Get your basics right! The 5 step guide to a sound video briefing


People watch, like and share videos more than ever before. Video is so predominantly present in people’s lives that it has become a vital part of digital communication in corporations. Your business has just no other choice than to hop on the video train. With soon 90% of total internet traffic devoted to online video, there is no point in turning your eyes away.

So when you decide to hop on, how do you get started on your video? Think before you act, define what you want to achieve and follow the five steps outlined below in the blogpost.  Check the video below to be inspired! And continue reading afterwards.

In the end, we are all wishing for a viral video that will reach people from Luxembourg to Cupertino. However in an era where people are confronted with all sorts of visual communication it is better to set realistic goals by asking yourself the right set of questions.

1. What is the goal of my video?

The most important question of all: Why do you want to create a video in the first place? Is it  to create awareness, consideration, do you want to inform people or should people take a specific action after having seen your video. Which people? I think we can all agree that people is kind of a vague term, therefore it is crucial that you can convince yourself that your goal and target audience are in sync using the following formula:  

My video aims to [verb] + [definition target audience]

  • My video aims to [CREATE AWARENESS] amongst [DECISION MAKERS]
  • My video aims to [ATTRACT] [INVESTORS] for my project.
  • My video aims to [INFORM] [CITIZENS]
  • My video aims to [CAPTURE] an atmosphere [AT AN EVENT]
  • My video aims to [EDUCATE] [COLLEAGUES]
  • [ETC.]

2. How much time do you have?

Success doesn’t come overnight! You need to invest in your video, you need to target it well and of course you want a lot of people to see it. Have a look at our sharing strategies here. Is your video part of a larger communication campaign or is it a campaign on its own? Give yourself some time to make your video a success. Rome wasn’t build in a day either.

3. When is your video a success?

Determine upfront what kind of KPIs you are going to measure. Is it the number of views, impressions, unique viewers, clicks, click-through-rate or do you find it more important that the video converts into calls or sales?

It's important that the call to action at the end of your video takes this into account. If you want to increase traffic to your website, tell people at the end of your video how they can get there.  I know, it sounds quite obvious of course, but it's important to oversee all these parameters to select  a number of KPIs that really match with your goal.

  • You can measure this as follows:
    • Measure the website traffic a month before and after the launch of the video. Has your traffic increased since the launch of the video? Or not?
    • Of course, if no one has seen your video, there won't be a big difference. Therefore it is important to see if there is a correlation between the number of views of your video and your website traffic.
    • To segment if it were young people that visited your website you can check in Demographics of Google Analytics if the percentage of young people in the Brussels area have more often visited your website.

4. What style and length fits best? What is the format you should go for?

Now you have defined your goals, timing and KPIs , the next step is to determine the format. Thinks in terms of length and styles. If you want to attract and tease people you’d better opt for a short format, however if you want to explain some technical complex process why don't take those extra seconds. It will make your video worthwhile. 

5. Measure your video performance regularly

To determine the overall success of your video, don’t forget to measure your campaigns. And now don’t wait until the end but keep track of the progress, so you can intervene in time and give your video that push it needs to attain your objectives.

Depending on your KPIs you can use different tools depending on the platform where you post your video.

Facebook Insights can give you basic measurement such  Reach, Views and Average Completion.

Facebook Video Analytics

For example, a recap of the third video of the Couleur Café that we posted on our Facebook page reached 1.6 K people, generated 407 views and on average 29% watched it until the end.

Wistia, a professional hosting platform, can give you much more detailed information about how people are reacting on and interacting with your video.

  • Viewer-based tracking allows you to identify the people who have watched your video by collecting email addresses.
  • Video heatmaps show which part of your video an individual viewer has watched, re-watched or skipped over.Heatmaps - Wistia
  • Engagement graphs help you determine your audience’s behaviour towards your video.

Engagement Graphs - Wistia

If you have more questions about how to map out your video strategy, don't hesitate to leave a comment or drop us a line!

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