VIDEO CONTENT IDEATION
First off, knowing you need video content but not knowing where to start is a great place to be. That said, there could be an issue if the deadline for the campaign, web, event, or project is “next week”.
But we can get past that. Brevity is the mother of invention and we’ll find a way to make it work as well as it can, as fast as it can.
But it may not be what we would have made.
If we had longer than a week.
GETTING AN IDEA FOR A VIDEO -
STEP BY STEP
1. PROVIDE A BRIEF
Some say an idea is only as good as the brief that inspired it.
A good, clear brief will help produce the best possible outcome, and establish the best possible foundations for a creative response.
You’ll want to be as explicit and detailed as possible.
Provide a full picture of wider content planning, with a view to encouraging your films to fit into to your existing activity.
Be clear about the overall objectives and benchmarks for success.
Get across business, communications and marketing objectives.
Define audience and demographics.
Describe your brand and specify a tone of voice.
Explain the requirements of delivery and distribution.
2. ALLOW TIME
The creative process is a process.
Ideas are identified, thrown out, retrieved, developed, refined and honed. “Sleeping on it” is a useful first filter for any idea.
Rushing it can risk it.
3. HAVE FAITH
Be sure that you’ve done the hard work to identify the right creative partner.
Then trust that said partner will deliver.
Great ideas are a collaboration between client and agency.
It’s not just about writing the right brief, but it’s allowing the agency to kick the tyres on everything, to create a space where they can challenge your instructions with respect.
To foster a relationship where no ideas are ‘bad’, it just may not be the right one at the right time.
4. DON’T JUDGE TOO SOON
An idea is just an idea. Some words on paper, some storyboards beautifully drawn.
They are not the video itself.
99% of finished videos will evolve from the initial idea that sparked them. But this only happens when you let them live a little.
You’ve placed faith in your appointed creative video-maker.
Allow him or her the chance to talk through the idea, in person and the thinking behind it.
Then challenge it, reject it, build from it.
5. BE HONEST
Trust your instinct. No one knows your brand / product / company as well as you.
Don’t let your agency convince you to do something that just doesn’t sit right with you.
Feel empowered to say “no” and allow time in the process to go back and refine or to start again if necessary.
Revisit the brief if needed.
At some point, you have to take that leap of faith.
You have to say, “We’re going with this”.
Do that knowing that along the way, with the stakes being high, there could be moments of doubt.
But also remember, that it’s still just an idea.
Once developed creatively – scripted; filmed; animated; edited – it will come to life.
And it will do so in new and as yet unanticipated ways.