How to Make Promotional Videos: A Complete Guide

on 11 hours ago

Knowing how to make a great promotional video really boils down to having a clear game plan. You need to pinpoint your goal, understand your audience, and create a message that solves a real problem for them. The videos that truly work aren't just flashy; they strike a chord with viewers and nudge them towards taking a specific action.

Why So Many Promotional Videos Fall Flat

Let's be honest, a lot of promotional videos just don't hit the mark. They end up as just another drop in the digital ocean because they forget the whole point of promotion in the first place: to build a connection that sparks action. A video can look absolutely stunning, but if it doesn't speak to what the viewer actually needs or struggles with, it’s just noise.

Often, the failure starts long before anyone shouts "action!". It's a fundamental disconnect between what the business wants to say and what the audience actually cares about.

A video that just rattles off a list of product features is a classic example of what not to do. It’s boring. Instead of just stating that a new piece of software has "AI-powered analytics," a truly effective video would show a frazzled business owner discovering a game-changing, money-saving insight with a single, satisfying click. See the difference? It's not about the feature; it's about the solution.

Laying the Groundwork for a Winning Video

To dodge these common mistakes, you have to build your video on a solid strategic foundation. This means getting clear on three crucial questions before you even dream of writing a script or choosing visuals.

What’s the main goal here? Be specific. Instead of "increase sales," aim for "drive 500 sign-ups for our new webinar." A precise goal gives you a clear target to aim for. Are you trying to get your brand name out there, drum up leads for a new service, or directly sell a specific product? Your objective shapes everything—the tone, the message, and the call to action.
Who are you actually talking to? Create a simple persona. For example: "Meet 'Marketing Mia,' she's 35, manages a small team, and her biggest frustration is juggling too many projects with too few resources." A video aimed at Mia will have a completely different feel and language from one targeting tech-savvy developers. You need to know their demographics, their pain points, and what makes them tick.
What’s the one key message? Try to boil your entire idea down into a single, powerful sentence. For a local gym, it might be something like, "We help you fit a healthy lifestyle into your hectic schedule." For a meal delivery service, it could be "Eat healthy, delicious meals without the stress of cooking." Simple, direct, and focused on the benefit.

This initial planning phase is absolutely non-negotiable. It’s what separates a video that gets results from one that just gets ignored. The image below gives you a clear visual of this foundational process.

As you can see, defining your objective is the critical first move. Everything else—your audience targeting and your messaging—flows from that single decision, giving you a clear path forward.

And this isn't just theory; the numbers back it up. People retain an incredible 95% of a message when they watch it on video, compared to a mere 10% when they read it. This is precisely why a whopping 87% of UK consumers say they’ve been convinced to buy something after watching a brand's video. If you're keen to discover more insights about video marketing statistics, you'll see just how much a strategic approach can boost your return on investment.

To give you a bird's-eye view of the entire journey we're about to embark on, here's a quick roadmap.

The Promotional Video Production Roadmap

Stage	Key Objective	Primary Output
Stage 1: Concept & Strategy	Define the video's purpose, audience, and core message.	A detailed creative brief and project plan.
Stage 2: Scriptwriting	Craft a compelling narrative that connects with the audience.	A finalised, polished video script.
Stage 3: AI Video Generation	Use Seedance AI to create the visual and audio elements.	A first draft of the AI-generated video.
Stage 4: Post-Production	Refine the video with editing, graphics, and sound mixing.	A final, high-quality promotional video.
Stage 5: Distribution	Share the video across relevant platforms to reach the target audience.	A live video with an active promotion strategy.

This table outlines the five core stages we'll walk through, turning your initial idea into a powerful promotional asset.

Crafting Your Message and Writing a Compelling Script

Before a single frame is generated, you need a message that hits home. Your script is the absolute foundation of your promotional video. It's the soul of the project, where you forge a genuine connection with your audience and gently guide them towards taking action. Get this wrong, and even the most breathtaking visuals will fall flat.

So, where do you start? The first job is to get crystal clear on your core message. What’s the one single thing you need your viewer to remember long after the video ends? This isn't the time to rattle off a long list of features. It's about nailing your unique value proposition – that special something you offer that no one else does.

To really get this right, you have to know who you’re talking to. A message for a small business owner stressing about cash flow is going to sound worlds apart from one aimed at a university student hunting for study aids. Understanding their specific struggles and what keeps them up at night is the key to crafting a message that actually sticks.

Structuring Your Script for Impact

I've found that the best promotional video scripts almost always follow a simple, yet incredibly effective, three-act structure. It’s a classic storytelling framework that gives your video a logical flow and keeps viewers hooked from the very first second. Think of it as a reliable formula for making promotional videos that actually work.

The Hook (First 3-5 seconds): Your window of opportunity is tiny. You've got to grab their attention immediately. Kick things off with a relatable problem, a startling statistic, or a question that makes them nod in agreement. For example, a cybersecurity firm might start with: "Did you know a small business is hacked every 19 seconds?"
The Body (The Solution): Now, you bring in your product or service as the hero of the story. The trick here is to show, not just tell. Demonstrate exactly how it solves the problem you presented in the hook. For instance, a coffee brand could show a tired person transforming into a productive, happy individual after their first sip.
The Call to Action (CTA): Finish strong with a clear, direct, and simple instruction. Don't be vague. Tell your viewers precisely what you want them to do next, whether it's visiting your website, downloading an app, or signing up for a trial. A great CTA is simple and urgent, like "Download Our Free Guide Now."

A great script doesn't sell a product; it sells a solution to a problem. Focus on the transformation your audience will experience, not just the features you offer. This shift in perspective is what turns a viewer into a customer.

A Practical Scripting Example

Let's make this real. Imagine a small SaaS company with a new project management tool. They’re creating a 60-second video targeting small, overworked marketing teams who are drowning in chaos.

Here’s how their script could come to life using that three-act structure:

(Hook): The video opens on a marketing manager looking completely frazzled, desk covered in sticky notes, with notifications pinging constantly. The voiceover asks, "Tired of chasing deadlines and losing track of important feedback?"
(Body): The chaos melts away, transitioning to the software's clean, organised interface. We see a team working together smoothly, checking off tasks and tracking progress in real-time. The voiceover explains, "Our platform brings all your projects, conversations, and files into one organised space."
(CTA): The video ends with a clear shot of the company logo and website URL. The voiceover is confident and clear: "Start your free 14-day trial today and see how your team can get more done, with less stress."

This works because it's instantly relatable, focuses on the solution, and provides an unmistakable next step. It’s a blueprint you can easily adapt for just about any promotional video you need to create.

Using AI to Bring Your Video to Life

With your script polished and ready, it's time to step into the director's chair. In the past, this was the point where budgets would balloon. You’d be looking at hiring camera crews, scouting locations, and casting actors. Thankfully, artificial intelligence has completely rewritten the rulebook, opening up high-quality video production to anyone, no matter the budget or technical background.

Modern AI tools can take your script and spin it into a finished video, often in a matter of minutes. This isn't about churning out generic, lifeless content. It's about having a powerful creative partner that can execute your vision. Platforms like Seedance let you generate custom scenes, use lifelike AI avatars, and pull in licensed music and stock footage, all from a simple text description.

Turning Words Into Worlds

The magic begins with your script and visual concepts. You'll work scene by scene, feeding the AI your dialogue or voiceover text alongside a descriptive prompt that paints a picture of what you want to see. This is your chance to really direct the action.

Don't just write "a person in a shop." Get granular and specific to match your brand's unique feel. The difference is night and day.

A Vague Prompt: "A person looking at a product."
A Director's Prompt: "A young woman with a warm smile, inside a brightly lit, modern boutique, happily examining a handcrafted leather handbag on a wooden display."

