6 things to keep in mind when preparing a video

How do you make sure your content meets the expectations of the target audience and reaches your communication goals? By detailed planning – remember these six key questions:

What is the purpose of the video?

We usually create video content to achieve different goals. The more clearly defined and detailed they are, the easier it will be for us to create the content and define how to present the topic. Although the same video can be used for different purposes, we advise you to create different versions of the same content for specific purposes.

Who is the target audience? 

During the planning phase, it is important to define who we want to address with the content. This will impact both the content and the way of presenting it to the target audience. If the content is being prepared for the scientific or professional public, it can be more detailed.

On the other hand, when addressing the general public, who may not have prior knowledge of the subject, the descriptions need to be more general, and supported by practical examples. During content creation, we need to bear in mind the language our target audience speaks. If the content is meant only for a local market, we need to make sure all graphics, titles and statements are in the local language. If sharing the video internationally, it is advisable to prepare the content in English and localize each version with subtitles in different languages or make sure the video is dubbed if required by the market.

Prior to sharing the content on different markets, we need to be sure that the content is presented according to all the cultural specifics of the market. If your content is meant for employees of a global corporation, we advise you to localize parts of it and add local examples.

Target audience

Where and how will the content be published?

To make sure that our message will find its way to the target audience, we must choose suitable communication channels alongside the proper content and tone of communication. The content should be prepared according to the technical possibilities of those channels.

A video which is planned for social media needs to be created and prepared in a different format to a video planned for publication on the website of a company. We need to take into consideration that social media will automatically reduce the size and quality of the content. The resolution needs to be adapted to a different type of channel; adverts that will be displayed on a TV or bigger screens need to be filmed in an appropriate format and resolution.

Where will the filming take place?

One of the most common mistakes when talking about filming organizations is to forget to define where it will take place. The video will be more diverse and attractive if scenes from different locations are included. Make sure you manage to get approval for the desired locations in plenty of time. Besides this, the location must be prepared for the filming. If you plan to film outdoors, make sure you also check the weather forecast.

Who will be involved in the video’s creation?

It is important to define who the responsible person or team for the organization and coordination of the entire project will be. Their first task will be to prepare, together with the subcontractors, everything for filming. They will be responsible for communication with the video crew, stylist, make-up artists, actors, and others involved in the project and organization of all the services related to the filming.

Will we be able to present everything we want with the video?

Is it possible to film everything we want to show? Sometimes we do not have access to all the locations, some parts of the work process cannot be caught on camera, or we need to present more abstract ideas. In these cases, it is best to use additional graphics and animations to present the whole idea.

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