Boost your visibility with a high-performance video service

Date: April 4, 2025

Reading time: 14 minutes

Video is no longer an option, it’s a necessity.

Video filming in FULLFRAME studio

In 2025, 82.5% of global Internet traffic will consist of videos. This figure alone illustrates the central place that video occupies in our daily usage. Whether for entertainment, information, discovering a product, or gathering inspiration before making a purchase, video has established itself as the preferred communication format for internet users.

The classic questions at the beginning of a blog post like this one therefore become completely rhetorical: Why create a promotional video for your company? Is it reserved for big brands? Is it really profitable? Does it work for attracting customers or selling a product?

In this article, we’ll take the time to explore in depth the strategic power of promotional video. Because it’s not just about “looking pretty.” It’s about putting a powerful lever at the service of your communication, your brand image, and of course, your business objectives.

Who is this article for?

Are you:

  • An entrepreneur or SME manager?
  • A marketing or communication manager?
  • An independent, freelancer, or project creator?

Are you asking yourself questions like:

  • Should I create a promotional video?
  • What type of video should I choose?
  • Will it bring me something concrete?
  • Do I have the necessary budget or skills?

Then you’re in the right place.

Objective: answer all your questions

My goal here is simple: to give you a clear, strategic, and concrete vision of the role that a promotional video can play in your communication.

Here’s the plan we’ll follow:

1 – Video, an essential communication lever

Not so long ago, video was a “bonus” format, reserved for big brands or companies with large budgets. Today, that time is over. Video has established itself as an essential pillar of any digital communication strategy, regardless of the sector or size of the company.

This is not a trend, but a concrete response to the evolution of internet users’ behavior. Every day, we are confronted with an avalanche of information. To quickly capture attention, convey a strong message, and make an impression, video is, by far, the most effective format to achieve this.

An engaging format that captures attention from the first seconds

The success of video is based on its ability to stimulate multiple senses at once: image, sound, movement, sometimes text. This sensory mix allows for an instant connection with the viewer. The human brain recognizes an image in 13 milliseconds, which makes video a formidable tool for transmitting a message in a clear and memorable way.

In a few seconds, a video can tell a story, show a product in action, create an emotion. Where text requires an effort to read and interpret, video simplifies understanding, while making the experience more enjoyable.

Figures that confirm its power

The data speaks for itself:

Whether you’re in B2B or B2C, the trend is the same: internet users want to consume video. And they expect brands to offer it to them.

Video shortens the decision-making process

Today, internet users take the time to gather information before contacting a company. They want to understand everything, compare offers, evaluate alternatives. In this context, a well-designed promotional video becomes a conversion accelerator.

In a few minutes, you can:

  • Present your activity,
  • Highlight your added value,
  • Address common objections,
  • And create a human connection.

A well-positioned video at the right moment in the buying journey can make the difference between a simple curious visitor and a hot prospect.

A vector of trust and emotion

Another key advantage of video, often underestimated, is its emotional dimension. The tone of voice, facial expressions, rhythm of editing, music… All of this contributes to creating a unique atmosphere and conveying values in an authentic way.

In B2B as well as B2C, trust is a decisive factor in the purchase act. A well-made video, in which we see the faces of your team, your premises, your satisfied customers, immediately strengthens your credibility. It humanizes your brand and creates a bond.

An essential brick in your content strategy

Finally, it’s important to understand that video doesn’t live in a silo. On the contrary, it strengthens all your marketing actions. It can be:

  • Integrated into a sales page,
  • Used in an email campaign,
  • Distributed on social networks,
  • Optimized to appear in Google search results (thanks to video SEO).

By integrating it into your global content strategy, you increase:

  • Your brand visibility,
  • Time spent on your pages,
  • The engagement rate of your content,
  • And of course, your conversions.

In summary

Video is no longer a luxury, it’s an essential lever to capture, convince, and retain your audience. In a digital world where everything moves quickly, it gives you a clear competitive advantage. And this is just the beginning.

