Even in the age of AI, these four basic communications questions still make sense to consider before opening Canva or contacting your favourite videographer:
- Who’s the target audience?
- What do I want them to do?
- When do I want them to do it?
- Where can I find them?
These questions provide the foundations of the content. They will tell you things like the channel it should go out on, the kind of language it should use, how long it should be, and so on. Once you have the foundations you can add the personality – I like to call this “intent” and “emotion”. Essentially, it’s what makes a piece of content feel human.
Let’s look at it in action with this video I edited together for WWF, using stunning footage from the Austrian wildlife photographer Leopold Kanzler.
This was one of my first ever video projects, and you can probably spot a few rough iMovie touches! BUT, it’s clear who it’s for, has enough charm in it to keep people watching, and provides a very clear message for the person scrolling.
We had a lovely spike in signatures on our petition in the week Bo’s video was released. The combination of Leopold’s wonderful footage, packaged up in the right way, for the right people, on the right platforms, was a winner.
