If you’re planning a promotional video to get the word out about your business, trying to find the right style might be a challenge if you’re hovering around the line of comedy and seriousness. While you might find a middle line between the two, you may also feel conflicted when you badly want to do something comedic in your video. But sometimes a business just isn’t conducive to comedy, even if you’ve heard comedic promotional videos gain more response online.
Should you decide to do comedy, you’re going to be walking a tightrope. No matter if your business can easily fit into a comedic frame of mind, it’s going to take some more analysis of comedic styles to see which ones go over well and which ones can misfire.
Which Comedic Style Should You Choose?
Parodies of pop culture are sometimes the best way to get yourself noticed. Even local TV station promo spots sometimes take on parodies to attract more attention. One CBS affiliate from Salt Lake City, Utah did a funny “Blurred Lines” parody promo that almost went viral. For the small business, though, it can work almost the same way when placing a promotional video in the crowded YouTube universe.
Viewers can find plenty to identify with when you skewer certain pieces of pop culture that get overexposed. This can also be movie parodies that may go over just as well as an overplayed music video. And when you tie the theme in with your business, you can potentially have a golden formula.
Your only concern may be in how well your team of actors conveys the comedy. If you’re a local business with a limited budget, you may have to use your staff in the video over hiring actors. Some of those staff may not have the best comedic timing in the world if they have to deliver lines.
Regardless, even if some of your staff don’t have good comedic timing, you’re always going to have some that do. You’ll be surprised at some of the hidden talents in those who work behind the scenes. Utilize those people for the best comedic lines, and let the ones who have a tin ear to comedy do more visual setups rather than dialogue.
Then there’s a bigger concern if you decide to tread the dangerous line of satire.
Using Satire in Promotional Videos
Chipotle is the latest corporation to use a satiric approach in a series of promotional videos. Set up as a web series, Chipotle looks at the farming industry in a way that’s both densely satiric while also sending a message about the meat industry. It’s this kind of approach that could easily be misunderstood if done through a new business. Then again, satire has always been a risky genre to use in any context.
While audiences are starting to evolve into understanding straight-faced satire, there’s still a contingent of people who won’t get it. That’s why you need to be careful of what you convey if deciding to use satire in a promotional video. Don’t be so dense that viewers take things the wrong way, especially if dealing with something controversial.
There’s also that aforementioned middle ground between comedy and seriousness. In order to make it work the best, the comedy will have to be light so you won’t have to make huge leaps going from being crazy to straight-faced.
Whichever tone you decide to use for your promotional video, it has to be decided early so you don’t have to shift directions midstream. Ideas for promotional videos are endless, including creating situations that can potentially create unexpected comedy on the spot.