Like anything, the idea of video production might seem easy. Once you get going it’s clear that creating original ideas for video production is anything but easy. In addition to being in line with your marketing objectives and speaking to your brand and products or services, your creative ideas must be original and speak to your specific target audience. That is why many opt to hire a video production company to handle all their creative concept needs.
Here are some basic steps involved in developing a creative concept for video production:
1). Identify Your Target Demographic
This also helps answer ‘Why are you making the video?’ The goal behind marketing is to essentially circulate an idea out there and wait for a reaction. For example, if you own a patio furniture business, you may advise customers to schedule a tour of your showroom and get their patios ready for a hot summer. If you own a food truck, you may conduct an email campaign to advertise a forthcoming deal in the hopes that it would generate more sales.
The cornerstone of any video marketing plan will be your consumer profile. In effect, you’re identifying your target audience for your videos, and you can now consider what they want to watch and learn from them. Everything you write, produce, and share should be tailored to your target audience. Your video material must address their concerns, alleviate their problems, and offer pertinent calls to action. Consumer profiles are very difficult for one person alone to come up with. That’s why production companies have a team of people building customer profiles.
The customer profile will also influence the tone of your brand, which is crucial when creating videos for it. Does your ideal customer prefer a serious, more professional approach or will you be engaging and fun? Just be aware that your consumer persona will change over time, and you could even create several of them. Whenever creating a video marketing plan, this is forefront.
2) Plan out Your Video Material
Looking at a calendar and figuring out a content plan is the key to detailing the material in a video marketing strategy. How frequently and how many videos are intended to release? Do two videos every month make more sense, or is one every week adequate? Being consistent is essential when developing a plan for video marketing, so being sincere is essential. Expectations have to be met since customers will start to expect films at specific times of the week or month.
Companies have to broaden the range of videos they provide once they’ve established their content calendar.
Also, companies must decide how to publish their videos once they’ve planned out their video material. Will the company livestream a video on a website like Facebook or YouTube to leverage the authenticity factor, or would they rather record, edit, and post a polished video to assure excellence? Both have advantages, but it all relies on a company’s target audience and content.
3) Distribute Responsibilities
Next, the creative team will need to assign responsibilities to have the videos produced once they’ve identified the consumer persona and made a decision regarding their content strategy. Critical jobs will entail the following:
- developing the creative concept
- drafting talking points or scripts
- selecting filming locations
- putting together film crews and equipment packages
- designing graphics
- making video edits
- mixing audio and sound effects
- formatting the video for the intended delivery platforms
4) Establish a Publishing Strategy
When the team has finished producing the video content, there is still quite a bit of work to do.
Depending on the type of video content you’re creating, the way in which you share your finished project will vary. Some different options include TV, Events, Intranets, Websites and Social Media. Each of these publishing platforms may require custom formatting and/or accessibility considerations like captions.
The strategy you select for publishing finished content should be considered from the very beginning of creative ideation. This will ensure that everything is filmed and edited in the correct format, and also that the content is optimized for the appropriate platforms and will meet any requirements.
If most of the above doesn’t sound like something you could do over a couple of cups of coffee then consider hiring a video production company like AJI Media to handle the creative concept process and production.