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Promotional Video – Should I use it in my marketing?
The growing popularity of the internet and social media has made video content one of the most effective promotional tools. This is not just a passing trend – more and more companies, both large and small, are consciously using promotional videos in their marketing campaigns. Moreover, many of them are seeing tangible benefits from this form of communication.
However, the question arises: how can you best leverage the potential of a promotional video? In the article below, we will address these doubts and help you decide whether it’s worth incorporating this format into your marketing strategy.
A promotional video is a type of audiovisual material designed to increase brand awareness and promote a product or service. Moreover, compared to other forms of advertising (such as written content or graphics), it has a much greater potential to engage the audience and evoke emotions. With video, you can not only showcase your product in action but also effectively stimulate the imagination of potential customers.
Three reasons why video marketing is growing in popularity
Advertising videos - advantages of using in marketing
What is an advertising video?
A promotional video is a type of audiovisual material designed to increase brand awareness and promote a product or service. Moreover, compared to other forms of advertising (such as written content or graphics), it has a much greater potential to engage the audience and evoke emotions. With video, you can not only showcase your product in action but also effectively stimulate the imagination of potential customers.
Three reasons why video marketing is growing in popularity
- Growing Number of Online Users - More and more people are spending their free time online, and social media platforms like YouTube, Facebook, and Instagram continue to see an increase in active users every year. Additionally, thanks to the widespread use of mobile devices, video content is accessible almost anytime and anywhere. As a result, promotional videos offer companies the opportunity to reach a very broad audience.
- Short Attention Span of the Audience - Today’s internet users don’t always have time to read long articles or promotional messages. Short and engaging promotional videos can capture the viewer’s attention within seconds. This allows key information to be delivered quickly and in a more compelling way than traditional written content.
- Easy Relationship and Trust Building - A promotional video allows a company to present its “human face.” As a result, customers get to know not only the product but also the people behind its creation. This strengthens trust in the brand, which translates into greater loyalty and a higher likelihood of repeat purchases.
Advertising videos - advantages of using in marketing
- Better Understanding of the Product or Service - Video content engages both sight and sound, making it easier to explain how a product works in an accessible way. Additionally, customers can see what the item looks like, which increases their confidence when making a purchasing decision.
- Higher Engagement Rate - Studies show that internet users are more likely to click on and share video content than other types of media. Moreover, this format is naturally more visually appealing, which helps grab attention quickly. As a result, interactions such as comments, reactions, and shares increase — all of which are crucial for building online brand visibility.
- Improved Conversion Rates - A promotional video placed on a product page can significantly influence the number of purchases or inquiries. For example, short demo videos help customers better understand the features of a product, which ultimately leads to improved sales results.
- SEO Benefits - Promotional videos not only boost engagement but also positively impact search engine rankings. YouTube is the second-largest search engine in the world, and uploading well-optimized video content there can significantly increase traffic to your website. Furthermore, websites with video content tend to rank higher in search results, as users spend more time on them.
Does everyone need an advertising video?
Although video marketing is highly effective, it's important to consider the production costs involved. Therefore, before deciding to create a promotional video, think about whether your industry and target customers will truly appreciate this form of communication.
If you sell products that require complex instructions or benefit from being demonstrated in action, a promotional video can be an invaluable tool in the sales process. On the other hand, for highly specialized services (e.g., legal services), a professional video can help build an expert image.
Regardless of the industry, promotional videos are excellent for storytelling, allowing you to stand out from the competition and strengthen your connection with the audience.
Should you use advertising videos? Definitely yes!
A promotional video is a tool that can significantly enhance your company’s marketing efforts. However, the decision to invest in video production should be preceded by an analysis of your needs and capabilities. If your product or service would benefit from a visual presentation and you have a creative idea to stand out from the competition, video content is definitely worth considering.
Keep in mind that expensive productions aren't always necessary — sometimes a good concept and a smartphone are enough to create an effective message.
In today's world, where audience attention is fleeting, video is a proven method for capturing interest and building relationships. So if you're aiming for higher conversions and a stronger expert image, include promotional video in your marketing strategy and take advantage of the power of visual and audio communication.
Worth Reading:
The dynamics of digital advertising spending growth in Poland last year are presented in the IAB report. You can also explore statistics for this segment on the portal widoczni.com. Additionally, Wikipedia provides information about video content in social media.
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Rafał
Specjalista ds. marketingowo-handlowych