In this article, we will introduce methods for determining the central idea to convey in a video by connecting the company's characteristics with the audience's interest, using specific examples. For the basics of planning, please see "Explaining Corporate Videos and How to Convey Impressions," and for the steps to summarize in a proposal, see "How to Create a Video Plan."
Now, throughout this blog, we have repeatedly emphasized, to the point of being tiresome, that "concept is important." However, we have never focused solely on the theme of "how to think about concepts." Therefore, this time, we will deliver it under the title: "A Concept-Making Professional Shares Their Approach to Striking the Core of a Concept."
That said, concept-making know-how is not something that can be polished with a two-pronged approach; it is acquired through repeated, deep contemplation. As a new initiative starting next fiscal year, this way of thinking can be utilized not only in public relations strategy but also in various business scenarios going forward. Within our in-house package, this is an area we place relatively strong emphasis on for you to learn. Please read on until the end.
Review of Basics
First, what is concept-making? It is conducting research that considers the historical background, the company, and market conditions, defining a concept that matches the company, and then creating a video. This is concept-making. Famous for doing thorough concept-making are major Japanese advertising agencies like Dentsu and Hakuhodo. Even these two leading public relations companies cannot neglect the basics. Of course, we also provide planning proposals, but for some reason, many people tend to neglect this concept-making.
It is common for concept-driven projects, not just ours, to result in "image videos." To create an "image video," it is essential to first confirm details about the company, the background and intentions behind the strategy for filming the video this time, and so on. Then, we propose a suitable concept for video production and create a video that aligns with that concept. In other words, we "edit" what the company wants to convey so that the reader can understand and imagine it more easily.
Let me elaborate a bit more. For example, suppose "a manufacturing company that constantly incorporates cutting-edge technology, incorporates English into its operations to internationalize its employees, and recruits employees from overseas wants to produce a recruitment video." If we propose the concept "Explore Global Future," we would explain to the company that this theme is set by combining the historical context and the company's characteristics, supported by data explaining why this concept was chosen.
Based on this, if we were to produce a video titled "Explore Global Future," a possible approach would be to have all explanations delivered in English by on-site employees, with a fast-paced, self-shot (or seemingly self-shot) video style like a YouTuber guiding viewers through the company. The flow could conclude with the president delivering a message in English. The proposal document for this might be a single A4 page or extend to tens of PowerPoint slides. The length of the proposal is not inherently better or worse; it depends on the scale of the project. However, the concept itself should be fundamental and concise, like "Explore Global Future."
To create an effective concept
What is essential for creating a stylish concept? It is, quite simply, "information." If something is created with only a small amount of information, it may end up being swayed only by the client's superficial desires of "I want to do this, I want to do that," leading to later regrets of "it wasn't like this" or "this wasn't how it was supposed to be." Therefore, when launching a video production project, it is essential to at least cover the following points.
"For what purpose is this video production being undertaken?"
"Is there a need for a video?"
It's surprisingly common for things to remain vaguely ambiguous in this area. You might feel hesitant to confirm basic things with your boss or client as mentioned above, but if you neglect this, the concept you've worked so hard on up to a certain point could be overturned from the ground up. Don't be afraid to confirm.
Here are some other points to keep in mind.
"Viewing Target"
"Outline"
"Overall Program Tone"
"Cast"
"Staff"
"Schedule"
Among these, when selecting the tone, it's recommended to find a program with a tone that perfectly suits your YouTube from TV programs and YouTube videos you've watched so far, and then create your program with a similar tone. However, the video will likely reflect the company culture as is. Is it serious or free-spirited, conservative or innovative? Please find a tone that matches the corporate culture. The president's intentions will likely be included as well.
Once you have a general idea of the direction, consider what you want to convey and to whom. In TV programs, the "viewing target" is important even at the proposal stage. We consider whether it's for housewives in their 30s, men in their 50s, or perhaps niche content for people with shared hobbies, for clients, or for the general public. By narrowing down the target audience, you should be able to see what kind of program would be good.
Next, let's come up with some candidate program titles. It might be best to start by brainstorming and coming up with many ideas freely. At the same time, it's important to include keywords in the title that are easily searchable. For a cooking show, including "cooking" or related words will make it easier for viewers to find the program.
How was it?
In this article, titled "Concept Creation Professionals Share How to Get Straight to the Core of Concept Development," we've shared our approach to concept creation. Please use it as a reference. Especially at the beginning, it may be difficult to create a solid concept right away. If you get stuck, please feel free to consult with our company.
Apply the content of this article to actual video production
Organize the purpose and usage of the video you want to create, and consider the production method.
About Corporate Video Production / View Related Production Examples
Estimated Pricing / Production Process
More details on this topic
Consultation regarding objectives, budget, and desired timeframe
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