Most would, no doubt, know this step and would have completed it already - but even then, it never hurts to review it in relation to the outcomes that you are seeking to achieve through the production and publishing of your video.
Some questions you could ask of yourself to help clarify your story are:
- Start with 'Why?'. Why do you need a video? After each answer, ask 'Why?' perhaps 3-5 times more to really drill down into your need.
- What is your situation? What business problem(s) do you want to solve?
- What objective(s) should your video content meet? What results would indicate success?
- How would you measure this success?
- What nature of video do you want to produce? Where and how will it be used? (See Step 2: Positioning)
- Who is your target audience? Describe your average viewer in detail.
- How will your target audience discover and watch the video?
- What look and feel should the video have to aid with this discovery?
- After watching the video, what would you like your audience to think, feel, do?
- What core message(s) would you like your video to communicate?
- Why are these core messages important to your target audience?
- What must you incorporate into your video to get your messages across and provide a solution to your need?