---
title: How to Create a Promotional Video for your Product or Service
description: "How to Create a Promotional Video for your Product or Service: a promotional video production guide for small businesses and production companies"
image: https://www.horizonvisualmedia.com/hubfs/6I3A9612-1.png
---
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# How to Create a Promotional Video for your Product or Service
 [Dave Perlman](https://www.horizonvisualmedia.com/latest/author/dave-perlman) July 23, 2025 4 min read
*"The average viewer retains 95% of a message when they watch it in a video, compared to just 10% when reading it in text."*
That’s not a small difference. That’s a landslide.
And yet, a lot of people still hesitate when it comes to making [promotional video content](https://www.horizonvisualmedia.com/promotional-video-production). They overthink it. They worry about doing it “wrong.” Or they think it’s not worth it unless you’ve got a whole crew and thousands of dollars in gear. Let me tell you something: most people aren’t even trying. If you just *start*, you're already ahead of half your competition.
I’ve worked with clients who shoot slick commercial content with RED cameras and intricate lighting setups. I’ve also seen business owners crush it using nothing but an iPhone and a $20 tripod from Target. What matters most? **Understanding your audience** and matching the **tone and visuals** to what they care about.
Let’s break that down.
---
### Start With the Mood, Not the Camera
Before you hit record, ask this:
**What do I want people to feel when they watch this?**
If you’re promoting a high-energy product — think fitness programs, sports drinks, or anything that gets your blood pumping — lean into quick edits, bold music, and high contrast lighting. Think energy. Think intensity.
*Here's some high energy* [promotional video production](https://www.horizonvisualmedia.com/elhs-football) *we did for a high school football team!*
If your product or service is more emotional — maybe it’s a nonprofit, a heartfelt testimonial, or something health-related — the tone should shift. Slow things down. Use softer music. Light your subjects in a way that feels natural and clean. One tight shot of a person’s face telling a real story? That can hit harder than any drone shot or fancy graphic.
I can't stress enough the importance of considering your audience before you even begin to think of producing a video - even if it's a small production. Focus on what your demographic identifies with and you're off to a good start.
---
### Use What You Have (Yes, Your Phone Is Fine)
Let’s be real: not everyone has a studio setup. That’s okay.
Your phone camera is more powerful than the ones we used to shoot commercials on twenty five years ago. If you’ve got a recent model, you probably have multiple lenses. Use the tightest one (the telephoto lens) for close-ups of people’s faces. Emotion lives in the eyes. Let your audience feel it.
The intention behind your shot choices matters so much more than the tools you use to capture them. The planning that goes into this is what allows us to film a recruitment video for a hospital with completely different motivators than a [recruitment video for a police department](https://www.horizonvisualmedia.com/responders).
---
### Match the Visual Style to the Message
Here’s a quick (although more abridged than I'd like) cheat sheet:
| Goal | Style | Music | Edits |
| --- | --- | --- | --- |
| High Energy Product | High contrast, gritty, bold text | Fast, punchy | Quick cuts, jump cuts |
| Emotional Story/Testimonial | Soft lighting, clean backgrounds, tight shots | Light piano, ambient | Slower transitions, pauses |
| Events (fun or motivational) | Bright lighting, mix of wide and tight shots | Upbeat or inspiring | Moderate pacing |
Use this sheet as a very loose reference, each project should have it's own personality and it's not always going to fit into a generic box. If you want a deeper dive into appropriate visual style, you take a look at [what types of marketing videos work best](https://www.horizonvisualmedia.com/latest/what-types-of-marketing-videos-work-best).
---
### Don’t Forget Distribution
Now it isn't always about total number of views, but knowing how to use your new promotional video assets in the most productive way is a good way to get them working for you!
Before you start shooting, ask:
- Will this be an ad?
- Is this for social media?
- Am I emailing it to leads?
- Does it live on a landing page?
Each platform has its own style. A Facebook video might need subtitles. A YouTube ad might need a 5-second hook. A website video might benefit from autoplay (with mute).
Production without distribution is like printing flyers and leaving them in your glovebox - no one benefits from it and your glove box is a mess for no reason.
*If you want to learn more about distribution, read [how to make marketing videos work for you.](https://www.horizonvisualmedia.com/latest/how-to-make-video-marketing-work-for-you)*
---
### Make It. Test It. Adjust.
Don’t worry about being perfect. Just start.
If the first one’s clunky — who cares? That’s how you learn. Post it. Share it. Watch how people react.
Good response? Great, do more of that.
No response? No problem — tweak something and try again.
The best advice I can give is this: **video is a long game**. You don’t need to go viral. You just need to show up, deliver value, and look like you care about what you’re selling.
Because if you care, they will too. 🎬
---
**Final Thought:**
You don’t need a Hollywood budget to make video content that connects.
You need a message, a plan, and the guts to hit “record.” Let’s go.
[Marketing](https://www.horizonvisualmedia.com/latest/tag/marketing)
Keep reading
## More from the blog
- ### [ Oct 21, 2026 When Should You Refresh Your Digital Media?](https://www.horizonvisualmedia.com/latest/when-should-you-refresh-your-digital-media)
- ### [ Oct 14, 2026 Best Types of Digital Media For Your Business](https://www.horizonvisualmedia.com/latest/best-types-of-digital-media-for-your-business)
- ### [ Oct 7, 2026 Do I Need to Script My Videos?](https://www.horizonvisualmedia.com/latest/do-i-need-to-script-my-videos)
- ### [ Sep 30, 2026 What Makes a Good Recruitment Video?](https://www.horizonvisualmedia.com/latest/what-makes-a-good-recruitment-video)
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