As marketers, our role is to remain up to date with the latest and greatest advancements in the ever-changing world of marketing. Videos are one of the many tactics that have come from the evolution of marketing, and they have transformed the way we communicate. In fact, according to 2018 video viewer frequency research conducted by TechSmith, “55% of people reported watching several (two or more) technical videos each week.” Because videos have become such an impacting channel, marketers, professionals and businesses all over the world are adding them to their promotional strategies. Whether it’s an entertainment, informational or educational video, having a clear, concise topic is essential to the effectiveness of a video. I know you’re probably thinking: how can I possibly narrow my video down to one topic? Well, luckily for you, I’ve nailed down a quick guide that can help you make that decision.
Establish the Purpose. Before you choose a topic for a video, there has to be an underlying reason for producing a video in the first place. This underlying reason can be thought of as a goal or purpose. Why are you thinking of putting an informative video together? Some examples or reasons for doing so include, but aren’t limited to:
- Promoting a product or service
- Building relationships with consumers or a specific audience
- Enhancing credibility in a field or industry
- Filling the gap on a topic of relevance
By establishing your purpose for the video, I’m sure some topic options will automatically come to mind. Well, set those topic ideas to the side and complete these next three steps.
Know Your Target Audience. The next step to choosing a topic for an informative video, or any video at that, is understanding who your target audience is. Who are speaking to? Who are you trying to inform? What audience can help you reach that purpose we just discussed? For example, I’m currently working on filming an informational video, and my target audience is novice healthcare marketers. Why? Because these are the individuals who can benefit the most from what I have to say. So, by understanding who your target audience is, you will then be able to answer the next important question towards determining your topic: what do they want to know?
Determine Relevance. Now that you understand who it is you are speaking to, bring back those topic ideas who had brainstormed right at the beginning. Out of all of these ideas, which ones are relevant to your audience? Which topic makes most sense with your purpose and the audience you are trying to reach? In this step of the guide, you will be able to eliminate or remove those topics that may not be pertinent to your end-goal.
Understand Your Skill Set. After you narrow down your topic options to those that adhere to your purpose, speak to your audience and are relevant to your end goal, you then have to evaluate yourself as the professional. After all, you are the one who will be sharing your expertise. Evaluate your skill set and what it is you feel most comfortable speaking about. You want your audience to not only learn from you, but connect with you. So, narrowing down what topics you can offer the most value to your audience from is ideal to the success of your video.
After you’ve taken all of these steps, you will have a clear, concise topic for your informative video. Not only will this topic be clear, but it’ll also be targeted, relevant and effective. I hope you found this guide useful and please stay tuned, as I’ll be sharing my informative video with all of you very soon!
Did you enjoy this post? Learn about four video formats to connect with patients in healthcare on my last post.