Presentation Video – what is it, why is it used, examples
Company Presentation Video: A corporate visual calling card of the 21st century, introducing the business to potential clients, partners, and investors within 2 minutes.
Sometimes, the video is crafted to explain the operational principles and advantageous features of the product. Other times, it aims to convey the quality of the company’s services and make a lasting impression, ensuring that a potential client watches and immediately understands — this company means business. When it’s about presenting everything together, a presentation video comes to the rescue.
What is a presentation video?
Captain Obvious suggests that the primary goal of this type of video is to introduce the client to a new product and/or company.
As we’ve seen in gangster movies, when a new sheriff comes to town, he needs to send a clear signal to the residents and local authorities right away. And the best argument for this is a couple of powerful revolvers on his belt. A presentation video precisely provides the opportunity to aim simultaneously at the head and the heart of a potential client.
Technically, the video genre sits at the intersection of an explanatory video and an image clip. It’s 50% concentrated benefit for the client in numbers and facts + 50% roof-smashing graphics. Mix but don’t shake. Add a promotion budget to taste, and you’re ready to serve!
The outcome should look something like this:
The duration of a presentation video ranges from 2 to 5 minutes. Anything longer falls into the category of short films, but it’s better to aim for 2-3 minutes. Holding the viewer’s attention beyond that becomes quite challenging.
What is a presentation video?
A presentation video is a several-minute-long clip that, through engaging visual elements… STOP! You can easily find this scientific-sounding stuff on a hundred other websites.
The truth is, a company’s presentation video addresses a whole spectrum of tasks. Some we hadn’t even considered until we spoke with our clients.
So, let’s give them the floor! After all, who can better explain why a business needs a presentation video than the business owner who agreed to shell out a significant sum for it?
Here are selected quotes from our clients:
- Clearly and visually presenting a large volume of information to the viewer — in textual form, it's unreadable, but it can be accommodated in a short presentation video. It's easier to watch than to read and comprehend.
- Effectively and unobtrusively explaining complex technology, its advantages, and motivating the customer to submit an inquiry. Visually demonstrating how we provide services.
- Stand out from competitors and reposition ourselves.
- Attract more attention to our company's booth at exhibitions.
- Simultaneously (in parallel) presenting the product in multiple locations at once.
- Automate the work of sales representatives so that customers don't ask the same questions 10 times.
- Design the corporate website to match the company's level.
So, is it clearer now?
Marketing challenges faced by business owners.
And now, the promised checklist. We compiled it by analyzing 85 surveys from clients over six years of work.
If at least three out of the 18 points are relevant to you, a presentation video will certainly help strengthen your market position. If it’s five, creating a presentation video moves from the ‘beneficial’ category to the ‘essential’ category. If it’s more than five, you should be reaching for the ‘order a presentation video’ button now, or your competitors will do it in the next couple of years. Let’s go:
- Introducing a new unique product, service, or item to the market.
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Entering a new market or a highly competitive market.
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The new product is unusual, specific, knowledge-intensive, highly technological, multifunctional. It’s challenging to explain during sales.
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A wealth of information about the new product, with many details differentiating it from competitors. It’s crucial to convey these differences to customers.
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B2B clients with a time and attention deficit. It’s essential to present quickly and break through advertising blindness.
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Video marketing is one of the main customer acquisition channels.
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The target audience thinks stereotypically and doesn’t see differences in offers from others.
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There is already advertising video, but it’s poorly made, long, old, etc. No one watches it to the end, and viewer reviews are negative.
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Participation in an international exhibition. Sometimes business forum organizers state the presence of a presentation video as a mandatory requirement for participation.
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Product information is presented in dry textual form, requiring a lot of time to study and leaving many questions.
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Working in a specific market: opacity or excessively high cost of reputation losses.
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The purpose of the product is clear to customers, but a static presentation doesn’t evoke emotions and a desire to buy.
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Tried to make a presentation video independently or hired freelancers, but the results were not impressive.
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Ordered a company presentation video from other video studios, but they offer something banal and don’t understand the ‘highlight’ of our business.
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Young company. No loyal audience yet. Low brand recognition.
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Need to move to a higher level, attract larger, more serious customers; increase the average check.
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Limited budget for advertising and marketing, but turnover needs to be increased. A presentation video is one of the most effective tools in terms of return on investment.
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Product is launching in the West. Sales face a language barrier and difficulties in pitching the product.
Bonus: Sometimes, a client needs a presentation video just “in case,” “to have it,” much like business cards were needed in the past. After all, in a sense, a company’s presentation video is the business card of the 21st century, where it’s equally important to succinctly convey information and showcase the company’s level.
And, to conclude, one more important detail.
According to Wordstream, 59% of executives and top managers prefer watching a product presentation video over reading text about it. This percentage continues to increase every year.
Today in Russia, a compelling video presentation is the key to outperforming competitors, and tomorrow its presence will be a matter of survival in the market. The impact on the cost of video production services is evident.
Whether to embrace the main marketing trend today or try to catch up with the departing train tomorrow, paying twice as much in the process, the choice is yours. Perhaps your competitor is already reaching for the “order a presentation video” button right now.
