Having a promo video made: from script to delivery

A promo video is a short video that explains a product, service or brand quickly; it can be live-action, motion graphics animation or a mix of both.

1. Goal and where it will be shown

Videos for a homepage, a social media ad, a trade fair screen or an investor presentation differ in length, aspect ratio (horizontal, vertical, square) and tone. Mention where the video will be shown in your first message.

2. One main message

Trying to say everything in a short video blurs the message. Decide the one sentence you want viewers to remember.

3. Script and storyboard

Approving the text and scene-by-scene sketches (storyboard) before filming or animation prevents the most expensive changes. Plan this as a separate stage.

4. Live action or animation?

If your product has a physical form and locations to show, live action is powerful. For software, processes or abstract services, motion graphics are usually clearer and easier to update.

5. Voice-over, music and subtitles

• Voice-over: ask about professional voice actors or synthetic voice options.
• Music: ask for licensed music and for the licence document to be handed over.
• Subtitles: most social media videos are watched without sound; add subtitles.

6. Revisions and delivery formats

Agree how many revision rounds are included in the price and which formats will be delivered (1080p, 4K, vertical cut). Also discuss whether project files will be handed over.

Where are AI tools used in video?

AI tools can speed up script drafts, subtitles, audio cleanup and some visual effects. For copyright and personality rights, the tools and sources used must be checked by the expert.

FAQ

How long should a promo video be?

It depends on where it is shown; short videos suit social media, slightly longer ones suit product explanations. Deliver the main message as early as possible.

Who owns the rights to the video?

That depends on your agreement with the expert. Define usage rights and handover of source files in writing.

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