The last two years have been challenging for business globally. Businesses are trying everything to make their videos stand out. 

At the same time, 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. Staying relevant is important to stay on top of mind. One big mastermind that is acting as a catalyst here is creativity

And before we understand how to keep your corporate video creative enough, we need to truly understand the consumer’s changing behaviors. 

The consumer with changed behaviors 

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

  • 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 the consumer: The consumer might have his workspace 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 finalizing what type of video can work: explainer video, motion graphics video, chroma video or an interactive video. 

A creative video connects with the consumer 

Marketers 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 connects to the video.

How? The story in the digital video has to connect on a daily level and not on a superficial level. The story has to 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. 

If your user has been facing the problem of having to scrub door knobs with great force, can your cleaning spray make the scrubbing effortless? The storyline communicates that you care for your consumer and understand his pain points. 

A creative video establishes positive sentiment 

Stories that leave the consumer with a positive feeling lead to higher engagement and better purchase intent. 

If your user hasnt met his loved ones for a very long time and is feeling low about it, a motivational video story can give him the hope needed to pull through the wait. The brand can offer positivity for the interim by making a soulful video of how friends are catching up online. Right from clinking glasses to doing laundry together. 

A creative video aligns with the platform 

Create your video in tandem with the platform. This helps deliver a more relevant experience for the user. 

If your instructional video plays on Spotify right when a person has stepped out for a jog, it can irk the person. 

A video in the genre of entertainment (say, a new show trailer from Netflix) may work receptively well as a person is swiping downwards on Instagram. 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. So, get the context correct!

At Twisted Frame, weve been making different kinds of videos to meet different business objectives. Be it launching a new product or connecting with your customer, we serve videos for all needs. Lets have a chat as to how your business can leverage from our Toronto video production and motion graphic services.