A creative video concept is much harder to uncover than a
video budget or audience metrics. Taking the time to flex creative muscles is
an important exercise in creating stellar content.
Below are five steps to help you develop the best video for
marketing your brand.
1. Hone your vision
You’re investing time and resources in creating a video.
Draft what you hope to accomplish when the video is completed. Some questions
to help you get started:
·Who is your target audience?
·What do viewers need to know?
·What do you want viewers to do after
watching the video? What is your call to action?
·Where will viewers find this video?
·What words do you want viewers to
associate with the video? What feelings will they have about your brand?
If you have audience insights, whether from internal reports
or simply social analytics, these will inform your answers. Any marketing goals
for the company more broadly will also help define your vision.
2. Brainstorm fun ideas
Set a timer for 30 minutes and put pen to paper. Think of as
many ideas as you can. Don’t second guess yourself, or rule out an idea because
of budget or because you’ve seen it elsewhere. The goal is to get as many ideas
on paper as possible. Ideas don’t need to be complete, but enough that you’ll
know what you meant when you review later.
If you’re part of a team, encourage them to each brainstorm
individually after reviewing the vision created in step one. Two heads are more
creative than one.
3. Review as a group
Have everyone convene to share his or her brainstorming
ideas. Be open to wacky suggestions! Don’t be critical of over-the-top or
outlandish approaches; there may be something that can fuel the next video.
While open-mindedness is important, you should be more
realistic in this round than during brainstorming. A strong idea will capture
the goals, audience and core message outlined in step one. The idea should also
be realistic to capture on video.
4. Pick your favorite
Now for the hardest part: selecting the concept for your
video. Hopefully a clear favorite emerged during group discussion. Ultimately
the team leader will need to make a decision. Let yourselves be your best
guide: pick one that best represents the vision outlined for the video.
5. Refine your idea
Now that you have an approach for your video concept, you
can explore the possibilities for how to execute the video. Is it an animated
short with talking pets? Or are you filming animals with voiceover thoughts?
Consider different ways to film your selected idea (while considering
production and cost.)
Now that you have an idea, repeat the process of group review,
selection and refinement until you get to your final creative concept. We’ll be
happy to help you along the way!
Say hello
and let's get started.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
