March 7, 2014


Plan your video project for maximum success

It's hard to create a message that's uniformly accepted and enjoyed by everyone in the target audience, but with the right kind of planning, video for business can generate a much more substantial positive response than traditional communication. Using outlets that people prefer, designing a concise script and working on visuals, timing and other aspects are all essential to this process. In the end, enterprise video solutions should be able to bridge traditional gaps and appeal to the broadest possible audience, so long as the right concerns are taken into account from the onset of a project.

Think about the audience
The first step in creating a video communication is to think about who specifically the message is aimed at. Is it a training video for existing personnel? An onboarding or welcome message for new hires? An informative statement for stakeholders? Or is it a general announcement to the whole community to boost corporate image and culture?

All of these recordings should be designed to fit the particular parties who are intended to view the content. Whether that means adding or excluding jargon, adding in more visuals or creating messages of different lengths needs to be tailored to the specific audience.

As Newsfactor Business Report stated, there are times when short and sweet is necessary, but there are also occasions where shorter and more direct content is appreciated. The source pointed to advertising endeavors by firms of all sizes as an example as to where each kind of content is necessary, indicating that the same ends can be achieved by taking care to target messages toward the right people.

Keep a tight budget
One of the most important aspects of making enterprise video solutions profitable for organizations is knowing how much to spend and where to direct these funds. If companies consistently go over their budget for launching recordings, they're less likely to experience as dramatic a return on investment as those firms that keep their money closer to the chest.

Newsfactor added that financial concerns are often one of the biggest motivators behind the decision to make a recording longer or shorter in length. That's because these messages are delivered in a variety of styles and methods, as well as in regards to endeavors of different scales. A big advertising campaign is likely to have longer, stand-alone content, while shorter recordings may be tacked on to the start of associated video content. The amount of money spent on video communication should be directly proportional to the benefit of releasing such a recording.

Make it actionable
Launching a recording of the right length into an ideal format may increase the amount of target audience members who see the message in its entirety. While this may help generate a more uniform understanding of important announcements, it doesn't necessarily mean the recording is a success unless it actually tells people something they can use. It's important during the planning phase to think about what a video communication should accomplish in viewers and directly address a call to action.

Business 2 Community's Adam Hayes wrote that it's necessary to put the goal of a video at the forefront of the planning process so that directors, writers and actors all know the kind of tone they're working toward. Hayes said it's essential that video communication make a clear picture in people's minds as to what they're meant to do, how to do it and why they should want to. This ensures that recordings actually serve a purpose, helping to establish greater change in operations, better consumer acceptance and enhanced return on corporate video investments.