You’re browsing on the internet. You stop scrolling and watch the video of a company.

So, what exactly made you stop scrolling and watch the video? 

Users are moving fluidly across their devices as they assess what requires their attention and what does not. Theyre rapidly absorbing a variety of information which they feel is fun, engaging or useful for them or their loved ones. One big mastermind that is acting as a catalyst here is creativity

This capsule of creativity basically holds three essential types of vitamin C.

  • Calling out to the customer
  • Connecting to the customer
  • Communicating the call-to-action which is directed towards purchase

Creativity is playing a bigger, more significant role now in generating engagement that can further lead to real conversions. 

Let’s find out how you can make your corporate video creative.  

# 1 Creativity that can make the viewer stay longer on the video

Marketeers need to be reminded that beyond the targeting parameters followed (age, gender, location, ethnicity), there is a person with human emotions. Today, creativity needs to ensure that the user dwells more on the corporate video


Make a corporate video with a story that can 

  • Connect on a daily-level and not on a superficial-level 
  • Address the users daily problems and offer solutions 

These can be solutions wherein one has to directly use the product. Or, solutions that can inspire or bring hope for the user. Example, we created a video for CAMH which helped the youth talk about Cannabis use. A story involving real cannabis use & experiences by students, was told. 

Stories of value play a vital role to ensure that the user dwells more on the video, which leads to higher engagement and higher chances of purchase. 

#2 Creativity that understands the users changed behaviour during a pandemic

Assess yourself. You will notice that a lot of your plans, routines, thoughts have revised since the start of this year. Creativity is about adapting to the ever-changing consumer behaviour. 

Marketeers needs to assess cardinal points before hiring agencies, studios and writers to work on video scripts.

  • Changing idea of entertainment: The consumer has new ways to experience entertainment. It all takes place in the comfort (or lack of it in some cases) of his home. Assess this before writing your scripts set-ups. 
  • Changing routines of consumer: The consumer might have his work space set up at home now. He/she needs to manage work, home chores, kids and families: all from the same physical space. This could have changed certain daily routines. Assess these factors before writing your scripts characters. 
  • Changing patterns: As much as possible, users are trying to purchase through the screen. Close to 50% of online users search for product videos before they make a purchase. Assess patterns of your audience before finalising what type of video can work: explainer video, motion graphics video, green screen shot video or an interactive video. 

#3 Creativity that is relevant to the platform

It can irk somebody if your irrelevant video plays on Spotify right when theyve entered the balcony to take a breather.

Get the context right. The person is finally in the process of immersing himself in the music of his choice. If anything is interrupting him- then it better be in synch to what his mind is looking for. A video in the genre of entertainment (say, a new show trailer from Netflix) may work receptively. However, an instructional video can just backfire. 

Similarly, see what type of video ad can work while a person is swiping downwards on TikTok and enjoying diverse moves. 48% of consumers said they’ve made a purchase due to a brand’s video on Instagram. If its a learning platform, is the text too much to read? 72% of people prefer video over text when learning about a product or service.

Craft your creativity in tandem to the platform in order to deliver a more relevant and memorable experience for the user. 

At Twisted Frame, weve constantly been implementing and adapting to the new voice of video which can foster long-term brand awareness and advocacy. 

Let’s have a chat as to how your business can make the most creative corporate video and increase brand engagement.