5 Signs that your Creative is Great
When you’re making a video, your creative foundation can make or break you. A great creative is the bedrock of a successful campaign, moving your audience and getting you the results you need. A bad creative can at best confuse your audience and at worst turn them off completely.
But how do you know your agency is providing you with great creative for video? Sure, your team thought the bit about dogs wearing housecoats was hilarious, but do you want to bet your entire year’s video budget on it?
Here are 5 ways to tell– before the script is ever written, before the cameras ever roll, that you do, in fact, have a great creative.
Shareable Video: This goosebump-worthy Audio 911 mobile video was viewed and shared over 1.4 million times.
1. When it gives you goosebumps.
Sometimes the right creative for a video is so obvious you can feel it. That’s a good sign. When you can find the perfect way to share your message with your audience, it’s very exciting. If you get this feeling when your agency presents creative for your video project, then you’ve found a great relationship.
2. When it serves one master.
When you create video content, you should be making it for a specific purpose. You want someone to buy something. You want to increase brand recognition. You want to create more traffic on your website.
But if your agency presents a creative concept that tries to do everything all at once, focus becomes splintered and the concept becomes less effective.
3. When it impacts emotions.
When you’re trying to get people to do something, the most efficient way to lever reaction is to use emotion. By attaching your creative to something your audience really cares about, you’re more likely to get them to remember your message.
The heartwarming story of father/daughter bonding in this promotional video is a good example of appealing to emotion. (Digital marketing campaign designed to activate downloads of the new and improved KODAK MOMENTS app.)
Caution: just because you care about something, doesn’t mean your audience will.
4. When it really connects.
If you’re going to sell something (a product, an idea, etc.), you have got to know who you’re selling to. Because your audience lives in a world that is more and better marketed to than ever, they have become resistant to “being sold. “ They want to hear an authentic voice.
When you speak to them, you have to really know them- what motivates them? What are their hopes and fears?
No matter how well an idea resonates with you personally, the creative for your video needs to connect with your specific audience or your message will get shut out.
5. When it stops the mental scroll down.
Think about your social media feed. How much do you scroll through? How much really engages you?
When it comes to marketing, our brains are kind of like that – scrolling through information. By using originality, you can make your idea stand out, differentiate yourself in the marketplace and stop the scroll down.
This video we created for Kodak Moments stands out visually in the Facebook feed and was timely subject matter for for Valentine’s day. It is one of their best performing Facebook videos.