In the rest of this guide, we’ll move from theory to practice: what concrete benefits can you expect from a promotional video?

2 – The concrete benefits of a promotional video

A promotional video is not just a pretty clip with catchy music. It’s a real strategic lever, capable of transforming the way you make yourself known, how you attract your customers, and above all, how you convert and retain them.

Gain visibility and awareness

On social networks, a well-edited video can make all the difference. It captures attention from the first few seconds, encourages sharing, generates interactions, and can easily reach thousands of views. This type of content, particularly engaging, has a strong viral potential. Result: your awareness skyrockets, almost without additional effort.

And that’s not all. Integrated into your website, a video allows you to present your universe in a striking, human, and embodied way. In a few seconds, it conveys your values, your style, your value proposition – much more effectively than a paragraph of text.

Attract the right customers

A well-thought-out video doesn’t speak to everyone – and that’s for the best. By targeting your ideal customer, it acts as a natural filter: those who are not concerned move on, while those who identify with your message advance more quickly in their buying journey.

In other words, you qualify your leads from the first contact, while clearly affirming your positioning. You no longer need to convince, you attract.

Improve your conversion rate

On a product page or landing page, a video can literally transform performance. It allows you to concretely show what you offer, reassure the visitor, and establish a more authentic and engaging relationship.

According to numerous studies, adding a video to a landing page can increase the conversion rate by 30% to 80%.

Save time (and automate part of your pitch)

Do you feel like you’re always repeating the same things to your prospects? A video can take over. It becomes your digital salesperson, capable of presenting your activity, your values, and your results – and this, 24/7, without appointments or coffee.

This is particularly useful if your sales cycle is long or if you often deal with first exchanges where everything needs to be (re)explained. The video does this work for you, consistently and professionally.

Create a strong emotional connection

What makes a video powerful is also its ability to touch emotions. Through music, tone of voice, direct camera looks, or visual atmosphere, it humanizes your message. It tells a story, makes people feel something, and creates a much stronger attachment than a simple text or image.

This is where the real difference is made: people don’t just buy products, they buy a story, an intention, an energy.

Measure impact and optimize

With the right tools (YouTube Studio, Google Analytics…), you can know:

  • How many people viewed your video,
  • How long they watched it,
  • Where they clicked,
  • At what moment they left.

This data is valuable for improving your future videos.

In summary

A well-designed promotional video helps you to:

  • Make your brand known and create a powerful memorization effect,
  • Attract the right customers, from the first few seconds,
  • Accelerate decision-making and stimulate conversions,
  • Create a sincere, human, and lasting relationship with your audience,
  • Save precious time on presenting your activity,
  • And steer your actions thanks to clear and actionable data.

In the next section, we’ll see that there isn’t just one way to make a video, but that it’s possible to choose the right format for the right objective.

3 – A video for each marketing objective

Not all videos are equal. Not because some are better than others, but because they respond to very different intentions, depending on the stage of the buying journey your audience is at.

One of the keys to a successful video strategy is choosing the right format, at the right time. From discovery to final decision, each type of video plays a specific role in building a relationship of trust and in conversion.

But you still need to know which type of video to use, who it’s for, and with what objective.

Stage 1: Attract attention (Awareness Phase)

When a prospect discovers your company for the first time, your priority is simple: get noticed. Capturing their attention, arousing their curiosity, and provoking an emotion is the mission of so-called “awareness” videos.

Short, impactful, often rhythmic and sometimes bold, these videos must create an immediate click. They show your target that you understand their challenges — without directly selling your solution.

Example: an ethical brand launches a video about textile pollution to raise awareness about its ecological approach → it’s a storytelling video that hooks from the first second.

These formats are perfect for social networks and visibility campaigns, where the objective is to create a strong, emotional, and engaging first contact.

Stage 2: Inform and convince (Consideration Phase)

Your target knows you. They’re interested in you. Now, you need to nurture this attention, answer their questions, and help them better understand what you offer.

This is where explanatory videos, tutorials, or educational content come in. These formats showcase your know-how, concretely show how you work, and above all… reassure.

