Essential steps for Creating Video Content
When you’re creating video content to gain traction or deliver an idea, it can be tempting to jump right into editing without a plan. DON’T! It’s a recipe for weak content that gets lost in the void.
You see, purpose is the backbone of engaging video content. So, today we’ll cover the Why, Who, Where, What, and Which questions you’ll need to answer to create a video that moves the needle.
Get out a piece of paper and jot down as many ideas and insights as you can for each section. Your answers will make for smooth sailing when you begin production.
1. WHY should my startup create video content?
Creating captivating video content isn’t easy, but it’s EFFECTIVE. Thus, video allows you to denote credibility, present ideas, and establish tone in a matter of seconds with an exceptionally memorable format.
But before you start planning your content, consider the ideal outcome you envision for your video. For instance, are you promoting services, an event, or a product? Or are you illustrating a point for a presentation? Therefore, having a clear vision of what you would like your content to accomplish will help you align your message with that goal.
2. WHO is the target viewer?
Understanding your audience is key to using the correct language and tone to engage them. So, determine the interests, pain points, language style, and culture relevant to their persona or demographic so that you can gear your message toward them.
Hence, in every step of your content planning and production process, ask yourself how this content could help your audience navigate a specific challenge or offer them value.
3. WHERE will they see the video?
What’s great for Instagram may not jive on LinkedIn, and what served as a great selling point in a closed meeting may not work on your company’s landing page. Whether your audience will see your video online, at a conference, or in a one-on-one meeting, the platform will dictate the content.
Therefore, to structure your content, you have to know the context of where your audience accesses it. Similarly, if you’re creating a standalone video, you’ll need a well-rounded approach that presents your entire message. If the video is a supporting element for other content, such as a keynote presentation, focus on creating video content that seamlessly integrates with it.
4. WHAT is your call to action?
Knowing what do you want your viewer to do after watching your video is key. But, how will you be able to tell if your message is understood? Implying an ask doesn’t guarantee a reaction. Thus, once your video presents your message, tell your audience what to do with the information. For example, ‘Click here,’ ‘swipe up,’ ’email me,’— whatever you say, this will serve as a metric with which to measure the success of your content.
5. WHICH TOOLS will you use to measure your results?
To get the most out of creating video content, you’ve got to measure your results. When you’re posting your video online, you can gauge its level of success with metrics such as the click-through rate for your posted links and the number of likes, comments, and shares your video generated from viewers.
These metrics can help you glean essential insights into your audience’s perception of your brand and message. Hence, by telling what works and what doesn’t, you can adjust your strategy to create a more substantial impact in the future.
Okay, NOW you’re ready to get creative with your video narrative! The results of your brainstorming session will serve as your roadmap and the DNA sequence of your video. By referencing them to inform every decision, you can rest easy that your content will engage your audience and elevate your brand in their eyes.
I hope these narrative tips help you create a persuasive pitch. If you have any questions, I’m here to help!
About the Author
Alejandra Copeland cut her teeth as a visual communication expert by producing and editing video content for MTV Networks, NBC Universal, and Viacom. Since 2004, Alejandra has pushed Andromeda Productions as a premier marketing video production agency. She has created enduring client relationships with multiple Fortune 500 companies such as MasterCard and Sony Music US Latin.
VISION AND MISSION
Leveraging 20 years of experience with visual storytelling, I’ve created Ok, Yes! a toolkit for the early-stage startup. It’s loaded with how-to guides to creatively empower founders tackle things like:
– 𝚆𝚛𝚒𝚝𝚒𝚗𝚐 𝚊 𝚙𝚒𝚝𝚌𝚑 𝚏𝚘𝚛 𝚢𝚘𝚞𝚛 𝚜𝚝𝚊𝚛𝚝𝚞𝚙
– 𝙿𝚛𝚘𝚍𝚞𝚌𝚒𝚗𝚐 𝚊 𝚙𝚛𝚘𝚍𝚞𝚌𝚝 𝚍𝚎𝚖𝚘
– 𝙼𝚊𝚔𝚒𝚗𝚐 𝚊 𝚙𝚎𝚛𝚜𝚞𝚊𝚜𝚒𝚟𝚎 𝚌𝚊𝚜𝚎 𝚜𝚝𝚞𝚍𝚢
– 𝙲𝚞𝚝𝚝𝚒𝚗𝚐 𝚙𝚛𝚘𝚖𝚘𝚜 𝚝𝚘 𝚕𝚊𝚞𝚗𝚌𝚑 𝚢𝚘𝚞𝚛 𝚋𝚛𝚊𝚗𝚍
– 𝙲𝚛𝚎𝚊𝚝𝚒𝚗𝚐 𝚑𝚎𝚕𝚙 𝚊𝚗𝚍 𝚑𝚘𝚠-𝚝𝚘 𝚌𝚘𝚗𝚝𝚎𝚗𝚝
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