Online commercial

Online commercial

Online commercials zijn een belangrijk onderdeel van online zichtbaarheid, een onderwerp waar wij de komende tijd meer over gaan delen. Met een online commercial breng je jouw boodschap over in een video, en inspireer je de kijker om te kiezen voor jouw product. In deze blog leggen we uit hoe je dit doet en welke trends je nu kan toepassen voor een pakkende online commercial.

Wat is een online commercial?

Een online commercial – ook wel reclamespot genoemd – is een vorm van reclame die online of op televisie vertoond kan worden. Een online commercial ondersteunt de campagne, met als doel een product of dienst te verkopen of onder de aandacht te brengen. Een online commercial is ontworpen om je aan te sporen tot actie, en de audio en visuele beelden moeten de boodschap daarom goed ondersteunen. De bedoeling is dat alles met elkaar, een sterk verhaal vormt. Dit zorgt voor een succesvolle online commercial.

Hoe zorg je voor een goede online commercial?

Wat belangrijk is voor een online commercial, is herkenbaarheid. Je wilt dat mensen de online commercial bekijken, begrijpen, waarderen en onthouden. De kijker moet mee leven met het verhaal. Door in te spelen op emotie, kun je een bepaald gevoel oproepen, en dit gevoel leidt tot handelen. Denk er maar eens over na: waarom doen we dingen? Simpel, vanuit een bepaald gevoel. Je wilt iets bereiken met wat je doet, of dat nou het gevoel van voldoening is of de drang om productief te zijn, ze worden beiden aangestuurd door emotie. Het doel van een online commercial is om de emotie te triggeren.

Trends bij het maken van het een online commercial.

Wat voor een pakkende online commercial ook goed werkt, is door een videomarketingtrend volgen. Er zijn verschillende trends die nu spelen, waarvan is bewezen dat kijkers er goed op reageren. Hieronder bespreek ik drie bekende trends van nu, en hoe je deze goed kan toepassen in een online commercial.

  1. Humor in online commercials

Wat bijna altijd goed werkt in online commercials, is humor. Ik zeg bijna, omdat je hiermee ook snel de plank kan misslaan. Om dit te voorkomen, moet je zorgen voor onderbouwde humor: de kijker moet het begrijpen. Maar dit hoeft overigens niet gelijk, het kwartje mag ook later vallen. Een goed voorbeeld: de reclame van bol.com, waarin we zien dat een man vermoedelijk zijn kindje probeert te voeden met broccoli. Als de camera vervolgens draait, zien we dat er geen kindje, maar een kat gevoed wordt. Alleen is hij natuurlijk absoluut niet blij met broccoli als lunch. De reclame zorgt voor een lach op je gezicht, waarna het logo van Bol.com in beeld komt. De blije emotie wordt gelinkt aan het merk, wat zorgt voor een goed gevoel. Dit kan op zijn beurt weer invloed hebben op de motivatie om de producten bij bol.com te bestellen. Uit het voorbeeld kun je opmaken dat het aanspreken van emotie een belangrijke factor is in het creëren van een online commercial.

  • Storytelling in online commercials

Storytelling grijpt mensen hun aandacht in een online commercial. Het geeft ze een reden om de commercial te bekijken. Je zorgt namelijk voor medeleven, vooral wanneer je een herkenbaar verhaal verteld. Een goede manier om dit te doen, is door gebruik te maken van ‘The hero’s journey’.

Wat is ‘the hero’s journey’ in een online commercial?

The hero’s journey is eigenlijk heel vergelijkbaar met je eigen leven, en daarom kunnen mensen zich er ook zo gemakkelijk in herkennen. Het begint met een algemeen, vaak herkenbaar persoon, die een bepaald doel wil behalen of een uitdaging wil overwinnen. De persoon doet hier echt zijn/haar best voor, en heeft een bondgenoot om hem/haar te helpen. Ze overwinnen samen een reeks van obstakels of behalen samen een bepaald doel. Ze hebben het even moeilijk, maar het komt uiteindelijk goed. Het is een herkenbare situatie, omdat iedereen wel doelen heeft en regelmatig uitdagingen tegenkomt. Je kan dit dus linken met je eigen leven, en je vergelijkt de bondgenoot al snel met je familie, partner of collega, die je door dik en dun zou steunen. Je leeft met het verhaal mee en herkent jezelf erin, en dat is waarom deze techniek zo effectief is in een online commercial.

  • Silent film in een online commercial

Tegenwoordig spenderen we veel tijd op ons telefoon, en een groot deel van deze tijd is in het openbaar of in gezelschap. Je hebt vast niet altijd oordopjes of een koptelefoon bij je, dus wat doe je dan als je een video kijkt of een reclame afspeelt? Je kijkt het zonder geluid, om de mensen om je heen niet te storen. Vaak krijg je dan toch niet de volledige boodschap mee, en daarvoor is silent film een goede trend in een online commercial.

Wat is nou een silent film in een online commercial?

De naam zegt het al: een video zonder geluid. En zonder dialoog te gebruiken, moet alles uitgelegd worden met beelden. De beelden moeten mensen hun aandacht trekken, samen met een verhaal dat te begrijpen is zonder geluid. Het visuele moet dus mooi zijn, en gelijk de aandacht trekken, want dat kan je nu niet doen met geluid. Je wekt dus ook een bepaalde nieuwsgierigheid op: de kijker vraagt zich af of er nog geluid komt, en blijft dus kijken naar de online commercial.

Deze techniek werkt goed omdat je een heel duidelijk verhaal vertelt met je beeldmateriaal in de online commercial. Daarnaast maak je de kijker nieuwsgierig om de online commercial overal te bekijken.  

Wij van Final Film hebben ervaring met deze filmstijlen en videomarketingtrends, en kunnen garanderen dat online commercials goed werken. Dus heb jij een online commercial nodig? Laat je adviseren door de experts van Final Film. Van concept tot productie, helpen wij jou met het creëren van een online commercial.  

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