Videos, much more so than text, graphics and print ads, have proven effective as far as promoting products is concerned. This doesn’t mean video will always work, because it will only be successful if the right steps are taken. Here are some suggestions to get you on the right track.

Use Clear Audio

While video is visual by nature, that doesn’t change the fact that audio is extremely important. The voice has to be clear and crisp, providing the essential product details and sustaining viewer interest. It goes without saying that many promotional videos have been ruined by poor voiceover, so you’ll need high quality audio to match the video.

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Use Emotions

Videos can be used to express emotions, and their contagious nature can be used to great advantage in a video. Apart from evoking a positive emotional response from the viewer, your video also needs to make full use of body language, specifically those that relate to the product you’re promoting. While you don’t want to go overboard, it’s imperative that the video strike an emotional chord with people who watch the piece, because if there’s no link it’s going to be a hard sell.

Stick to the Topic

Do not beat around the bush and deliver the punch line in the end, because by that time your audience might have left already. Instead, grab their attention from the get-go and sustain their interest.

Make it Interesting

A dull video reciting just facts and figures will bore your intended audience. Rather than bore them with numbers, show the product in action and what it can do. Remember, the video has to capture the interest of the viewing audience, and the best way to do that is make things interesting.

Keep the Video Short and Direct

Studies show that many Internet users have short attention spans, so you need only have a couple of minutes to grab their attention. Even if your product is useful, no one is going to pay attention to it if the video is too long or drags along. Make sure your video is not more than 5 minutes, and the first couple of minutes will be the most critical as it will determine if the viewer is going to hang around for the rest.

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Production Values Matter

No matter what the video is about, high production values is a must. This doesn’t mean you have to spend thousands of dollars, but it must bring about the impression it’s professionally produced. A good example of this would be the videos created by Hamilton’s Memory Tree, which has become known for it’s trademark high quality corporate video production(Their website is located at If you’re serious about making an impact with your product, then high production values is a mandatory.

Motion and Visuals

Finally, motion and visuals are essential for creating a powerful video. We live in an age that thrives on visuals, so your video needs to place your product in a positive light. Finally, the video must convey a sense of movement and activity, as that will increase the product’s appeal.