A promotional video can be one of the most effective ways to tell your story, connect with your audience, and showcase what makes your business unique. But before you pick up a camera or call a production team, there are a few key things to think about.
At Sherbert Lemon, we’ve helped businesses across Blackpool and beyond create videos that feel authentic, creative, and on-brand. Whether you’re planning a short social clip or a full promotional film, these are the main things to consider before filming.
Know Your Goal
Before filming anything, ask yourself: what do I want this video to achieve?
Are you trying to increase brand awareness, launch a product, recruit new team members, or simply show your business in action?
Having a clear goal helps shape everything from the tone of the video to the visuals you capture.
Example:
A Blackpool restaurant might want to attract tourists with a high-energy highlight reel of dishes and atmosphere, while a local charity might aim to share heartfelt stories from the community.
Your goal defines your message, and your message drives your creative direction.
Understand Your Audience
A great promo video speaks directly to the people you want to reach.
Ask yourself:
- Who am I talking to?
- What do they care about?
- What kind of video would grab their attention?
A video made for TikTok will look and feel very different from one designed for your website homepage. The more you understand your audience, the more targeted and effective your video will be.
Plan Your Story
Every strong video tells a story. Even short promotional clips need structure — a beginning, a middle, and an end.
Think of your video as a journey:
- Hook:Grab attention within the first few seconds.
- Message:Explain who you are and what makes you different.
- Call to Action:Tell viewers what to do next (visit your site, book an appointment, get in touch).
Tip: Keep your script conversational and natural. People connect with real stories, not over-rehearsed sales pitches.
Show, Don’t Just Tell
Video is a visual medium, so use it to show your business in action rather than just talking about it.
Instead of listing your services, show your team working, your products being used, or your customers enjoying what you offer. These moments help people see your brand’s personality and professionalism.
Example:
When we filmed a promo for a Blackpool design client, we focused on behind-the-scenes moments, sketching, editing, and collaboration, to show creativity in motion.
Think About Tone and Style
Your promo video should reflect your brand identity. If your business is fun and energetic, your video should feel upbeat. If you’re professional and refined, go for a calmer, more polished tone.
Questions to consider:
- Should the video feel cinematic or documentary-style?
- Will it include interviews, voiceovers, or music only?
- What kind of lighting and colour grading match your brand look?
At Sherbert Lemon, we always match the visual style to your existing branding so everything feels cohesive across your website and social media.
Prepare the Practical Details
A smooth shoot day starts with planning.
Make sure you’ve considered:
- Location:Is it well-lit, quiet, and visually interesting?
- People:Who needs to be there, and are they comfortable on camera?
- Timing:Have you scheduled enough time for setup and multiple takes?
- Permissions:Do you have rights to film in your chosen location?
Preparation saves time and reduces stress on the day of filming.
Don’t Forget the Call to Action
Every promo video should end with a clear next step.
What do you want viewers to do after watching? Visit your website? Follow you on social media? Book a consultation?
Make sure your call to action feels natural and aligns with your goal. Even a simple on-screen message or closing voiceover can make a big difference.
Final Thoughts: Plan Smart, Film with Purpose
A successful promotional video doesn’t happen by accident. It’s the result of clear strategy, thoughtful storytelling, and careful production.
By defining your goals, knowing your audience, and planning ahead, you’ll create a film that not only looks professional but feels authentic to who you are.
At Sherbert Lemon, we help Blackpool businesses bring their stories to life through creative, high-quality video content. Whether it’s a short promo or a full campaign film, we’ll guide you from idea to final edit.
See our video work or get in touch to start planning your next promotional video.