See the difference? This level of detail guides the AI to generate visuals that are a perfect fit for your vision. You're in control of the style, the colour palette, the lighting, and even the emotional tone of every single shot.

Tools like Seedance are built with this in mind, giving you a straightforward interface to plug in your prompts and see the results almost instantly.

This kind of organised workspace helps you manage multiple video projects at once, making it much simpler to bring all your promotional ideas to life.

My Advice: The quality of your AI-generated video comes down to the quality of your prompts. Be specific, be descriptive, and think like a filmmaker. Your job is to guide the AI to create the exact visuals you've imagined.

A Real-World Example: A Local Eco-Friendly Shop

Let's put this into practice. Imagine a local boutique that sells eco-friendly home goods. They want to create a 30-second promo video for their social media channels to launch a new line of scented candles.

First, they draft a simple script focused on creating a feeling of warmth and relaxation. Next, they fire up their AI video generator to build the visuals, one scene at a time.

Scene Number	Scripted Voiceover	Visual AI Prompt
Scene 1	"Tired of the hustle and bustle? It's time to unwind."	A cinematic, slow-motion shot of a cosy living room at dusk, warm ambient lighting, soft focus.
Scene 2	"Introducing our new Serenity collection of soy candles."	A close-up shot of three beautifully packaged candles on a rustic wooden table, with gentle light flickering.
Scene 3	"Hand-poured in the UK with natural essential oils."	A shot of an AI-generated person lighting a candle, their face relaxed as they inhale the scent.
Scene 4	"Find your calm. Visit our store or shop online today."	The final shot shows the shop's logo and website URL overlaid on the cosy living room scene.

To finish it off, they select an AI voice that sounds warm and trustworthy to narrate the script. The whole process, from writing the first prompt to having a final video draft, can take less than an hour. This incredible speed allows small businesses to create professional promotional videos without the huge costs and logistical headaches of traditional production.

You can even explore how to use static images to create dynamic clips—a really powerful feature these tools offer at https://www.seedance.tv/image-to-video.

Polishing Your Video in Post-Production

The video you get from an AI generator is a fantastic starting block, but think of it as your raw clay. Post-production is where you step in as the artist to shape it into a polished, professional final product.

This is the stage where you add the critical details that make a promotional video truly effective. It's your chance to sharpen the pacing, stamp your brand's personality all over it, and make sure your message hits home with real power.

Fine-Tuning Pacing and Flow

The rhythm of your video is everything—it controls how your audience feels. Are you trying to build excitement? You'll want quick cuts and high energy. Aiming for a more thoughtful, sophisticated vibe? Slower, more deliberate transitions are your friend.

Start by being ruthless. Watch your draft and trim any dead air or scenes that linger just a second too long. For example, if a scene shows your software solving a problem, cut right to the "aha!" moment. Trim the 5 seconds of setup; keep the 2 seconds of impact. If you've got a shot of your product being used, you probably only need the most impactful 2-3 seconds to make your point. Anything more can cause your viewer's attention to wander.

Connecting these trimmed clips with smooth transitions is key. A simple fade or a sharp, clean cut can make the whole video feel connected and prevent it from feeling disjointed or jarring to the viewer.

Post-production isn't just about fixing mistakes; it's about shaping the viewer's emotional journey. Every cut, sound effect, and graphic you add should serve the core purpose of your promotional video.

Don't underestimate sound design, either. Small, subtle sound effects make what's happening on screen feel more real. Imagine a gentle whoosh as a new graphic slides into view, or a satisfying click when a button is pressed. These tiny additions add a layer of quality that people subconsciously notice, making the entire experience feel more dynamic and well-crafted.

Weaving in Your Brand Identity

Every video you create is a chance to build brand recognition and trust. Post-production is where you infuse your video with your unique visual identity, making it unmistakably yours.

