Before starting to film a clip or to write a script for it, you always think out the idea first. The more interesting your idea is, the better the video is. Not many people will argue that. Still, not everyone knows that the creation of an idea is a clear and consequent process, not just the bunch of cool topics that might be interesting.
Creative agencies exist for more than 100 years. Their main task is to think out cool ideas. To do that on purpose, not only when the inspiration comes, they have developed methods and practices that help ideas to appear. These ideas are not only bright and excellent. They are also able to reach the goal: they work.
Here we are going to talk about how to develop ideas in order to make them work.
Before you start thinking out ideas, there is the need to create a strategy. This strategy describes the following topics:
Style and Tone
It is pointless to think out ideas “just because”. And it is also pointless to create videos which just have to be done. Each video needs to have a goal. Do you want to increase the number of subscribers? Do you want to sell something? Do you need to inform your audience in order for it to do an action later? Do you want to gather as many views as possible?
BBDO and other big and authority creative agencies develop their “creative strategy” first and come to ideas’ generating only after that.
Once again: every movie must to have a goal. That is the first rule when developing the idea. Why do I need to release this video? What do I need to get from the audience?
Then, you need to understand who the audience of your movie is. The biggest mistake is to decide that all people are that audience. The wider the audience is, the more difficult it is to think out a bright and catching idea. And the opposite: the smaller the audience is, the simpler it is for you to create something bright and cool.
If you had the opportunity to talk to marketing specialists, they like phrases like: “our audience consists of men at the age of 20-45 with an average income.” A third-year math student, a worker John, a scientific academy professor and an office clerk from a province town suit this “category” perfectly. They all are very different, and it is hard to think out something very cool when keeping them all in mind.
On the other side, if you imagine only a math student of the third year, things become much simpler. And then, you can make something so bright it could interest other people as well.
Of course, there are cases when interesting things can be thought out for a wide audience. But you should always try to imagine your audience as 1-2 persons. Think over their hobbies, interests, lifestyles, etc. And you can think about a person you know and imagine him or her while creating the idea. This is how you make the process even more simple and effective.
When the audience is determined, it is time to get into their head it order to understand their fears and wishes better. Why do we need that? To be able to think out the idea that can call their feedback. Insight is the understanding of in-depth truth about people in marketing, and one of key things in idea generation process. Almost all creative agencies in the world work with insights. This term can be met very often.
Let’s see some examples.
Axe advertising campaign. Almost everyone could see their movies. And there are many jokes about Axe-Effect. What “consumer’s truth” is used to build that ad? A very simple one: “Men are often worried and shy when they need to approach a girl, they would like girls to make the first step themselves.”
Is that true? Yes, it is. Axe mentioned that. And they go on making advertisements where girls start approaching a man right after he uses Axe. This brings profit to the brand for 10 years in a row.
Another example. Snickers. They have the advertising campaign “You are not yourself when you are hungry” that lasts for many years. What insight is its basis? (I don’t think out my own explanations, this info is from open sources). Snickers remark that men are worried about their status very much, especially when they are among other men. And if you make mistakes in that company, then they laugh upon you and you lose your status.
You can become irritated and dull because of hunger, you do unnecessary stuff and lose respect as a result. So, Snickers offers you to have a break, to restore your power and to keep your status.
So, when you’ve got the audience for your movie, think, what parts of his soul let you touch them. Here, the importance of your audience is obvious. The better you know them and the more precise it is for you, the deeper motives, fears and wishes you can reveal in them.
When you know the insight and the problem of the audience, you need to offer something to them. Your video is what tells about the solution. You have to generate the short message you would like to bring to your audience, the key idea to build your video around. Even 2-hour long movies have the key idea, and the director builds the whole scenery around it. In cinema industry, they call it “Premise”, in marketing – “Message”.
Snickers message: “You become worse when you are hungry”. After a beautiful processing it sounds like “You are not yourself when you are hungry”. And the realization of this message is different.
Style and Tone
When you know what to say, you need to understand how to say that. You need a style and a tone. Because it is possible to express the same idea cheerfully and sadly. It is possible to talk about it easily, and to go in details. It is possible to use dark statistics, and to go for bright ones. There are many variants. How to choose the right one?
Well, first, the style and the tone are determined by your global strategy. For instance, by your content strategy. If your channel is all bright, positive and light, then the style of any movie has to correlate with the image. If you are a serious brand that has a very serious position, then your style has to be appropriate, too.
So, the strategic part of any idea looks like:
- Style and Tone.
After all 5 points are filled correctly, you can start generating ideas. Each time when you think something out, you should look at the strategic basis and compare ideas with it. Do you maintain the key message? Does the idea fit the chosen audience? Does the insight work?
Yes, this all puts certain frames. But all people working with ideas say that frames help. They stimulate the creative process.