5 Questions to Ask Before Making a Video

Before starting work on a new video project, asking and answering a few critical questions can help shape the brief. These are questions any video production house considers to create a fitting creative idea and distribute it amongst the right channels.

Let’s dive in!


1.  What’s the Video’s Objective?

Every video has a purpose. Whether you work with a video production house or get your own media team on the case, knowing your video's objectives is vital. Decide on the KPIs and Metrics that will measure how successful your video has been. 

It doesn’t matter if your video serves for marketing, education or engagement; every video should work towards a change. For example, to increase engagement in social campaigns or to rank higher in search engines.

The video’s objective will likely also inform the call to action.



2.          Who’s the Target Audience?

Knowing your audience for each video is the next crucial step before tackling a brief. The mindset of your audience will determine what tone a video should strike, what questions it has to answer, and how it might best appeal to the right people.

If your company has detailed buyer personas, these can give great insight into who will be watching a video.

3.          What Does Your Audience Need to Know?

Once you know your target audience, the next question is what information do they want from you? This is not the same as the message you might want to tell. Put yourself into your customers' shoes to find out what information they need at their stage of the buying journey.

4.          At What Stage of the Buying Journey Are Your Viewers At?

Marketing videos aim to achieve different things at different points of the marketing funnel. For example, if the intended audience doesn’t know anything about your brand, the video might best serve to raise brand awareness and leave a good impression. On the other hand, those already familiar with your brand could be compelled to want to learn more.

If customers are already at a later stage in the marketing funnel, your video might serve to influence their buying decision. For example, it might focus on specific features and testimonials. 

5.          What’s the Method of Distribution?

Finally, knowing how a video will be distributed will enable video production companies to fine-tune it with the best practices and algorithms of the intended channel in mind. For example, social media might have different video proportions, engagement methods or viewing times. Some play with sound on, others play silently. Some channels also lend themselves better to long or short content.

A video production house like High Stakes films in London knows the difference. So get in touch with us today to tackle some of these questions in detail.

Location: Bldg. 6, 7 St Cross St, London EC1N 8XA, UK

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