So you’ve decided to make a video. Not just any video, a REALLY GOOD video. Maybe a documentary, or a commercial you’re going to run on YouTube a million times, or a video for your big product launch. Before you grab a camera and start to wing it, you need to ask a few questions. Trust us—without planning your video project first, you’re just setting yourself up for a painful mess.
Asking the right questions ensures clarity, smooth execution, and alignment with the final vision for all stakeholders. Here are some questions to get you started.
What's the Point of This Video?
You want a video, but what are you actually trying to achieve here? Is this a “show the world how amazing we are” type of deal, or are you actually trying to teach someone something? Maybe it’s a promo, or you’re just trying to build brand awareness. Nail this down early because—spoiler alert—everything else hinges on this. No pressure.
Who’s Watching This?
Yes, your boss and your team are probably the first audience, but who else? Understanding your target audience will totally shape how your video feels. Are they corporate professionals? Teenagers on TikTok? Your mom? (Just kidding. But seriously, think about who’s on the other side of the screen.) This will help you figure out what tone, style, and content will actually resonate.
What's the Vibe?
Let’s talk about tone. Is this a fun, upbeat video that screams "We’re the best at what we do!" or is it more serious and thought-provoking? Your creative direction is crucial here. Think about how you want people to feel after watching. Happy? Inspired? Like they should buy something? All that will be affected by this decision, so don’t skip this step.
What Are the Must-Haves?
You’ve got an idea of what the video’s supposed to look like, but what’s non-negotiable? Do you have specific messaging that *has* to be in there? What about branding guidelines? Don’t leave this to chance—if your logo, colors, or slogans are crucial, make sure to spell it out from the get-go.
What's Your Budget?
Ah, the money talk. Yes, you’ll need to know your budget upfront—because if you don’t, you could end up in the land of “Well, we can’t afford that” in a hurry. Plus, setting clear expectations here will help you understand what kind of video you can actually create. No need to aim for a Hollywood blockbuster if you're more in the “we can afford a couple of interns and some lunch” category.
What’s the Timeline?
Deadlines are real, folks. So, how fast do you need this thing? If you need it in a week, well, get ready to work around the clock (and probably skip a few sanity breaks). Make sure everyone’s on the same page about the timeline, including how much time you have for each phase of production.
Who's Involved?
Are you the one-man band behind this whole operation? Or will you be working with a production company, writers, actors, or designers? Whoever’s involved, make sure you know who’s doing what and when. You don’t want to get halfway through the project and realize you forgot to book the talent or, you know, that one essential piece of equipment.
What About Distribution?
Once you’ve made your fantastic video, what are you going to do with it? Are you blasting it on social media, sticking it on your website, or throwing it into a presentation? Knowing the distribution channels will help you make smart decisions about length, format, and style. Oh, and don’t forget to think about the video’s format, too. Not every platform wants the same thing, so make sure to get that sorted out.
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Feeling overwhelmed by all the questions swirling around in your head? Yeah, it’s a lot. But taking the time to ask the right questions will save you from a world of trouble later. So, breathe, get your plan in place, and let’s make this happen.
And also, it’s better when you’re not doing it alone. That’s where Red Canary can help–we can guide you through the questions, sort out the vision, and get you on track for an amazing video that comes in on time and on budget. You may even have some fun making it with us.