The Long Story Short

Results: If you are looking to generate excitement, get people to try it out your product in a competitive market or stand.

Dangers: Over-promising, over-spending. If it isn’t done right, target consumers might miss it.

Commercials (and most promotional videos) are the most common type of video content.

They range vastly in scale, from the big US$3 million, 15-second, Super Bowl commercial to the 30-second social media promo for your next big bash.

The commercial was super effective at the height of mindless consumerism. However, this doesn’t mean that it doesn’t have a place in the modern day.

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Companies like Apple and Nike helped to evolve the content of the 15-30 second spot when they used them to push more of their values, and less of their product:

Apple sells sleek innovation instead of phones, and Nike sells inspiration and motivation instead of shoes.

When Should I Use a Commercial?

If you have just introduced a revolutionary new feature in your field that will excite your target customer, make a commercial.

If you are in the entertainment, lifestyle or luxury industry and your customer is driven by the search for and excitement, make a commercial.

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If you are playing in a hyper-competitive market where visibility = larger market share = profit, make a commercial.

In general, this includes the industries of fast-moving consumer goods (FMCGs), automobiles, food and beverages.

The more visible you are, the more desirable your product may be.

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If you stand for a social cause that your target customer and their social tribe are affected by, let them know that you’re standing with them.

Tread carefully though (see Pepsi’s Kendall Jenner ad). But if done right, you stand to gain the loyalty of your existing customer and potentially garner attention from others concerned about the cause.  

In other words, you may pull the attention of the other social tribes that agree with your target customer's tribe (see Nike’s Colin Kaepernick ad).

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If you take the social route, make sure that you're strong enough to stay standing in the face of backlash.

Be clear how your company’s values align with the cause.

If these boxes aren’t ticked, don’t do it.

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About Us

THE TELLERS' TRIBE is a digital content and commercial production company. We help businesses and entrepreneurs scale through content and content-driven strategies.

Reach out to us today.

Message WeChat ID: manmademoon

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