Question 1: Who is your audience?
This is perhaps the most important question you can ask when planning a video project. It can help you to begin developing a strategy for your video’s approach, creative concept, budget, timeline, and distribution. It can help you produce a video that is relevant to your audience’s interests, and ensure you’re spending your time, energy and budget as effectively as possible.
When we meet with clients to discuss a video project, we first learn everything they know about their audience, and then do our own research before developing a storytelling strategy or video proposal.
Here are some questions that can help define your audience further:
- What are your audience’s values?
- What do they care about?
- How do they spend their time?
- Which social media and communication methods do they use and engage with?
- What are their demographics – think age, gender, ethnicity, income level, etc
- What do they do for work, for fun?
- Do they already follow/subscribe/like your organization?
All of these characteristics of your potential audience can help you define a storytelling strategy, approach, and distribution plan for your video. The more you can understand your audience and craft a story specifically for them, the more likely you’ll be to define, develop, and tell a story that will resonate with them, and convert them into a new customer, supporter or ambassador for your business or nonprofit organization.