Summary

For each of the three common video types (training, marketing, and demonstration), there are techniques that will help you create compelling content. Regardless of the video type, you must consider two predominant factors:

• Who is your audience? In figuring out whom you’re trying to reach as well as what that population’s needs are, you can craft a video that addresses those needs.

• What is your purpose? While the purpose of your video may seem obvious, refining your objective(s) to be as specific as possible will aid you in planning a project that accomplishes its goals without a lot of superfluous fluff.

In the next chapter, we’ll talk a bit more about how a video’s audience and purpose can shape the visuals and especially the narration of your project.