Web video is without doubt a powerful and important marketing channel on the web. Video gives organisations the ability to share their messages and engage their stakeholders like never before. However, it is important to use it to tell a story rather than simply be video for video sake.

Here are 1o things to think of before begining production:

1. Why?
What is the reason for your video? Will it inform, demonstrate, train or simply deliver a marketing message

2. Audience
Who are you targeting your video at? The deeper the understanding of the audience the more engaged they will be

3. Story
What is the best way to tell your story. Do not loose site of this as the story and message is the single most important factor and can often be lost as other aspects of the production take over

4. Planning
Make sure the whole project is carefully planned before the cameras are used. Storyboards scripts and shot lists are important

5. Audience
Who are you targeting your video at? The deeper the understanding of the audience the more engaged they will be

6. Cast
Who is going to appear on camera? Are they suitable, confident. Ensure they are comfortable with the whole process and with their scripts

7. Location
There are so many factors in choosing a location that can easily be overlooked. Think about lighting, ambient sounds that can affect the final production.

8. Sound
Good audio is as important as the video. If using third pary music tracks ensure that they are of good quality and completely appropriate for the images and message of the video.

9. Delivery
The great advantage of video is that it can be distributed in so many ways and it is important to maximise this. Add links on your website, email footers, install it on your sales teams laptops and mobile phones.

10. Professional
Do you have film making experience? Do you understand the processes involved in taking an idea from a concept to a finished production? If you want your production to look professional get it produced by a professional.