Commercial videography: How to use the power of video to advertise your business
Commercial video has long been the go-to for businesses looking to get their messages in front of as many eyes as possible.
For many years, ‘commercials’ aired almost exclusively during TV ad breaks. Now thanks to the growth of online platforms like YouTube, a whole new world of advertising space has opened the door for businesses to take their clever messages and creative storytelling to new audiences.
In this blog, we’ll deep dive into what a commercial video is, how it differs from other forms of online video content, and how you can use it to advertise your business for maximum impact.
Highlights
- What is commercial videography?
- Types of commercial videography
- Top commercial videography tips
- How much does a commercial video cost?
- Working with the right video partner
What is commercial videography?
You’re probably wondering what stands commercial videos apart from all the other forms of online video content out there, like social media videos and explainer videos. Really, it all boils down to what you want them to achieve, how they’re made, and who they’re talking to.
Here’s what separates commercial videos from the rest:
1. They have ‘commercial’ purposes
Commercial videos are solely designed to promote products, services, or brands with the ultimate goal of improving perception, driving sales or generating leads.
2. They talk to a broad audience (not just followers)
The point of commercial videos is to get their messages in front of as many potential customers as possible, which is why you’ll find them on TV broadcasts and streaming platforms.
3. They’re produced to impress
Unlike a lot of video content on social media, commercials are a more considered investment. As a rare opportunity to make a strong impression, production value is generally polished and professional.
4. Their length is dictated by ad space
Because they’re designed for TV spots or ad space on platforms like YouTube, commercials usually get their message across in around 15 to 60 seconds.
Types of commercial videography
Now that we’ve established that this type of video is for ‘commercial’ purposes, you’ll want to home in on how to match that purpose with your marketing goals.
It’s important to ask yourself what you want your commercial video to achieve. Are you trying to get noticed? Launch a new product? Boost store traffic? Understanding this will ensure you can tailor the messaging to the right stage of the customer journey.
Here are the three main reasons businesses make commercial videos:
1. To increase brand awareness
Before people buy from you, they need to buy into you. To spark action later in the customer journey, it’s important to build the relationships that associate your brand with positive emotions and attributes early on.
Branding videos are often high impact, using clever storytelling to strike a chord emotionally with new audiences. They play the long game, with a stronger focus on getting their brand ‘out there’ over motivating action right now.
These commercial videos are best used for:
- Creating a strong brand identity
This is your chance to show off your unique personality, style, sense of humour, values and more. - Making a memorable first impression
Rather than promote a product, the videos promote the brand by finding ways to grab attention, entertain, move emotionally, and inspire. - Increasing brand recall
Take the opportunity to use unforgettable visuals and storytelling to ensure your brand remains top-of-mind for consumers.
A great example is Country Road’s brand film, ‘Home’. Released during the global pandemic when Australians overseas were isolated by lockdown, the commercial layers a wistful narrative layered with a nostalgia-drenched soundtrack and footage of families enjoying good times together (in Country Road clothing of course). It’s a powerful demonstration of commercial videography used to increase awareness and associate positive feelings with their brand.
On the lighter side, Aldi’s playful commercial video introduced new audiences to the ‘breezy’ experience of shopping at their supermarket, while winking at existing customers by poking fun at their overly efficient checkout system. Humour and attention-grabbing visuals and audio work in tandem to stand the brand apart and engage viewers.
2. Attract new customers
You can also use commercial videos to grab the attention of potential customers and encourage them to engage with your brand. The strategy here is to alert people to the key features and benefits of your product, service or event, so as to seriously ramp up consumer interest.
These commercial videos are best used for:
- Launching new products
Got an exciting new product that you want the world to know about? Use a commercial video to launch it to new eyes. - Creating hype
Whether you have an upcoming event, or a new line is about to drop, commercial videos can build buzz and anticipation. - Driving engagement
Ultimately your aim here is to get more people enquiring, so these videos will invite your viewers to do something like visit a website or download brochures.
Suzuki’s commercial used to launch its new 4-door Jimny model is a great example. Pairing dramatic audio with rugged shots of the 4WD in action, the video creates a sense of anticipation and excitement that the manufacturer hopes will attract new audiences to the category.
3. Drive sales
At the opposite end of branding commercials are retail commercials. These videos are about the here and now, with a clear purpose aimed at prompting immediate consumer action, such as making a purchase or taking advantage of a special offer. The idea is to create a sense of urgency that drives people into a buying frenzy!
These commercial videos are best used for:
- Boosting sales
Businesses often use this strategy to take advantage of periods of increased buyer action like Christmas and Mother’s Day, or to simply boost sales in down periods by developing a clever retail campaign. - Driving immediate action
The urgent nature of these videos is ideal for encouraging quick consumer response. You don’t want to wait for the cash register to ring – you want those sales to come in hot, so get straight to the point. - Enhancing store traffic
When the offer and message is compelling, these videos can lead to immediate boosts in foot traffic (to either physical or online stores).
