How to make a promo video that makes one offer clearly.
To make a promo video, choose one offer, open with a hook that speaks to the viewer, show what they get, and end with a single call to action. Keep it short enough for the channel and make several openings so you can see which one holds attention.
Plan and write2 min readUpdated By the Video.app creative team
01Choose one offer
A promo that tries to sell the whole company sells nothing. Choose the offer, the audience and the action you want, and write them at the top of the script.
02The four beats
Hook: a line or an image that stops the scroll. Offer: what the viewer gets, in their words. Proof: a fact they can trust, which you can source. Call to action: one next step.
Beat
What it does
Length guide
Hook
Earns the next few seconds
First seconds
Offer
Says what is on offer
Middle
Proof
Gives a reason to believe
Middle
Call to action
One clear step
Last seconds
03Write it short
A promo script is a few sentences. Say it aloud, then cut a third. Do not invent testimonials or results; use only facts you can show.
04Versions for each channel
The same promo needs different lengths and shapes for each channel. Plan the ratios first, and cut a version for each. See the guide on video aspect ratios.
05Measure and learn
Decide what you will measure before it runs, such as views, clicks or requests. Compare openings against each other and keep the one that holds attention.
Common questions
How long should a promo be?
Short enough for the channel; many short placements work best under thirty seconds.
Can I use AI footage?
Yes. We produce promo films with AI footage directed by a creative team.
Do I need a voice?
Usually, and subtitles too, because many viewers watch without sound.
How many versions do I need?
As many as your channels and your tests require; list them in the scope.
