Commercial creation: How to produce a good video?

Commercials are creative pieces of work that get the message across and effectively reinforce the brand image. Through affecting stories, a commercial can leave a lasting impression on the audience. However, strategic planning should be kept in mind during production, as without well-thought-out objectives, even the best content will lose its impact. It's worth looking into the production of a commercial, as statistics show that 91% of consumers prefer video content. What makes a video good? That's what we're looking for in this article. 

Producing a commercial in numbers

Video ads are incredibly effective at sweeping through audiences. According to statistics, people spend a third of their time online watching video content, with over 1 billion hours of moving content consumed daily on YouTube alone. It's no coincidence that businesses are keen to use this tool to achieve their marketing goals: 91% of companies incorporate video into their marketing strategy and 88% of professionals consider commercials a key element of their digital plans.

But what makes a video good? Let's learn the secrets of producing a commercial!

Aspects of commercial production

Producing a commercial is a multi-faceted process that involves a combination of creative ideas and precise execution. To make a video truly effective, the first step is understanding the different types of commercials. Whether it's a promotional video, animation or TV commercial, each serves a different purpose and approaches the viewer differently. An image film, for example, is designed to reinforce a brand identity, while an animated video focuses more on creativity and presentation.

The objective

The first step is setting clear objectives. But how can you ensure that these goals are not just words? First, it is important to be clear about what you want to achieve with the video. Whether it's to increase increase brand awareness  or to drive specific sales, objectives set the direction for overall production and have a significant impact on effectiveness.

Defining the target audience

Without a clear understanding of the target audience, it is almost impossible to create relevant content. Mapping the demographic and psychographic characteristics of the ideal audience is essential when creating a commercial. What challenges do they face and what motivates them? These questions will help ensure that the video speaks to the audience and is relevant to them.

The creative elements

The power of a good script lies in the emotional connection. A story that can grab the audience's attention will convey the message more effectively. A narrative that appeals to emotions is more than an entertainment element, a strong script catalyses viewer engagement and attention.

The quality of the visual elements and sound design is fundamental to later success. In addition to providing an aesthetic experience, high-quality visuals reinforce the professionalism of the brand. And sound design, including the right choice of music, can add emotional depth to the message. These are all essential elements of an effective commercial.

Strategic messages

Maintaining your brand voice and style is essential when making a commercial. Think about it: every brand has a unique personality to show to an audience. A well-designed commercial can help convey this voice and style in a defined way that is consistent with the rest of your brand's communications. This adds credibility and helps build a personal connection with the audience.

Consistency of messages is key when trying to grab people's attention. This genre is not just about creating something visually arresting but also about ensuring that the messages are consistent with the overall communication strategy of the brand. Social media provides an opportunity to spread the brand message widely, ensuring that viewers have a consistent and memorable experience across all platforms. This not only builds on the visuals but also builds long-lasting relationships with the audience.

The role of CTA

The final goal of all campaigns is delivering CTAs, call-to-actions. To really capture viewers' attention and drive them to action, the CTA needs to be clear and unambiguous. Think about the impact of a well-timed, punchy call-to-action, such as ‘Discover our products now!’ or ‘Sign up for our newsletter today!’ These simple, but firm, prompts help viewers know what the expected or desired next step is, thereby increasing engagement.

When we think about the role of the CTA, it is important to understand that it is more than just a call to action. It is the moment when we translate the message or emotional connection of the audience into concrete action. By getting the viewer interested in what you have to say and showing them exactly where to go next, you can increase the chances of building a loyal customer base who will actively engage with your brand communications.

Distributing the video

Video length is also a critical factor, especially across platforms. If too long, viewers can easily lose interest. If it is too short, it may not convey enough information. Different online platforms have different content needs. For example, the ideal video length is different on Instagram and YouTube. The optimal length can be determined by considering where and for what audience the video is intended.

When designing distribution strategies, it is important to consider which platforms are worth being present on and what type of video they prefer. We carefully analyse when and how to reach the widest audience. The key to success is to know the platform's characteristics and average consumption habits. If done well, a commercial can be an effective tool for spreading your brand message.

Meraki Marketing and commercial production

Meraki is a prominent player in video marketing, effectively applying established tactics and new ideas. Our approach takes us into the post-commercial era: videos inform and inspire. This is exemplified by their KIRCHHOFF employer branding campaign, where recruitment videos reflected company culture, and demonstrated the value of the workplace experience. A perfect blend of metal, rock and manufacturing was created, which was a huge success: the campaign resulted in a 200% increase in applicants compared to the previous month. Our campaign has also been recognised by the marketing industry, winning gold in the HRBEST Talent Attraction 2023 category and the Employer Branding Award 2024.

The Abesse campaign also shows how we have created content that goes beyond traditional advertising. In the videos that feature in our recruitment campaign, we used storytelling that tends to be science fiction. Video views have exceeded 5 million, website traffic has increased by 1137%, and the number of applicants has more than doubled. In 2022, the campaign was awarded a silver rating in the Talent Attraction category of the HRBEST competition.

These examples show that making a commercial is not just about the technical execution, but also about how these videos can tell a brand's story emotionally. The commercials of the future will be more diverse and interactive, capable of engaging the masses and creating a real dialogue with the audience. Meraki helps you create video content like this for your company!