Retail brands often take this approach, as seen in Big W’s toy sale commercial videos. The mix of bright colours, animated visuals, excitable voice overs and clear call to actions combine to motivate viewers to shop now and save.
Top tips for commercial video production
Now that you’re full bottle on what a commercial video is and how you can best use them for your B2C strategy, we can move onto producing them. Here are our top tips for creating effective commercial videos that stand out and effectively communicate your message.
Craft a story that connects
Commercial videos provide the platform to tell clear a narrative that captures attention and makes your message more memorable. Whether appealing to emotions and values, or immediate needs and wants, a strong story helps engage viewers and bring your brand message to life.
Storyboard your idea
Before you write your script, it helps to visually conceptualise how your commercial video will come to life. Sketching out a storyboard provides a visual roadmap to better understand how each scene plays out. This will help you weave in the detailed dialogue, action, and visual elements that will ensure the production team understands exactly how to bring your idea to life.
Keep it short and sweet
In today’s day and age of digital sugar hits, our attention spans have never been shorter. Make sure your commercial video grabs attention in the first few seconds and gets the message across in as little time as possible. Traditionally commercial videos run as 15 second and 30 second spots, with 60 second+ ads reserved mainly for more indulgent brand films.
Aim for high-quality production
On social media platforms, brands can get away with frequently producing lower quality video content so long as it’s entertaining, educational or inspiring. However, when it comes to commercial videos, low production quality can actually detract from your message, and ultimately, harm your brand image. A video production company will take care of all the equipment and crew needed to ensure you capture your footage in the best way possible.
Show what’s in it for them
One of the biggest mistakes brands make when producing commercial videos is thinking that all their targets care about is the product features. Not only will this likely get your message ignored, but it also misses a huge opportunity to connect on a deeper level by showing how you solve a problem or improve the viewer’s life. Their happiness matters to you – prove it.
Stay on-brand, on-message
Every time your brand communicates with your audience, it reinforces your brand’s identity. Commercial video has the power to make sure the image and message you portray is clearly identifiable and recognisable. Be sure to incorporate your brand’s colours, logo, and messaging consistently throughout the video to resonate powerfully in the minds of your audience.
Invest in professional editing
The success of a commercial video has much to do what you do with the footage, as how you capture it. Professional editors are skilled at selecting and arranging the footage you capture in a way that ensures your video’s story is cohesive and engaging. They also add visual effects like colour correction, layer in graphics and animations to enhance visual interest, explain complex ideas, and select music that sets the tone and supports the narrative.
Hit them with a strong Call to Action (CTA)
If your commercial video has succeeded, you’ll have your audience absolutely hooked. Now you have their attention and emotional investment, you need to direct them on what to do next. A clear and compelling CTA will drive people to take action, whether that’s visiting your website, signing up for trial, or making a purchase.
How much does a commercial video cost?
The cost of producing a commercial video in Australia can vary widely depending on video length, complexity, production quality, and the talent involved. While companies have long used traditional video production companies, the rise of digital video production platforms like Shootsta has opened the door to more affordable and streamlined commercial video maker solutions.
To make budgeting a little easier for you, we’ve broken down the costs you can expect to pay for producing a commercial video.
Production companies (basic)
Cost: $2,000 to $5,000
For simpler videos, you can pay mid-range video production companies for basic shooting, editing, and standard equipment. This works best for more straightforward commercial videos with minimal special effects, shooting locations and casting.
Production companies (advanced)
Cost: $10,000 to $50,000+
For highly polished commercial videos, you’ll need to invest in complex production. This price bracket will include extensive pre-production work, professional actors, custom music, specialised equipment, and advanced post-production editing.
Digital video production platforms
Cost: Dependent on needs
By leveraging technology to simplify processes that were traditionally complex and costly, video production platforms like Shootsta democratise access to professional video tools and platforms and make it more cost-effective to create, manage, and share video content – including commercial videos.
Partner with Shootsta for your next commercial video
Commercial videography is a powerful tool for your business to capture attention, tell stories, and drive action across both traditional and digital platforms – so choose your production partner wisely!
Shootsta offers a cost-effective and streamlined alternative to traditional production, ensuring you create impactful video content that can be delivered quickly and cost-effectively. With Shootsta, you gain access to state-of-the-art equipment and technology, as well as a wealth of experience and knowledge to guide you every step of the way, from creative ideation, to scripting, booking videographers and comprehensive post-production services.
Make Shootsta as your go-to commercial partner and together we can harness the power of video to get your message across loud and clear.
