Promo Videos
Promotional videos have the unique ability to convey complex messages in a digestible and engaging manner. These videos are designed to be compelling and persuasive. They have elements of good storytelling, striking visuals, and motivational audio to capture and maintain the audience’s attention.
The following examples demonstrate a unique approach to promotional video making, showcasing how creativity and clarity blend to deliver impactful messages.
Rare Beauty
Overview
Selena Gomez introduces her makeup brand, Rare Beauty, through a promotional video that not only highlights the products but also delves into the brand’s core mission. The video includes Selena discussing what Rare Beauty means to her personally and the brand’s goal of helping individuals feel comfortable with themselves. It also features behind-the-scenes footage that showcases the authenticity and human side of the brand.
What Makes It Great & Key Takeaways
- Celebrity Influence and Personal Connection: Selena Gomez’s involvement adds significant appeal. Her personal story with a clear display of brand values enhances its relatability and impact. The use of a well-known personality can help in capturing attention and lending credibility to the brand’s message.
- Authenticity Through Transparency: The inclusion of behind-the-scenes footage not only provides a glimpse into the making of the products but also showcases the brand’s commitment to honesty and authenticity. This approach builds trust with the audience, demonstrating that the brand values transparency.
- Emotional Engagement: By focusing on themes of self-acceptance and personal comfort, the video taps into deep-seated emotions, making it resonate more with viewers. Creating content that addresses universal feelings or challenges can forge a stronger emotional connection, increasing viewer engagement and brand loyalty.
Gillette
Overview
In a short 30-second promotional video, Gillette introduces its latest razor. The video efficiently highlights the new features and enhancements over previous models. It also focuses on the product’s improved efficiency and durability. This quick, to-the-point format is designed to quickly inform potential customers about the new addition to Gillette’s product line.
What Makes It Great & Key Takeaways
- Brevity and Clarity: The video’s crisp 30-second format is a prime example of how to respect the viewer’s time while effectively communicating key information. This brevity ensures that the main points—such as new features and benefits—are delivered in a way that’s easy to digest and remember.
- Focus on Features and Benefits: By highlighting the improvements and advantages of the new razor, the video displays the product’s superiority. This approach helps consumers quickly understand the value proposition, enhancing the likelihood of purchase decisions.
- High-Quality Production: High-quality video production not only attracts attention but also reinforces the premium quality of the product. This also suggests that the brand maintains high standards in both its goods and its marketing efforts.
Emirates
Overview
Emirates Airlines takes an innovative approach in its promotional video by telling the story of a goose’s migration. The video cleverly parallels the goose’s journey with the luxurious travel experience provided by Emirates. At the same time, it also showcases the various amenities the airline offers to its passengers. This animated video provides a light-hearted and relatable way to present the airline’s features.
What Makes It Great & Key Takeaways
- Unique and Engaging Concept: The imaginative use of a goose to represent a traveller offers a unique and memorable perspective on the airline’s amenities. This creative approach sets the video apart from typical airline advertising, making it more engaging and interesting.
- Fun and Creative Analogy: By paralleling the goose’s natural migration journey with the luxurious travel experience provided by Emirates, the video not only entertains but also effectively communicates the comfort and services offered by the airline. This analogy enhances the promotional message, making it easy for viewers to understand and appreciate the features.
- Innovative Storytelling with Emotional Appeal: The animated narrative not only captures attention with its novelty but also connects emotionally with the audience. Viewers can relate to the character’s journey, which mirrors the human desire for a pleasant and carefree travel experience.
The North Face & Gucci
Overview
The promotional video for The North Face and Gucci collaboration takes viewers on a stylish camping adventure set against the stunning backdrop of the Alps. It features a group of hikers wearing high-fashion camping apparel ranging from chic coats and jackets, all adorned in Gucci’s signature style. The video captures the group as they explore the great outdoors, set to the nostalgic tune of Creedence Clearwater Revival’s ‘Bad Moon Rising.’
What Makes It Great & Key Takeaways
- Stunning Visuals and Scenic Backdrop: The breathtaking Alpine scenery not only enhances the aesthetic appeal of the video but also aligns perfectly with the adventurous spirit of both brands. The natural backdrop serves to highlight the products both as a combination of fashion and functionality.
- Simplicity in Execution: The video shows that simplicity can be highly effective. The video communicates its message clearly by focusing on straightforward elements like showcasing the products in use against a dynamic backdrop with upbeat music.
