What Makes a Great Promotional Video? A Producer’s Checklist

Great Promotional Video


Let’s be real—people scroll fast. You’ve got maybe 3 to 5 seconds to hook someone before they swipe to a cat doing backflips. That’s the uphill battle every business faces when investing in promotional video services. But here’s the good news: when done right, a killer promotional video can stop thumbs, spark curiosity, and (most importantly) drive results.

After 30 years of producing everything from sports reels to polished corporate campaigns here at Highway Media, we’ve learned that a great video isn’t just about pretty visuals. It’s about telling the right story—with the right strategy.

So, if you're planning your next promo video (or your first), here’s a candid producer’s checklist. Not the fluffy kind. The real-deal stuff.


1. Start With One Simple Question: What’s the Goal?

Too many companies jump into production with a vague idea like “We want a video to show who we are.”

Okay… but why? Are you looking to:

  • Generate leads?
  • Build brand awareness?
  • Explain a service?
  • Convert a viewer into a customer?

Without a clear goal, even the most cinematic video won’t perform. Great promotional video services don’t start with a storyboard—they start with a strategy session.


2. Know Your Audience Like You Know Your Favorite Coffee Order

This isn’t just marketing fluff. If you don’t know who you're talking to, you won’t know how to talk to them.

Are they corporate decision-makers? TikTok-loving teens? Parents looking for peace of mind? Every audience speaks a different language. The best video production companies in Michigan (and beyond) don’t just film—they translate.


3. Story First. Always.

This one’s a hill we’ll die on.

You can have drones, actors, 4K resolution, and motion graphics—but if there’s no story… forget it.

Think about some of the best ads you’ve seen. Bet you remember the feeling more than the product, right? That’s the magic of storytelling. A compelling promo video has:

  • A hook (something to stop the scroll)
  • A conflict or pain point (what problem are you solving?)
  • A resolution (your brand, obviously)
  • And a human touch (because robots don’t buy things, yet)


4. Keep It Short, But Make Every Second Count

The truth? Shorter is almost always better. Especially online.

A 60-90 second promotional video can do wonders if it's tight, focused, and engaging. And if it’s longer? There better be a damn good reason (like a killer testimonial or irresistible product demo).

Trim the fat. Say more with less.


5. Visuals Should Match the Brand (Not Just Trends)

We get it. Everyone wants cool transitions and that cinematic look. But good visuals go deeper than aesthetics.

They should reflect your brand voice. Are you high-end and sophisticated? Bold and disruptive? Warm and approachable?

There’s no one-size-fits-all when it comes to style. And the most seasoned video production companies in Michigan will work closely with you to make sure the look and feel aligns with your identity—not someone else’s TikTok.


6. Don’t Skip the Call to Action (Seriously)

This one might sound obvious, but you’d be shocked how many videos forget to tell people what to do next.

Whether it’s “Call now,” “Schedule a demo,” “Visit our website,” or just “Learn more”—guide the viewer.

Because even if you’ve got their attention, they won’t act unless you ask.


7. Sound. Matters. More Than You Think.

Here’s an insider secret: Bad audio kills good video. Instantly.

Invest in solid sound design. Clear voiceovers. Background music that enhances (not overpowers) the message. Nothing screams “low-budget” like an echoey mic or generic stock music.


8. Test, Measure, Repeat

Here’s where most people drop the ball: they make one video, post it once, and hope for a miracle.

Nope.

Track how it performs. Test different versions. Re-edit if needed. The beauty of digital video is that it’s flexible. Use that to your advantage.


Final Thoughts (From a Producer Who’s Seen It All)

Look, creating a great promotional video isn’t rocket science—but it is an art form. And like any art, it’s about intention, craft, and connection.

Whether you're a small business looking to make your mark or a big brand planning your next campaign, take the time to build a video with purpose. Or better yet—work with folks who’ve done it a thousand times over.

At Highway Media, we’ve helped nearly 2,000 clients craft videos that don’t just look good—they work. And as one of the leading video production companies in Michigan, we’re here to help you tell your story the way it deserves to be told.

Let’s roll.

Location: Michigan, USA

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