First, decide on the task
Imagine a specific viewer: What does this person already know, what are they missing, and what decision do they need to make? Someone unfamiliar with your product needs an easy-to-understand introduction. Someone comparing two providers needs clear differences or a credible insight into the collaboration.
A helpful working question is: "After watching the video, the person should have understood…". Initially, focus on one central answer. A video that simultaneously tries to explain the team, product range, company history, production quality, and five offers will quickly end up with many images but little focus.
A decision-making aid for your briefing
| Situation | Suitable approach | What should be visible |
|---|---|---|
| The offer needs explanation | Product video or demo | Application, benefits, and limitations |
| Your brand is interchangeable | Brand video | Attitude, people, and concrete details Differences |
| Prospects doubt the result | Customer testimonial or project video | Initial situation, collaboration, and verifiable result |
| A frequently asked question blocks inquiries | Short explainer video | A clear answer with an example |
| You want a topic in the feed Test | Standalone Social Video | A relevant introduction and a key idea |
The table doesn't replace a strategy. However, it illustrates why not every problem can be solved with a new image video. For example, if no one understands how your software helps in everyday life, a concrete demonstration might be more useful than an atmospheric tour of the office.
Product video: Show the application
A good product video leads from a recognizable situation to a comprehensible application. It doesn't just show features, but their significance. "Three views" remains abstract. A scene in which someone uses it to complete a task more efficiently gives the feature context.
Pay attention to honest conditions: What has been prepared? Does the application require additional components or prior knowledge? A well-edited video can simplify things for clarity, but shouldn't suggest a scope of services that the offering doesn't actually provide. For complex products, several short answers are often more useful than a single, overloaded video.
Brand video: Attitude needs evidence
A brand isn't defined by grand words alone. "Passion," "quality," and "innovation" can be written about almost any company. What's more interesting is how this attitude is actually evident: How do you make decisions? What do you do differently? What people and working methods shape the result?
A brand video can condense such observations. It doesn't have to list every service. On a website, it can provide initial orientation; In-depth product or project videos then address specific questions. This maintains the emotional connection without cramming the entire sales pitch into a single video.
Reel: The clip isn't the idea yet
A vertical format alone doesn't make content feed-ready. The introduction must be understandable without the backstory, important visual information must remain within the frame, and the conclusion should be relevant to the topic. Therefore, a horizontally produced video can't always be convincingly adapted simply by cropping.
Plan the necessary variations before filming. This allows you to consider image composition, camera angle, and available space. This doesn't mean filming every scene twice. Some shots work multiple times, while others require an additional perspective or a different opening. You can find more information in the article about Long Form and Short Form.
How long should the video be?
As long as the specific answer warrants. A blanket rule of thumb doesn't replace either the goal or the context. In a product demonstration, a potential customer might intentionally want to follow several steps. In a feed, the same content might need a shorter, standalone introductory version.
When editing, check each scene: Does it aid understanding, provide relevant evidence, or convey the intended atmosphere? If not, it's a candidate for shortening. A longer version isn't automatically more thorough, and a shorter one isn't automatically more effective.
Consider people who can't hear the audio. Which subtitles, transcripts, or descriptions are necessary and useful should be clarified during the briefing. The W3C Planning Aid for Audio and Video helps to systematically categorize these requirements.
The briefing that gets production started
- Target audience: Who watches the video and in what situation?
- Task: What question or decision should it support?
- Key message: What should remain after watching?
- Evidence: What application, person, or information makes the message credible?
- Usage: Where will the video appear, organically or as an ad, and in which variations?
- Next step: What should the viewer be able to do afterward?
The concept, scope of filming, and editing options will be derived from these answers. We explain how this affects the effort involved in the section on Costs for video production.
If you are torn between several video ideas, bring the specific task with you. Together, we can develop a production concept that fits your offering and its subsequent distribution.