The specifics of any web promo video production will depend on numerous things, your industry, brand voice, and target audience, just to name a few.
Some things, though, some tools and practices, are simply tried and true. They’ve withstood the test of time, and have become part of the language. They just work.
Technology seems to change by the second, and online video audiences are continuing to become their own unique group, becoming more sophisticated and forming their own preferences and expectations.
However, they’re still people. And there are still some things that work on all people, or at least most of them. So, let’s go over some tips to help ensure your foray into web promo video production ends in success.
1. Tell a captivating tale.
No matter what industry you’re in, no matter what products or services you offer, no matter what message you want your video to send, you need to tell a good story.
Of course, that’s easier said than done. Most people don’t know how much time and effort is often spent in the pre-production process, developing a concept and characters.
You should sit down with some colleagues or try to collaborate with the video production company you work with, early on, and clearly define your objectives.
You also need to have a firm grasp of the different personalities that populate your target audience. Then, you can decide which is the best way, and the most appropriate tone, with which to address them.
From there, all the old storytelling rules apply. You need to come up with a beginning, middle, and end. No matter what the subject is or who the characters are, you want an arc, a progression to your story that allows it to build. You’ll lose audience attention without a sense of pace.
Far too many web promo videos, or promotional web videos, however you want to word it, too many of them are dull, poorly produced, or end up feeling like a blatant sales pitch.
Take your time to come up with a clever, innovative way of telling your company’s story and sending your brand message. Be different. Stand out and be remembered.
2. Now more than ever, you have to make it look gooooood.
While executing a high-quality video production has gotten cheaper and more manageable than ever, that doesn’t mean you can just go out on the street and find anyone with an iPhone to make one for you.
Camera and editing technology, tools on every level of production, have evolved and made achieving a high-quality aesthetic more feasible than ever, but you still need people who know how to use them.
The enhanced ability to create a slick-looking video is also the reason that making a poor-quality one is so counter-productive.
You’re better off not making one at all than throwing a video up on your website that looks like it was made in 1993, or by complete amateurs who don’t know how to work a camera.
Forget the camera, sound design is probably the area of video production that is most commonly neglected. If you get the wrong people to handle sound and end up with poor audio quality, you’ll be amazed by how quickly you’ll lose viewers’ trust.
High quality is also not simply defined by the visual and audial quality of your video. Like mentioned earlier, the need to tell a compelling story is crucial, and the greatest equipment and software can only help so much in that area.
3. Inject some humor to keep things interesting.
Now, this is breaking the rules a bit because the whole point of this post is to present some universal tips that should be helpful for any web promo video production.
Obviously, humor isn’t always appropriate. If you come up with something that you expect to have a more dramatic effect then, by all means, go for it. Evoking any kind of strong emotion should be considered a success.
But we’re talking about tips that can help you find success. If you’ve already found a good concept, great, but if you’re having trouble early in the concept development phase, humor is a good last resort-type option.
After all, who doesn’t like to laugh? While it may not always be the best approach to connect with your audience, a little comic relief is a good way to maintain attention if that becomes a concern.
Now go out there and captivate!
As we said at the start, the specific details of a successful web promo video, the tone of your story and the exact method you use to tell it, depend on your industry, attitude, audience, etc.
But no matter who your target audience is and what you’re trying to get across to them, there are some things that everyone likes. At some point, it comes down to human nature.
Everyone likes to hear a good story. And anyone can be distracted or lose interest when the story you’re telling is unfocused, poorly produced, or appears dated.
And, when all else fails, remember that everyone loves to laugh. If you’re having trouble trying to come up with that perfect, awe-inspiring dramatic effect, go for a belly-laugh instead.
A few last bits of advice: Whenever possible, leave them wanting more. You can present an actual piece of information that the audience can then go somewhere to find out more about, or just try to leave them wondering what comes next.
Lastly, the use of music can make or break a web promo video. Whether you use it comically, to add some energy, or to help build your story, music is an amazing storytelling tool.
So, while producing a web promo video is never as easy as 1-2-3, we hope these few tips make things a little easier when you set out to make one.
Before you go, check out the web promo video below that KVibe Productions did for local restaurant, Sanai’s.
KVibe Productions is a full-service video production company. Whether it’s a promotional web video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.