Video production guidelines
Audience and message
Target audience
Focus on one primary audience for one video. If there are several audiences to reach, that may be a good indication that you need more than one video. A detailed creative brief will be required for each proposed video.
Answer these questions
- Who is our primary audience?
- What is their motivation for watching it?
- What are their motivations, goals, values, beliefs and attitudes?
Key message(s)
Short, concise and memorable videos generally have the most impact – and trying to squeeze too many messages into one video may have a negative effect and leave the viewer overwhelmed or confused.
Your key message(s) should be stated from the perspective of those you’re trying to influence. You must put yourself in your audiences’ shoes and answer the question “what’s in it for the viewer?” A clear description of these benefits will help the audience understand your message and take action.
Remember: You are not the target audience – the key message should resonate with your intended target audience.
Answer these questions
- What is the core message you are trying to get across in the video?
- Are there any secondary messages or goals?
- What do you want the viewer to take away or remember after they watch this video?
- What specific action do you want a viewer to take or do differently?
Your audience must be able to answer the questions outlined under “project background and objectives, “target audience” and “key messages” once they have finished watching the video. If they cannot, the video is not successfully conveying the information it is intended to.