For most B2B brands, advertising might feel far from lucrative.
In many cases, it's entirely left up to chance.
If it performs well now, it’s hard to replicate later.
But if it doesn’t live up to expectations, a major chunk of your marketing budget just went down the drain.
Trust me, no brand wants to see themselves in such a situation and I’m sure you wouldn't either.
Which makes learning how to make a commercial video the right way a crucial skill.
And in this blog, I will show exactly how to do that in a step-by-step manner.
So that your campaign not only captivates but also drives results beyond your expectations.
Creating a commercial video can feel like you’re all over the place.
To keep your video production organized, here’s a step-by-step guide to get the ball rolling:
Like I said before, having multiple targets with your commercial video is not ideal.
But having no target to begin with can lead your video to go dead in the water upon arrival.
So before anything else, clearly define what you want your commercial video to achieve.
Write it down if need be but outline your objectives in as much detail as possible.
It could be anything:
Getting clarity on your objective makes the subsequent steps a bit easier as now you have a target to hit.
Now that you know what you want your commercial video to achieve, it’s time to focus on who.
Who is the target audience of your video?
Gather information on your audience. Be as detailed as possible.
If you can’t pinpoint exactly who your audience is, try making a persona of the ideal audience using brand archetypes.
Here’s a video from us on brand archetypes to help you out:
Once you have a fundamental understanding of who your audience is, tailor your video to their specific needs and preferences.
Give their pain points center-stage in your video, the solutions that you provide, and how your product or service fits into this context.
Behind every impactful commercial video is an equally impactful video script.
It’s the roadmap that you need to follow in order to boost the delivery of your brand message.
During the scripting process, focus on these two important aspects of your script:
You need to deliver your commercial video’s message quickly but effectively.
And focusing on these two things will make the process somewhat smooth sailing.
Once a rough draft of your script is ready, read it out aloud or give it to other people for feedback.
Observe scopes of improvement and make changes as necessary.
A video script tells you what your commercial video will cover.
But a storyboard helps you visualize the video even before its reality.
Using your video script as a reference, make detailed visuals on each frame of your commercial video.
Carefully mark the sequence in which each frame will appear in your video.
This step is crucial for planning out each scene’s composition and to make sure you don’t miss anything in the video.
Now choosing the equipment for your commercial video production can go one of two ways.
Regardless of your budget and the complexity of the video, always rely on professional equipment for high-quality output.
But if you think this isn’t your cup of tea, you can always seek the help of a video production company to get the job done for you.
It’s time to put your video script and storyboard to use.
Shoot your commercial video referring to your script and sequences all the way through.
Shoot and reshoot scenes if need be but leave nothing to chance. Keep your objectives and audience in mind while shooting.
Make sure each shot is purposeful and contributes to the overall message you’re trying to convey.
Animated commercial videos, on the other hand, are relatively leaner in terms of production.
But not devoid of specific steps.
Create or gather your graphics and visual assets that you will use during animation.
Then start with your animation on a software of your choice.
For a step-by-step process, check out the blog on our 7-step animation process next.
Even though it is for explainer videos, the essence of each step can be extrapolated to your commercial videos as well.
Record a voiceover using your script as a reference. Record multiple takes and choose the version that sounds clear and crisp.
Once you have all your assets (live-action and animated) in place, we can swiftly move to the next phase.
Now comes the fun part!
Import all video and audio files into your favorite video editing app.
Make a rough outline with all your footage and visual assets referring to your video’s storyboard.
Make cuts and transitions wherever necessary to make the overall video more refined.
Pay extra attention to the flow of your commercial and make sure things pan out coherently.
For animated commercials, ensure all keyframes and motion graphics are added properly and at their correct intervals.
Refer to your storyboard when adding graphic elements in their respective scenes so they appear at the right place and at the right time during your video.
Add finishing touches like sound effects and royalty-free music to further enhance the appeal of your commercial video.
Keep overall editing tight and lean to maintain an optimal video length.
This applies to both live-action and animated commercial videos.
Add elements into your commercial video that promote your brand.
Make them subtle so as to not distract viewers from the main message.
These make your video an extension of your B2B business instead of being just another commercial ad.
Your branding should reflect your brand identity at appropriate places.
Using your company logo or your brand colors are some of the many examples of commercial video branding.
Scrub through your video and make final edits wherever necessary.
Before launching it into the world, show it to people in your business like stakeholders and senior executives.
Gather feedback from them and identify scopes for improvement and make necessary revisions.
Your commercial video is ready!
Once finalized, export in the highest quality, 1080p (Full HD) minimum.
To increase reach, export it in various aspect ratios that utilize multiple viewing channels like desktop and mobile phones.
The most popular video aspect ratios include:
Make sure you choose a dimension that doesn’t cut out the important bits of your commercial video.
Now it’s time to put your video in front of your target audience.
I cover this in more detail in the next section.
Here are six effective ways to ensure your commercial video reaches and engages your target audience:
Social media advertising is a gift that keeps on giving.
As it allows for detailed targeting and can drive significant engagement to your video ads.
With latest statistics from Sprout Social showing a steady upward trend in social media advertising in the coming years
Translation: Advertising your commercial videos on social media platforms should be among your priorities.
