“Think before your shoot” may be the best video production advice your students ever receive. Too often, student-driven media projects start with footage first, then backtrack to retrofit the raw video into a contrived message that misses the mark. Planning is an essential part of the video development process that helps student producers create compelling videos. Have your students ask and answer these ten questions before recording their first frame of video:

1. What is the principle idea, theme or topic that you want to address?
   Describe the key message(s) that you want your viewers to understand and remember from your video.
2. What is your video’s purpose?
   To educate, motivate, raise awareness, drive traffic to a website, introduce a new process or product? Define your video objectives.
3. Who is your primary audience?
   Define the demographic and psychographic makeup (values, opinions, interests) of your viewers and construct your message for that specific audience.
4. What is the genre and treatment of your video?
   News feature, documentary, instructional, entertainment? Outline recording styles and editing techniques that you will employ to convey your message.
5. What are the essentials you will need to produce this video?
   What production equipment, facilities, software, and skills will you need to produce this video? Factor in access, scheduling, training, and potential budget considerations.
6. Who will be on-camera?
   Select contributors who are confident, knowledgeable, and concise. Provide information regarding schedule, attire, makeup, accessories, and script.
7. Where will you record and what lighting, audio, and logistical issues will you need to solve?
   Be aware of permits, security, liability, and weather concerns, and available transportation and accessibility.
8. How long should your video be to achieve your objectives?
   Keep the video’s message succinct; include targeted, relevant information to maintain viewer interest.
9. What media elements will you use in your video?
   Gather and/or create music, sound effects, video, images, and graphics. Obtain signed model release forms and copyright permissions.
10. How will you distribute your video?
    Anticipate where, when, and how viewers will access your production. Promote your video accordingly and export the proper format(s).

By answering these questions before shooting, students can optimize time management by utilizing a workflow that matches assets to objectives, and guide projects safely into the recording and editing stage.

Written by Kate Lee
Senior Media Producer, Smith College