Are you one of those people who want to have a video for your brand or organization but the thought of it is too overwhelming?

You get stuck thinking about:

  • What technology should I use?
  • Where should I post?
  • Oh, and what do I really want to say?
  • I tried before but last time, I collected all this footage but in the end didn’t know what to do with it?
  • It’s too complicated?
  • All valid concerns.

Sometimes the concern is more troubling.  

You’ve hired a team in the past but the video wasn’t viewed and now sits on YouTube, very lonely, waiting to be discovered.

The challenge of being seen online rarely has to do with technology or hiring the right team.  It has more to do with the questions you ask, or don’t ask yourself, when you start thinking of creating a video.

You start the process, “I want a video! It will really help tell our story.”  Sometimes you even look at examples.  

Then, you jump in.

That’s fine if you then go to an advertising agency who has a team of people to help develop that initial thought.  

But if you aren’t going to an agency or a PR firm or producer who has both video and marketing experience, you may get a super cool video that doesn’t meet your needs.

Those are the videos often sit on YouTube or on a website, unwatched.

What you want is a video that speaks to your audience and moves them to take the next step with you, whether that is subscribing to your channel, visiting your website, or considering buying your product.

Video is not the end product, it is an invitation to learn more.

How do you get that kind of video?  

One that bridges the online divide and reaches out to your viewer, speaking to them where they are, and sparking interest and engagement?

Fine tuning your message is an art form.  It is something that takes time, needs feedback, and happens by examining your goals, the goals of your organization, your customers and their goals.  It includes understanding your target audience, their beliefs, aspirations, pains and desires.  And it needs to encompass an understanding where your audience is hanging out online and what they expect to experience when they are there.

Sometimes you can do this alone.  Many times you want to bring in a team from sales, marketing, customer service or if you are a non-profit outreach, program managers, development, and field workers.

Sometimes you’ll want to bring in a consultant or an agency.

What ever way you decided to do this, it is important to know that this is a process that needs to happen before you roll cameras, before you send people to the field, and in most cases before you hire a team.

Here are some questions I ask before starting a video:


  • What do you want to happen after people view your video?
  • What do you want your viewers to feel after watching the video?


  • Who is your main target audience?  What is their demographic?
  • Why would they be interested in your video?
  • What are their beliefs about your topic now?
  • What would move them to believe differently?

The answers you discover will end up being your video's North Star.  Once you start discussing the actual story and start production, your goals will guide you in the right direction.

Because yes, once production begins you can generally count on complications, even with a professional film crew.  It is that North Star that will help you and the team find solutions that will deliver a video that meets your goals and engages your audience.

Video is a powerful tool when used correctly.  It has the potential of making people feel, of provoking new insights, and inspiring action.  

So before your next project, take the time to develop your video North Star to ensure you are guiding these feelings and actions in the direction you intended.