Blog / Guide
Promotional video production for businesses in Madrid: how to do it right
How I approach promotional video production for businesses in Madrid: script, shoot, edit and delivery, with realistic timelines and the real mistakes I avoid.
Most businesses that call me wanting a promotional video already have a rough idea in mind. They want something that looks good, is short and helps them sell. The problem is that description fits any video, which is why so many promotional videos end up interchangeable.
I've been producing promotional videos for businesses in Madrid for years, and before I touch the camera I take the time to understand why they want it, where they'll use it and what needs to happen after someone watches it. That's what drives the decisions about script, format, length and shoot. This guide is what I tell businesses when they sit down with me for the first time.
What a promotional business video is and what it's for
A promotional video is a piece designed to get the viewer to do something specific: request information, visit a landing page, understand a product, or trust a brand before talking to a salesperson. It's not the same as an institutional video (which tells people who you are) or a case study (which shows what you did for a client). It's closer to an ad.
With small and medium-sized businesses in Madrid, I usually see three uses: the website (homepage hero or product page), paid campaigns (Meta, LinkedIn, YouTube) and sales teams who send the video cold alongside a proposal. Each use calls for a different length and edit. That's why I ask up front where the video will live. If it's going on Meta Ads, the first three seconds have to hold up on their own with the sound off. If it's for a website, it can breathe more.
The most common mistake is shooting a single three-minute video and assuming it will work for everything. It almost never does. So whenever I can, I plan the shoot to get several versions from the same footage: a long master and two or three cuts adapted for social media and campaigns.
How I approach a well-made production
Brief and script before the shoot
Before setting a shoot date, we have a short call or meeting. Three things come out of it: the goal, the key message and where it will be used. With that, I write a one-page script, no frills, with the opening shot, the key lines to camera and the visual assets I need to film. We send it to the client, sign it off in writing and from then on the shoot stops being an open-ended conversation.
Shoot day: gear and pace
For a standard promotional business video I bring two Sony cameras, an LED lighting kit, lavalier mics and, if someone is speaking to camera, a teleprompter. A shoot day is usually six to eight hours. Planning that day properly (interview in the morning, B-roll in the afternoon) saves a second visit and a bigger invoice.
Editing and delivery
I edit in DaVinci Resolve. I send a first cut within a week to ten days. The client reviews it, sends back specific changes and I apply a second and, at most, a third round. Beyond three rounds, the video stops getting better and starts getting worse. I deliver a 16:9 master, a 9:16 crop for Reels and a 30-second cut for campaigns, all with optional burned-in subtitles.
Mistakes I see often
- Shooting a single three-minute master without thinking about short versions for campaigns.
- Leaving the script until shoot day. It ends up more expensive and worse.
- Putting the CEO on camera with no teleprompter or preparation. The piece comes across as forced.
- Confusing a promotional video with an institutional video. The first sells; the second introduces.
- Asking for changes between rounds without a clear goal, which delays delivery and makes the piece worse.
- Forgetting subtitles: most social media viewing happens with the sound off.
Frequently asked questions
How much does it cost to produce a promotional video for a business in Madrid?
It depends on the scope. A piece with one shoot day, editing and two versions usually sits in a mid-range bracket. Productions with a location, a larger crew or several shoot days go up proportionally. I quote a fixed price per project, not by the hour, and send it in writing before we start.
How long does it take from the first meeting to having the video delivered?
A reasonable timeline is two to four weeks. One week to lock the script and schedule, one shoot day, and one to two weeks of editing with two review rounds. If it's urgent (a launch, an event) I compress the timeline, but the script is never skipped.
Do we need a script beforehand, or can we improvise on the day?
You need one. Improvising on set is expensive and produces weak pieces. A one-page script, with the opening shot and the lines to camera, prevents 90% of editing problems. I write it based on the brief and we sign it off before picking up the camera.
Can I use the same video for my website and for paid campaigns?
Only if it's planned that way from the start. The usual approach is to deliver a long master for the website and two or three specific cuts for campaigns, in 9:16 framing and short duration. It all comes from the same shoot, but the edit is different, so it's worth planning for in the brief.
If you know you want a promotional video for your business and would rather talk it through directly, get in touch through the contact page and we'll figure out together which piece makes sense for what you're trying to achieve.