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3 questions to ask when coming up with a video concept

Video marketing is powerful because it can achieve so many different goals for businesses. So, when you work on a video or present your idea to a company like us; it's important to consider the objectives behind your concept.

Let’s explore just a few of the key considerations to keep in mind when producing a video for your brand:

What is the aim of your video?

The most important thing is, of course, to determine what you want the video to accomplish. This could be something really specific. Look at the testimonial video below, for example. We produced it for a café in Warwickshire who wanted the video to be part of a presentation to pitch for a new lease contract. To accomplish that, they needed something slick and professional that would illustrate their value within the local community.

Your objective doesn’t have to be quite as cut-and-dry as that, though. It could be more open-ended: you may simply want a short video for social media that communicates some of your brand values. Regardless, having a goal of some sort is crucial. It will inform the answers to all the other important questions.

Who is the target audience?

With the goal in mind, the next thing to think about is: who is the video aimed at? This is particularly important as it will inform all the crucial details – from the content of the video, to the visual style employed. Look at this video we produced for Birmingham City University, for example.

This welcome video is aimed at prospective international students, for whom English may not be their first language. Therefore, the client opted for a visual style characterised by icon-based animation and kinetic typography. These vibrant elements work alongside the clear voiceover to reinforce the most important points. They ultimately help international students understand the application process for Birmingham City University.

What platform would best suit your video concept?

There are so many platforms out there on which to distribute your video. Each one raises its own series of extra questions, such as:

  • Who will the video reach?

  • How will these viewers engage with the video?

  • How will the video need to be shot and edited in order to accommodate the platform?

If you’re making a video for TikTok, for example, you will need to film it in a vertical aspect ratio optimised for mobile phone viewing. You’ll also need to consider that it’s far less likely that viewers will be actively seeking out your video there. Instead, it will appear in their feed – so you will need to think about how to grab their attention in the first three or so seconds.

Therefore, you wouldn’t necessarily use TikTok to host a video aimed at people already interested in your business who want to know more. Imagine that you want an event video that is meant to update people who weren't able to attend in person. In this case, you might be better off hosting it on YouTube and embedding it onto your company’s website.

When planning a video for your business, there is much to consider. At Ember, we're here to help with any questions you may have about creating effective content. If you’re interested in working with us, or learning more about how we can help you, please feel free to get in touch.

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