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Launchspark Video | 3 Questions Before Starting a Video
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3 Questions Before Starting a Video

At LaunchSpark, we talk with our clients at length about the production process (obviously), and about the post-production process (hosting, analytics, iterations, etc).  But before we get that far, it’s imperative that we understand them better through an initial discovery session; before even contacting a video agency, it’s critical to understand the following…

 

1. How Do You Define Success?  The most common answer here is profit, but it’s not the case for everybody; you might be interested in social change, or you might even be trying to balance multiple goals.  Hopefully you did this exercise before starting a company, but it never hurts to briefly re-visit this.

 

2. What Are Your Video Goals?  Now that we know about your business’  success, we want to know why you want a video.  Specifically, we want to know how this video is going to improve to your success.  While step 1 can involve a vague answer, we need to be specific here.  If you define success through profitability, maybe you’re looking for a video to increase your conversion rate (but that may not be the case).  Get detailed here.

 

3. How Will We Measure Video Success?  This is where things start to get a little tricky.  Most customers in the market for a video know how their company defines success and what they want out of a video, but many aren’t interested in going as far as finding out whether it achieved their video goals.  We hear a lot of comments like “Everyone loves it!” during our follow-ups, but there’s nothing like quantifiable data.  We recently worked with a producer of nutritional supplements and were able to raise their conversion rate by 40% by adding a video to their page.  This is the type of data that drives value, and how you know it works.

 

 

This process isn’t too different than any other business initiative, but without a clear understanding of why you’re creating a video, you risk being part of the “me too” crowd, i.e. wanting / needing a video because you’re seeing them everywhere.  We’ve had to turn down quite a few clients because we felt they didn’t understand the decision well enough and weren’t ready to make the investment.

 

Yes, we’re the experts on video… but you’re the expert on your company.  Be informed.