What it Takes to Create a Great Video
Video has taken the marketing world by storm, suitably catering to our quick-scroll culture and rapidly decreasing attention spans. A good video will grab your attention quickly and deliver information in a way that’s easy to consume. Whether for learning, entertainment, or promotion, video keeps us engaged in a fast-paced digital environment where grabbing and holding attention is vital to marketing success.
What differentiates a good video from a great video? Great execution with a mediocre idea will not make a great video, and a great idea without proper execution won’t either. Even the most amazing idea and execution together won’t be enough if you don’t take the time to gather project details or research the interests of the audience. It takes a balance of big-picture idea thinking, super-detail focused thinking, and professional execution. So, where do you start? Then, what do you do next? Keep reading to find out what it takes to create a great video.
It Doesn’t Start with Brainstorming
Brainstorming creative ideas is often the most exciting part of creating a video, because what is a great video if not a totally out-of-the-box idea? But before you can brainstorm, there are a few essentials to dive in and understand.
Detailed Project Specs
To start off, you need to know your scope. Is the video a product demo, event recap, employee highlight? What is the budget? What channels and platforms will the video be used on? Is it time-sensitive content that only needs to be promoted for a short time frame, or is it evergreen content meant to be used indefinitely? If it’s for an advertising campaign, are there certain specifications on how long the video should be? Maybe there will be multiple length variations, such as a long form version, 60-second, 30-second and 15-second versions. The more details you have before you begin the video, the less time you will waste and the better suited your ideas will be.
Make detailed notes of all aspects of the scope of the project before you start, so you have clear cut specifications to reference as a guide. The specifications are important to stick to, but you still need to keep an open mind. Instead of seeing them as limitations or obstacles, view them as creative challenges that are a springboard for innovative solutions.
Know What Appeals to the Audience
To appeal to a group of people, you have to understand them. What do they care about? What’s going to give them a reason to feel a connection to your brand, product, or service? For example, young professionals value efficiency and innovation, so you can appeal to them with clear demonstrations of how your product can simplify their busy lives. Appeal to parents of young children with the joy of family milestones or safe and happy children, and appeal to tech enthusiasts with high energy and cutting-edge features. Agencies, make sure you know your client, their business, and last but not least, their customers.
What’s in it for them? The viewers don’t want to hear all about the company; they want to hear about things that interest them. Make sure your video has a message they will care about, and show that they have nothing to lose by trying out what you’re selling. You might not be your target audience—this can be a good thing or a bad thing; it might take more research to understand an audience you don’t personally fit into. Regardless, always strive to empathize with your audience’s needs and desires so you can create a video that they will not only remember but will inspire them to take action.
The Personality of the Brand
If your video is about your own brand, or if the company is your client, you might already know its personality. If you don’t, it might be a good time to step back and create a brand platform outlining your brand’s mission, vision, values, personality, promise, and position.
Developing and using brand personality is essential to ensure your content stands out, resonates with your audience, and builds a loyal following. It helps create a unique identity that differentiates your videos from competitors and fosters a deeper connection with viewers. Regularly reflect on the impact your content aims to achieve and whether it aligns with the brand’s larger purpose and values. This will guide you in creating meaningful and impactful video content.
Creative Brief
The Creative Brief is a document that will bring information together to become the basis for the ideas to be developed. It should include the video’s objectives, challenges it will address, details about the target audience, an analysis of the competition, how success will be measured, and anything else relevant to the project. Be thorough—the more detail you go into on the Creative Brief, the better set up you will be for success. To ensure you’re on the same page, clients should give approval of the Creative Brief before moving forward to developing the story.
The Story
Think of storytelling in your video as the secret sauce—it’s what makes your content irresistible and unforgettable. Here’s what it takes to create that special story.
Now it’s Time to Brainstorm
Now that you understand your goals, audience, and personality, it’s time to let the ideas start flowing. The key to unlocking creativity is to circle the wagon. If you’re stumped on where to start, try getting the worst ideas out first. Make a list of the most ironic, tacky ideas you can think of, then see if there are any that you could flip around and make something great out of.
