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  • Writer's pictureJW

Four Things to Consider When Planning a Video

The accessibility of video creation tools means that producing videos for businesses has never been easier. Cameras are cheaper and better than they have ever been. And educational materials are also more accessible than they have ever been. A basic YouTube search will bring back thousands of videos about how to edit and publish videos.

While the tools to create videos might be more available than ever, I've noticed a problem that holds a lot of businesses back from jumping in - a solid plan.

In this article, I am listing four points to help effectively plan your video. Considering these four points can save you days of headache and give you confidence that your work will actually pay off.

The four points are as follows: setting goals, picking an audience, setting a budget, and setting a deadline.


Without goals, video creation lacks the “why” of your project. You have no standards to measure how successful your efforts are and ultimately it becomes a resource suck. You lose time, money, and energy. Video should give your business a boost, make you more money, and allow you to do more of what you really want to be doing.

By setting goals, you give your project a clear direction and you are able to measure how successful your video is once it’s published. Goals give you the confidence that the time and money you’re spending on video creation will pay off. They also remind you of your “why” and keep you focused while you’re in the middle of a tough project.

Decide what you want your video to accomplish and make that your guiding light.


Not every video appeals to every audience. Different audiences respond differently to different content. So shooting, editing, and storytelling styles can all vary based on what audience you want to reach. In my experience, your audience and your goals directly correlate.

If your goal is to reach a new customer base, you should spend some time researching what that audience looks for, what grabs their attention, and piques their interest.


Budget, not just money, but also time and energy. Be strategic and realistic about what you spend and the return you hope to get. If your goal is to get 10% more email subscribers, think about what you are willing to spend (time, money, energy) to achieve that goal. How much revenue would a 10% sub increase bring you?

Also, be realistic about your budget. Avoid the trap of underspending and hoping for a huge return. That is a recipe for disaster and disappointment.


Without a deadline, your project will never be complete. There will always be something else to tweak or perfect. Maybe the script wasn't good enough. Or maybe you just need to keep searching for the right music track. Even top-level Hollywood producers have to deal with deadlines. Nothing will ever be perfect, but a deadline ensures that it is complete.

Next time you gear up to create or hire out for a video, consider these four points. Set some goals. Pick an audience. Do the best you can with your budget by your deadline. Then hit publish. Learn from the process. Measure your success. And get back at it!

I help businesses grow through engaging visual stories. If you have any questions or want to learn more, send me a message. And if this was helpful to you, I’d love to hear about it.

Take care!


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