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Here's how you can infuse strategic thinking into the creative process of video production.

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In the realm of video production, merging creativity with strategic thinking isn't just beneficial—it's essential for crafting content that resonates with audiences and achieves specific goals. You might be an expert at weaving stunning visuals and compelling narratives, but without a strategy underpinning your creative decisions, your videos may not hit the mark. By integrating strategic thinking into your video production process, you can ensure that every creative choice serves a purpose and aligns with your objectives. Whether you're producing commercial content, educational material, or entertainment, a strategic approach will help you make informed decisions that enhance the impact and effectiveness of your videos.

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Viviane Schramme

Entrepreneure / DuckMotion / ?? Je crée des stratégies de contenu + du contenu vidéo performant qui aide à construire…

1 Define Goals

Before you even pick up a camera, it's crucial to define what you want to achieve with your video. Do you aim to increase brand awareness, educate viewers, or drive sales? By setting clear, measurable goals, you can tailor your creative process to serve these objectives. This means making decisions about style, tone, and content with your end goal in mind. For example, a video intended to drive sales might include a clear call-to-action, while one aimed at education might focus more on clarity and information delivery.

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Viviane Schramme

Entrepreneure / DuckMotion / ?? Je crée des stratégies de contenu + du contenu vidéo performant qui aide à construire des marques fortes
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La vidéo n'est qu'un outil au service d'un résultat; le processus créatif doit absolument se concentrer pour être au service du message et pas de la réalisation. On le voit tous les jours au sein de l'équipe de production: réaliser une vidéo dont le message est clair, c'est BEAUCOUP plus simple, ?a demande moins d'énergie et moins de retours qu'une vidéo pensée d'abord sur son esthétique. L'évaluation d'une communication se doit être objective. Et l'objectivité s'obtient en analysant les résultats. Pas en jugeant des qualités esthétiques -qui sont un nice-to-have, mais pas nécessairement un prérequis pour de la performance.

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2 Target Audience

Understanding your target audience is like having a compass during a voyage; it guides your creative choices towards content that will engage and resonate with them. Consider demographics such as age, gender, interests, and even geographical location. This knowledge influences everything from the script's language to the visual aesthetics and distribution platforms. A video for teenagers might use fast-paced editing and slang, while one for professionals could adopt a more formal tone and sophisticated graphics.

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Viviane Schramme

Entrepreneure / DuckMotion / ?? Je crée des stratégies de contenu + du contenu vidéo performant qui aide à construire des marques fortes
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Le public cible se détermine également en termes de comportements. Une personne peut avoir des comportements multiples, selon qu'on la targette durant les heures de bureau, les we, les moments de vacances... Ces comportements sont des données aussi essentielles que les critères démographiques.

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3 Content Planning

Strategic content planning involves outlining the key messages you want to convey and structuring them for maximum impact. This is where your creativity meets strategy head-on. Think about the storyline, the key points you need to cover, and how you can present them in a way that's both engaging and aligned with your goals. This might mean breaking complex information into digestible pieces or finding an emotional angle that will connect with viewers.

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4 Production Details

When it comes to the nuts and bolts of video production, strategic thinking helps you make smart choices about resources like budget, equipment, and personnel. You must decide where to allocate funds to get the best return on investment. High-quality visuals might be crucial for a brand video, while an informative vlog could do with simpler production. Also, consider whether to hire talent or use in-house staff based on the skills required for your project.

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5 Post-Production Focus

Post-production is where strategic thinking can really shine through editing choices. It's not just about cutting footage but also about pacing, color grading, and adding effects that align with your strategic goals. For instance, if your goal is to evoke emotion, you might choose a slower pace with warm color tones. If you're aiming to excite and energize, quicker cuts and vibrant colors might be more appropriate.

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6 Distribution Plan

Finally, no video production is complete without a strategic distribution plan. Where and how you share your video should be influenced by where your audience spends their time. If they're on social media, short, attention-grabbing clips might work best. For a professional audience, longer formats on platforms like LinkedIn could be more effective. Always think about how the distribution platform can support your video's goals and engage your target audience.

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Viviane Schramme

Entrepreneure / DuckMotion / ?? Je crée des stratégies de contenu + du contenu vidéo performant qui aide à construire des marques fortes
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La distribution est une des premières questions à se poser avant de créer du contenu. Elle définit la finalité, l'audience, le format, les résultats à atteindre, le rythme,...

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dirk Margheim

I manage media productions for RoyOMartin and I’m an enthusiast for all things communications and public relations.
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As video producers, we bring two unique elements to our projects that, when combined in the right proportions, are extremely powerful: clarity and creativity. Strategic thinking is required to get those proportions just right. Some projects benefit from more clarity, and others benefit from more creativity. Get the mix right, and you win!

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Here's how you can infuse strategic thinking into the creative process of video production.

1

2

3

4

5

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1 Define Goals

2 Target Audience

3 Content Planning

4 Production Details

5 Post-Production Focus

6 Distribution Plan

7 Here’s what else to consider

Video Production

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Here's how you can infuse strategic thinking into the creative process of video production.

1

2

3

4

5

6

7

1 Define Goals

2 Target Audience

3 Content Planning

4 Production Details

5 Post-Production Focus

6 Distribution Plan

7 Here’s what else to consider

Video Production

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