Before you dive into the creation of video content, there are some questions you must ask yourself…
- Who is your target audience?
- What do they care about?
- What could attract a new audience?
- What are your goals or intentions?
- What style/form of video content is most appropriate?
All of these questions will begin to guide you in crafting exceptional video content, but that last one may be the toughest to answer. Deciding what style/format of video to pursue can be tricky. Should you go with a conceptual idea that you’ve had in mind? Or should you perhaps go with a more “traditional” format? It really all depends. Let’s take a look.
Let’s get down to it: conceptual video is rooted in emotion and storytelling. While video as a form already creates an immediate emotional connection via the undeniable combination of language, visuals, sound, and so on, conceptual video only helps to create a further attachment. It’s not about information but, rather, creating an emotional connection through an idea or story that will connect with various groups of people. The best ideas to achieve this are simple and have a certain universality.
You may have been sitting on a great idea for a while now, but be wary of jumping in head first. Conceptual videos generally consist of more work than more traditional forms of video content. There’s the idea, and then comes the script, storyboards, casting, the shoot itself, post-production, the possible need for a colorist… The list goes on. Be wary of your time, budget, and resources.
After all that work is done, then comes the sharing and marketing. Conceptual videos generally do better when working with social media and are more likely to go “viral.” But don’t get hung up on the prospect of going viral. Don’t let your video project become a vanity project.
“Traditional” video is a very broad term, and who’s to say what is or isn’t traditional? In this case, however, I think it’s clear. As opposed to conceptual video, it’s less about a big idea/concept and more about information: the telling of it, the demonstration of it, and so on. It can refer to “how to” videos, interviews, training videos, testimonials… the list goes on.
The various styles of video that could be classified as “traditional” are typically easier and faster to produce than conceptual videos. They’re still quite an undertaking and not something to be pursued lightly, but if time and money are the issue, they may be the route for you.
While “traditional” video is more information-based, that doesn’t mean you should forget about story. Everyone and everything has a story, and this is just a different way of approaching and telling it.
Conceptual video, “traditional” video… Whatever may work best for your intended goals or audience, it really all comes down to crafting quality content that is relatable, easily digestible, and powerful in one way or another.