What type of video is right for your business?

There are a vast number of ways to deliver video content to your audience. We have an abundance of choices when it comes to formats, styles, and platforms for our videos. Some of these fit certain businesses better than others. It is important to make several considerations before creating your video. I will break down the key considerations to ask before you dive into concepting. WIth this approach, you should be able to narrow down your concept more efficiently.

Intent

What is your intent for the video? Brand awareness? Lead generation? Demonstration? Define your intent and what you want to achieve with your video. What do people want to know about your product, or how your product can solve their problem?

Audience

Who is your audience? Are they already customers? Prospects? What are their interests? Where do they spend time on the internet?

Channels

What channels do they use? If you are a clothing company, perhaps you can utilize channels like TikTok or Instagram which have large fashion and lifestyle audiences. Or maybe you are a contractor, you can use tutorial videos on YouTube to generate brand awareness. How can you design your video so that it best fits the channel format? Different channels provide different user experiences and you should concept your video with these experiences in mind.

Stage

In what stage of the buyer's journey is my audience in? If your video is targeting prospective clients, perhaps a video with more general and broad information is appropriate. Perhaps your video is targeting potential customers who are very close to a purchasing decision, they might be looking for more technical or detailed information. Refer back to your intent so that you have a full understanding of what you are trying to achieve.

Creativity

How do we create something that is unique? What about your video is going to stand out from a vast ocean of content?