Get these branding elements right, and you're well on your way:

Logo Watermark: Pop a small, semi-transparent version of your logo in a corner. It’s a constant, subtle reminder of who’s behind the great content.
Brand Colours and Fonts: Any text you add—whether it’s a headline, a call to action, or a key feature—needs to use your brand's official colours and fonts. For example, if your brand uses Montserrat font and a specific shade of blue (#005A8D), ensure all on-screen text adheres to this. Consistency is what makes your brand feel solid and professional.
Subtitles: This is no longer optional. With 85% of videos on social media being watched without sound, subtitles are essential for getting your message across. Use your brand font here, too, to keep everything looking cohesive.

By carefully working in these elements, you’re not just making a video; you're creating a branded asset that works harder for you with every view. To take your visuals a step further, it's worth exploring how different video affects can really make your final cut stand out.

Optimising Your Video for Maximum Reach and Impact

So, you've created a brilliant promotional video. That's a huge achievement, but it's really only half the battle. Your masterpiece won't do much good if your target audience never actually sees it. This is where strategic distribution comes in—it’s how you turn that file on your computer into a powerful marketing asset that drives real results.

It’s about more than just hitting ‘upload’. The goal is to meet your audience where they already are, with content that feels like it belongs on the platform they’re scrolling through.

Tailoring Your Video for Every Platform

A one-size-fits-all approach to video just doesn't cut it anymore. A widescreen epic designed for a YouTube audience will look clunky and out of place in a vertical TikTok feed. To really connect with viewers, you need to adapt your content for each specific channel.

I know, that might sound like a lot of extra work, but it's absolutely crucial for engagement. For instance, trends in UK promotional video production are showing a massive shift towards multi-platform adaptability. Corporate video production experts have noticed that videos under 90 seconds are now standard, simply to match modern attention spans. You can see for yourself in these 2025 corporate video production trends how personalising content for each platform has become a game-changer.

This means you’ll likely need a few different cuts of your video:

A 16:9 widescreen version is perfect for platforms like YouTube and for embedding on your website's landing pages.
A 9:16 vertical version is a must for TikTok, Instagram Reels, and YouTube Shorts.
A 1:1 square version still performs incredibly well on Instagram and Facebook feeds.

Your video's format should feel like a natural part of the platform it's on. When you optimise for the environment, you remove friction for the viewer and instantly increase the chances they'll watch and engage.

Adapting your video for each platform is a key part of maximising its impact. Different channels have distinct audiences and technical requirements, and what works brilliantly on one might fall flat on another.

Here’s a quick comparison to guide your optimisation efforts:

Platform-Specific Video Optimisation

Platform	Optimal Aspect Ratio	Key Optimisation Tactic
YouTube	16:9 (Horizontal)	Focus on a compelling, high-resolution thumbnail and a keyword-rich title for search discoverability.
TikTok	9:16 (Vertical)	Keep it short and punchy. Use trending audio and add bold, on-screen text to grab attention immediately.
Instagram Reels	9:16 (Vertical)	Similar to TikTok, but also ensure the first few seconds are visually captivating without sound, as many users scroll with audio off.
LinkedIn	1:1 (Square) or 4:5	Add subtitles by default, as most professionals watch videos silently in a work environment. The post copy should be professional and problem-focused.
Facebook	1:1 (Square) or 4:5	Optimise for silent viewing with clear captions. Videos under one minute tend to perform best in the feed.

By making these small adjustments, you ensure your video feels native to each platform, which significantly boosts viewer engagement and the overall success of your campaign.

Mastering Your Metadata for Discoverability

Once you've got the format right, you need to make it easy for people to find your video. This is where your metadata—the title, description, and thumbnail—comes in. Think of these elements as the digital packaging for your content.

Your thumbnail is often the first thing a potential viewer sees. It needs to be compelling, high-quality, and give a clear hint about what the video is about. Avoid blurry or chaotic images; I always recommend a clean, expressive shot that sparks curiosity. A great thumbnail acts like a movie poster, promising an interesting experience.

Similarly, your title and description are critical for search engine optimisation (SEO). Don't just give your video a generic name.