- Broadening Brand Perception: By merging Gucci’s high-fashion aesthetics with The North Face’s outdoor functionality, the video expands the consumer’s understanding of what these brands can offer. It illustrates that style does not have to be sacrificed for practicality, appealing to a wider audience who values both aspects in their lifestyle choices.
HubSpot
Overview
HubSpot’s promotional video takes a notably different approach from many B2B marketing videos by opting for an emotional and thought-provoking presentation. The video encourages businesses to “grow better.” by using a collage-style visual format paired with a simple but effective voiceover. It steers clear of the often light-hearted and humorous content typical in the industry. Instead, it chose to inspire and motivate through a more serious and reflective tone.
What Makes It Great & Key Takeaways
- Emotional and Reflective Tone: HubSpot’s use of a deeper, more introspective tone in its B2B marketing sets it apart, fostering a strong emotional connection with the audience. This approach not only differentiates the brand but also enhances its appeal as a thought leader in the industry.
- Collage-Style Visuals and Powerful Messaging: The distinctive collage-style visuals paired with a compelling voiceover effectively convey HubSpot’s commitment to innovation and leadership. This combination is not only visually engaging but also reinforces the message of growth and improvement in business practices.
- Courage in Marketing Strategy: By choosing a path less travelled in B2B marketing—focusing on emotional and motivational content—HubSpot demonstrates courage and creativity. This strategy proves effective in establishing a standout presence in the market.
Coca-Cola
Overview
The 2023 Coca-Cola Christmas promo video presents a unique take on the festive spirit by portraying a city bustling with hundreds of Santas. Each Santa, representing the ‘inner Santa’ in everyday people, is seen engaging in acts of kindness and generosity. The video builds on the notion that everyone can spread joy and goodwill, culminating in the powerful message: ‘The World Needs More Santas.’ This narrative continues Coca-Cola’s long-standing tradition of heartwarming festive campaigns that capitalize on emotions and seasonal themes.
What Makes It Great & Key Takeaways
- Innovative Concept and Emotional Appeal: The unique portrayal of a city filled with representations of people’s ‘inner Santas’ offers a fresh and compelling twist on festive advertising. This concept not only catches the eye but also deeply resonates with the core emotions of generosity and kindness that are central to the festive season like Christmas.
- High-Quality Production Enhancing Brand Image: The video’s cinematic quality amplifies its emotional impact and reinforces Coca-Cola’s brand as a symbol of joy and festivity. This consistency in high-quality and emotive storytelling strengthens brand recognition and loyalty among consumers.
- Inspiring Positive Actions and Leveraging Seasonal Emotions: By embedding the message ‘The World Needs More Santas,’ Coca-Cola inspires viewers to embody the spirit of Santa in their everyday actions, thereby enhancing positive brand association. This strategy not only aligns perfectly with the festive season but also motivates viewers to spread kindness, mirroring the brand’s values.
Tips to Create an Effective Promotional Video
An effective promotional video is the one that strikes a chord with your audience. To create a compelling promo video, be mindful of the following pointers:
- Define Your Objective: Identify what you want your video to achieve.
- Know Your Audience: Tailor your video’s message to match the preferences and needs of your target demographic.
In one of our podcast episodes of Photosynthesis, Sanket Patil underlined the importance of knowing and understanding the audience before creating any marketing video. He even discussed how he and his team tailor the shooting style and editing style depending on the target audience for whom the video is being created. He said, “Understand the target audience. The brand should know. What target audience it wants to target through the campaign…… whether the target audience includes all business heads? So, we have done gigs or events which meant only for founders and CEOs. They were the audience there. So, my editing style, my song selection, my everything, my shots were in the sense of people who are going to see this video, the founders, CEOs, sales heads, marketing heads, and heads of companies. They wouldn’t have liked all the stylized things. But if my target audience is youth. That’s where I play a lot of with effects. Songs and everything. Because they’ll like the video. So, the target audience plays a vital role here.”
- Create a Compelling Story: Use narratives that speak directly to viewers, keeping them engaged and interested.
- Focus on High-Quality Production: Professional visuals and sound are non-negotiable for making a lasting impression.
- Include a Clear Call-to-Action: Direct your viewers clearly on what steps they should take next.
- Optimize for Different Platforms: Ensure your video fits the formats and durations suitable for each social media platform to maximize its reach and effectiveness.
Promotional videos are powerful tools that can significantly enhance your marketing strategy. By learning from successful examples and adhering to best practices in video production, you can create compelling content that not only tells your brand’s story but also inspires action.
