Top 5 Things To Consider Before Making a Promotional Video

Written by: Jimmy Newson

Jimmy Newson is the founder and CEO of Moving Forward Small Business, a membership-based digital publishing company on a mission to save a million small businesses from failure by 2050. He presents workshops and training regularly with Start Small Think Big, NY Public Library, SCORE, Digital Marketing World Forum, DC Start-Up Week, and international SaaS companies.


October 8, 2018

A promotional video is one of the top ways for businesses to spread their message today. An important component to a business website, presentation or trade show display, a business video can capture an audience’s attention, educate, compel, persuade and reach viewers virtually anywhere and at any time. It’s an ideal way for businesses and corporations to raise awareness and promote their products and services to internal and external audiences alike.

three people surrounding paper and laptop inside room

Like any project, the success or effectiveness depends on good planning. The following are some key points to examine before starting a promotional video:

What is the Purpose?

If the answer is because everyone else is doing it, that’s not solid enough. What result are you looking for? Is there a goal to drive sales or raise awareness? Do you need to educate consumers about your product or service? Do you need to change perceptions about your industry or company? Think clearly about the goals that you want to achieve within the next 1-2 years and how the video can work with other aspects of your market and promotional strategy.

Who is Your Target Audience?

person holding red lipstick

Consider age, gender, educational and professional background, geographic location and economic, social and cultural factors. The enthusiasm, energy and tone you set in your video would vary if you were speaking to US college students as opposed to top international business executives in, for example, the finance industry. Once you clearly establish your audience, or audiences as the case may be, get a clear understanding of what they want to see and hear. Then think in terms of how to speak directly to them and capture their attention with your goals in mind.

Develop A Script

Start with taking notes of the key points you need to convey. Flesh out the points into brief but clear conversational statements that are engaging. Use the words that your audience will best understand. Who might be best suited to speak and deliver your spoken message?  Should the speaker be seen by your audience? Think about ways that you can work in an effective call to action to, for example, drive traffic to your website to buy your product or book your service.

Think Visually

group of people sitting near round brown wooden table

What part could the human touch play in your video? Who will best represent that? Do you need to hire professional talent? Will you need a makeup artist? What images do you want to portray? What environment and colors would best set a mood suited to your message? Would special effects help drive your point? Would backlighting your video give it a cool edge?

Take An Objective Look

Take a step back. If you were in your target audience, would the video appeal to you? What impression would it create? Does the video come off being honest and useful?

People appreciate short videos that are well planned and have a purpose. If you can hire the professionals to help guide you along the way, you’ll certainly have a better edge on your production.

JNL Media produces videos for small businesses, corporations, organizations and private clientele and delivers any format required, from DVD to digital for licensed distribution.


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