You can opt for motion design to simplify a technical subject, or for a product demo in a real situation. The idea is to show your expertise, without jargon, and by providing value.

Example: an HR firm explains in a video “How to properly manage recruitment in 5 steps” → the target understands that this firm is competent and credible.

This type of content is at the heart of a good strategy of animated videos or well-thought-out product videos.

Stage 3: Trigger action (Decision Phase)

At this stage, your prospect is convinced… or almost. They need a little final push to take the plunge. The conversion video then comes into play.

Your objective? Remove the last obstacles, show concrete results, and prove that you keep your promises.

Nothing like authentic customer testimonials, filmed case studies, or a video that summarizes your offer with clarity and assurance. You can also rely on a results-oriented corporate video, which shows the impact of your work on real projects.

Example: a video features a satisfied customer explaining how they doubled their turnover thanks to your services → ultra-effective social proof.

In summary

You don’t film randomly. Each video must be part of a clear content strategy, aligned with your prospects’ journey. From first contact to purchase, you must adapt your message, your tone, and your format.

  • In the awareness phase, you capture attention with impactful storytelling,
  • In the consideration phase, you show your expertise with educational content,
  • In the decision phase, you reassure with concrete and engaging evidence.

In the next section, we’ll see how these videos come to life: it’s time for video production from A to Z.

4 – The video production process from A to Z

Creating an effective promotional video isn’t just about taking out a camera and pressing “rec”. Behind every successful video, there’s a well-oiled mechanism: a structured process, where creativity, strategy, technique, and rigor go hand in hand.

At FULLFRAME, this process is at the heart of our method. And for good reason: a successful video is above all a video that is well thought out, well prepared, and well executed. Here’s how we go from idea to distribution.

Strategic preparation (brief & objective)

Even before writing a line of script, there’s an essential question: “Why this video?”

This is the starting point. At this stage, we define the target audience, we specify the key message, we identify the emotion we want to convey, and we determine the expected action at the end of the viewing.

This strategic framing work helps avoid videos that are “pretty but empty”. We gain in relevance, in impact, and above all, we ensure that the video really responds to a clear marketing objective.

Want to see how we structure this step? Take a look at our complete production process.

Script writing

The script is the backbone of your video. It must be clear, rhythmic, and always thought from the viewer’s perspective. Each sentence must guide, surprise, reassure, or motivate.

A classic and formidably effective structure is the AIDA model:

  • Attention,
  • Interest with relevant content,
  • Desire with clear benefits,
  • Action.

And if your video is designed for the web (YouTube, social networks, etc.), don’t forget to integrate SEO key expressions. A well-referenced video is a video that works for you in the long term.

AIDA marketing method diagram

Shooting

This is the most visible step, but also the one that requires the most preparation. A successful shoot doesn’t happen by chance: it relies on a precise planning, well-chosen locations, an aligned team, and above all good sound and light management (the great forgotten elements of amateur videos).

Even a smartphone can be enough for certain formats. But if you’re aiming for a professional result, working with an experienced team – like ours at FULLFRAME – makes all the difference. Framing, directing speakers, rhythm: everything is calibrated so that your message passes without friction.

Editing and post-production

This is where the magic happens. Editing is not just about assembling shots: it’s a narrative work. We cut, adjust, set the rhythm. We add music, subtitles, animations, transitions… without forgetting branding: colors, logo, visual tone.

Good editing enhances emotion, structures understanding and enhances your brand image. This is also when we can create variations: a long version for your site, a teaser for Instagram, a vertical format for TikTok…

Export and optimization for distribution

Once the video is finalized, it’s not yet ready to conquer the web. There’s one crucial step left: optimization for distribution.

This includes:

  • A choice of adapted resolution (minimum 1080p, or even 4K if needed),
  • A format designed for each platform (landscape, square, or vertical),
  • An engaging title that makes people want to click,
  • A neat thumbnail, essential to boost the click-through rate,
  • And a clear call-to-action to guide the audience.

