Key Features for a Business Promotional Video

Key Information to Include in a Business Video

Business videos can serve a number of different tasks. One might be just a basic list of essential facts about the business, who, what, where, that kind of information. Another might included helpful information on a certain industry, demonstrating your expertise. Maybe another video has how-to information on using your products. These are just a few, there are many other reasons for producing business videos.

This post deals with just the first reason, basic information. Each business promotional video needs to include some basic information.

Video length should be in the 1:00 minute range

The video should have a running voice over description of the business, with the following information.

This is the who, what, where, why, when, how message:

WHO: Name, introduce yourself if the owner is important to the business, at least drop the persons name in text on the video
WHAT: type of business
- Business services, what do you offer, what do you sell, this is the basic elevator speech.
WHERE: location of business
WHY: what sets your business apart from others
WHEN: hours you are open
HOW: how to reach us, drive, web, call, etc.
- Contact information at the end of the video, name, phone, web address, physical address
- This information can also be show during the video with business sign shots, store front shots, dropping in the web address etc.

Photographing the A Roll or The Main Story Images

“A” roll are shots of the main character in your video, with a business video it is usually the owner or spokesperson. This is the person giving the Who, What, Where information. They are often standing in front of their store, or in the main area with shelves or the lobby behind them.

• Light your subject well, make sure the audio is clear without a lot of background noise, use a lav mic. 
• If possible also shoot a customer with a testimonial for the business, try to make sure they fill in some of the why information, what is special about this business 
• If you can’t film a person then this information will need to be done using a voice over.

Shooting the B Roll for Your Business Video

“B” roll are all the extra shots, the close ups of the products, the activity of the place, everything that isn’t the main person talking. This is what gives your video life. The B roll needs to closely match the audio in your final edit. If the spokesperson mentions something then you need to show that item. B roll also fills in what isn’t mentioned.

Your video is a series of images and these images need to work with and without the audio to tell your story.

• Wide shots, medium and close ups of the outside, lobby, inside, signage, products, all the aspects of the business
• Shoot as much as you can, wide, close ups, pan left and right of images. 
• Use a tripod. 
• Make each shot 20 seconds long, you will be grateful later
• Shoot the source of sound
• Remember you can’t really go back, this is your one time, you are shooting digital, it is cheap
• Don’t worry about getting the perfect shot, things look really different in editing so capture as much as you need and more. 
• Remember what was in the interview, that is your guide for your B roll footage.
• For a 1-minute video, raw interview and B roll footage will all fit on a 1-hour tape. 
• You can also use still shots for these videos, very effective, shoot the stills at the same time so the lighting is the same