Creating Incredible Company Videos: Planning Is KEY to the Process

When it comes to utilizing video as a part of your content marketing strategy, there are a lot of components that are easily missed. Creating a video is not as simple as writing a quick post and sending it out on social media or on your blog. In fact, creating a video requires a lot of forethought, planning, and knowledge to do it correctly and involves a lot more than just filming or drawing something creative.

An extensive and extremely broad process should be followed in order to ensure your videos are reaching your intended market and garnering the results you want and need. If you want to be part of the 51% of marketing professionals who name video as the type of content with the best ROI, you need to have a strategic plan in place.

Below, we’ve outlined the five planning steps required to create a brand video that your customers will watch, and your sales and marketing teams will appreciate.

Step 1: Develop a Creative Video Idea

More than 500 million hours of videos are watched on YouTube each day, and all those video ideas had to come from somewhere. If only it was as easy as deciding you wanted a great video and voila. Unfortunately, it’s not quite that easy.

Before you create your first video, you need to come up with a creative idea. To do this, you should determine the objectives/purpose of your video. What do you want your video to do?

  • Make a sale
  • Generate an inbound lead
  • Build brand awareness
  • Demonstrate your product or service
  • Educate your market
  • Entertain

Once you’ve decided the outcome you want, you can figure out how to make a video that appeals to that need. In some cases, this might mean you create an animated/cartoon video or a whiteboard illustration. Or you might film an interview, film on-location, behind the scenes, or even a product demo—all are possibilities. Check out this blog about how to make awesome social videos for some ideas to get you started.

Now that you have an idea for a video, it’s time to start figuring out how to execute your creative video. The planning process is vital to ensuring your video garners views.

Step 2: Draft a Storyboard

Typically, this is a fairly simple process that breaks down your video into various sections:

  1. What is your attention-grabbing introduction, the setting for your video?
  2. What is the problem/challenge that you want to solve in the video?
  3. What action or journey will the video take to reach the solution?
  4. What is the solution to the problem?
  5. What is your final call to action before the video ends?

Take a look at this Wochit-created video from USA Today about Penguin Awareness Day for some ideas.

Step 3: Determine Your Target Audience

The next step is to figure out your target audience, which will help you figure out the tone of your video, the format, the finishing touches, the channels, and more. Who are you trying to reach with your video?

  1. Are they senior decision-makers or influencers?
  2. Does your audience speak your industry language and are they familiar with jargon (results-driven sales) or do they need to be introduced to your industry?
  3. What does your audience care about: numbers and metrics, details, big picture process, creativity, etc.?

To come up with these answers, imagine your perfect customer and think about how you’d greet them, what you’d talk about, and in what manner. And if you don’t know your perfect customer, take a look at your list of current customers and leads to see who is most interested in your product/service. And don’t forget about using Google AdWords, which links to YouTube, to help figure out your audience using Customer Match.

Step 4: Determine the Video’s Details

Now, you need to figure out the specifics of your video, so you know how to get started.

    1. Length: According to Forbes, the majority of executives prefer three- to five-minute videos. Only 9% prefer longer videos and 36% prefer videos that are between one and three minutes in length. At the same time, most B2B videos on Google and YouTube are 90-120 seconds in length while TED Talk videos are often up to eight minutes long, so you need to do what works best for you.preferred length for work-related videos


  • Style: What format best fits your brand and message? Does your existing website rely on cartoonish images, which would make an animated video fit right in? Or do you prefer to rely on testimonials to inspire trust? That’d mean an interview video would be better for your needs. Choose a style that fits your customer base and matches your website


    1. Tone: Depending on your audience, you also need to consider the tone. Do you want your video to be:
      1. Corporate or creative?
      2. Humorous or serious?
      3. Formal or informal?
      4. Technical or colloquial?

Step 5: Select Where Your Video Will Play

The final piece of the planning process is to figure out the appropriate distribution channels. What are the benefits of each channel and which will bring the most leads?

  1. Website: Video on a landing page can increase conversions by 80% or more. However, unless you already have a lot of website traffic, you’ll need a way to drive traffic to a video on your website.
  2. Facebook: There are 8 billion average daily video views on Facebook, but it’s important to note that 85% of users will watch a Facebook video without sound.
  3. YouTube: YouTube has over a billion users, but it is important to note that some companies block this channel due to non-work-related content, which means it may not be appropriate for B2B.
  4. Twitter: 82% of Twitter users watch video on the channel.
  5. Mobile: Over half of video content is viewed on mobile, and 92% of mobile video viewers share videos with others.

For more insight on each of the social media channels and where you should post your video, check out this blog about social video statistics.


Before you release any video content into the world, you need to ensure that it’s content that will actually help your brand. To do this requires strategic planning that covers every aspect of the video creation process from ideation to storyboarding, defining your audience, choosing your video format, and figuring out how to distribute the video. If you miss any of these steps, no matter how professionally produced your video is using Wochit, it won’t reach the people you want.

At Wochit, we make video creation easy, but it’s still your story you have to tell if you want results.

Stay tuned for our next blog post about measuring the effectiveness of your videos.

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