Aaaaand … Action!
5. Make sure the video conveys a clear, relevant message. Remember, your video has to be clearly linked to your overall messaging. Before you head into video production, summarize the video's core message and goals in a simple paragraph that you can have on hand and share with the production team. When you run into the inevitable twists and editing challenges, you'll have it to guide your decisions.
6. Decide on your video's format. In general, the video format most easily achieved is a short-message video that doesn't involve live people. Instead, this format features a series of still images — photos and text artfully arranged with various, subtle movements and transitions on the screen (a zoom, page turn, dissolve) with the backdrop of a compelling voice-over and music.
Other formats to consider are those you're more familiar with through a lifetime of seeing video and television: the talking head (a simple, tight shot of someone speaking into the camera); the standard interview with two people sitting across from each other or standing up; the documentary; the story approach with a fully written and rehearsed script; and the video magazine approach, which typically features an in-studio host who introduces the topic, serves up transitions between "in the field" video reports and wraps up the program.
7. Choose a style that matches your goals. This is an easy concept but one you have to get right. Will a silly or serious video be more effective? Formal or informal? Be sure your style selection matches your goals.
Some Web video pros believe a successful video must move at least two emotions (i.e., sympathy, outrage, fear, joy, laughter, awe, wonder, etc.); tell a bit of story (dramatic tension, heroes and villains and victims, etc.); and provide a spectacle (the viewer is wowed in some manner, often in a way that ultimately causes her to respond to the call to action).