February 1st, 2019

Making the Cut: What Marketers Should Know About Commercials and Video

by Katelynn Watkins

With the big game coming up this weekend, even those of you who aren’t sports fans are wondering at least one thing: what commercials are we going to see?

Every February, die-hard football fanatics and casual viewers come together over cheese dip and chicken wings to watch some of the most exciting television footage of the year – and we’re not just talking about the football game.

Over time, the Super Bowl has attracted enough popularity to make a short commercial spot worth the hefty rate a company has to pay in order to secure it. And because it’s so pricey, these brands bring out their A-game with the content and quality of their video advertisements.

There’s a lot that marketers can take away from the continued fandom for these brief TV spots, and video promotions in general. We’ve pulled together just a few key things that we think are important for your marketing strategies this year, whether they’re just kicking off or running a long game.

Put a face to the name

As most marketers know by now, video is taking off on all platforms, but especially on social media. From Facebook to Instagram, followers are engaging more and more with content that speaks to them – literally.

Video content, like commercials, lends itself to a whole other method of storytelling. By using living, breathing, moving subjects, videos can supplement a brand’s personality traits in a way that written social media posts and blog publications can’t. That’s not to say we recommend ditching those content marketing gems, just that you use the right technology to back them up with visuals of your company culture.

Appeal to all your senses

Quality video content appeals to several major sensory areas at once: sight, sound and motion. When all three of those come together, even for only a few seconds, they create something that can keep your followers on their toes and invested in what your brand will have to say next.

Think about the last great commercial you saw. Whether it was advertising a product or a message, something about it stuck with you. Chances are, you can link that eye-catching feature back to one or a combination of those aforementioned sensory areas. And when you plan your video content to include the same kind of qualities, you add new meaning to the term “user experience.”

Expand your horizons

One of the reasons commercials can become so popular so quickly is that they’re widely broadcast and take almost no effort on the casual observer’s part to experience it organically at some point in his or her daily routine. The same can be said about video content in the digital sphere. Part of why it’s so widely embraced is that it’s easy to digest quickly, and you can share it in the blink of an eye.

By incorporating on-brand video content, you can use your marketing strategy to expand your business’s horizons, reach new audiences, and diversify your following in ways that will ultimately help keep your content fresh and engaging. From reintroducing your brand messaging to current fans, to giving newcomers a crash course in what you’re all about, video is perfect for general and targeted messaging.

So as you watch those fantastic commercials this weekend, take good notes! It doesn’t matter if it’s an animal that carries a catchy tune, a mouthwatering close-up on your favorite snack, or a heartrending story line; inspiration is everywhere. And if you need someone to bounce your new marketing campaign ideas off of, reach out to Sage Island!

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