Promotional videos aren’t just about showing a product or service — they’re about sparking interest and making people feel something. That “something” might be excitement, curiosity, or even a little fear of missing out. Whatever it is, if your promo video does its job, the viewer should leave wanting to click, call, or buy.
I’ve made promotional videos for everything from small-town restaurants to national campaigns, and the rules are surprisingly consistent. Let’s break it down.
Promotional videos work best when they get to the point fast. Think 30 seconds. Maybe 15. Sometimes even 5.
If you’re advertising headphones, for example, you’re not talking about the exact materials in the ear pads or how the internal circuitry works. You’re showing someone jogging with them on a misty morning. You’re showing a gamer fist-pumping after a win. You’re flashing quick, punchy graphics: “24-hour battery life.” “Active Noise Canceling.” That’s it.
Save the deep dive for your landing page or a product demo. The promo is about creating a spark, not teaching a class.
Every promotional video needs an emotional driver. This doesn’t mean it has to make people cry (although sometimes it can). It might be:
Excitement — Fast cuts, upbeat music, and action that makes people stop scrolling.
Inspiration — Slow motion shots, heartfelt narration, a story that connects.
Urgency — Strategic FOMO (“Offer ends Friday!” or “Only 3 left in stock!”).
When we created a campaign for a local outdoor brand, we made two versions: one that leaned into high-energy adventure shots and one that played up a nostalgic, family-focused vibe. The same product — completely different emotional triggers — but both got results.
Here’s my personal rule: if you’re paying to put ads in front of people, make sure the video is the best it can be. I’ve seen companies pour thousands into Facebook and YouTube ads, only to run them with shaky iPhone footage and stock music. The ROI tanks.
You don’t always need a production company (I am one, so take that with a grain of salt), but if your ad spend is significant, it’s worth the investment. Quality visuals and sound instantly make your product feel more valuable.
Are marketing and advertising the same thing? Read our blog post to learn more!
Different platforms, different needs. I almost never deliver just one cut for a promo video. Here’s a typical breakdown:
30 seconds — Facebook, Instagram, or general web ads.
15 seconds — TV spots, in-feed social videos.
5–8 seconds — YouTube pre-roll ads or “bookends” for TV.
The point is flexibility. A short YouTube ad that plays before a video might just be your product shot, one killer tagline, and a call-to-action. The 30-second spot can take its time building a mood.
A couple of our police and fire department clients wanted long form deliverables that could be cut down into short variants and run as ads. We filmed these projects in a way where we could create these short variants in a way that kept continuity and messaging consistent. This helps our clients get as much mileage as they can from our video production to accommodate their recruitment ad campaigns in addition to their recruitment pages.
Learn about recruitment video production costs.
A great promotional video is like a movie trailer for your business. It should leave the viewer saying, “I want that.”
Keep it short.
Make it emotional.
Match the quality to your spend.
Create multiple versions for different platforms.
Do that, and you’re not just making a video. You’re making something that sells.
Want an awesome promotional video for your business? Check out our promotional video production page.