For YouTube: Your title should be loaded with keywords people are actually searching for. Instead of "New Product Promo," try something like "How to Organise Your Workspace with Our New Desk Caddy." Use the description to add more detail and link to your product page.
For LinkedIn: The tone of your accompanying post should be more professional. Frame the video as a solution to a common industry headache. For example, "Struggling with team productivity? We created this short video to show how you can streamline your workflow in under 60 seconds."

This tailored approach ensures your video doesn't just exist—it gets actively discovered by the right people, maximising its reach and, ultimately, its impact.

Got Questions? Let's Get Them Answered

Even with the best game plan, you're bound to have a few questions as you dive into making your first promotional video. It’s completely normal. Let’s tackle some of the most common ones I hear, so you can move forward feeling confident.

How Much Should a Promotional Video Cost?

This is the big one, isn't it? The honest answer is, it completely depends on how you go about it.

If you go the traditional route with a film crew, actors, and location scouting, the costs can stack up incredibly quickly. We're talking thousands, sometimes tens of thousands, of pounds. It's a significant investment that puts it out of reach for many.

But this is where AI video generators have completely flipped the script. With a tool like Seedance, your main cost isn't hiring a small army of people; it's a straightforward subscription. This simple shift makes professional-quality video a realistic goal for small businesses and start-ups, letting you create something brilliant for a tiny fraction of the old-school budget.

What’s the Ideal Length for a Promotional Video?

There's no magic number here. The perfect length is all about context—specifically, where people will be watching your video. What works on TikTok will fall flat on your website's landing page, and vice versa.

In the UK, video is a huge deal—it’s now the central strategy for 92% of marketers. And it's no wonder, since social videos get shared an incredible 1200% more than posts with just text and images. To make the most of this, you have to play by each platform's rules. For paid ads, shorter is almost always better. The most common ad length in the UK is a snappy 15 seconds, making up nearly a third of all video ads. If you want to dig deeper, you can learn more about UK video marketing statistics to see how timing impacts everything.

Here’s a quick cheat sheet based on what I’ve seen work:

TikTok & Instagram Reels: Keep it short and sweet. 15-30 seconds is the sweet spot. You need to hook them in the first three seconds.
YouTube & Facebook Feed: You’ve got a little more time to play with. A 60-90 second video works well for telling a slightly bigger story or showing off a product.
Website Landing Page: Here, you can stretch things out. A viewer on your site is already interested, so a 2-3 minute explainer or demo video can be incredibly effective.

How Do I Know if My Video Is Actually Working?

This is where you need to look beyond the "vanity metrics." A high view count feels good, but it doesn't pay the bills. The real measure of success is whether the video achieved the specific goal you set for it at the beginning.

The success of your promotional video isn't just about how many people watched it, but how many people took the action you wanted them to take. Focus on the metrics that directly reflect your business goals.

To get a true understanding of your return on investment (ROI), keep a close eye on these key metrics:

Engagement Rate: Look at the likes, comments, and shares. This tells you if you’ve actually connected with your audience and made something they care about. On Instagram, you can calculate this by taking your (Likes + Comments) ÷ Followers × 100.
Click-Through Rate (CTR): If your video includes a link in its call to action, the CTR is your golden metric. For a YouTube video, this is available right in your YouTube Analytics and shows precisely how many people were persuaded enough to click.
Conversion Rate: This is the bottom line. Of the people who watched, how many actually signed up, made a purchase, or downloaded your guide? You can track this by creating a unique landing page for your video campaign and monitoring its traffic and conversions in Google Analytics. That’s the number that really matters.

Tracking these figures gives you a clear, honest picture of what’s working and what isn't, helping you make smarter, data-backed decisions for your next video. For more practical tips on video strategy, feel free to check out the articles on our blog.

Ready to stop wondering how to make promotional videos and start creating them? With Seedance, you can turn your ideas into stunning videos in minutes. Try our AI video generator and see for yourself at https://www.seedance.tv.