Promotional videos are tools designed to market and promote a product, introduce a product or educate consumers about a product, cause or organisation. They tend to only last a few minutes (2-15 mins) and are often very precise and snappy, in order to hold the attention of the viewers long enough to get across their key points without the audience losing interest.
Codes and Conventions of a Promotional Video:
- Interviews/ testimonials
- Vox Pops
- Brand identity - colours, fonts, logos
- Copyright Free (music, images etc)
- Music Score/Motif
- Instructional - how to do something
- Graphics
- Endorsements - Celebrities, well-known figures
- Cutaways
- Presenter
- Product Photography
- Demonstrations
- Length
- Mode of Address - how you talk to people, formal, informal etc
- Narrative - beginning, middle and end?
- Targeting an Audience
Main Types of Promotional Video:
- Production launch/ marketing
- Promote key messages and values
- Internal communications
- Internal / external training
- Show-reels
- Event coverage
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