With video everywhere on the internet, businesses and nonprofits are feeling pressured to produce video content. Before jumping headlong into video production, it’s important to circle the wagons and get clear on what you’re actually trying to do. Here are 5 foundational questions that will help you get clarity on your next video project.
1. Why are you making the video?
This seems like a fairly obvious question but you would be surprised by how many people struggle with this one. You would also be surprised by how different members of the same team answer the question completely differently. Whether it’s building brand awareness, promoting a program, recruiting top talent, raising money, etc., videos tend to work best when they have a singular purpose and the intent is clear.'Videos tend to work best when they have a singular purpose and the intent is clear.' - Jeff Brandt, Storyboard Films Click To Tweet
2. Who is the video intended for?
Is your audience internal or external? Existing or prospective clients? Young or old? The more specific you can be the better. Pinpointing your audience will help you identify what is and what isn’t important. It will also help you understand what messages and language will be most effective.
3. How will you get your audience to watch?
There are many ways to promote a video. If you have a high traffic website, it may be as easy as embedding it on your site. You may want to engage people through social media. You may blast it out to an email list. You might encourage your sales staff to incorporate it into their communications with active leads. There are endless strategies that you can deploy. The key is that you want to put just as much time and effort into promoting the video as you do creating it.
Call to Action
4. What should your audience do after watching?
Watching a video is normally not an end into itself. It’s usually part of a broader marketing strategy. When the video ends, provide viewers with a clear call to action that they can click on. If you’re raising awareness, give them a way to share the video. If you’re recruiting, provide a job application form. If they are a sales lead, give them a way to provide their contact information. The easier you make it for the viewer to take the next step, the more likely they are to take it.
5. How will you measure success?
Making a video is an investment of time and money. Make sure you have a way to measure the return on that investment. You can measure it in terms of views, social shares, forms completed, orders sold, money raised, etc. Pick a metric, make a goal and see how you do.
If you are poised to make a video, gather your team and walk through these questions. You’ll be glad you did. There is nothing better than having everyone on the same page at the start of a new project. Best of luck!