What is a Promotional Offer video?
Promotional Offer (PO) videos, as the name suggests, are designed and published to convey information about the sale or promotion happening in relevant channels and use that to drive sales for the product during the promotion period. These promotional sales are usually driven by constraints like limited count of products available or the sale expiring on an imminent date. These constraints are useful in evoking the "Fear of missing out" emotion in the audience driven by scarcity principle and leads them to a purchasing behavior.
These videos are usually distributed on channels outside Shopify like a Facebook page or in the form of advertisements on Facebook, Instagram and other platforms.
Video Design Guidelines
Duration of video: 20 to 30 seconds
Content / Media for timeline: Slideshow of images or videos that convey the highlights of the product. Plus to have videos that demonstrate the utility along with an assisting sub text for narrating the highlight.
Audio: Stock music that goes well with the theme of the product. Ensure you go for a CC0 license audio if you haven’t purchased a license for the music track. YouTube provides you a great collection of free audio (that requires no attribution) you can use on your videos.
Text: Unlike a Product in Focus video, Promotional Offer video's success is in nudging a user to buy the offer. So we show relevant details of the offer - Discount, Link to Buy and Offer Terms in the decreasing order of importance (and hence font size) throughout the video. The top fold of the video can be used to highlight the product name and product benefits as and when they show up on the content timeline.
Brand compliance: Use fonts and colors that are used by your brand. Ensure that the video carries a subtle logo with 70-80% opacity to wrap up the brand compliance efforts.
Video Design Walkthrough
Let's design a PiF video for an Italian style stretch suit that a fashion store on Shopify is selling. Our intent is to enrich the experience on the product page with a compelling video so that the store visitor has a higher chance of buying the product.
Step 1: Storyboarding the Video ( ⏰- 10 mins )
First step would be to come up with a rough storyboard with three sections:
Text: what text overlays you will add on the video
Visuals: what background image or video would be used for demo-ing the product
Intent: what is the purpose of having a given slide or frame in the final video
Here's what we've come up with:
Step 2: Designing the Video on Typito ( ⏰- 15 mins )
Once the storyboard and images / videos for the visuals are ready, you get started with designing the video on Typito!
For this brand, we've chosen to keep the design guidelines intact:
Font: Montserrat Family
Color: Red (#ED462F) and White (#FFFFFF) compliant with the video's setting as well as the product's packaging.
Branding: Product type icon (of a headphone) at the top right to give an idea of product that's on offer, Bold text layouts of multiple sizes demonstrating the hierarchy of information presented.
Audio: Cali Buzz by Yung Logos. This song picked from the Hop Hop & Rap genre on the YouTube audio library goes well with our Promotional Offer video story. Adding to that, this song doesn't require attribution and you’re free to use this song in any of your videos.
Here's a sneak peak into the project on Typito!
Here's how the final video looks like:
Hope you got a hang of how to design Product in Focus videos!
Check out other Shopify video design guides below: