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By Ryan Stone

The promotional video format can be far-ranging in content and style with the only real objective of informing the viewer of something...anything! It doesn't necessarily have to sell or persuade, but just raise awareness of a relevant item. It might be an exercise in brand building, or the benefits of a product. In this article we're going to take a look at defining the promotional video format a little more.

A promotional video really can take any form, however the way I see it, is that the objective is to create a return. To do this, it must be universal enough to appeal to as many people.

It should do this by being light enough to keep them engaged and then encourage some sort of response from the viewer at the end. You could argue that promotional videos have a lot in common with the regular televisual advert, however, online you're not restricted to the 30 second slot so your videos can also be supplemented by talking heads or positive testimonials.

However, one mustn't get too carried away with the lack of enforced timescale - attention spans online remain short and indulgence in branded and commercial video content is rare. This is why it is important to retain a light, soft sell approach in order to capture the attention of online audiences and where possible entertain while promoting.

So, a promotional video for your business will be a light-hearted, soft-sell approach. To really stand out however, you'll need to devise a clever concept, and possibly splash out on actors, locations or props.

In future articles we'll examine the structure and definition of other video marketing formats that will enable you to raise the profile of your business online, engage with new customers and of course, sell more.

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