It’s no secret that video is powerful, but how do you ensure you get results?
Video has quickly proven to be the best way of communicating ideas to an online audience. This means that nothing helps to convince and convert online the way that a powerful video can. But creating the video itself is only one part of the equation. To get the real benefits from online video, you must also think about the strategy and how you will get people to see it. Here are five questions that you must answer before creating your video. We use these for every video we create here at Wondertree Media.
1. What is the desired outcome?
The first question you must answer is “what is the desired outcome for the video”. When all is said and done, how will you know that the video was a success? It’s important to be as specific as possible here. How will you measure the results? Different goals will call for different metrics or KPI’s. This outcome will be your “north star” for the video creation process.
2. Who is the audience?
The second question is equally as important as the first. Who is the audience? When creating videos (or any online content for that matter) you want to determine exactly who the audience is that you are speaking to. Again, it’s important to be specific. You’ll want to determine both the demographics (things like age, gender, location) and the psychographics (such as what are their interests, what’s most important to them, and even what online platforms do they frequent).
3. What is the key message/take-away?
Next, you will want to ask yourself “What is the key message or take-away that I want the audience to get from this video?”. This one might seem obvious, but our goal here is extreme clarity. One of the biggest reasons why some video efforts fail is because there is a lack of clarity in the messaging. We recommend focusing on one or two key messages. It can sometimes be tempting to put as much information as possible into one video, but this can make the video confusing and in turn, less effective. No matter what type of video you are creating, make sure there is no chance that the viewer will be unclear of what the main offer or key message in the video is.
4. How will the video be distributed?
The fourth question is one that is often overlooked. How will the video be distributed? There are a few factors that come into play here. First, you will want to decide what is the main platform where the video will live. A video created for a Facebook Ad is going to require different formatting compared to a video that is created for youtube. It is important to create videos appropriately for the specific platforms. The other element is promotion. How will you ensure that people will actually see the video? Where are you going to share the link? Are you going to pay to promote the video or aim for organic views via ranking high on YouTube.
What you don’t want to do is decide on the distribution after the video has already been created.
5. What action do you want the viewer to take?
The final question is “what action do you want the viewer to take after watching the video?”. It’s important to give the viewer guidance on what to do next once the video is finished. This is also referred to as the “Call to Action”. When deciding on the call to action, you will want to keep in mind the overall goal, the audience, and the platform that the video is on.
This could mean asking the viewer to Subscribe to your youtube channel if that’s where the video lives, or it could be asking the viewer to share with their friends. If your video was created to get more visitors to your website, you will want to incorporate that into your call to action. You need to be fairly specific here. This is because you don’t want to crowd your call-to-action with four or five requests to your viewer.
There you have it! If you take the time to answer these few questions, you will be well on your way to creating an awesome video that actually helps move your business forward.