Know your message
Start by having a clear understanding of what you’re trying to communicate in your video. Identify a core message that is more specific than simply wanting “to get the word out.” Next, make sure your message can be communicated visually. A close-up of one person—a “talking head”—isn’t compelling video.
Know your audience
You may think that video is essential to reach a younger audience, but surprisingly, three out of every four YouTube viewers are 25 and over. That said, audiences are developing high expectations for new media. Be prepared to deliver a professional video experience—if video is the best solution. For some information, your audience may be satisfied with a non-visual medium, such as a posting to your Web site or a press release.
Know your function
Ask yourself these important questions: Is your video meant to be informational, educational or “edutainment”? Is it meant to supplement an in-person presentation? Is it meant to communicate to those who can’t attend an event in person?
Know your end goal
What do you want your audience members to do? How do you want them to feel after watching your video? Do you give them a call to action?
Know your time limits
People have short attention spans, which is why TV commercials, music videos and movie trailers average 30 seconds and are never longer than two minutes. Avoid long videos. Even videos related to higher education should run no longer than six to eight minutes.
Know your shelf life
Because personnel, facilities, policies and priorities change, most higher–education videos stay relevant no more than two years. It’s better to produce a new video than to share outdated information.
Know your resources
As with many projects, you get what you pay for. You can expect to pay $800 to $2,500 to produce each minute of a professional, broadcast-quality video. Although producing low-quality video is easier and cheaper than ever before, keep in mind that the final product will reflect the resources you’ve devoted to create it.