Behind the Lens with Lloyd Media Group
In this edition of Video Breakdown, we’re looking at two powerhouses of the video marketing world: commercials and infomercials. These formats have stood the test of time, evolving with new media platforms while continuing to deliver results. Let’s explore what they are, the value they offer to organizations, and why they remain an effective way to engage and sell.
What Are Commercials and Infomercials?
Commercials are short, typically 15- to 60-second promotional videos designed to create brand awareness, spark interest, or promote a specific product or service. They often focus on emotional appeal or quick, punchy messaging to grab attention and leave a lasting impression. Commercials are usually seen on television, but they’ve since exploded onto social media, YouTube, and other digital platforms.
Infomercials, on the other hand, are longer format videos—ranging from 2 to 30 minutes—that blend information with persuasion. They deep-dive into the product, explaining features, demonstrating its benefits, and often include customer testimonials or expert endorsements. Think of them as a cross between a commercial and an educational video, but with a stronger sales angle.
The Benefits:
Commercials are great for brand building and awareness. With their short, engaging format, commercials can:
-Create top-of-mind awareness for your brand or product.
-Showcase your value proposition in a digestible way.
-Trigger emotions that drive customer loyalty or immediate action.
Infomercials offer more time to educate your audience, making them an ideal tool when you need to:
-Explain complex products or services in detail.
-Engage consumers over a longer period, allowing you to address their objections and close sales.
-Boost conversions, thanks to the persuasive storytelling and demonstration style.
The Power of Video: Stats to Consider:
Here are a few stats that reinforce why commercials and infomercials are so powerful:
-84% of people say they’ve been convinced to buy a product or service after watching a brand’s video.
-92% of marketers consider video an important part of their strategy.
-Infomercials have a 3-5x higher conversion rate than typical display ads, thanks to their longer format and educational focus.
Why Fun and Unscripted Works
Many commercials and infomercials today embrace a more unscripted, authentic vibe. Viewers are savvy—they can tell when something feels overproduced or too perfect. By letting your talent (whether it’s a professional or someone from your team) bring some spontaneity to the screen, you create a relatable and more genuine connection with the audience. This approach is particularly common on social media platforms, where audiences crave authenticity and less polished, more human interactions.
For example, brands that use behind-the-scenes snippets or bloopers in their commercials are tapping into the idea that transparency builds trust. And it works—consumers feel more connected to brands that feel real.
How to Use Commercials and Infomercials in Your Strategy
-Product Launches: Use commercials to announce new products and infomercials to dive deeper into the features and benefits.
-Social Media Campaigns: Short, snappy commercials work great for platforms like Instagram, Facebook, and YouTube.
-Website Content: Infomercials can be valuable additions to product pages, allowing potential customers to learn more in-depth before purchasing.
-Email Marketing: Use commercials in your email campaigns to grab attention, while longer-form infomercials can be shared as exclusive content to your subscriber base.
Commercials and infomercials remain highly effective video formats for brands looking to drive awareness, engagement, and sales. While commercials deliver quick, emotional punches, infomercials dive deeper, blending information with persuasive tactics to boost conversions. Whether you’re going for a highly polished look or something fun and unscripted, both formats are adaptable, creative, and impactful tools that can help your brand shine.
Have you experimented with commercials or infomercials in your marketing strategy yet? If not, now might be the perfect time to add these versatile video formats to your content plan!