How to Develop an Image or Video Concept

When it comes to creating a video concept, it’s important to keep in mind that the product is a specific tactic or tool and therefore it should fit within your overall communications strategy. This means that the video concept should be aligned with the company’s goals, target audience, and messaging. Here are eight clear-cut steps you can follow.

Identify your target audience

It’s important to define your target audience and analyze their needs and interests. For example, if you’re creating a video for a skincare brand, you may want to target women aged 18-35 who are interested in natural beauty products. By knowing your target audience, you can create a video that resonates with them and encourages them to take action.

It’s important to note that a video concept should target specific target groups, not necessarily all target groups mentioned in the strategy. This is a common misconception that can lead to ineffective messaging and a lack of engagement. By targeting specific groups, you can create a video that speaks directly to their needs and interests, driving better results.

Set objectives

Set your goals and messages that you want to convey with the video concept. For example, if you’re creating a video to promote a new product, your goal may be to increase sales. Your message may be to highlight the product’s unique features and benefits that set it apart from competitors.

Conduct research

Conduct thorough research to identify trends and best practices in your industry and to understand your target audience’s expectations. For example, you can research the latest skincare trends and find out what types of videos are popular among your target audience.

Create a storyboard

Once you have a clear idea of your target audience, goals, and messaging, you can create a storyboard or sketch to visualize your ideas and concepts and to plan the visual narrative of the video. For example, if you’re creating a video to showcase a new skincare product, your storyboard may include shots of the product in action, before-and-after photos, and testimonials from satisfied customers.

Plan the script

Write the script to structure your story and ensure that your messages are clear and concise. For example, if you’re creating a video to promote a new natural skincare line, your script may emphasize the importance of using natural ingredients for healthy skin.

Plan the visual elements

Plan the visual elements, including colors, lighting, sound, movement, and design, to ensure they support the messages of the video. For example, if you’re creating a video to showcase a new product, you may want to use bright, natural lighting to highlight the product’s natural ingredients.

Plan production

Plan the production of the video, including the shooting schedule, location, equipment, and personnel. For example, if you’re creating a video to promote a new skincare product, you may want to shoot on location at a natural beauty store or spa.

Test and review

Test the concept before finalizing it to ensure that it meets the expectations of your target audience and effectively conveys your company’s or project’s messages. For example, you can conduct focus groups or surveys to gather feedback from your target audience.

Creating a video concept that fits within your overall communications strategy requires careful planning, research, and analysis. By following these steps and incorporating examples that resonate with your target audience, you can create a video that effectively conveys your company’s messages and drives action.