What is a Promotional Video? (2024)

In an era where digital content reigns supreme, promotional videos have emerged as a cornerstone of effective marketing. They are not just advertisements but powerful storytelling tools that forge lasting connections with audiences. Why do some brands stick in our minds long after we’ve seen their ads? The answer often lies in the compelling world of promotional videos. Let’s dive into what makes them so pivotal in today’s marketing landscape.

What Are Promotional Videos?

Promotional videos are dynamic marketing assets designed to showcase products, services, or ideas in an engaging and informative way. Far from just selling, they aim to connect with viewers, weaving compelling narratives around a brand’s core message. From explainer videos that demystify concepts to testimonials that build trust, promotional videos vary in format but share a common goal: to influence viewer behavior and drive action.

lapse productions portfolio collage

Benefits of Promotional Videos

In a world saturated with content, promotional videos cut through the noise, capturing attention and driving engagement. They offer a multi-sensory experience that text or images alone cannot match, leading to higher conversion rates and stronger brand recall. Videos are also inherently shareable, making them a potent tool for increasing brand visibility across social media platforms. In essence, they are not just content; they are an experience that resonates with viewers on a deeper level.

Key Elements of a Successful Promotional Video

A successful promotional video hinges on a few critical elements: compelling storytelling, clear messaging, and a strong call-to-action (CTA). It starts with understanding the audience, crafting a narrative that speaks to their needs and aspirations. Quality production values ensure the video is visually appealing, while concise messaging keeps the viewer engaged. The finale of any effective promotional video is a clear CTA, guiding viewers on the next steps, whether it’s visiting a website, making a purchase, or subscribing to a service. These elements combined create a promotional video that not only informs but inspires action.

Types of Promotional Videos

1. Explainer Video

Explainer video creation is quintessential for simplifying complex concepts, making them palatable for the audience.

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2. Product Demo Video

Product demos unabashedly showcase the features and benefits of a product, elucidating its utility.

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3. Testimonial Video

Customer testimonials are potent in building trust and showcasing real-world benefits.

YouTube video

4. Company Culture Video

These humanize the brand, portraying its values, and ethos, forging a deeper connection with the audience.

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How to Create a Promotional Video: A Step-by-Step Guide

A Promotional Video is created through what we call the video production process. It contains 3 stages: Pre-Production, Production, and Post-Production.

1. Pre-Production

Pre-Production: This foundational stage sets the direction for your video. It involves:

  • Conceptualization: Brainstorming ideas and defining the video’s purpose and message.
  • Scriptwriting: Crafting a script that conveys your message clearly and engagingly.
  • Storyboarding: Visualizing the video scene by scene to guide production.
  • Casting: Selecting actors or presenters if needed.
  • Location Scouting: Finding the right settings for your video.
  • Scheduling: Planning the shoot to ensure everything runs smoothly.
Behind-the-scenes image of the pre-production process with the word 'Pre-Production' and 'Lapse Productions' superimposed.

2. Production

Production: This is where the planning comes to life through:

  • Filming: Capturing all the necessary footage, following the storyboard and script.
  • Recording: Getting all audio elements, including voice-overs and ambient sounds.
  • Directing: Guiding the cast and crew to capture the desired performance and visuals.
Behind-the-scenes image of a video production process with the word 'Production' and 'Lapse Productions' superimposed.

3. Post-Production

Post-production: After filming, the video is shaped into its final form through:

  • Editing: Piecing together the footage to tell the story effectively, including cutting, sequencing, and adding transitions.
  • Sound Design: Incorporating music, sound effects, and balancing audio levels to enhance the video’s emotional impact and clarity.
  • Visual Effects and Graphics: Adding elements such as titles, motion graphics, and any special effects to complement the video’s message.
  • Color Grading: Adjusting the colors to ensure consistency and convey the right mood and style.
Behind-the-scenes image of a video production editing process with the words 'Post-Production' and 'Lapse Productions' superimposed.

This streamlined process ensures your promotional video is targeted, engaging, and designed to convert viewers into customers or followers.

How Much Does a Promotional Video Cost?

Determining the cost of a promotional video can be complex, as it depends on various factors such as the length of the video, production quality, and specific requirements like animation or special effects. However, to give you an idea, here’s a breakdown of typical price ranges that we charge:


Ideal for Simple Videos
Starts with:
1 video (60s – 2 min)

Basic Strategy Session $250
-Basic Development & Strategy

1 Full-Day Filming $1,500
Interviews & B-Roll
Basic Production Quality (1 person crew)
-Videographer (1 Camera) – $1,500
-Up to 10 hrs
-Includes Basic Equipment Package

Editing – $1,500
-Basic Editing
-Basic Motion & Text Graphics
-1 Music License
-1 Round of Revisions

From $ 3,250


Perfect for Important Videos
Starts With:
1 Video (60s – 2 min)

Advanced Strategy – $500
-Standard Development & Strategy
-Location Scouting

1 Full-Day of Filming – $3,750
Interviews & B-Roll
Standard Production Quality (4 person crew)
-Up to 10 hrs
-Producer – $1,250
-Cinematographer – 1,500
-Audio Operator – $800
-Production Assistant – $200
-Includes Standard Equipment Package

Editing – $2,000
-Standard Editing
-Basic Motion & Text Graphics
-1+ Music License
-2 Rounds of Revisions

From $ 6,250


The best of the best
Starts With:
1 Video (60s – 2 min)

Premium Strategy – $750
-Advanced Video Development & Strategy
-Location Scouting

x1 Full-Day Filming – $4,750
Interviews & B-Roll
Advanced Production Quality (5 person crew)
-Up to 10 hrs
-Producer – $1,250
-Cinematographer – $1,500
-Audio Operator – $800
-Grip/Gaffer – $500
-Production Assistant – $200
-Includes Advanced Equipment Van

Editing – $2,500
-Complex Editing
-Basic Motion & Text Graphics
-1+ Music License
-2 Rounds of Revisions

From $ 8,000

Remember, the investment in a promotional video often reflects directly in the quality and effectiveness of the final product. It’s not just about making a video; it’s about crafting an asset that can significantly boost your brand’s visibility and appeal. For more information please contact us below to help you figure out how much your video will cost.


Promotional videos are a powerful tool in the digital marketing arsenal, offering a unique blend of storytelling, engagement, and persuasion. They have the ability to transform how audiences perceive a brand, turning casual viewers into loyal customers. In a world where attention is the new currency, creating a promotional video that stands out is not just an option; it’s a necessity. As we’ve seen, the key lies in understanding your audience, delivering quality content, and guiding viewers towards a clear action. With these strategies, your brand can harness the full potential of promotional videos to captivate and convert. Ready to take your brand’s story to the next level? Contact us below to explore the impactful world of promotional videos.

Let’s Create Your Video Today

If you’re looking for top-notch quality, industry expertise, dependability, and competitive pricing, don’t wait any longer. Contact us now for a quote and let’s get started on your project.

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