Discovery & Strategy
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.
- 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)
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 |
- 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?”
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.
Demographic Factors | Psychographic Factors |
|---|---|
Age, gender, location | Interests, values, beliefs |
Income level, job title | Buying motivations, challenges |
Preferred platforms | Content consumption habits |
- 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.
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. |
- 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.
Once the purpose, audience, and messaging are defined, it’s time to shape the creative direction of the video.
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. |
- 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.
- 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.
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