Do you know that over 64% of the users take their purchase decision after watching a promotional video? Have you also ever wished to develop video content for your business? Video content can be used for promoting products and services on website landing pages, social media platforms, presentations, and marketing emails.

So, what is a promotional video? In a nutshell, a promotional video is a short film that aims at promoting the versatile services offered by a company. It is to be noted that these videos come with an inspirational message, in a way that it advertises and highlights the brand.

Check out the leading free promotional video templates on InVideo, to get a better understanding. Promotional videos can be of various types:

  • Offering an insight into the business culture.
  • Celebrating an achievement or milestone.
  • Showcasing the latest product or service range.
  • Wishing customers on festivals.
  • Voicing a brand story.
  • Promoting a future business event.
  • Showcasing testimonial videos and case studies.
  • Celebrating the success of business events.

Irrespective of the total company budget or main idea behind the video, the overall process for producing a video remains the same. Here, we have outlined some crucial steps that will help a business take its first step in this domain.

Step 1: Determine your Goal

Before you initiate the script writing, you will first have to identify your goals. Videos are an expensive investment. Heading out aimlessly or following the crowd will lead you to nowhere. For instance, if you are a new entrant, you can consider producing introductory videos to highlight your exclusive product range. Similarly, there can be different reasons behind making a promotional video like:

  • Boost sales
  • Create brand awareness
  • Enhance customer engagement
  • Drive online traffic
  • Educate the customers

Consider creating multiple videos if you have multiple goals in your mind. Different ideas packed in a single video can make it look complicated and fabricated.

Step 2: Direction

Identifying the ‘why’ was quite easy. But, the real challenge lies with choosing the right direction for your video. Here are some interesting examples of direction ideas that you might want to consider before moving ahead:

  • Introductory
  • Problem-solving
  • Narrative
  • Explanatory
  • Action Driven
  • Product-Focused
  • Endorsements
  • Testimonials
  • Entertainment
  • Informative

If you are planning to launch a new range of products in the market, go for an introductory direction. Similarly, use entertainment direction to inspire and entertain the audience with humour or storytelling. Interestingly, you can also combine two compatible directions to create meaningful video content by setting the right tone.

Step 3: Set the Pitch/Tone

In simple terms, how your content will make the audience feel is defined in this step. Make sure you gel your direction with the ultimate tone perfectly. For instance, if you choose to go for an introductory direction, adding an urgent or dramatic tone doesn’t make any sense. These tones go well with sale announcements. Here are some thought-provoking tones highlighted on InVideo to ease the process:

  • Dramatic
  • Urgent
  • Straightforward
  • Conversational
  • Playful/Fun
  • Humorous
  • Cuteness
  • Quirky
  • Inspirational
  • Entertaining
  • Luxurious
  • Cool/Artistic

Choose the right pitch to give a subtle meaning to your video content.

Step 4: Duration of the Video

It is essential to decide upon the total duration of the promotional video once you are done with its tonality. Producing a promotional video without time parameters can end it up being too long and unfocused. The video should be crisp, short, and on-the-point. The moment it crosses these parameters, its essence is gone! Consider these factors before making the decision:

  • Goal – Is it clicks or brand awareness?
  • Budget – Is it unlimited, high, medium, or low?
  • Location of Video – Will appear on website, TV, or social media?

You see a 30 seconds ad is sufficient to promote a holiday sale. However, if you will release the video on TV and aim to move the audience, it can go up to 2 minutes as well. If you have a high budget, you can also go for a 5 minutes social media promotional video with a popular cast and a message to the audience.

Step 5: Video Style

How would you prefer to make your promotional video look? Confused? Here are some creative and quality ideas from InVideo:

  • Animated
  • Stock
  • B-Roll
  • Real People
  • Screencast
  • Live-Action
  • Whiteboard
  • App/Mobile/Tablet

You can either choose a single style or a combination of two different styles like animated and real people, to spice up the content. All the above four steps will help you in determining the best video style for your content.

Step 6: Idea of the Content

Till now, you must have a fair idea about the type of content, direction, and tone of the promotion. It’s time to set all the parameters by flushing out the ideas. Here are the crucial points that will help you in streamlining your story:

  • Scene
  • Characters
  • Text/Voice Over/Audio outlay
  • Props
  • Product
  • Final Call-to-Action

This might seem confusing initially, but once you initiate the scriptwriting, everything will start falling into place.

Step 7: Script Writing and Action

You see, every creative director, writer, or director has their style of writing script. Check out the countless script templates available on InVideo, to take inspiration from. However, here are some major points that you should positively cover in this process:

  • The scene numbers namely; 1st, 2nd, 3rd, so on.
  • The dialogue, voice-over, or audio.
  • Scene description, scene location, list of characters, movements or expressions, special props, other relevant details.

Laying out the script will give you a solid start to put your creative ideas into an executable plan. It is crucial when you have other people, props, and locations involved in it. Complete all the arrangements and shoot your video. Refine it with the help of an easy online video editor for youtube and present it to your audience.


Adding videos to your website landing pages can boost up your conversion rates by 80%. Promotional videos can add immense value to the business. For best results, businesses should prefer professional promotional video makers like InVideo only. Research indicates that over 80% of online traffic is driven by video content. Moreover, just with the addition of a video thumbnail, your click-through rates boost up to 40%. Remember, it is the quality of the content that will appeal the most to the audience. Identify your target audience and use your budget to increase the online ranking of your business website. Good Luck!