What are some best practices for creating engaging commercials for social media platforms?

Every social media platform has its own language, and as a Film Director and Agency Founder, I see it as our job to speak it fluently. Whether it’s the brief, punchy style needed for TikTok or the polished storytelling for YouTube, we tailor our commercials to fit the platform’s unique demands. Aspect ratios, sound design, and even call-to-actions are adjusted to ensure our message isn’t just seen—it’s felt.

Tailor Content to Platform and Audience: Different social media platforms have unique cultures, formats, and audience behaviors. For example, Instagram thrives on visually stunning, short-form content, while TikTok excels with creative, trend-driven videos. Prioritize the First Few Seconds: Social media users scroll quickly, so capturing attention within the first 3-5 seconds is crucial. Start with a strong visual, an intriguing question, or a bold statement to hook viewers instantly. Incorporate Clear and Subtle Branding: While the content should be engaging, it’s essential to subtly weave in brand elements without overwhelming the viewer.

Understanding the audience is key to any successful commercial, especially on social media. I make it a priority to dig into the behaviors, preferences, and pain points of our target demographic. By doing so, we can craft content that speaks directly to their needs and fits seamlessly into their social media habits. It’s about creating a connection, not just content.

Without a clear goal, even the most creative commercial can fall flat. We start every project by defining what success looks like—whether it’s boosting brand awareness, driving clicks, or converting followers into customers. This clarity helps us align the creative vision with measurable outcomes, ensuring that every frame serves a purpose.

In the cluttered space of social media, storytelling is what makes a commercial stand out. I always strive to create narratives that are not only engaging but also emotionally resonant. Whether through humor, drama, or real-life testimonials, the story is what lingers in the viewer’s mind long after they’ve scrolled past.

The direction I constantly see in voiceover specs is "be a storyteller". I have also heard commercials referred to as "mini films" because that's what they are... mini stories. My job as a voice actor is to be the storyteller. This requires me to place myself IN the story itself, feeling the emotions, imagining the conversations, acting out the responses, etc. Another key element to a story telling technique in voiceover is to NOT sound like a voiceactor in the traditional sense, meaning not super refined. This looks like leaving breaths in the auditions, switching up pacing throughout the script, not over articulating or emphasizing certain words, etc. My amazing agent once told me, "It's not voice over, it's voice UNDER."

Attention is a precious commodity on social media. That’s why I focus on making our commercials clear and to the point, delivering the core message within the first few seconds. We strip away the fluff and focus on what matters most, ensuring that the audience understands the value proposition immediately.

The work doesn’t stop once the commercial is live. We constantly test and refine our content based on real-time feedback and analytics. A/B testing, adjusting thumbnails, tweaking headlines—these are all part of our process to ensure that our commercials are not just seen but are effective in driving the desired action.