Setting your objectives

Before you start your video

Let’s kick off with three key questions to ask yourself and your colleagues:

What business or organisational objective do you want the video to achieve?
Who is going to see it?
What do you want them to get out of it?
These are key questions.

Unless you have crystal clear answers, the impact of your production is going to be blunted.

“It’s about time we updated the XYZ video” is not an objective.

Yes, the old video may be dated, even embarrassing, but you need to check that the reasons for making the old video are still valid.

Has the audience changed?
Are there other, more important issues?
Will the current audience have the time or inclination to watch a new video?
Similarly, make sure your objectives are compatible.

One video trying to address two audiences with differing agendas isn’t likely to work, although there are possible solutions to this we can look at later.

Next: Do you actually want a video?>>