Some great options include:
Tailor your advertising campaigns to target specific demographics, industries, and professional titles that align with your B2B audience.
In my experience, LinkedIn is one of the best platforms for B2Bs to get substantial ROI on their advertising efforts.
With statistics from Powered by Search finding 78% of B2B brands using LinkedIn for paid advertising.
When you think of a video distribution platform, it’s surprising if YouTube doesn’t come to mind immediately.
The latest YouTube statistics show the significance of the platform for advertising.
With numbers from WordStream putting things into perspective.
Make sure to optimize your commercial video for visibility with relevant keywords and advertising data like demographics and bidding strategy.
If this is your first time advertising on YouTube, don't worry.
Our detailed guide on YouTube video ads can help you get started.
For B2B brands, email is their best friend.
I’m not the only one saying this as the latest numbers from ThriveMyWay point to the same thing.
Advertising your commercial videos through email marketing can boost your impact even further.
You can curate sponsored emails where you include your commercial video in them.
Follow this up by making a list of paid subscribers and sending the email to them.
Sponsored emails usually have higher click rates and open rates as they are more relevant to the people they’re sent to.
Which can increase the engagement on your commercial video in the process.
Use analytics from your email marketing software to track which types of commercial video performed best and refine future campaigns.
Latest insights from 99Firms show that 63% of users prefer to click on a paid ad on Google, followed by Amazon and YouTube.
Which makes search engines a great avenue for promoting your commercial videos.
To get started, you need to create a PPC campaign to start advertising on Google.
Use your commercial video as part of your PPC strategy to catch the attention of potential customers who are actively searching for solutions that your B2B business provides.
This is a great way to use targeted advertising to get more engagement on your video and boost lead generation in the long run.
Content syndication is often not the first priority among B2B brands to promote their commercial videos.
But it has a lot of potential.
The latest statistics from Outbrain show content syndication leading to an increase in total review volume, sometimes surpassing 300% in certain niches.
Reach out to influential figures in the B2B space and put forth a proposal to include your commercial video as an advertisement on their blogs and newsletters.
This not only extends your reach but also positions your brand as an authority in your field.
91% of B2B professionals prefer webinars over other forms of visual content, according to Webinar Statistics from Get Contrast.
And when they see your commercial video as a webinar advertisement, it’s more likely to get engagement from your audience.
Integrate your commercial video into virtual trade shows and conferences in your industry or relevant B2B circles.
Webinars are essentially focused on an audience already interested in your industry.
So giving them a chance to watch your commercial video via a webinar or online event increases your relevance and can significantly lead to business growth.
You can make a good commercial video by simply sticking to the basics.
But to stand out in the crowd requires going above and beyond.
Here are six key elements that define a great commercial video:
The best B2B commercial videos clearly articulate the value of your product or service.
They effectively communicate how the offering solves a problem or improves the customer's business operations.
Granted their window to make an impact is short.
But drawn-out value propositions can get boring and result in a prospect losing interest.
Commercial videos that get to the point immediately while keeping the intrigue strong are therefore ideal.
They say the person who has multiple targets ends up hitting none.
It’s the same story for commercial videos that speak to everything and everyone–all at once!
The effectiveness of such an ad is anybody’s guess.
Great commercial videos embrace the power of one.
One customer. One problem. One solution.
They’re tailored to speak directly to specific business concerns and intended for a specific audience.
In other words, their specificity is what makes them effective.
Even in B2B marketing, building an authentic narrative around your offering is powerful.
For longer videos like business animation videos or product demonstrations, there can be a good balance between visuals and words.
But when it comes to commercial videos, you have mere seconds to grab attention.
This is where great commercial videos separate themselves from the pack by going all in on visual storytelling.
They turn brand offerings into immersive scenarios that the target audience can envision themselves in.
A good commercial video might grab attention. But a great commercial video keeps the viewer watching.
Visual storytelling makes this possible.
The average length of a video ad should be around 15-30 seconds, as suggested by Idomoo.
Which might get B2B brands thinking that the bare minimum should be good enough.
But if you want great commercial videos, nothing could be further from the truth.
High production values signal professionalism and credibility, which are particularly important in the B2B market.
Clear audio, crisp visuals, and polished visual design are essential to convey trustworthiness and quality.
B2B tends to be more rational and feature-focused.
Leading to commercial videos being straightforward at times.
Don’t get me wrong. Being direct is often recommended with commercial ads of all kinds.
But building an emotional rapport is what makes your audience come back to your business.
Great commercial videos highlight peace of mind, satisfaction, or the potential for growth.
Tapping into the aspirations and concerns of consumers head-on.
Presenting your B2B brand as a friend in need.
Rather than another business that’s trying to sell you something.
A clear and compelling call to action is crucial in guiding your audience's next steps.
Whether it's:
The call to action should be direct and easy to follow.
These elements, when combined effectively, create a commercial video that not only informs but also inspires and motivates B2B audiences to take action.
We hope you’ve gotten some keen insights into the key elements of making effective commercial videos.
As digital landscapes evolve, the role of commercial videos in advertising continues to grow.
Which offers unprecedented opportunities for B2B brands to engage with their audiences.
Looking ahead, the future of digital advertising promises even more innovative ways to leverage video content, making mastery of these skills an invaluable asset.
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