Video has become one of the most useful tools businesses have for getting their message across.
Whether you are explaining what you do, launching a new product, showing the people behind your business or trying to generate more enquiries, the right video can communicate a lot in a very short amount of time.
But simply creating a video does not guarantee results.
A good business promotional video needs a clear purpose, the right message and a plan for how it will actually be used once it has been created. So, what types of promotional video should your business be creating?
What is a business promotional video?
A business promotional video is any video created to promote your company, products, services or brand. That covers a pretty wide range of content.
It could be a polished corporate video sitting on your homepage, a 30-second product demonstration for social media, a customer testimonial or a series of short videos answering common questions.
The important thing is that the video has a job to do. Before filming anything, you should be able to answer two questions:
Who is this video for?
And:
What do we want them to do after watching it?
Once you know that, deciding what to create becomes much easier.
10 Business Promotional Video Ideas for Your Business
1. Show people what your business actually does
A short promotional video explaining who you are, what you do and who you help can be incredibly useful, particularly if your service is difficult to explain through a few lines of website copy.
Think of it as a visual introduction to your business. Rather than somebody landing on your website and having to work out what you offer, you can show them.
This type of video can include:
- Footage of your team at work
- Your products or services in action
- Your workplace or facilities
- Customer projects
- A short introduction from somebody within the business
- Key reasons customers choose you
It can then be used across your website, LinkedIn, YouTube, email marketing and sales presentations.
2. Create a corporate promotional video that feels human
The words corporate promotional video can immediately bring to mind something overly polished, scripted and, frankly, a little boring. It does not have to be like that.
Some of the strongest corporate videos focus on the people behind the company. Instead of simply listing services, show the team, your workplace, your personality and what makes your business different.
That might mean interviewing your managing director, following somebody through a typical working day or showing how a project goes from initial enquiry through to completion.
People buy from businesses they understand and trust. Putting real people on camera can help make your company feel far more approachable than another page of corporate copy ever could.
3. Turn customer success stories into video
Customer stories can be one of the strongest forms of promotional video because they show what it is actually like to work with your business. Instead of simply telling people what you do, a customer can explain the challenge they were facing, how you helped and what changed as a result.
For B2B businesses especially, that kind of proof can make a real difference. Potential customers are often looking for reassurance before they get in touch, and hearing from someone who has already been through the process can help build that confidence.
The video does not need to be overproduced either. A simple interview, supported by footage of the project, product or finished result, can work really well. It gives you a useful piece of content for your website, social media and sales activity, while also helping bring the customer relationship to life.
4. Create product demonstration videos
If you sell a physical product, showing it in action can be much more effective than simply displaying photographs.
A product video could demonstrate:
- How the product works
- Its key features
- How it compares with alternatives
- Common applications
- Installation or setup
- The problem it solves
You do not necessarily need a three-minute product film either.
One filming session could produce a main product video alongside several shorter clips focusing on individual features. Those shorter clips can then become social posts, paid adverts or content for individual product pages.
5. Explain complicated services simply
Not every business sells something people immediately understand.
If your service is technical, specialist or involves several stages, an explainer video can make it much easier for potential customers to understand what they are actually buying.
This could combine someone speaking to camera with graphics, animation, screen recordings or supporting footage.
The aim is not to explain absolutely everything. It is to take something that feels complicated and make it straightforward. Start with the problem your customer has, explain how your service solves it and then tell them what they should do next.
6. Produce useful branded video content
Not every video needs to directly sell something. Some of the strongest branded video content is useful, interesting or entertaining in its own right.
Rather than constantly talking about your services, think about the questions your customers regularly ask.
You could create videos around:
- Industry advice
- Frequently asked questions
- Common mistakes
- How-to guides
- Industry changes
- Tips from your team
- Behind-the-scenes content
- Myth-busting
- Expert commentary
This gives people a reason to follow your business even when they are not currently ready to buy. Over time, that familiarity can be extremely valuable. When they eventually do need your service, your business is already one they recognise.
7. Show the people behind the business
You do not need a complicated concept for every video. Sometimes introducing your team is enough.
Meet-the-team videos can work particularly well for businesses where relationships are important, such as professional services, recruitment, property, consultancy and B2B sales.
Instead of a formal introduction, ask people questions that give viewers a sense of their personality.
For example:
What do you do at the company?
- What do you enjoy most about the job?
- What is something customers regularly ask you?
- What is one thing people might not know about you?
It is simple content, but it helps put faces to the business.
8. Film behind the scenes
Businesses often overlook the things they see every day because they do not feel particularly interesting.
To your customers, they can be.
A factory floor, installation, design process, customer meeting, site visit or busy office could all provide useful video content.
Behind-the-scenes footage helps demonstrate how much work goes into delivering your product or service.
It can also provide a huge bank of footage that can be reused in future videos.
The next time you have an interesting project, event or busy day, think about what could be captured while it is happening.
9. Get more from every filming day
One of the biggest mistakes businesses make is thinking of video as one finished piece of content. If you are already getting the cameras out, make the most of it. Imagine you spend a day filming at your business.
From that one session, you might create:
- One main business promotional video
- Three customer or team interviews
- Five short social media videos
- Several product clips
- Behind-the-scenes footage
- Photography
- Short clips for paid advertising
- Video for individual website pages
Suddenly, one video shoot becomes several months of marketing content. Planning this before filming is key. Work out where the content will be used and what formats you need before the shoot begins.
10. Create different versions for different platforms
The video that works perfectly on your homepage may not be the same video you should post on Instagram. Different platforms require different approaches.
A website visitor may be happy to watch a more detailed video because they are actively researching your business. Someone scrolling through LinkedIn or Instagram needs a reason to stop.
That means your social versions usually need a quicker opening, shorter running time and captions for people watching without sound. You may also need different dimensions.
A single piece of footage can therefore be edited into several versions rather than uploading the exact same video everywhere.
What makes a good promotional video?
The best promotional videos are not necessarily the ones with the biggest budgets.
They are the ones with a clear message.
Before filming, decide what the viewer needs to understand by the end of the video.
Trying to fit every service, feature, company value and sales message into one video usually results in something that says a lot without communicating very much.
Keep the focus narrow.
One video.
One audience.
One main message.
One clear next step.
You can always create another video for everything else.
Where can you use business promotional videos?
Another reason video can provide such good value is the number of places it can be used.
A strong piece of video content could appear on:
- Your homepage
- Service pages
- Landing pages
- YouTube
- Paid social campaigns
- Google Ads landing pages
- Email campaigns
- Sales presentations
- Exhibitions and events
- Recruitment campaigns
That is why distribution should be considered before filming rather than afterwards.
The question should not just be, “What video should we make?”
It should be:
What content do we need, and where are we going to use it?
Contact Our Team at DialledIn
Video can be one of the most effective ways to promote your business, but the camera is only one part of the process.
The idea, message, audience and distribution plan all need to come first.
At Dialled In, we help businesses create video content with a purpose, from promotional and corporate videos through to social content, customer stories and campaign creative.
More importantly, we can help make sure that content fits into the wider marketing strategy rather than becoming another video that gets uploaded once and forgotten about.
If you are thinking about creating video content for your business and want to get more from it, get in touch with the Dialled In team.