5 simple steps to creating selling video

30.10.2025

This isn’t about advertising. Let’s talk about promotional videos. What is it, why is it important for business and how to make a successful one promo video – we will tell you further.

What is selling video?

Promo video (from the English promotion – promotion) – video clip that promotes a company, brand, product. It is usually short (Up to 60 seconds). However, there are exceptions – unlike advertising, promo videos are not tied to timing.

Besides promotion, such rollers introduce the client to product, service, the values ​​of the company or brand. The client becomes closer, the trust between him and the brand grows.

Such videos have a positive effect on SEO – their viewing delays users on the site. The more people visit the site, the longer they stay there, the higher the site’s position in the search engine.

The difference between a promo video and regular video content

Unlike regular video content, promo video promotes product, service, company or brand. But, unlike advertising, it does it unobtrusively. In viewerIt doesn’t seem like they’re trying to sell him anything.

At creation selling video there are no such restrictions as when shooting commercials. However, for such video clips to bring results, you need to set goals correctly and determine the audience.

Step 1: Defining the goal and audiences

Key marketing moments campaigns – formulation and definition target audiences. Without knowing what you need and who your customer is, you are doomed to failure.

Ask yourself the question – what should I do? Spectator when he sees promo video? Subscribe to social networks? Buy a new product?

Even better – when setting a goal, use technology SMART. According to it, the goal should be:

• specific (for example, to increase sales of school supplies);
• measurable (increase sales of school supplies by 20%);
• achievable;
• relevance (relevant);
• time-bound (to increase school supplies sales by 20% in two weeks).

Next, determine your target audience. Who buys the product? In the case of school supplies, these are schoolchildren and their parents. It is important to break down the target audience into different categories.

If we are talking specifically about schoolchildren – students in junior, middle or high school, girls or boys. Investigate the needs of audiences. Conduct a survey among users’ products or services.

Draw conclusions based on the answers. But remember –promo video must fit into the overall advertising strategy.

Step 2: Concept and scenario development

Based on the goals and results of the target audience analysis, a concept and scenario are developed. Video advertising- This is a mini-film. There is a plot here – a beginning, a main part, and an ending.

When writing a script, add a hook – an intriguing phrase or shot. It will hook viewer. Then it should be maintained. This is done through storytelling. Tell the story of the brand or company, the story of the product. How did you get to this point? What challenges did you overcome? Finally, add a call to action.

Go another way. Promote product- Tell us what customer problem it solves and how it does it. Do it through a story. Come up with a hero. He should be relatable to the audience. Come up with a test.

Let the hero pass this test, solve the task with the help of the product or services. Or visually show, which was “before” the used product and what changed “after”.

Do it.in a different way – people trust other people. So let’s talk about products that customers say – real or fake.

Of course, you shouldn’t blindly follow the written concepts. Use them to come up with something of your own.

Step 3: Preparing for filming promo video

Preparation for filming begins when the script is already written. You need to choose actors and a location for filming. And what else depends on the budget. The larger the company, the more professional actors it will hire.

The location can be anything – a company office, an interior of an institution. Often it is a studio or a pavilion. Such places are specially designated for filming.

If the goal of a promo video– to build a trusting relationship with the client, to convey the values ​​of the brand or company, then an office is the best option.

They film in public places (after prior agreement with the city administration), in private homes (after agreement with the owner), and on the street (after considering the placement of the equipment; this is how they often film social rollers).

You can use animation. You will save on actors and location selection. The main thing is to video clip fit in general marketing strategy – both in concept and in terms.

Step 4: Filming and editing

Shooting video ads can take a whole day, maybe more – depending on the complexity and number of shots. Shoot close-up, emphasizing the details. Shoot in slow motion – this adds drama. Choose any format.

Next video clip assembly. The duration of the editing also depends on its complexity – the more changes and editing, the longer the process. Good tool for horizontal installation video– CupCut.

This is a simple app, it allows you to edit video even from your phone. Canva, iMovie (latest tool good for editing verticals video for YouTube).

Step 5:Promotion and analysis

Selling videos published on the official website, on social networks, sent by email. But it is important to adapt it to the platform.

Yes, a beautiful picture is important on Instagram. That’s why video clip, made for this social network, should be beautiful, aesthetic, preferably shot horizontally. Videofor Tik Tok also horizontal, short. If you publish a video clip on LinkedIn, show your expertise.

Launch an ad campaign company. Send a video email newsletter. Remove two video. Divide the target audience into groups, show them both video clips. Track interaction. Target audience with both. Keep the one they liked better. This is called A/B testing.

The effectiveness of the campaigns, and roller in particular, will help measure the ROAS ratio – the ratio of costs to video clip and the income from it. The less expenses and the more income, the better. Look at the goals stated before the launch roller. To what extent have they been achieved?

Trends V creation promo video

The first thing that comes to mind is AI. Videos that sell well on social media are often generated using artificial intelligence. It’s simple and cheap. But such content looks unnatural.

Another good idea is to make a few rollers, and customize each one for a specific segment audiences, depending on their gender, age, interests.

And finally, remember – brevity is the sister of talent. People prefer short rollers long.

Cases of successful promotional videos

Examples of successful implementation promo video:

Gummies jelly vitamins.More like an advertisement video clip than promo. But with creation last use the techniques from this video. Show what makes your brand, company, or product unique. For example, Gummies combines the taste of jelly beans with the benefits of vitamins.

Video advertising Apple Izoomer store and service center It is well shown what makes this company different from others and what makes it special.

Conclusion

Promo video will help build a trusting relationship with the client, promote products and tell about the company. But only if you focus on the needs of your target audience when creating it.