Engaging commercials have a way of sticking with us. Think back to your childhood. How many commercials do you still remember the jingle or tagline for? It may be 20 years later, and you can still recall in detail certain commercials.
Think of the success of the “Got Milk” commercials, which are still remembered fondly decades later, or the “Gimme a Break” jingle from Kit Kat ads. In an age of media oversaturation, creating commercials that quickly catch your audience’s attention and invite them to stop scrolling and keep watching is essential.
What sort of commercials have this kind of staying power? How can they cut through the noise and grab an audience’s attention? The best commercials tell a story and connect with their audience, all within seconds.
Follow these tips from a professional San Diego video production company and tap into innovative storytelling. Let’s explore the exciting world of commercials and learn how to develop memorable campaigns that people will talk about years later.
Identify Your Message
All great ideas begin with a message. More than selling a product or advertising a service, what main idea do you hope to communicate? There’s a reason you’re taking the time to reach out to your target audience. What is the driving motivation behind your commercial? Are you aiming to make life easier for your customers, solve what seems to be an unsolvable problem or provide funny or poignant commentary about human nature?
Before trying to come up with creative or clever ideas, take the time first to define the message clearly. This message won’t necessarily be overtly stated in the commercial, but it will help inform the decisions you make and keep your choices focused on a consistent throughline. Your message is the foundation upon which the script is built.
Brainstorm Unique Story Ideas
Create time and space to think through story ideas that are authentic to your brand, share your core message and don’t just recycle the same old ideas. Usually, our first ideas are informed by what we see. If you go with your first idea, chances are your audience has already seen similar advertisements and will keep scrolling past. Dig below the surface of your initial ideas, as engaging content shows something new.
Compelling stories also tend to move audiences emotionally, through humor or empathy. If you aren’t a writer, don’t worry; consider working with a San Diego video production company with experienced writers on staff. They will understand the fundamentals of good storytelling and how to turn your ideas into an engaging story.
Keep it Simple
Often, the most effective concepts are simple. You only have a few seconds to catch the attention of your audience. Don’t overcomplicate your message, and try to cram it into a few brief minutes. Have a clear concept that can be quickly communicated in a short period. Streamline your message to help audiences remember it later.
Create a Memorable Tagline
When crafting your script, it may be helpful to write it backward. Knowing where your commercial needs to end can help shape your story toward the main concluding idea. The last line or moment of your script is the most potent image you want to leave in the minds of your audience.
Some of the most effective advertisements end with a memorable tagline. Think of some of the most recognizable brands, such as Nike or McDonald’s. You likely instantly recall their famous taglines “Just Do It” and “I’m Lovin’ It.” Whether you buy their products or not, chances are you remember their slogans. End your commercial with a memorable phrase, and keep your brand in the forefront of shoppers’ minds.
Know Your Audience
Successful commercials connect with audiences by sharing messages they can relate to.
Consider these key questions when crafting your commercial:
- Who is your target audience, and what do they care about? This can be anything from environmental, societal or political concerns to interests in technology advancements and trends in entertainment.
- What are people sharing online? Social media is a great tool for gauging popular trends and determining which types of videos perform best.
- What type of humor is on brand for your company? People love to laugh; humor is a great way to reach an audience. However, there are trends in comedy. Do they prefer deadpan, slapstick or satirical content? Do they respond well to anti-jokes or self-aware jokes? Identify what style of comedy is currently popular with your audience.
Focus on Quality
Keep consistent quality through all stages of development. All pre-production, production and post-production aspects should aim to craft quality content. Take the time to set up well-thought-out storyboards with compelling visuals. Aim to “show” your ideas rather than “tell” them through expository dialogue.
Hire talented actors who can effectively bring your characters to life. Work with an experienced crew skilled in cinematography, editing, lighting and audio. Use professional videography equipment for high-quality and professional-looking videos. Bring your idea to life with professional video production services.
Work With Marketing Professionals
For the most engaging commercials, work with professionals well-versed in marketing and videography. Both sectors of these industries are highly skilled and require relevant experience. For top-quality commercials that effectively reach your audience, partner with a professional video production company with knowledge and experience in the marketing industry. A production company can effectively combine quality production with proven marketing strategies to improve the quality of your leads and boost conversions.
A San Diego video production company can skillfully implement all of the above tips and more, crafting compelling visuals that increase engagement. Use the power of video to capture the heart and attention of your target audience, and watch your business grow. For innovative, creative and effective storytelling, contact Pretzel Logic Productions. With years of marketing and video production experience, we deliver quality videos businesses can count on.