How to Refine Your Video Message: 5 Guiding Questions  

January 7, 2020

You’ve decided to create video content for your company. Before you choose set locations or even write your script, you need to think about what you want your video to say

Maybe you’ve got a new campaign. Maybe you’ve just rejuvenated your brand, and you need to promote it. Or, maybe you know video is the way to get ahead in 2020. 

Whether you want a training video or a brand anthem, Launch Media is here to guide you through every stage of the process. And, the first step is figuring out your video message. 

A video’s message drives the undercurrent of the whole process. It’s why you’re making a video in the first place. 

And, the clearer your message, the more powerful your video becomes. And the greater the ROI for your company. 


1. Who is my audience? 

That is, who am I making this video for? This is a basic question that should be your guiding principle when making any kind of content. 

You have to identify who you want to reach. What are they like? What kind of stories and appeals resonate with them? 

The key to creating a compelling video that resonates with your audience is clearly identifying just WHO your audience is. 

Demographics are a great place to start (age, location, career, industry, etc.), you have to dig deeper. You have to really try to get inside their heads. Everyone thinks a little differently, and we have to be mindful of perception. 

2. What do I want my audience to do? 

While it is vital to know who your audience is, it is equally important to know what you want them to do. 

If you don’t know what you want from your audience, they certainly aren’t going to spend the time figuring it out themselves. 

Do you want them to visit your website? 

Do you want them to remember your brand and tell other people about it? 

Do you want them to call you and purchase your services? 

Do you want them to learn something? 

The opportunities are endless, and sometimes your video can serve multiple purposes. But, it’s important to refine your call to action as much as possible. 

Clarity is key. If your audience feels overwhelmed with options, they may do nothing at all. 

And, no one wants that. 

3. How do I want my audience to feel? 

Humans are emotional creatures. We might like to think we’re mostly rational decision makers, but we simply are not

Though we need some concrete, logical reasons to take out our pocketbooks, much of our decision making process still runs on how we feel about a brand or a company. 

Do we trust them? Do we like them? Do we believe the same thing? 

The good news is that video is a powerful way to create a tone and shape your audience’s attitude toward your brand or company. 

Video provides your viewers with a well-rounded experience of sound, movement, and color. And, that experience is customizable according to the impression that you want to make. 

4. What do I want to share? 

We often work with in-house marketing and communications teams, despite the common misconception that we are a substitute for their efforts.

And, we find that sometimes, especially when a video is crafted by a committee, everyone is not quite on the same page about what information should be shared in a video. 

It’s natural that different departments have different priorities about certain messaging and how much information they want to give to their audience. 

But, as we said before, clarity is key. 

The most powerful message is one that is true, carefully crafted, and clear. Including too much information (or not enough information) will only confuse your audience. And, that’s the last thing you want. 

So, be prepared to spend some time hashing it out with your fellow teammates or departments. We’re always glad to help you drive that process once we begin working together, but getting ahead of the game by starting those conversations is always helpful. 

5. What do I want to gain from this video?

We saved the best for last. Just kidding, it’s all important! But, seriously, you’ve got to know WHY you’re making a video before you make a video. 

This is the undercurrent that drives the entire process, from pre-production to post-production edits to your execution strategy. 

Yes, video is a powerful tool. Everyone is using it. It’s infinitely useful. 

We’re a video production company, and it’s literally why we exist.

But, video is only powerful when it has a purpose. Think about it like a conversation. If you’re talking just to talk and you’re not really saying anything, then are you really adding anything valuable to the conversation? Are the people you’re talking to really benefiting from listening to you? Probably not. 

So, be strategic in your content creation. Make sure you know from the outset exactly why you’re investing the time in video creation and production. We certainly don’t need anymore content just to have it.



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