Video Glossary

Promotional Video

A promotional video is a marketing asset that highlights the features, benefits, and unique selling points (USP) of a brand, product, or service.

What is a promotional video?

A promotional video is a marketing asset that highlights the features, benefits, and unique selling points (USP) of a brand, product, or service. It’s a short video that aims to grab the attention of potential customers and create interest in the brand’s offerings.

Types of promotional videos

To market your business, you can create several different types of promotional videos. Some of the most common formats include:

  • Product videos: Reveal the features and uses of a product in an engaging way, such as with demonstrations or customer testimonials.
  • Product demos: Show how a product works so potential customers can see its interface, features, and capabilities.
  • Customer stories: Include testimonials and behind-the-scenes stories about how the brand has helped customers solve problems.
  • Explainer videos: Break down complex products, services, or processes, often using animations and other visuals.

How to plan your video promotion mix

For maximum visibility and reach, promotional videos should be part of a comprehensive video marketing plan. To promote these videos successfully, make a plan to distribute them via social media, email campaigns, influencer partnerships, and paid advertising.

Make sure to include a clear call to action in each video to encourage potential customers to take the next step toward a conversion. For example, you could invite viewers to visit your company's website, fill out a lead generation form, or make a purchase.

Where to display promotional videos

Choose platforms that have high engagement rates and that align with where your target audience spends time. For example, you can display promotional videos via your company’s:

  • Website, such as on the homepage or on dedicated product or service pages
  • Social media accounts, where you can post them directly or link to your website
  • Email marketing campaigns, where you can embed videos or link to your website
  • Webinars, where you can use Livestorm to share short promotional videos during longer presentations
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To optimize performance, track website, email, webinar, and social media analytics. Use this data to discover which platforms are most effective for promoting the video and reaching potential customers.

By regularly analyzing video performance, you can ensure the right audience sees your message. You can also confirm that it’s driving your team’s desired outcomes.


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