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Every video you create should have a purpose and ef-
fectively convey its message. Having a clear message
and purpose helps to inform several other decisions
about your video production. Some of these decisions
are obvious, while others are much more subtle. More
importantly, though, it helps to hold the viewer’s at-
tention by creating a more engaging experience. It’s
not easy to create videos that people will watch to the
end, but articulate messaging is a big step in the right
direction.
Here, we’ll give you a deep-dive into how to define
your video’s purpose and plan properly for strong com-
munication. Then, we’ll cover tips for a clear script, as
well as how the on-screen talent can elevate the mes-
sage for better results, even if they are amateurs. Plus,
we’ll show you how your other pre-production and
on-set decisions can support the purpose and draw the
viewer in. Background, wardrobe, music and shooting
all play a part in capturing the audience and promoting
the goals. You’ll be able to combine these skills to cre-
ate more effective videos and meet your objectives.
First, determine the real purpose of the video
You may think you know why you’re making a
video, but dig deeper to find the true purpose. Particu-
larly in vlogs or casually styled videos, it might seem
like there isn’t a solid plan and it just works out to be-
come something cool and grows naturally. However, if
the channel is successful and the audience is expanding,
chances are good that a lot of work is going into pre-
production. For the sake of messaging, this begins with
defining the purpose of each video and setting goals.
One of the first things to take into consideration
is why the video is being made. It might be for your
own personal project, to share a story, stay connected
or practice a new technique. You could be making a
video for a client based on their own personal projects,
or promoting their favorite cause. If you’re creating a
video for a company—even if it’s your own company—
it’s important to consider if the purpose is advertising,
instructional or informational. Sometimes, you’ll even
create videos for your own portfolio to showcase your
skills and appeal to potential clients. It’s easy to know
who you’re creating content for, but be sure that you
understand why.How to articulate your video’s message to audiences
Next, consider the goal of the finished product. If
you’re creating a video for a personal project, the goal
might simply be entertainment. Even if that’s true, the
real goal becomes generating reactions such as laugh-
ter or compassion. For more business-oriented videos,
perhaps the goal is audience engagement, expanding
the base of followers, generating clicks, increasing pur-
chases or many other things. These are critical conver-
sations to have, especially if the answers don’t come
easy. Coach your clients into defining firm, measurable
goals whenever possible to help you plan the message
to meet the objective.
Once you have determined the purpose and goal of
the video, it’s time to prepare a script. Having a clear
and concise script—regardless of the type of proj-
ect—will keep the video’s message and purpose at the
forefront of the production. This is a critical step in ar-
ticulating your message, so it is important to take your
time and be thorough to create a good script.Use concise messaging for the right audience
Crafting a concise message requires a bit of balance
between under and over-explaining. You must give
the viewers all of the information that they’ll need to
understand your video, but also keep it clear and brief
so it holds their interest. When writing scripts, try to
word it a few different ways to compare the clarity and
ensure that you’re finding the most condensed way to
get your point across. Trim out superfluous words and
use direct language whenever possible so that your
video isn’t longer than necessary.
As you go through this process, don’t overlook the
importance of understanding the target audience while