Is Your Video Content Solving a Problem?
Many organizations know they need video, but the most effective projects do not begin with the question, “What video should we create?” This is important for video marketing strategy.
They begin with a more important question:
What communication problem are we trying to solve?
Before investing in your next video project, here are a few questions that can help your team make smarter, more strategic decisions.
1) What does your audience need to understand?
Organizations often need to communicate complex services, initiatives, policies, or technical information. A successful video should simplify the message without losing what matters.
Ask:
• What does our audience currently misunderstand?
• What questions do we answer repeatedly?
• What should viewers remember after watching?
2) Who is the video really for?
Trying to speak to everyone often results in content that does not connect with anyone. Focus will improve your video marketing strategy.
Consider:
• Who is the primary audience?
• What do they already know?
• What concerns, questions, or barriers do they have?
• Who would they trust to deliver the message?
3) What should viewers do next?
A video can build awareness, explain a process, support recruitment, encourage participation, strengthen trust, or inspire action. The intended outcome should guide the story, length, tone, and format.
Before production begins, determine:
• What action should viewers take?
• What change should the video support?
• How will we know whether it worked?
4) Where will the content be used?
A video created for a website may not work as effectively on LinkedIn, Instagram, digital signage, an internal meeting, or a public presentation.
Planning for distribution early can help determine whether you need:
• A primary video
• Short social media edits
• Vertical versions
• Employee or customer stories
• Executive excerpts
• Captioned or multilingual versions
5) Are you getting enough value from the production?
One day of filming can often support more than one final video. Interviews and footage may also be used for recruitment, internal communications, social media, public education, presentations, or future campaigns.
Thinking beyond a single deliverable can help your organization create a more useful and cost-effective content library.
6) Does the message feel human?
Audiences are more likely to connect with real people, real experiences, and clear examples of impact than with a long list of facts or organizational accomplishments.
Ask:
• Whose story demonstrates why this work matters?
• What should the audience feel?
• Are we showing the impact, or simply describing it?
7) Does your team have the capacity to manage the project?
Even organizations with internal communications or video teams may need additional support for larger productions, complex storytelling, animation, scripting, interviews, or extensive post-production.
The right production partner should not compete with your internal team. They should help reduce the workload, manage the process, and provide the specialized support needed to complete the project successfully.
At The IMG Studio, we help organizations think through the communication challenge before determining the creative solution. Our goal is to develop video content that is clear, purposeful, audience-focused, and designed to support your broader marketing and communication priorities.
Before your next project, start with these seven questions:
1) What is the goal?
2) Who is the audience?
3) What is the communication barrier?
4) What should they understand or feel?
5) Who is the most credible messenger?
6) Where will the content be used?
7) How will success be measured?
If you’re thinking about how to tell your organization’s story in a deeper, more impactful way, this approach can make all the difference.
