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The promotional video is the most commonly used marketing strategy today. Its proliferation on the World Wide Web is evident in many web sites you visit.  Try to browse the social media page, check your email, or just surf any website. Chances are you will find a lot of videos promoting a product in most pages you visited.  

Now that you are convinced of the power of promotional video to reach a larger market, your next question is how to make one for your brand for your video production company. The good news is you don’t have to be super techy and be like Steven Spielberg to do your own promotional video. Just follow these steps: 

  1. Identify your goals

What is it that you want to achieve with the video? Your answer will include getting more profit or speed up the Return of Investment. This is the ultimate answer but what you are looking for is the immediate effect that you want to achieve after the video is shown to the public. Maybe you want the viewers to know the benefits of your product, what makes your product unique, or you are teasing your audience about a new product that you will launch soon. Whatever your goal is, make sure that your video is in line with it. 

  1. Decide on the theme of the video

In common terms, the theme of the video is the overall emotional effect that you want to leave to the audience after watching your video. The theme is affected by many elements of the video such as the storyboard, the characters, the script, the background music, the pace, and the mood of the story. Your theme can be inspirational, thought-provoking, entertaining or just straightforward/informative. 

  1. Duration of the video

The duration of the video depends on steps one and two. Take caution when deciding how long the video will be. You might be missing important points when you make it too short, while it may appear boring and loaded with information if you make it too long. The length also depends on other factors such as where the ad will appear (social media, TV, etc.) and your budget. 

  1. Choose a video style

Video style means how you want the video to appear. Choose one from the following: 

Animated- illustrated cartoon either in 2D or 3D format 

Real Actors- real people acting silently or with a script 

B-roll- instead of live actions, recorded footages can be used as supplemental videos for flashback or background scenes 

Stock- purchases a ready-made video then adds some more footages instead of making an entire video 

Live action- real-life action plus animation or special effects 

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