Discovery & Strategy

why discovery & strategy matter in video production the success of a video project is determined long before the cameras start rolling discovery and strategy define the purpose, audience, and messaging framework that will guide the entire production process without this foundational work, video content can feel disjointed, fail to engage the right viewers, or underperform in conversions key insights on video strategy & planning videos with a clearly defined purpose generate 47% more engagement (source hubspot) messaging consistency improves brand recall by 70% (source think with google) targeted video content delivers a 2x higher roi than broad, generalized messaging (source wistia) step 1 define the video’s purpose before production begins, ask why are we creating this video? business goal best video type brand awareness short form social content, brand story videos lead generation product explainers, educational content, webinar clips sales enablement testimonial videos, case studies, demo videos customer retention training videos, faq videos, onboarding sequences how to align video content with business goals if the goal is brand awareness , prioritize high energy, shareable content that sparks curiosity if the goal is lead generation , educate the audience and introduce value without a hard sell if the goal is conversion , provide persuasive, trust building content like customer success stories if the goal is retention , ensure clarity in training or support videos to enhance the customer experience action step before proceeding, write a one sentence objective that answers, “what success looks like for this video?” step 2 identify the target audience effective video content speaks directly to the right people at the right time defining your audience ensures the video resonates, builds connections, and drives action audience profiling who are you speaking to? demographic factors psychographic factors age, gender, location interests, values, beliefs income level, job title buying motivations, challenges preferred platforms content consumption habits how to gather audience insights analyze existing customer data → use crm insights, analytics, and past campaign performance review social media engagement → understand what content formats and messages resonate survey current customers → identify common questions, pain points, and preferences use industry reports → leverage research on video consumption trends in your market action step create a 1 2 sentence audience persona that clarifies who the video is for and what matters most to them step 3 develop a messaging framework key elements of a high impact video message messaging component purpose core value proposition clearly articulate why the viewer should care emotional trigger establish a relatable problem, aspiration, or need call to action (cta) provide a clear next step (e g , book a demo, sign up, buy now) brand consistency ensure tone, visuals, and language align with brand identity crafting a story that converts start with the pain point → what problem does your audience need solved? introduce your solution → how does your product, service, or brand provide value? show proof of success → use testimonials, statistics, or demonstrations end with a strong cta → make the next step obvious and compelling action step write a brief messaging outline that defines the video's core narrative and emotional appeal step 4 concept development once the purpose, audience, and messaging are defined, it’s time to shape the creative direction of the video how to develop a video concept that engages creative element why it matters mood & tone sets the emotional impact (e g , inspiring, educational, humorous) visual style determines if the video will be cinematic, animated, interview based, etc format & length optimizes content for platforms (e g , 30s for social, 3m for youtube) storytelling approach ensures the message flows in a logical and engaging way concept refinement process brainstorm multiple creative angles → explore different ways to tell the same story test ideas with stakeholders → get feedback from marketing, sales, and leadership consider repurposing opportunities → can this video be adapted into multiple formats? action step draft a creative brief that summarizes the concept, key visuals, and tone final takeaways how to nail the discovery & strategy phase every successful video starts with a defined purpose and audience understanding messaging should be clear, emotionally compelling, and aligned with business goals concept development must balance creativity with strategic intent pre production planning reduces inefficiencies and maximizes content effectiveness want expert help building a video first marketing strategy? book a consultation with look studios sources & further reading hubspot how video messaging drives conversions retrieved from hubspot com https //www hubspot com/ wistia the psychology of video engagement retrieved from wistia com https //www wistia com/ think with google why video personalization increases roi retrieved from thinkwithgoogle com https //www thinkwithgoogle com/