Building your Video Strategy

Audio version of this blog is available here.

1.

As funny as it sounds, you always need to start at the end, what is the overall aim of your video project?

How can you achieve your goals if you haven’t already clearly defined them?

Perhaps your video project is going to be used to increase your brand awareness or communicate a new message effectively to your members of staff, you need to decide on S.M.A.R.T objectives.

That means making your objectives;

Specific

Measurable

Achievable

Relevant

Time-Bound

If you are finding it hard to define what you want to achieve, look at examples from competitors within your industry and try to consider what areas of your business would benefit from more explanation or exposure.

It is important to consider how are you going to define the success of your project? There’s no point setting objectives if you can’t measure them.

2.

To achieve success with your video project you need to understand your target audience.

Unless you have a good understanding of who your target audience is, what they like and how they think, then it’s going to be hard to create video content that appeals to and engages with them.

The only way to know this is by conducting research into your target audience. Once you know what is going to engage well with them, then you can start creating your Video Strategy with those ideas in mind.

3.

Now that you have researched your target audience and set yourself SMART objectives, you need to work out what is your central message?

It boils down to three things, what do you want your audience to do after watching your video? What do you want them to think and how do you want them to feel?

It could be that you want your audience to be excited, inspired or informed by you and your product or service but this is something you must decide for yourself because it is this that will form the central message to your video.

4.

By taking the information, you have already gathered you are ready to build your Video Strategy.

This will involve considering several questions;

How will you make your video – in house or externally?

How will you get that message in front of your target audience – which platforms will you use?

What extra measures such as boosted posts or paid ads will you invest in to?

How will you achieve this within your budget and deadline?

Your Video Strategy is the most important part, which may seem overwhelming but just focus on those areas we have covered earlier; What is your overall aim? Who are your target audience? What is your central message? And how am I going to deliver these in the most budget and deadline effective ways?

Simon Watson

Head of production

GLProUK

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