How to Come Up With Creative Video ConceptsBy Jonathan English | 10:40 AM on July 31, 2017
Welcome to our Video Basics series, where we teach you the foundations of doing better marketing with video.
This video covers our 5-step process for generating exciting ideas that serve as the creative bedrock for your video content.
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Once you’ve got your goals, your audience insights, and your core message, it’s time to work out the idea behind your video content: the creative thought that brings your video to life and makes it really resonate with your audience.
Choosing the right creative approach can be the hardest step in making effective video. Over the years we’ve developed a specific process that helps us turn marketing messages into creative yet achievable video concepts.
I’m going to walk you through that process and show you how great video ideas are born.
Step 1: Focus on Your Problem
First, make sure you’re certain of the problem you want your video to solve. What’s it aiming to achieve? Who are you talking to? What do you need them to know and do? It’s worth writing these points down to solidify them in your mind before coming up with any ideas. This is your very basic brief.
If you have audience insights, include them here. If you don’t know what they are or how to find them, click here to watch our video about understanding your audience.
Step 2: Brainstorm Creative Ideas
Keeping your brief in mind, spend at least half an hour by yourself brainstorming creative ideas. A creative idea is an approach that doesn’t need to be fully fleshed out, but should encompass what you know about your goals, audience and core message.
For example, creative ideas could include:
- training video that looks like reality TV,
- a metaphor comparing your service to space travel, or
- promoting yourself through a personified version of your brand.
Why brainstorm alone? Research has shown that this way you’re more likely to come up with a range of creative ideas unaffected by the views or concerns of others. To give yourself the best odds, allow yourself to come up with as many ideas as possible, nevermind how strange they may be.
Don’t restrict yourself. Look for inspiration from unusual sources and let your mind cross-pollinate. Keep a record of everything you think of. If you do have others to brainstorm with, send them the notes you made in step one and ask them to come up with ideas by themselves too.
Step 3: Review Creative Ideas
Now it’s time to include your brainstorming team. You need to pool all the ideas everyone has come up with and discuss them. Here you can be more realistic and critical — consider which ideas are not only true to your brief but also possible to achieve.
Democratically decide on your favourites, which should be no more than three or four.
Step 4: Pick Your Final Idea
It's time to kill your darlings. Out of all the ideas you've generated, you need to commit to the one you think is best. Though this might seem like the hardest step, it shouldn’t be. At this stage your final ideas should all be really good. So don’t over complicate things — go with your gut.
Deciding on any one idea is much more important than trying to pick out the perfect idea. And as we’ll see, an idea only takes you half of the way to a great creative concept.
Step 5: Repeat With Executions
Now you have your core idea, the next step is deciding on its execution. This is a more specific description that considers the look, sound, and practicalities of how your idea will be brought to life. Your core idea can have many different executions, and it’s up to you to pick a good one.
Executions of creative approaches could include:
- filming a training video in the style of Big Brother,
- creating an explainer animation that is set in space and positions your service as a rocket, or
- shooting a promotional film where an actor portrays your brand.
Now you need to repeat the last three stages, but this time for executions. Come up with ideas alone, discuss them as a group, and then whittle down to your favourite. For this stage you can also use images, sounds or moodboards to help visualise your executions and decide between them.
Once you’ve got your final creative idea and execution, you’re ready to start developing it further with a script and a storyboard. But that’s for another video — for now, celebrate that you’ve found a creative concept that will communicate your message and resonate with your audience.