In order to maximize your video’s efficacy, you’ll want to spend a lot of time planning during
. Here are eight must-ask questions you should answer before producing a new video.
1. Why do you want this video?
This is the number-one question for a reason. You can’t create effective videos without having a purpose. It can be as big or as small as you like. Maybe you want to get people to sign up for a mailing list or you want to bolster sales of your new product. Once you have your goal in mind, it’s easier to answer the rest of these questions.
2. Who is your target market?
All marketing and advertising success depends on reaching the right customer. As a brand, you’ve probably done a lot of research to identify one or more ideal audiences. Which one are you targeting with this video?
3. How does this fit into your overall marketing plan?
Is your video part of an ongoing campaign, or is it a one-off? Does it need to follow a specific theme or incorporate special keywords and phrases? Figure out what niche it occupies in your marketing strategy.
4. How do you want to get your key messages across?
Once you know what your key messages are, you can start to consider the mood and tone you’d like to evoke. How should your target audience feel after watching your video? How do you want to get that across—humor, drama, straight talk or another method? Picture your ideal customer when you consider these factors. What would appeal to them most?
5. What’s your budget?
Knowing how much you can spend will guide the rest of the production process. You might also consider where you’re willing to splurge and where you can
cut costs. Perhaps high-quality videography is a must, but the chorus of live dancing elephants can wait for the next video.
6. When do you need it finished by?
Ideally, you’ve allocated plenty of time for production, so your actors, location, filming and editing will all come together. If not, perhaps you’ve heard the saying “good, cheap and fast: pick two.” Knowing your timeline will help you allocate your budget appropriately—sometimes you have to pay more for a high-quality video on a tight deadline.
7. Can you find other videos that are similar to what you want?
It’s always helpful to find examples of what you’re going for. Look for video examples that match your desired style, tone, content and branding. This will help get everyone on the same page, so you’re more likely to end up with a result you love.
8. Do you need help from a professional?
Finally, ask yourself whether you’re able to handle video production on your own, or whether you could use the
help of a pro. A Creative partner can assist with things in the pre-production, production and post-production stages, so you get the result you want.
Asking yourself these questions before production begins will guide your process—and probably save you a lot of time and hassle. The clearer your goals, the better your video team will be able to meet them. When you’re launching a new video campaign, Spin Creative is here to help.
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and find out how we can help you reach your marketing goals!
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
