Briefing

What is Creative planning?

Creative planning is a way to maximise your campaign budget, and ensure your video assets will engage your audience in every format across a range of platforms and over time as the campaign develops.

Why is it important to plan your Creative approach?

Cisco reports that in 2022, video will account for more than 82% of global internet traffic¹. 

With the emergence of new, video-based social platforms that trend is likely to accelerate.

Planning your creative approach will enable you to design video assets for specific platforms while giving you the flexibility to refresh your campaign on a regular basis. 

How can I ensure my video assets will drive optimal performance?

When preparing video assets, read and understand the best practice guides for each platform your campaign will appear on. It’s important to know, not just the technical spec, but how users engage with the platform.

Some platforms (eg TikTok and YouTube) are built for sound while others (eg Meta) display in-feed and story videos with sound off by default. Make sure you can tell your story without audio using captions and/or on-screen graphics, to make your content more accessible.

If your video is going to run on TV, ensure you’re able to legally substantiate any claims you make within the content. This needs to be submitted to Clearcast before you start production, otherwise changes could be costly.

If you require a voice over, consider the duration (how many years) of usage rights and the number of regions/channels required, as this can increase the budget significantly. 

Music and sound effects can be used to grab attention and/or create a more emotive feeling. Stock libraries are a cost-effective way of approaching this but you can create something bespoke to your brand with a composer/sound designer. 

To ensure optimal performance, work with your media team to monitor asset performance throughout the campaign and consider tweaking messaging, video length and imagery.

If you need help with any of the above, get in touch with our team today.

¹https://www.cisco.com/c/en/us/solutions/collateral/executive-perspectives/annual-internet-report/white-paper-c11-741490.html