The potency and marketing appeal generated from a well-crafted video is ferocious. People respond well to visual stimulation, and promotional videos are a powerful advertising tool.
Unfortunately, even some of the flashiest and most impressive videos lack the most important component of advertising -- the messaging.
Many video companies will dazzle their clients by choreographing captivating footage and splashy graphics with a melodic beat. The client will be enchanted by what they’re watching and be thrilled with the immediate result.
However, it’s critical to remember that the final product is not for the client -- it’s for their target audience. They’re the ones that need to see it, process it (quickly and easily) and become compelled to take action.
A vague idea of what the message is isn’t even close to good enough.
A promotional video must clearly answer the viewer’s questions.
Aesthetics must always be secondary to great messaging. We only create videos that are worth watching. They involve in-depth planning, analysis, clarity, and substance.
A beautiful video that doesn’t lead to the sale is useless. If the message isn’t persuasive and clear, it’s just an expensive digital ornament.