Follow the steps in the creative process to cultivate ideas, refine concepts, and hone in on the one big idea that will make your video unforgettable. First, learn as much as you can. Fill your head up and seek information in a variety of ways. Dive into different sources, chat with experts, and soak up everything you can find—it’s all fuel for your innovation. Ask yourself questions and pry open anything trying to close off your talent and creativity. What are some fun ideas that will make the story more effective? If you had an unlimited budget, think of the most grandiose idea and write that down. Is there a creative way to use this idea on a smaller scale? Collaboration can be a great tool, too. Remember, the most innovative ideas often come from the freedom to explore and the courage to take creative risks.
Next, let it incubate. This step is key; you have to take time to let all ideas from the last step simmer together in your mind. This is part of the magic of being human, letting the brain work behind the scenes while you go about your days so it can cook up the ingredients. Incubating sets you up for our next step: illumination.
Time for the light bulb moment. It might not be a dramatic epiphany where everything falls into place instantly. Instead, illumination could be a quiet whisper from your brain while you’re driving or eating dinner. Or it might take revisiting some of the information you absorbed in the first step, only now that you’ve let it incubate, your mind is clear and you’re prepared for the illuminating idea to show up.
When it comes to illumination, go with your gut—don’t discount an idea you had that you later second-guessed. Sometimes your first idea really is your best idea. Trust your instincts and intuition when refining your ideas. These gut feelings can lead to breakthroughs in storytelling that data alone may not reveal.
Now that you have your big idea, it’s time to find out—is it really good? Our fourth step is to test it. Compare it with other potential solutions, gather feedback from peers, and conduct market research to see if it effectively addresses the problem. If the idea falls short, analyze what was wrong with it and use that to create a better solution. There are many factors that affect an idea’s performance; testing is necessary to get as close to guaranteeing success as possible.
A Compelling Story
The bottom line is, tell a human story. Crafting a compelling story involves tapping into real emotions your audience experiences and using them to connect. It’s not just about telling viewers how to feel; it’s about demonstrating those emotions through relatable situations with authenticity. Create a strong sense of empathy between the viewer and your message, reinforcing the pain points and desires uncovered through your audience research.
Effective videos prioritize solving real problems for the audience, backing up the emotional story with logic, creating a connection and building trust.
Beginning, Middle, and End
Think of a story like a roller coaster. The beginning is where you get on and start going up—this gets you excited and wondering what’s going to happen. The middle is all the twists, turns, and loops—where things get interesting. Finally, the end is where you come to a stop safely and everything wraps up nicely—it’s satisfying because you see how everything turned out. This structure keeps you hooked and makes the ride (or story) exciting and enjoyable.
A compelling video begins with a memorable hook that grabs viewers’ attention right from the start. It then takes them on a visual journey through engaging scenes, each carefully crafted to maintain interest. Finally, the video ends with a strong call to action—a clear and compelling closure that leaves a lasting impression and encourages viewers to take the next step, whether it’s to subscribe, learn more, or make a purchase.
This structured beginning-middle-end approach in stories resonates with us because it mirrors the way we naturally make sense of events in our own lives.
Scriptwriting and Visual Planning
After your story is determined, it’s time to translate it into a script and visuals. Think in scenes, not just words on a page. Keep it tight and to the point—you don’t want to lose your viewers’ attention. Start with a script that matches your video’s concept and goals. Visual planning is key—think storyboards and scene setups to bring your vision to life. If your budget is tight you can get creative with existing footage, or go all-in with new shoots, actors, and props. Visuals aren’t supposed to just be pretty—they’re strategic. Use colors and aesthetics that reinforce your narrative and show your brand’s identity loud and clear. When your visuals align with your message, that’s when the video really packs a punch and sticks in people’s minds.
Execution and Implementation
Execution done right can elevate your video from good, to great, to out-of-this-world. It’s about planning every detail meticulously—from scheduling shoots to managing resources—ensuring your vision comes to life just right. Then, in post-production, it’s all about fine-tuning: editing, adding effects, and polishing it up until it shines. We recommend working with a trusted professional videographer who understands your vision and can bring it to life with expertise.
Once your video is finished, seamlessly integrate it into your branding strategy by strategically placing it across all your platforms—website, social media channels, and promotional materials. This ensures maximum exposure and engagement with your audience, reinforcing your brand message effectively.
Conclusion
Great videos involve detailed research, creativity, and careful planning. Tell a great story, use visuals that pop, and slot your videos effectively into your brand—boom, you have engaging content that will resonate with your audience, achieve your goals, and might even elevate your brand to heights you’ve only ever dreamed of.
