How to Start Thinking about the Creative Elements in your Video

Recently, we posted a blog outlining advice on how to approach your video content strategy.

It is, however, the execution of that strategy that will move you into the creative process. The greatest content strategy in the world is only so good if you don’t have any content that you actually produce. This is going to be effective in getting you the results that you want. 

Let’s focus on creativity, specifically for your shoot day. Everything in your video is communicating something about your brand, your product, or your service. Because of this, you need to be careful about different aspects of your video, such as the location of your shoot. If you are selling to CEOs of large companies, it doesn’t matter if you work from home; they don’t need to know that. Your video should communicate that you can play on their level.

So, think strategically about where you want to shoot your video. Having the city of Boston behind you with some high rise buildings is going to set you apart from someone who has a home office in the background. 

Creativity will help you think of ways you can get you into a space like that. For example, we have a Boston video production client that works with water filtration systems for large commercial buildings. Their corporate office looks like a regular corporate office, but guess what?

They’re not a corporate office kind of a company. 

They are a company doing amazing things and cleaning our rainwater. To communicate this, we shot interview content with them in front of large filtration units. We went out into the field to get those shots. We chose not to shoot in a corporate office because we knew the way in which we shot the video would communicate what the company does. It is key that you think about location for your video. 

Another thing you need to think about as you go into your shooting process has to do with how you want to shoot it. Pretend you are in the mortgage business or you are a banker. Perhaps you really need to communicate that you are steady and trustworthy. In that case, you probably don’t want a lot of movement or two quick cuts in your video. You want your camera to be on a steady tripod. 

Conversely, let’s say that you are a company on the move, culture-wise, with high energy. Shooting videos with movement is a great way to communicate that company culture. You can have movement within your interviews, as well. 

Remember, everything is permissible as long as it is intentional. 

We want you to be intentional with your video content. But for right now, take a step back and realize who your audience is and what you want them to think or feel when they’re done watching your video content. Then, start thinking about where you want to conduct your interview and shoot your b-roll because it’s going to communicate so much. Your location may not be where your place of business is; perhaps it needs to be out in the field. 

So, have those conversations and strategize about:

  • What you want to do
  • Where you want to do it
  • When you want to do it

If you can do that for yourself, your video content is going to bump up to that next level.