Video production for business is one of the crucial elements to building relationships with consumers. Advertising teams are where creative minds can collaborate and take unique approaches to attract customers and develop brand awareness. With video marketing, businesses are discovering its impact on consumers and utilizing more video content.
However, technology is now making up an integral piece of the puzzle when it comes to marketing. Data-driven statistics and tools for measuring metrics are taking a more centralized focus in marketing. Many believe that creativity is taking a backseat to the data-driven market since testings and measurements are rating so high with businesses’ success.
There are strategies where using video production can help bridge this gap created between the creative side and the data side of marketing. When utilized properly, these strategies can make a connection between the two sides and create a balance that resonates with your audience, allowing for improved conversion on your campaigns. Instead of data vs. creative, they need to work together.
Video Shots and Angles
There can be creativity and data within your camera shots for specific advertising campaigns. For example, if your marketing team has curated a list of pictures that are deemed more “relatable” with your audience that you will utilize, you can also build upon those shots with ideas from a more creative approach.
In another scenario, let’s just say on the data end, the marketing team discovers that close-up shots and angles of physical people in videos receive more views. In this case, you can bridge the gap from that data and find a creative way to use those close-up shots and angles on people, possibly in a way that has not been utilized in video production previously. This way, consumers can connect with your content in a way they hadn’t before.
Another strategy that can connect the data and creativity within your marketing campaigns is the content itself. The data side of content is used to determine what content within the video will have the most significant effect on your target audience. Knowing the content that resonates the best, then the creative side of your marketing campaign will allow the development of ideas on how to display that content innovatively within the video.
An example of this would be collecting data on your service and review that uncovers storytelling content is more preferred by your consumers. The creative team can then brainstorm ways to incorporate storytelling into the video marketing content, whether with voiceovers telling a story, actual accounts from people on screen, etc. Again, this demonstrates how both the data and creative sides can work together to market a brand’s product or service.
Keywords and SEO
While this area may seem heavily centered around the data side of marketing, there are areas where creativity can come into play. For example, video production requires captions and summaries, so keywords and SEO are vital to ensuring that your videos are more searchable and found.
So, where does creativity fit in?
The marketing team on the data side may be auditing your Google Analytics and concluding what specific keywords and phrases need to be included within your captions and summaries for your videos. However, the creativity that can come with what phrases or particular words are used can ignite endless possibilities.
Let’s just say that the brand is for a highly energetic coffee, as an example. Some SEO may include the following: caffeine, energy, tackle your busy day, boost, etc. The creative process comes when your team strings all of those words together in cohesive phrases and sentences, rather than just using the words themselves. Captions and summaries require creative thinking so that the terms can be incorporated and organic and flow well together.
One last area where your strategy can bring together data-driven and creative processes for video production is editing. The key to successful marketing is crafting the message that is going to attract your audience. Your sales team should be working on the data side to uncover all of the pain points that your audience needs a solution for and how your product or service will adequately solve that problem.
Your editing strategy should allow for creativity in terms of how big the fonts should be, what colors to use, and so on. While data can give you information that you can use for these things within the video marketing strategy, creating the message should incorporate some creative decisions that align with your business’s mission.
An example might be that the marketing team, through testing and analysis, has determined the color purple demonstrates strength and power and should be incorporated within the lettering. In addition, the creative side may indicate the specific type of font used with the purple color to attract the brand’s target audience further. When both sides work together in collaboration, the results can be credited to both sides.
More Tips for Bridging the Gap
Since highlights of particular video strategies are helpful, it can also help to look at the business as a whole and see how you can create communication between both sides of data and creativity together. Here are some suggestions:
- Structure Discussions – Have sales, marketing, campaign teams, and other divisions across your organization come together to talk about what is necessary for success. You can prioritize what areas need the most focus in bringing together data and the creative process with an agreed-upon structure.
- Define Success on Each Side – Both areas of the data-driven and creative process need to have missions. Maybe advertisements need to focus more on brand awareness to be more data-centered, but social channels can allow more creativity and innovation. Putting the metrics and KPI’s together will help to develop what success means for each.
- Invest in Tools for Both Sides – gaps become more prominent when they are not utilizing the same technology. Adopting your technology, software, and programs across the division will help to unite both teams. It is essential to ensure that the technology you incorporate fits the needs of both sides as well. For example, tools that measure consumer behavior can be helpful with the creative process of coming up with how to attract that specific market, and so on.
- Stop Blaming & Come Together – The biggest aspect of bridging communication is to have communication. It is easy for each side to blame one another. Coming together for weekly meetings, brainstorming sessions, giving input, and gaining insight into what works best is the only way to bring data and creative sides together and ultimately make video marketing strategies yield effective results.
The most crucial aspect for businesses to understand is that data and creativity can work together. Whether this means creating hybrid teams that encompass both things, working together to balance being creative while collecting important information will help build sales models, advertisements, and campaigns that will ultimately lead your business to success.