Before you jump into recording your video you should set aside a bit of time to outline the scope of your video project, and consider what strategic role you want video to play in your specific context.

In short you want to set a clear purpose for the content you are about to create.

Depending on your field of work it is likely that you want to achieve one or more of the following goals:


  • More efficient communication with internal and external stakeholders
  • Better recruitment
  • Education of a particular customer segment
  • Increased following on social media

Marketing/Sales/Customer Success

  • Increased brand awareness in the digital ecosystem
  • Higher engagement from a specific customer segment
  • More qualified leads for sales
  • More engaging content for specific stages of their customer journey
  • More efficient onboarding

Have your audience in mind

Your guiding beacon should always be the potential benefit of your video to the intended viewer.

Get into this mindset and you will have a much easier time figuring out what purpose your videos should serve. If you get this right you are on the path to soaring engagement rates.

Formulate a video mission statement

To stay focused and have your team and external collaborators stay on the same track we advocate formulating a simple video mission statement.

Here is an example of what it could look like with placeholders for you to fill in:

“At [Company name], we make [adjective] video content for [your target audience] on [your platforms of choice], to have them [define your desired outcome].”


You might already have an idea about what kind of videos you want to create but just maybe you are in need of a bit of inspiration to hone in on a good concept.

Either way we suggest putting your brain-cells to work on conceptualizing your video project to lay down the creative bedrock.

Get some inspiration

Coming up with a concept from scratch can be tough which is why it makes sense for you to get some inspiration from the video content already out there.

There are massive amounts of video on the web for you to get inspired by and we suggest browsing the most common video platforms taking note of interesting, funny and inspirational videos you encounter along the way.

Consider taking a look at YouTube, Facebook, Instagram and Linkedin:

  • Search for videos in your niche and take note of what are people doing well.
  • See if you can find channels dedicated to making videos that relate to your field of work and browse through the content of influencers in your space.
  • Check out your competitors and learn from their success and mistakes.

Familiarize yourself with different video types

Looking through a bunch of videos you will quickly notice that there are categorical differences between the type of videos people create. From an overall perspective you can pigeonhole videos into three categories.


  • This style of video is characterized by having someone report on a specific event or interview a specific subject.
  • The main focus is to document the event or convey the sentiments of the interviewee.


  • Vlogs are videos that are very minimalistic often only comprising 1 person, 1 camera and maybe even 1-take.
  • These types of videos are very personality driven and often more opinionated than you see in reportage style videos.

Text & voiceover based

  • These types of videos are characterised by being less personal in their expression.
  • They often do not contain an identifiable reporter or moderator, and rely on text or voiceovers to convey their message.

Ask yourself what type of category would be a good space for you to work in and how it could support your video mission statement. Let these assumptions guide you in the next step of the process; brainstorming for ideas.

Brainstorm for concepts

Having followed the preceeding steps your head should now be full of inspiration and ready for a fruitful brainstorming session.

Brainstorming with your team or by yourself is a excellent way to get the creative juices flowing. Keep your video mission statement in mind and follow the basic principles of productive brainstorming:

  • Start by brainstorming alone for a few minutes, so you don’t get affected by the ideas of others
  • Prioritize quantity of ideas over quality, you want everything on the table to start with
  • Remember that playfulness is key to creativity
  • Don’t judge and analyze the ideas at the outset
  • Encourage crazy and quirky ideas
  • Let everyone have a say

Document all ideas by mapping them out on paper or visually on a whiteboard and feel free to express them using words, images etc.
Distill your ideas

As your brainstorming session progresses you will be able to weed out the bad ideas and see good ones emerging. After a little while you can start refining the ideas that have potential.

The best of your ideas should encompass the following:

Relevance – They have to be relevant to your video mission statement.
Value providing – They should be able to provide value to your intended audience.
Viability – They have to be viable within the limits of your resources.
Uniqueness – They should have room for you to add some unique flavour to them.
Acceptable cost-benefit – They should be able to give you more value in return for your time, energy and money invested in executing them.

Try boiling your ideas down to 3 possible projects. This forces you to make decisions on what to cut out and what has potential, and will ease the final decision making.

Deciding on an Idea

At this point in your ideation phase you should have 3 solid concepts to choose from. In most cases you will want to choose only one of them and then go on to test the concept.

The question is how do you choose which one to pursue? You will probably have to consider other factors than just the quality of the ideas themselves as they can be equally good.

We suggest considering these other factors when choosing your idea:

Timescope of execution – Ask yourself how long your concept will take to come to life. You might find that some ideas naturally will have a longer execution time, which could be a hindrance to realizing the project.

Relevance to current context/situation – Ask yourself if some of your ideas are more relevant to your current situation or dependent on particular circumstances. If you have a number of events coming up with interesting keynote speakers an interview series with influencers in your industry might be very relevant.

Personal/team motivation – Your own motivation to follow through on the project is not to be underestimated. The personal drive of you and your team members will have a big impact on the quality of your project and motivation can be a deciding factor in whether you succeed or not.

Content Longevity – This factor ties into the cost/benefit analysis of your project. The end results of some ideas will have greater longevity than others based on the value they convey to your audience.

Once you have assessed you ideas in regards to the factors above you should have an idea that comes out as a winner – an idea that can be executed in the foreseeable future, is relevant to your current situation, would be exciting to make and will provide value to your audience for some time to come.

free ebook

Smartphone Video 2019

A Guide to Strategic Mobile Video Production

The book will give you a crash course in:

  • setting a clear goal for your video project
  • coming up with an engaging video concept
  • preparing your shots
  • recording techniques
  • basic editing principles

Click the button below to get your copy.

free ebook

Smartphone Video 2019

A Guide to Strategic Mobile Video Production

The book will give you a crash course in:

  • setting a clear goal for your video project
  • coming up with an engaging video concept
  • preparing your shots
  • recording techniques
  • basic editing principles

Click the button below to get your copy.