Before you press record, start with intention

We live in a world of constant viewing — whether we notice it or not.

In earlier decades, advertising belonged to the billboards and commercial breaks.

Now, it quietly slips between text messages and news feeds, woven into our daily scroll.

For brands, the shift is clear:

If you want to connect, you have to show up —

visually, emotionally, and consistently.

Video marketing is no longer optional.

But making a video isn’t the hard part.

Making a video that resonates is.

Before you plan your next shoot or draft your next script, here are five essentials to keep close.

1. Purpose

— Why this video? Why now?

Every strong piece of content begins with clarity.

Are you aiming to introduce your brand to new eyes?

Invite support for a cause? Share insight? Inspire action?

Purpose is not just your reason — it’s your foundation.

Without it, content becomes scattered, reactive, and forgettable.

A video without purpose is like a story without an ending — it drifts.

And your audience will drift with it.

2. Audience

— Who are you speaking to?

Not every message is for everyone.

And that's a good thing.

Knowing your audience is what gives shape to tone, visuals, pacing, and even sound.

It’s what ensures you’re not whispering into the wrong room.

A well-directed video begins not with what you want to say,

but with who you want to reach.

3. Emotion

— Make them feel something.

The most powerful videos don’t just inform — they move.

They stir curiosity, joy, concern, empathy, or excitement.

Emotion is what lingers after the screen goes dark.

Whether you're raising awareness for an animal shelter or launching a festival —

emotion sets the rhythm, color, and energy of your story.

Tap into feeling first. Strategy will follow.

4. Story

— Even one minute needs a narrative.

Behind every effective video is a structure — even the seemingly effortless ones.

It might be subtle. It might be bold. But it's there.

A beginning that grounds.

A middle that engages.

An end that leaves something behind.

No matter the format, a video without a story is like a journey without direction.

And people don’t follow what feels lost.

5. Goal

— What do you want them to do next?

Your viewer has watched — now what?

Should they visit your website? Sign up? Donate?

Goals don’t need to be loud, but they do need to be clear.

Whether through a visual cue, a final line, or a clickable button —

give your audience a way to respond.

Give them somewhere to go.

Without direction, curiosity fades.

But with a next step, your message becomes momentum.

In Closing

Good video isn’t about going viral.

It’s about being intentional.

When you align purpose, audience, emotion, story, and goal —

what you create becomes more than content.

It becomes a conversation.

And that’s where connection begins.