How to Create a Promotional Video for Your Product

Promotional videos are one of the best forms of online mass communication desired by Internet users.

Below is a step by step guide on how to create a promotional video for your product.

Identify your goal

Before you create your video, take a step back and think about why you want to make a video. The production of videos can be expensive. Therefore, it is important that you make a clear idea of ​​your goals before starting. You may be a new company and you want a video that introduces the brand/ mission to your visitors. Perhaps you have a new product line that needs more explanations from potential buyers. Maybe you made a sale and need a video that moves people to action. Keep in mind that if you have multiple targets, you may want to create multiple videos. The more you try to insert goals (or ideas) into a video (especially a short one), the more you risk complicating the script and confusing your audience.

Choose a direction

  • Now that you have your “why”, it should be a little easier to determine what makes sense in terms of direction. Imagine that you are a new company that wants to create an introductory video for the homepage of your website. The purpose of the video is to introduce the brand and encourage people to sign up. In that case, you probably use a video that is more “introductory” or “explanatory.” You may even find that combining multiple directions makes sense.

Decide on the duration

  • Determine how long your video should take, either a minute or more. You may think, “How can I know the duration of the video until I write it?” And believe me, without using specific time settings, your video may end up being too long and possibly out of focus. Remember that your idea should be as big as the time it takes to deploy. So limiting your concept just makes it stronger and more effective.

Choose a video style

  • At this point, you must understand your purpose, direction, tone and duration. Next, look at the video’s visual style, which means what it will look like. The visual style of your video can come alive in several ways, but here are some general ideas on how to do it: Animated – cartoon style and animated by 2D, 3D animation, etc. Real people – as in the actors who play the characters that you have created. B-roll – additional or alternative material generally used between “main shots” or as background, action or flashback scenes. Stock – Video footage that you can buy to create your story (usually sparing compared to the entire stock video). Live Action – combines real images with animation elements or special effects. Screencast – a digital recording of a computer screen that often contains motion, audio or some kind of demonstration. Whiteboard – This is similar to a screencast, except that one imagines a hand holding a marker on a whiteboard when writing (it can be any type of writing / writing medium). This is usually used to write a message (to guide the story with visual text) to create drawings, etc. Phone / Tablet / App – Again, it’s a bit like Screencast, but they show something specific about the device.

Outline the idea

  • Suppose you have a free idea for your video, now is the time to redefine the details. To do this you would start at a high level and then work from there. For example, before you start with a script and all the details, you need to write a paragraph that essentially summarizes the idea from a parent perspective. This section should focus on the concept itself so that you always have something to refer to when you start to create the ideas (and the scenario inevitably gets a little confusing).


  • Now it’s time to work with an artist, illustrator, or designer to create visuals that match your script. The idea is to work with a visual artist to bring your screenplay and ideas to life and make sure everything you shoot is beautiful (and sensible) in the movie.