These Questions Will Guide the Direction of Your Next Video
Updated: Jun 15
In this post, we cover a set of questions applicable to almost any video category to serve as your guiding compass as you develop talking points or a script for your target audience. In previous posts, we have offered tips for improving your on-camera interviews that covered finding a good location, wardrobe do's and don'ts, and general reminders for preparing for your interview. Now we take a step back and ask you 12 discovery questions to drive the content of your video.
We often will share the questions below with clients who need some guidance in conceptualizing their videos and they can serve as a standing reference for you and your team the next time you want to produce a video.
Discovery Questions to Guide the Direction of Your Video
What is the purpose of this video?
What are the key messages you want to get across?
Who is your target audience?
Why should they care about the content of your video?
Can you make the content you share interesting? Memorable? Funny? Is there a heartfelt story or a common problem that you can help the viewer solve?
If viewers remember only one or two things, which one or two things are most important? How can you underscore their importance?
Is there a call to action? What is the desired action your audience should take after watching your video?
Is this a one-and-done video or is it a part of a series? --Should your call to action mention other videos to watch?
Does your video have any time constraints or the desired length?
Who are the content experts and/or representatives you want on camera to deliver your message?
What are your key performance measures for this video?
What key data points, anecdotes, visual aids, and supporting footage (b-roll) will ensure your video's message is received as it was intended?
Many commonly believe that once you have hired a video production company, the hard part is behind you, when in actuality, and many ways, your job has really only begun. Medium to large companies have marketing and sales departments who can help with developing the talking points and/or script, but if you are like most small businesses and startups, those departments don't exist, which is why we suggest sitting down with these questions so that you are clear about the core message and goals for your video. The last thing you want to do is to show up on production day ill-prepared, only to end the day feeling uneasy because your message didn't speak to your core customer or you forgot to include a call to action.
Video is a time-centered format, meaning, your audience hasn't committed to reading pages of content to understand what you are communicating. Nor is your audience seated in front of you giving you their undivided attention. They are likely task switching like the rest of us and have attention limitations, so remember, when you are developing your video's messaging, try to keep the script or talking points focused and concise to keep the audience interested in what you are saying. The entire point of creating a video is to elicit a particular reaction from your intended audience. If you keep this in mind from day one, you will lay the foundation for a video that meets your intended goals and provides you a return on your investment.
Need a video for your next company announcement or product or service launch but you aren't sure where to start? Contact our team at email@example.com, and let us help you bring your ideas to the screen.
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