20 Questions to Ask Before Producing a Video
Video Marketing in 2022
Video marketing can be a grind, but making video doesn’t have to be confusing and difficult. Of course, it’s easy to skip steps and move right into content creation. This has its place, but taking time to plan and think ahead will make your production process that much easier.
Here are 20 questions you should ask the next time you decide to produce a video.
DO I NEED A VIDEO?
When faced with the problem of communicating to your customers, sometimes video seems like the easiest solution. This isn’t always true. A quick Instagram post with a stock photo might be all you need to advertise your upcoming sale or product release.
WHAT MESSAGE DO I WANT TO COMMUNICATE?
A 2020 study showed that U.S. adults spend 103 minutes per day watching digital video on devices. * You are competing with thousands of other marketers who are trying to grab attention. Figuring out exactly what you want to communicate with video has never been more important.
WHO IS MY AUDIENCE?
Defining who you are creating a video for is critical to success. A meme-packed video will work for a younger audience, but if you’re targeting middle-aged folks, you might want to consider something a tad more serious. This doesn’t mean you can’t have fun though!
WHAT IS MY BUDGET?
Sometimes the answer is “lol, what budget?”
That’s OK!
There are so many free apps and tools available if all you have is a smartphone. In 2021, there is no excuse for not pursuing a video marketing strategy. Everyone starts somewhere. Let today be that day for you!WHAT TONE DO I WANT THIS VIDEO TO HAVE?
Tone sets the stage. Do you want to connect humor to your brand? Do you want to be informative? Determining the tone of your video will also help you figure out which social media platforms to post to. Sure, you can run with humor on LinkedIn, but TikTok or advertising on Facebook might be a better spot for your video to be successful.
HOW WILL I MEASURE SUCCESS?
Are you aiming for vanity metrics (likes, shares) or are you trying to convert leads to sales?
Maybe you just want to interact with the community around your brand. Thinking through this question will help you to determine the goal of your video, and should drive your message throughout production.WHAT PRODUCTION QUALITY DO I WANT?
Some brands pride themselves on high-quality production, from their products to their marketing presence. Many small businesses are one-person shows and don’t have the time or budget to produce big and bad all the time.
Consider this for yourself. Do you have the knowledge and equipment to pull off a video with higher production quality? Do you even need that? Some videos benefit from animation or actors, but for many videos, it’s unnecessary. Maybe all you need is a tripod for your smart phone, some window light, and you can call it a day.HOW CAN I QUICKLY GRAB ATTENTION?
You’ve probably noticed a lot of video ads on social media start with an eye-catching graphic or an actor saying something like “Wait, stop scrolling for just 10 seconds!”
These moments are intentional. You only have seconds to get the attention of potential viewers. How can you bring eyes onto your video and keep them?CAN I PULL THIS OFF ON MY OWN?
Many hands make light work. If you have friends or co-workers with some time to spare, putting a video together becomes that much easier. Even if it’s just to hold your smartphone while you talk to the camera.
DO I NEED TO HIRE SOMEONE TO HELP ME?
A dirty little secret that many video agencies don’t want clients to realize is: video isn’t voodoo magic.
Anyone with a smartphone can create compelling content, it’s a matter of learning how to do it.
That said, while you can accomplish much on your own, there are plenty of times when hiring outside help is the right step. It can’t hurt to reach out to a video expert with your idea to gain insight before proceeding.DO I NEED A SCRIPT?
Probably. Most of the time… Okay, yes, you need a script.
Even taking the time write a quick outline will go a long way, especially if you tend to ramble. Writing a script will also help you be specific to your audience and help you communicate your message more effectively.
If you are awed by content creators who seem to be able to pull off videos without a script, odds are they are using one. Or they’ve done this hundreds of times to point where a simple outline is all they need.DO I NEED A STORYBOARD?
It depends. You don’t need to be an exceptional artist to storyboard, but you also might be overcomplicating things if you think you need one.
Storyboarding will take time to create, but depending on your organization, if you are answering to management, they might need a storyboard for you to sell them on your ideas.DO I NEED A SHOOTING SCHEDULE?
Again, it depends. If you are working with other people, a brief schedule is both considerate and helpful. It will keep you on track, and it will also help others to have an idea of what to expect.
WHERE SHOULD I FILM?
This is a fairly nuanced question, but consider your business, your audience personas, and your video’s tone.
If you work in the marketing department for a toilet paper company, well… maybe consider a clean restroom. If your company produces tables for tabletop gaming, then perhaps sitting near a company table is a good solution.
Don’t be afraid to take and watch a few sample videos in your desired location so you can get a feel of the final product before committing.CONSIDERING FINAL DELIVERY, HOW SHOULD I FILM?
Since every social media platform uses various aspect ratios, it’s important to think through how to shoot your video ahead of time.
For example, live streaming on Twitch means you’ll want to shoot horizontally, but live streaming on TikTok means you’ll want to shoot vertically. Generally, if you are going to publish on multiple platforms, it won’t hurt to make sure you have extra space around your subject for when the video inevitably gets cropped.DO I HAVE ALL THE EQUIPMENT I’LL NEED?
Generally, finding a quiet location with adequate lighting gets you more than halfway to producing a great video.
However, you still need to consider audio and camera support. Many people set up an iphone stand or tripod and start filming. Maybe that’s all you need.
If you are trying to produce something with much higher production quality, flawless audio, stellar lighting, etc. it might be better to look into hiring someone to help.DO I NEED MOTION GRAPHICS?
Motion graphics are pretty. Thankfully, there are plenty of ways to include them in your video portfolio, even if you aren’t an animator!
If your video needs to communicate complicated subjects in a timely and concise manner, motion graphics might be a given. These kinds of animations have a way of taking something that’s difficult to describe and using illustration and movement to communicate to an audience.
Check out our article on how to get started in motion graphics to learn more.WILL I NEED TO EDIT?
Some folks can get by with uploading exactly what they shot in one take, but the rest of us only look like pros because we edit.
There are many apps that will allow you edit from your smartphone, or you can edit using a desktop software. Or, maybe you’d rather use a service like Canva, or InVideo.DO I WANT TO USE MUSIC?
Music makes the world go round. Music also makes videos better. There are plenty of royalty-free music sites like Premiumbeat.com and Pond5.com.
If you decide to include music, it’s probably going to mean you’ll need to edit on desktop editing software. Of course, if you are publishing to TikTok, Instagram Reels, or YouTube, there are vast quantities of songs to pick from to place into the background of your video.WHEN SHOULD I POST MY VIDEO?
This is going to depend largely on your audience and what social media platforms you are using. YouTube claims the time you publish isn’t shown to directly affect the long-term performance of your video, and if you have a small audience, it’s going to matter even less.
Learn your platform of choice and the audience surrounding it before deciding the right time for you. Check out Sprout Social’s “when to post” guide to learn more!(BONUS QUESTION) WHAT DID I LEARN FROM THIS VIDEO?
We learned this one the hard way. It’s easy to produce a video and forget about it
Instead, take a quick set of notes on what worked and what didn’t work. What surprises came up that you could better prepare for next time? What did you like about producing the video? What would you avoid next time?
Taking a little bit of time will make you that much better of a video marketer next time around.
Remember, video doesn’t have to be scary. It’s 2022. You can be a video marketer. All you have to do is get started. Asking the right questions before you jump in will save you time, money, and headaches down the road.
If you aren’t sure where to start, or you want an expert to run your ideas by, fill out our contact form with your question.
No, we aren’t going to try to pitch you a video (unless you ask), but we will take the time to respond to your email and answer any video questions you might have!
