Launching a video project can open exciting doors for your brand, but the journey from concept to final cut requires thoughtful preparation and insight. Whether it’s a product demo, brand film, or explainer video, knowing what to expect upfront will save time, avoid missteps, and help you get the most value from your investment. Here are seven key things to keep in mind before hitting “record.”
1. Get Crystal Clear on Your Goals
Before you think about drones, cameras, or actors- get real about why you’re making this video. Are you trying to build brand awareness? Increase conversions? Train employees? Educate customers?
Clear goals help guide every creative decision. A “brand story” video and a “how it works” tutorial serve different purposes and should be approached differently. Without a defined goal, it’s easy to end up with a good-looking video that doesn’t actually perform.
2. Know Who You’re Talking To
Every successful video starts with a well-defined audience. Are you speaking to decision-makers? End users? Customers or employees?
Understanding your audience shapes tone, language, and visuals. You wouldn’t use the same style in a pitch to tech investors that you would in a recruitment video. Be specific about who you’re trying to reach. It’s not “everyone.” The clearer the audience, the more effective the message.
3. Budget with Intention
Video projects can be tailored to many budget levels from DIY in-house clips to full-scale production. The key is knowing what’s realistic for your goals and communicating that upfront.
A tight budget might call for animation or voiceover-heavy content. A higher budget opens the door to on-location shooting, professional talent, and advanced post-production. Your video team can help you scale the concept accordingly as long as they know what you’re working with.
4. Set a Smart Timeline
Quality video takes time. There’s pre-production (concept, script, planning), production (filming), and post (editing, sound design, delivery). Rush any of those, and quality drops.
If you have a firm launch date, back out your timeline accordingly and account for revision rounds and approvals. Padding your schedule upfront prevents stress later.
5. Choose the Right Creative Partner
The team behind your video matters. Look for a production partner that listens, collaborates, and understands your industry. A good partner brings both creative chops and logistical know-how.
They should ask smart questions, push your thinking (in a good way), and keep things moving. Check their past work, and if it aligns with your vision, chances are they’ll be a solid fit.
6. Story First, Sales Second
It might be tempting to load your video with every product feature and call to action, but the best videos lead with a story. Viewers want to feel something, not just be pitched to.
Focus on the problem you solve, the people behind your brand, or the transformation your service delivers. If you get the story right, the selling part happens naturally.
7. Plan for Distribution and ROI
You’re not done once the video is finished. You need a plan for where it lives, how it’s promoted, and what success looks like.
Map out your distribution strategy. Will it run on social? Live on your homepage? Be used in email campaigns? And define what you’ll track: views, click-throughs, conversions?
Start Smart, Finish Strong
Video can be one of your most effective business tools, but only if it’s built on a solid foundation. Define your goals. Know your audience. Be intentional with your budget and timeline. And don’t skip the story or the strategy.
The more you plan upfront, the more confident (and proud) you’ll feel when the final video goes live.