Commercial vs. Testimonial: Which Video Drives ROI?
Commercial, Testimonial, or Creative:
In a city as vibrant and competitive as Louisville, your business isn't just competing with the shop down the street; you’re competing for the limited attention span of a global digital audience. We know that video is the most effective way to capture that attention, but for many business owners, the first question isn’t if they should make a video, it’s which one.
Should you invest in a high-gloss commercial? A heartfelt testimonial? Or a creative "out of the box" solution?
Choosing the right tool for the job is the difference between a video that looks nice and a video that makes an impact. Here is how to decide which strategy fits your current goals.
1. The Commercial: For Brand Awareness and "The Big Stage"
If you are launching a new product or trying to plant your flag in the Louisville market, a commercial is your heavy hitter.
The goal here is high-level storytelling. When we work on projects for global brands like NASA and P&G, the focus is often on precision and professional "polish." A commercial should communicate your brand’s "vibe" in 30 to 60 seconds. These are great for product launches and tv spots. The goal is to make people stop scrolling and remember your brand.
2. The Testimonial: For Building Trust and Closing Sales
If people know who you are but aren't clicking "buy" yet, you likely have a trust gap. This is where testimonial videos become your best salesperson.
There is a specific power in seeing a real person, a neighbor here in Louisville or a partner in a specialized field, speak candidly about how your business solved their problem. Testimonials move the needle because they provide "social proof." They turn skepticism into confidence. These are great for websites, emails and social media. The goal is to prove that you do what you say you do.
3. Creative Video Solutions: For Connecting with Your Audience
Sometimes, your story doesn’t fit into a standard box. Maybe you need an end-to-end documentary-style piece about your company’s history, or a creative social series that showcases your team’s personality.
These creative solutions combine professionalism with a personal touch. They aren't just about selling; they’re about connecting. In a world of AI-generated content, showing the human faces behind your Louisville business is a massive competitive advantage. These are great for recruitment, company culture and long term trust. The goal is to build a community.
Ready to Tell Your Story?
At Make Something Media, we don't just "hit record." We partner with you to determine which video solution will actually move the needle for your specific business. Whether you're looking to drive conversions or simply tell your story with a personal touch, we're here to help you make an impact. Let’s Make Something. Click here to learn more.
