Written by Chris Jolley
Introduction
Yes, using video is a must in today’s marketing ecosystem, but that doesn’t mean every video gets results.
In a content-saturated market, standing out isn’t easy, and creating videos without understanding your audience will likely stall your sales.
In 2023, the average person watched 17 hours of online video each week. This means there is a lot of space to be seen, but also a lot of competition.
The good news? It’s never been easier to level up. There are plenty of tools, trendspotters, and blogs like this one ready to help.
In this post, you’ll find seven high-converting video styles, each designed to turn views into value and value into conversions.
What is a promotional video?
Promotional video production is about telling the story of your company in a way that grabs attention and instigates action.
Whether you’re launching a new product, promoting a service or advertising an upcoming event, these videos make people understand what you do and why it matters.
From trust-building testimonials to product teasers, promotional videos can boost your online presence, strengthen your brand, and turn viewers into real customers.
7 high-converting promotional video styles
- Short-form video ads
What it is:
These are vertical, 15-second-long videos built for TikTok, Instagram Reels, or YouTube Shorts. They’re used to advertise, showcase, or build hype around a product or service.
Why it works:
Short-form promotional videos can offer small businesses the opportunity to reach a huge pool of potential customers. They are short, punchy and great at building awareness at a lower cost.
However, attention spans are shorter than ever: 71% of viewers will determine the value of a video within the first few seconds. This means finding the right trend, visual, or written hook is essential.
How to make it:
Shoot vertically, using either a phone or a camera, depending on your setup. Add bold captions within the first three seconds, then end with a strong message and a clear call to action.
If your video includes dialogue, add subtitles, as most people scroll with the sound off.
2. Product demo video
What it is:
A product demo is a short explainer video of how your product or service works and why it should matter to your audience.
These videos are normally 60 to 90 seconds long, giving you just enough time to walk through their key features and showcase their value.
Why it works:
People don’t buy what they don’t understand. A good product demo answers real questions, builds trust, and gives your call to action the context it needs to convert.
How to make it:
Whether you’re working with a promotional videographer or filming in-house, follow this structure: Problem—Solution— Proof—CTA. Use close-ups, screen overlays, and on-brand visuals to keep it clear and engaging.
3. Customer testimonial video
What it is:
Customer testimonial videos are short clips, ideally 30 to 60 seconds, where real customers share their experience using your product or service.
Why it works:
In a world full of scripted ads and AI-generated content, authenticity is like a breath of fresh air. People trust people.
A genuine testimonial builds credibility and taps into something we all do before buying: looking for social proof.
How to make it:
Keep it simple and natural. For example, if you run a small restaurant, film the testimonial on-site while your guests eat and review your food.
When editing, include clips that focus on benefits. That’s key for people to understand how they can expect to feel in your restaurant, instead of just listing features mindlessly.
To see an example of a testimonial video, check out our T.A.O. Activities Case Study.
4. Event video production: teasers, highlights, and recaps
What it is:
Event video marketing is about creating content to promote events before they happen, while they happen, and after they’ve happened.
They can take the form of a short teaser to drive ticket sales, a highlight reel to capture the energy of the day or a recap to keep engagement alive even after the day has ended.
Why it works:
These videos are great at building genuine anticipation. They tap into the power of FOMO and leverage credibility by showing real moments: people having fun, speakers giving inspiring talks or interactive experiences.
How to make it:
When your event is thoughtfully planned, capturing genuine moments is easy. Hiring a promotional videographer helps ensure quality and frees you up to focus on your guests.
When possible, include drone shots, speaker highlights, and crowd reactions. Don’t forget to finish with a clear, strong call to action.
5. Shoppable video
What it is:
A shoppable video is a short, interactive visual that lets viewers buy directly by clicking or tapping on it.
Think of a live call to action embedded in a TikTok video, where you can add the product or service to your cart and buy it on the spot.
Why it works:
It removes friction and shortens the buyer’s journey. There’s no redirecting viewers to separate tabs or landing pages. Instead, the video itself becomes an active, engaging experience that increases conversions.
How to make it:
Showcase your product using close-ups to highlight details. Add clickable tags, visible price overlays, and a compelling call to action to maximise engagement and sales.
6. UGC-style promo
What it is:
User-generated content goes a step beyond traditional testimonials. It’s about letting customers create their own content featuring your product or service, in a casual and original way.
Why it works:
UGC typically feels less polished, which makes it more believable. If people trust people, there’s no stronger way to convert potential customers than customers themselves.
How to make it:
Unlike professionally shot testimonials, UGC thrives on a sense of ease and authenticity. Shoot in natural light, keep it casual, use quick, natural cuts, and always keep your product clearly visible. If needed, you could add a subtle logo overlay to reinforce your brand identity.
7. The Brand Story Video
What it is:
Brand storytelling videos share the mission, values, and personality behind your business. They’re narrative-driven and typically longer than other formats, ranging from 30 seconds to 2 minutes.
Why it works:
Emotion sells. A Forbes article highlights how emotionally engaging content can enhance sales by up to 23%.
By showing the people and daily life behind your brand, you can humanise your business and create an emotional bond with your audience.
How to make it:
Film interviews with your founder or team members and capture authentic moments around your workspace. Tie it all together with a clear, relatable script that answers two key questions: Why do we exist? And why should our audience care?
Conclusion
Creating promotional videos isn’t just about pushing content out; it’s about getting to know your audience and what drives them to act.
Done well, a video can turn casual viewers into customers and help your brand cut through all the noise.
If you want to make promotional video production the core of your marketing efforts, these 7 video styles are a great starting point.
Thinking about your next promotional video? Let’s talk.
Sometimes filming a great promotional video takes more than just a camera: it needs planning, creativity, and a team that understands how to bring your brand to life on screen.
At Jolley Productions, we specialise in producing corporate videos that are professional, up-to-date, and help you achieve your business objectives.
If you’re curious about our work, you can check it out here.
Whether you’re launching a new product, introducing your team, or telling your brand story, we’re here to make the process smooth, collaborative and worthy.
Ready to start a conversation? Book your discovery call today. We’d love to hear what you have in mind.
