“We Need A Video” … But what’s it’s purpose?

“We need a video. Our other marketing collateral is complete, the website is done, a video is the last step.”

Excitedly, I say, “Great, let’s do it! So, what do you want the purpose of the video to be?”

Crickets.

We need a video

I’ve made it abundantly clear how important video is, and I’m sure you agree. However, often times marketers know they need it, but neglect to discover not what purpose the video is. Nailing down it’s purpose is what will make your video sing or sink. We need a clear cut direction.

Let’s go through a series of prompts to see what the purpose of this proposed video is. To get to there, we first need to answer the Who, Why, and What behind the video.

Who is this video for?

First, let’s talk about our audience. For the proposed video, first, answer this question:

Who is going to see the video? Are they a current customer, or a prospective customer?

Write down the answer in sentence form (this is something we will expand upon). Here is a common example:

I would like prospective customers to see this video.

Why is your brand important to the viewer?

Here is your next question to discover the ‘why’:

What is your brand’s unique selling proposition? Why does the viewer (current customer or prospective customer) need your brand? How can it help them? How can it make their life better? Why does your brand exist? Again, try and write this down in once sentence, and remember to gear it towards the viewer. Here is a generic answer:

My company is important to the viewer because our product is imperative to the viewer’s success.

What would you like the viewer to do do?

The next thing to nail down is that ‘what.’ After your audience sees this video, what would you like them to do? Would you like them to buy your product? Would you like them to have a better understanding of what your brand does? Would you like them to know what your allegiances, as a brand, are? Again, write down the answer in one sentence. It might look something like this:

I would like the prospective customer to purchase the product.

What is the purpose of the video?

Now, take those three answers, and string them all out.

I would like prospective customers to see this brand video. My company is important to the viewer because our product is imperative to the viewer’s success. I would like the prospective customer to purchase the product.

Lastly, combine those three sentences into one.

I would like prospective customers to see this video and purchase our product because they better understand why it is important to their success.

There. You’ve done it. THAT, my friends, is the purpose of the video. This is a generic example. Using the same template, here are a few specific examples:

For a fly fishing guide service:

I would like prospective customers to see the brand video and realize that fly fishing could be a time of peace in their busy lives.

For a USA manufactured hiking boot company:

I would like prospective customers to buy our boots because they are handmade by other hardworking Americans.

For a community driven hiking app:

I would like current customers to understand how to use our app to contribute information about current trail conditions which helps build a sense of community and a more enjoyable hiking experience.

The Discovery Process

Going through these prompts is called the ‘Discovery Process.’ At ROVE, we do some version of this with every client. Rather than having to conceptualize an entire video, this process will provide a place to begin – a jump off. At this point, the video is void of all creative ‘juice.’ Often, people will dive into the creative too soon. First we need to nail down the video’s purpose. Once that is done, we can be creative within that box we have created.