Planning to create a promo video to increase conversions? Good idea.
What’s the most important part? Your video has to be damn good. Like interesting to watch. Compelling.
Quality = Attention span
Your promo video only does you any good if people actually watch it. And like it.
As Seinfeld said, “There is no such thing as an attention span. There is only the quality of what you are viewing.” This captures the essence of a great promotional video.
For example, I have a fitness product that I sell (passively these days). I made a promo video for it. A pure sales pitch. These are the audience retention stats for that video (via YouTube):
As you can see, the audience drop-off is pretty quick and consistent. Why? Nobody likes being pitched to. Your promo video has to be way more than just a sales pitch.
A few days ago I sent out a promo offering the 20 fastest people a chance to get conversion-optimized wireframes for their website. The landing page had a prominent video (duration 1:35).
Stats: Some 25% percent of the traffic watched the video. (Average demo videos on a website get ~10% views or less.) Of those, 57% made it until the end. Much better than the video mentioned above, but could do better.
Of course, there are some promo videos that are just amazing. Here are three examples of great promo videos:
1. Dollar Shave Club
This video is featured on their home page. It was uploaded to YouTube on March 6th, 2012. At the time of this writing (~45 days later) it had 4,335,014 views. Talk about a successful video.
It’s a promo video. Still, people love it, share it, talk about it. It’s proof that quality is everything.
2. Four Hour Body
Amazingly well done. Sets the tone for the book, makes attractive promises and captures your imagination.
3. Double Fine Adventure
This video played a major role in raising over $3.3 million dollars for a game that was only an idea at the time.
Many, many more videos
If you want to see a ton of examples of promo videos, check out:
- What are some good examples of startup product demo videos, and who made them? (Quora post)
- Startup Videos.
And for some ideas on how to make good promo videos:
Using video is a great idea, and video quality is everything.
I mean quality in the wider sense, although technical is very important, too. Jupiter Research found that 60% of users are less likely to return to a site if the video is low quality—and that was over a decade ago. (Imagine expectations now.)
So what makes the above promo videos so good? Three main things:
- Really good quality. Professional production. (Not cheap.)
- Tell a story. Give a promise of the future.
Know of a really good promo video? Post it in the comments.