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A general guide to filming a 30 second commercial

A general guide to filming a 30 second commercial

One of the key elements to creating a successful 30 second commercial is to ensure you leave your viewer with one key point to remember long after they have watched your commercial.  Try not to cram too much information in as studies have shown that humans only tend to remember 3 main points before they are distracted or forget what’s been said. The best thing to do is be clear, concise and to the point. Including visuals such as images and graphics to enhance your message will be beneficial as audiences are more likely to engage with the commercial when there are things to look at rather than purely listening to a presenter talking. 

People remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear so video is an all-round experience.  The objective of a 30 second commercial is to inform your viewer of the most basic yet essential facts for your business. Slogans and catchphrases are also great to include as they can be catchy and a great way of remembering a particular company/message.

Leaving the viewer with a contact point is essential, whether that be an E-mail address, phone number or website. Without including a contact point or call to action how is anyone going to know how or where to get in contact you?

One aspect of commercials that has come to be a struggle is attracting millennials. Younger viewers are turning to other platforms such as YouTube, Netflix and other online on demand sources, which is why uploading your commercial online, is a great way of connecting with the younger generation if your target audience is within the age range bracket of 16-25.

2-3 Minute infomercials

Having a video on your website improves your chances of being found by search engines by up to 53 times, getting your site higher up the ratings and giving you that all important advantage over your competitors. A promotional video gives the viewer a deeper insight into your company. There are important things to remember when shooting infomercials, if you wish to include a presenter ensure he/she is dressed appropriately for example you don’t want one of the things your viewer remember being how un professional or untidy the presenter/contributor looked because that results  in the viewer taking in less information because they are distracted.

Again always make sure the contact information for your company is left with the viewer. Also it is a great idea to include testimonials from happy customers as this could back up your company’s message. Testimonials are an extremely beneficial aspect to consider as most people will act upon a recommendation, so when potential customers view your video and see the previous customer happy they are more likely to consider your company – it’s important to also give the name and place of work as a graphic on screen to the person giving the testimonial. Being recognised for the work you are doing spurs activity round your website and creates brand awareness. People buy from people so video testimonials gives you the means to directly address any potential new customers.

Before shooting takes place it is important to write notes about what you would like to say and the message you would like to get across but please do not write a script, as reading of an autocue can often sound robotic especially if the contributor has had no previous experience being in front of a camera.  The only exception to this would be if a professional presenter is used.

If a client feels uncomfortable presenting to camera we can set up an interview which would make you look and feel more comfortable. Although there is one rule when using this set up – Please don’t look at the camera always look at the interviewer. The benefits of having an interview set up would be, you wouldn’t have to worry about remembering all the points you have to make because the interviewer will have all the notes you need to remember in front of them and will be asking questions related to the notes. The interview questions will then be edited out of the film. To help with the editing process we ask when the interviewer has asked the question the interviewee should then reply with the question within the answer, for example, “How did you get to the studio today?” would then be answered as follows “I got to the studio today by car” rather than just saying “by car” because that wouldn’t make sense once the question is edited out. Alternatives to conducting an interview would be to record a voice over to be played over the top of images and cutaway shots depicting what is being said via the voice over.

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