Because yes, even the best video can go unnoticed if it’s poorly published. That’s why we also accompany our clients on the distribution strategy, to maximize impact.

In summary

A good video is 20% shooting and 80% preparation. The production process, when well managed, transforms a simple idea into a powerful, durable, and measurable tool.

And precisely, in the next part, we’ll see how to measure the performance of your videos… and optimize them to go even further.

5 – How to effectively distribute your video

Creating a beautiful video is good. But distributing it correctly? It’s essential. A video, even an exceptional one, is useless if it remains in an unshared Drive folder. For it to generate impact, you need to know where to publish it, how to adapt it, and to whom to address it.

On your website

First reflex: integrate your video on your site. It’s your main showcase, the place where your prospects seek to learn more. A video can find its place right from the homepage, to set the tone and create a strong first contact. On a product or service page, it concretely illustrates your offer. In a blog article, it enriches the content and boosts the time spent on the page. And on your “About” page, it humanizes your brand.

Small non-negligible bonus: if you host the video on YouTube and then integrate it into your site, you benefit from a double SEO effect. It’s good for Google, and even better for your visitors.

On social networks

Videos literally explode there. Each platform has its own formats and its own codes. On LinkedIn, we focus on expertise and credibility. On Instagram or Facebook, place for visual storytelling with short formats (Reels, stories). TikTok, meanwhile, is the realm of spontaneity and authenticity. And on YouTube or YouTube Shorts, we can go further in the content.

The idea is to adapt the format, the duration, the tone, and the subtitles to each platform. If you produce your video with a distribution strategy in mind, you save time and multiply the points of contact.

In e-mailing

Integrating a video in an email is still an uncommon reflex… yet very powerful. The simple fact of including the word “video” in the subject can increase the open rate. A well-thought-out thumbnail with a “play” button makes people want to click, and the post-click engagement rate soars. It’s an excellent way to re-engage a lukewarm prospect or reactivate a dormant contact base.

In advertising

Video is a formidable advertising lever, especially with good targeting. On YouTube (via Google Ads), Facebook and Instagram (via Meta Ads), TikTok, or even LinkedIn, a well-thought-out video can both strengthen the awareness of your brand and generate direct conversions.

The key is to think about the message and the format according to the chosen channel. An effective advertising video is not just a shortened version of a long film – it’s content designed to convince quickly.

In multi-format reuse

A single well-designed video can give birth to a multitude of derivative content. We can extract sequences for social networks, create GIFs for newsletters, use screenshots in a LinkedIn carousel, or even produce a blog article from the script. In short, it’s an investment with a high return

6 – Hire an agency or produce in-house?

Big question: should you do everything in-house or delegate to a specialized agency? The answer depends on your time, resources… and the importance of the project.

Producing in-house: flexibility, but constraints

Today, with a good smartphone, some accessible tools, and a bit of elbow grease, it’s entirely possible to produce a video yourself. The advantage is total control, certain agility, and reduced costs in the short term.

But producing in-house also means mastering multiple skills: writing, filming, editing, web optimization… not to mention the time it takes. Result: it’s a good option for internal videos, like tutorials or HR messages. But as soon as there’s a real image or conversion challenge, it’s better to hand it over to professionals.

Working with an agency: the expertise advantage

Hiring an agency like FULLFRAME means choosing an outside perspective, a storytelling strategy aligned with your brand, and a professional and coherent result.

We support you at every step: defining objectives, script writing, filming, editing, distribution. You save time, you gain quality… and most importantly, you increase your chances of return on investment. A well-thought-out, well-produced, well-distributed promotional video can continue to generate results for months.

Conclusion – And now, let’s shoot?

Creating a promotional video isn’t just “doing marketing.” It’s building a strategic tool that serves your visibility, positioning, and results.

A well-designed video captures attention, convinces faster, humanizes your brand, and generates measurable results. It’s a shortcut to impact in a world saturated with information.

Now that you know why, how, and what to make a promotional video for… there’s only one step left to take.

Ready to shoot?

Let’s Discuss Your Video Project