Video needs a job. Too often they are left around hanging on some web corner with not much to do.
They can look pretty, strong, weak or boring. They may have great production value – or none at all – but they just sit there in the hope that someone will come along to watch them.
Needs a purpose
There are just too many videos that are not designed with much purpose, as if someone had decided “we need a video” without someone asking: why?
In meetings, I will always ask, who is the target audience and what do you want the viewer to do after they have seen it. Too often the response is “… that’s a good question” as if the question had never been asked before.
Ask the right questions
Unless you are producing a TV show, a video doesn’t exist for its own sake. It needs to fit somewhere into the customer journey to your product or service. And you must ask:
- Why video?
- How does it fit into the customer journey?
- What do you want the viewers to do after they have seen it? and
- How can we measure its success, for example: by views, engagements, information requests etc.?
Give video a job!
We create videos that help organizations reach their target audience