In today’s fast-paced digital world, grabbing attention quickly is crucial, especially when crafting a 90-second social media commercial. Every second counts. If your message doesn’t hit home in the first few moments, you risk losing your audience. This is why the art of messaging is the heart of a successful social media commercial.
Capturing Attention Instantly
The first five to ten seconds of your social media commercial are vital. In this short window, you need to hook your audience—whether it’s through a captivating visual, a question that piques curiosity, or a statement that resonates deeply with your target market. These initial moments set the tone for the rest of the commercial. If the message isn’t clear or engaging right away, your viewers will scroll past without a second thought.
Using visuals that instantly convey value, coupled with a strong voice-over (VO) that mirrors your brand’s personality, will keep viewers tuned in. The VO needs to be direct, energetic, and aligned with the solution you are offering to your target customer. Keep the pace natural—too slow, and you lose interest; too fast, and the message gets lost. The key is balance.
Simplicity is Key
Overcomplicating your message is a common mistake. Your audience should immediately understand what you’re offering and how it solves a problem they face. Simplicity ensures clarity, and clarity drives action. Focus on presenting one clear solution to a specific issue from the customer’s perspective. Address their pain points directly and position your product or service as the answer they’ve been searching for.
A well-written script that tells a brief but impactful story is the backbone of the commercial. The problem-solution narrative works wonders here. Introduce the problem quickly, then smoothly transition into how your product or service provides the solution. Reinforce the message visually by showing the product in action, using dynamic video footage or before-and-after shots that highlight the benefits.
Focusing on the Solution through the Eyes of Your Target Audience
The most effective commercials are customer-centric. Instead of focusing on what you think makes your product great, think about how your product benefits your customer. Why should they care? Frame the messaging through their eyes, addressing how your product makes their life easier, more enjoyable, or more successful.
For example, if you’re selling a new kitchen gadget, don’t just talk about its features—show how it cuts cooking time in half for busy parents. Show the ease with which they can whip up meals, and include testimonials or visuals of real customers benefiting from the product.
End with a Clear Call to Action
Every great social media commercial concludes with a powerful call to action (CTA). This tells your audience exactly what to do next—whether it’s visiting your website, signing up for a free trial, or purchasing the product immediately. The CTA should feel like the natural next step in the narrative you’ve crafted.
By keeping your message focused, simple, and customer-oriented, you ensure that your 90-second social media commercial not only grabs attention but converts that attention into action. In today’s competitive digital landscape, that’s what makes all the difference.
