How to Create Compelling Content for Video

Metrics around the internet cite various adoption rates of video content being used in B2B and B2C situations, but suffice to say that everyone it agrees it has been on the meteoric rise for quite some time, and continuing to increase in adoption rate. With most marketing teams using video, it results in a lot of noise and competition. We’ve found that there are some key areas to focus on that will help your video stand out and accomplish your goals.

Set Goals. Keep them.

The first step, though it seems obvious, is to clearly set goals for the project. We like to think of the word trajectory. Not only charting the destination, but understanding the path needed to hit that target. A goal for your project can be specific like increasing awareness of a new product, driving sales for a particular event, or informing your customers of new functionalities. It can also be less tangible, like increasing brand quality perception or heightening awareness. Whatever the goal, it’s important to set it clearly at the beginning to guide and shape the project appropriately.

Video Process, not just end result is Big

Secondly, to that end, it’s important to consider the whole process of creating the video, not just the project itself. The planning phase is critical to crafting something exceptional, and within that phase there can be a whole gamut of opportunities. In some meetings we’ve had, clients have had “a-ha” moments on their own strategy simply by talking through multiple approaches for direction. Through this process we can affirm the goal and begin to put legs on the plan. This process is equally important to the video project overall.

Exact your Vision

Next, or rather concurrently, vision execution. Don’t let up for a moment on dreaming. Some of our greatest moments are a result of many hours of just pondering the project. Sometimes concepts can be developed that may match a later series or successive video. We suggest a few directions when dreaming:

• Visualize instead of verbalize. Video is primarily a visual medium, what kind of concepts can you “show instead of tell”?
• Write it down. Whether it’s related or not, keeping a catalog of ideas is not only a better way to remember them, but an excellent resource when consulting your team on overall direction
• Play it out. Go through the work of putting the whole project down together on paper. We’ve done this through storyboards, outlines, scripts, or even making a low quality concept video. This can help identify gaps or transitions that need work, and is a largely popular technique in Hollywood filmmaking
• What if. Two huge words that can change the trajectory of the creativity of your project. Instead of presenting the idea sitting straight in front of the camera, what if your concept was fleshed out in a mock-real world concept? What if your project could be shot in slow-motion and in reverse to convey an idea? What if we had sparks falling from the sky onto your killer truck product? This is a great tool that we use all the time.

What if there were sparks falling from the sky?

What if we filmed this scene at sunrise instead of daytime?

Nail the Technical

No matter how basic or complex, absolutely own the technical process. Style can be an added bonus to a video, but it should absolutely never stand in the way or take away from the message. Professional well mixed audio, well exposed sharp high quality images, well timed editing, fitting music, these are all things that people expect.

Be Open

We refer to crafting a project as a process for a reason. There are turns, tricks, and obstacles in almost every project. Sometimes these can lead to really great creative limitations that help the project along, other times it takes energy to rethink what could have been a vital component. But in both cases, be absolutely open and think through obstacles with a successful attitude. The unexpected often comes up, so expect it, flex and adapt.

These are some core concepts we believe creating compelling video content comes from. What do you think? What have you experienced that helps you create strong content?