Many marketers quickly discover that coming up with creative video campaign concepts is much harder than it seems. Not only do you need to come up with
that speak to your brand and products, but they must be aligned with your marketing goals and be something the world hasn’t seen before.
If you’re embarking on your next video campaign, use these tips to develop the best possible concepts that will drive results.
Understand your why
The first step in creating any video or ad concept is to determine the ultimate goal of the campaign. What are you hoping to achieve by putting these videos out into the world? Who are you targeting these videos to?
Videos in a campaign focused on brand awareness will look much different from those in a campaign designed to convert bottom-of-the-funnel customers. Without this first step, your campaign concepts will lack direction.
Hone strengths and narrow down topics
If you’re looking to create a video campaign that is more focused on brand awareness, content marketing and customer loyalty, you’ll want to think about the types of videos that make sense for your brand to publish. What does your brand do well—and what does it do better than the competitors? Can you leverage those skills to establish yourself as a thought leader?
Also consider what your customers need, want or are interested in. What topics or concepts can your videos touch on that will resonate with them? After you’ve asked yourself these questions, generate a list of topic ideas or messages that could make for interesting videos or
series.
Of course, if your campaign is targeted at something more specific, like your latest product or service, that will be the “topic.” The next step here will be to identify ideas that fit the themes, feelings and outcomes of your products that can guide you to a creative concept. Is there a specific word or phrase that ties into your message that you can play off of?
Brainstorm ideas
With your goals defined and the general topics you’d like to feature outlined, the next step will be brainstorming the actual creative concept you’ll use to bring your video to life. Put pen to paper for 15 or 30 minutes and list out any creative ideas you can think up without stopping.
Once again, this process might differ depending on the goal and type of campaign you’re looking to create. An informative, content-focused
video series
for inbound marketing might require a simple list of potential items to discuss, while an outbound advertising campaign might require more symbolic, creative ideas.
After you’ve generated a healthy list of creative concepts, comb over your ideas to pick the ones that stand out the most.
Remove any concepts that don’t seem to fit your goals or targeted audience.
With a more succinct list of concepts, discuss with your marketing team to expand on one or two even further, defining and shaping the ideas until they become a more comprehensive creative vision for your upcoming video campaign.
Work with a creative partner
Conceptualizing creative ideas for video and ad campaigns might not be your team’s strong suit, and that’s perfectly okay. There is another option available—to hire a creative video partner that will help you come up with a concept that represents your mission.
Teams like the ones at Spin Creative are well versed in brainstorming fresh, creative ideas that match brands’ personalities and goals. Interested in learning more?
Say hello!
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.
