We all love the idea that a great video will be the best way to connect with our audience and tell them about our great new product or service, training program or event. But great video content starts with asking if the medium of video is actually the best way to communicate before you commission it. 

We all see so much content, predominantly online, and the vast majority of it, no matter how creative or impressive it may be, is actually not very effective or done the job it was intended for and delivered on its goals. 

A miniscule amount of the videos that are created are consumed by more than a handful of people. Now dependent on the purpose of the video this is not always an issue. For example if a video targeted at hundreds of investors is only viewed by a handful, if that handful watch, are influenced, connect and invest contributing to a funding target to be met then the content could be considered worthwhile creating. 

When it comes to telling your audience a new story, start with asking “is a simple blog article sufficient?” before considering if it needs anymore – a nicely designed graphic for your social challenges? An inspiring podcast conversation, or a well produced video that gets a lot of information about your story across in a short period of time?

Video content, of all the digital content mediums, takes a lot of time to get right and a lot of energy, and often people to be part of the creation. Sure, if you are in the right place at the right time, an event for example for a news story a smartphone captured piece of content can be captured, edited and uploaded quickly – but for most other forms of video used by organisations today video takes time, effort and skills to do well. 

Here is a checklist that you may find useful if you are thinking about commissioning a video (over another form of digital media) by completing the first stage of video production Content Initiation. 

Answering these questions will help you decide if to proceed with the creation of a video and provide solid foundations to what your production team will need to develop creative and plan in the pre-production stage.

Checklist – Shall we make the video?

Define the Purpose of the Content

Establish its case for creation and the expectations of those commissioning it – you, what are you wanting this video to achieve? What is its goal and is it realistic? The overall meaning behind the video and how it links to wider organisational goals. Including consideration to; Input – need/problem and a concise description and Output  – a project’s deliverables and concise description.

• Feasibility of the ideas you have – the essence for the ‘creative’. Considering the ideas based on; audience receptiveness, time, cost and skills required to deliver the vision.
• If you have a particular format in mind investigate this (e.g. are people talking on camera or does it have graphics and stock video? Would a podcast work better?
• Strategic, how does it help; the organisation and it’s wider objectives? Customer – how does it help them solve their problems?

Identify Target Audience

Who do we most want to reach? Qualify and quantify. Including demographics, location and behaviours of your audience.

• Investigate what organisational knowledge is held on the audience – including; quantitative and qualitative data. What do other team might have useful information.  
• Consider how you ensure the audience stays at the forefront of the video project decisions throughout delivery. 

Determine Desired Outcome

What action do you wish the audience to take upon watching the video?

• What specific action do you want the audience to take? For example; request info, sign up etc…
• What does success look like for the content? E.g. engagement, enquiries etc…

Objective of the Content & Deliverables

Define the overall goals or desired outcomes of a project. The “why” of the project and provide direction. Deliverables – specific, measurable, and actionable steps to be taken to achieve the objectives and purpose – the “what” that gets delivered to demonstrate completion of tasks.

• Define the goal of producing the video – stakeholder engagement, marketing and the desired action (s) from the audience, training video etc…
• Assess against SMART elements. Specific, Measurable, Achievable (or Attainable), Relevant, and Time-bound. 
• Clearly list objectives.

Timings for Delivery

Taking into consideration what is feasible with the time available.  

• Draft an initial timeline for the project’s delivery.

Security and Sensitivity

If you are working for an organisation with particular security considerations, such as the government or the defence industries, is it appropriate to create the video? Consider the security of individuals appearing on camera and the sensitivity of the potential impact of the video and how content is shared and accessed.

• Identify if the prospective video would require oversight / clearance from specific parts of the organisation. 

Formats & Accessibility

These are required to meet the needs of the audience. Including accessible language (s).

• Consider platforms (e.g. social) and specific aspect ratios required.
• Consider accessibility issues  of the audience – e.g. sub-titles. 
•  Research platform requirements as they changes frequently.

If you come to the conclusion that a video is the right way to go then move the project forward, commissioning, either to your internal team or to an experienced video agency like Cuecut or one of the many other great production companies in London and across the UK – taking your video into the next, stage pre-production.