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A Guide To Effective Promotional Video Production

A Guide To Effective Promotional Video Production

It’s no secret that brands need a video marketing strategy. In the last few years, video has become increasingly important across all platforms and channels. The cost-effectiveness and ease of production has never been greater. Even your smartphone can record high-quality, 4K video today. With Wetpaint’s superior video production services for all your brands’ needs, you can educate, generate leads, and convert customers like never before. Whether you need an explainer or promotional video, or TV commercials, we can help. We pride ourselves on delivering projects on time and on budget.

You’ve probably seen a lot of marketing and advertising campaigns on TV, YouTube or on your social media feed, but have you ever wondered what goes into making a promotional video? In this comprehensive guide, one of the top marketing agencies south africa Wetpaint will show you how to get the job done right, including what equipment you need, how to plan and structure your video content and much, much more!

There are a few key elements to keep in mind when developing your video marketing strategy. We’ll deep dive into it in this article… so keep reading!

Video consumption statistics and usage trends

Mobile users are driving the growth of video consumption on various devices. A Statista study found that 77% of people watch online videos on their mobile devices or tablets. According to Facebook statistics, 1.5x more people watch video every day on a smartphone than on a computer. Most users (91.9%) are content to watch any genre of video, but 31.3% prefer how-to videos and 29.8% want educational videos.

A total of 31% of marketers add video to improve SEO. Websites see a search engine boost when they add this form of content because it increases page quality and the time visitors spend on the page. Promotional videos need to be produced with this in mind in order to reach the widest audience possible.

Video has not only transformed the way businesses market and how consumers shop; it has also revolutionised how salespeople connect with and convert prospects and how support teams assist customers. It is a powerful communication tool. Brands can create engaging, memorable, and interactive content using this tool. Businesses of all sizes – regardless of budget or team size – can benefit from it. The data is clear. Your business needs a solid video marketing strategy to succeed. Let’s craft your story in a way that inspires audiences to act.

How can video marketing help your business? 10 reasons from a marketing agency in South Africa

  1. You can reach a wider audience.
  2. Your message can be more effectively communicated.
  3. Connect with your audience on a personal level.
  4. Create a brand identity for your business.
  5. Differentiate your business from the competition.
  6. Improve search engine optimization (SEO).
  7. Increase website traffic and engagement.
  8. Generate leads and sales.
  9. Create loyalty and customer retention.
  10. Affordable marketing tool that offers a high ROI.
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Promotional Video Production: The Complete Guide for 2022

A promotional video is a powerful marketing tool that can help promote your brand, product, or service. Here is a complete guide that will lead you through every step of the process of creating an impactful one. Don’t be afraid to make noise about your new offerings. Bring your new products, innovations, and technologies to the attention of your potential consumers.

  1. What type of video do you want to create?

Are you demonstrating a new product in your range? Do you want to create something fun and engaging that will make your brand memorable and shareable? Want to show viewers how-to use or engage with your product or service? Step one is to decide on your type of video you’d like to create so that planning your execution becomes clear cut and choosing your creative direction will be much easier

  1. What is the purpose of your video?

Who is your target audience and what message do you want to convey? These factors will help you determine the style, tone, and length of your video and you can then get into the fun stuff and start developing your creative execution.

  1. What is your budget?

This is vital to determine from the outset as there are many variables when it comes to video production. Providing a budget guides the production and creative teams in their planning. As the saying goes… “how long is a piece of string?”, the same goes for “how much does a video cost?”! Take producing a live action video for example. You’d most probably need some talent to feature, but the cost of one actor versus six actors and their flighting usage periods and platforms would affect your budget quite considerably. Do you want a well-known celebrity or any Joe Soap to be your lead? Big difference in cost! Keen on using Thriller by Michael Jackson as your back track? This might be SLIGHTLY more expensive than using a piece of library music. These are just a few examples of how costs need to be considered for this form of video but locations, crew requirements, props, wardrobes etc. are all affected by the budget.  Providing a budget gives the creative and production team a guideline as to whether you want bells and whistles or if we need to box-clever with our execution.

Our promotional video production team can create video solutions for all shapes and sizes of budgets and will go above and beyond to create something memorable and impactful within your means.

  1. Pre-production

Now that you know the type of video you’d like to create, it’s purpose, and have allocated a budget, our talented team of creatives and producers get to work.  This step is probably the most important one in the production process and where we start planning how your video should be executed. This includes writing a script, storyboarding, planning & scheduling of any shoots, booking of talent & voiceover artists, casting, scheduling of animators and audio producers. Basically, all the nitty gritty’s get planned to the last detail so that when we get to the execution or production phase, everything goes swimmingly and exactly as planned!

  1. Production

This is the fun part! With all the planning, scheduling, scripting and storyboarding approved and out of the way we now get to make your vision come to life! This part of the process is where we shoot, animate, record voiceovers etc. and create all the creative elements required for your video.

  1. Post-production

Once all the assets have been created, we’ll start editing. This is where we will select all the best pieces of footage, add special effects, animations, transitions, and more. At Wetpaint, we also produce authentic audio experiences that breathe life into the visuals, creating the correct cues for the viewer, stirring up emotions, enhancing the mood, heightening the action, and intensifying the suspense. We believe in quality over quantity, always thinking bigger and executing it even better by maintaining a high standard throughout the creation, recording, and editing of the video.

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My video is made… now what?

Types of Video Marketing Strategies – how do I market my video once it’s made?

Video marketing can’t be an impulsive guessing game. Instead, you need to create a comprehensive video marketing strategy that applies to every part of brand messaging. Each video you create should address your audience’s challenges and provide solutions.

There are many different types of video marketing strategies that businesses can use to market their content. One common strategy is to post the video on social media platforms such as Facebook and YouTube. This can help to increase exposure for the video and get more people to watch it.

Another popular strategy is to use paid advertising to promote your videos. This can be done by placing ads on websites or on social media platforms. Paid advertising can be an effective way to increase your reach.

You could also distribute your content via email marketing. This involves sending emails that include a link to your video.

There is a plethora of options when it comes to determining the best way forward with regards to your video marketing strategy, but it need not be daunting. Our digital and social media experts at one of the top marketing agencies south africa Wetpaint would gladly assist with the most effective approach and execution of your strategy.


This form of content is guaranteed to grow your audience and bottom line! If you’ve got something to say, a product to share or solution to brag about then video content is guaranteed to grow your audience and bottom line! If you’d like further info or would like to start the production process, then give us a shout!


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