How do you know if the video you just created is getting seen and (probably even more important) getting the results you want? View count? Reach? Engagement?
First you have to know what you want your video to do and who you want to see it. When I was producing videos for General Dynamics, we had to be the sanity check for so many of our internal clients who came down to our “hidden film factory” wanting a video. After a detailed conversation to establish the what and the who, many times the client didn’t actually need a video to get their message to their particular audience. But when a video was produced, we spent a lot of our pre-production time hashing out these details.
This was in a time period before the Internet, so collecting data on the effectiveness of the video (or film) […]