The most frequent purpose of a promotional video is to provide information. That information can be used to solve a variety of communication needs that the organisation might have, either internal (employee needs) or external (customer needs).
Some typical conventions / current practice:
Use of graphics to impart information
Animated graphics to create / reinforce a brand identity
Music & graphics to segment information
Presenter ‘testimonial’ – the use of a presenter(s) to impart information. The choice of presenter(s) will both reflect the brand identity and appeal to the audience.
Interviews with key stakeholders
Scenarios – the use of narratives or reconstructions to ‘tell a story’ which communicates the videos message.
Voice over narration used to impart information
Music track to create an atmosphere
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