How to develop a concept for your next video

Kathie Zipp, Writer/Producer
11th June 2019

The first step in creating a concept for your video is knowing who you’re trying to target. This will help ensure your message is engaging with the right audience and your video isn’t just another piece of content taking up space on the internet.

To do this, you’ll want to create at least one buyer’s persona. If you haven’t already, check out Bill Baraona’s blog to learn more.

Once you’ve created a persona of an ideal buyer (or buyers), you need to determine your message. What do you want to get across to them and what do you want them to do?

First, think about your goal. Are you trying to explain what you do and why you do it? Do you want to prove your product or services through testimonials? Do you want to position yourself as a thought leader and educate your potential buyers on an industry topic that concerns them?

Defining your goal will help determine which type of video you should do. For example, you could do an about video for your homepage to explain what you do. A testimonial video can help showcase your successes through the words of your customers. Educational videos are a great way to show you’re an expert in your industry and answer common questions from your clients. You can even chop any of these up into shorter videos which are great for social media.

Once you decide on your goal and the type of video you want to produce, you’ll need to decide on what the content will look like. Will you or members of your team be interviewed on camera? What will the B-roll (or non-interview footage) entail to demonstrate what is being discussed?

When thinking about a concept, it’s wise to consider your customer’s pain points. One video concept could entail depicting a situation in which your product or service alleviates these pain points. Connecting with your sales or customer service team can be a great resource for understanding your customers’ concerns and challenges, as well as finding FAQs, which can also make great video concepts.

Another consideration is checking out what your competition is doing. While you don’t want to copy your competition, it’s good to be aware of what content they’re putting together (if any). It might spark inspiration for what to do or what not to do when it comes to your own videos.

If you have two buyer personas you’ll want to do a video directed to each. You can also try some A B testing to see which approach get the most engagement.

One last thought is that at the end of the video make sure you include an action item, whether that’s directing viewers to your website, urging them to call or email you, or taking another action.

If you have other questions you’d like us to address in our blog, or our vlog Flex Talk, reach out to us at We’d love to help! You can also subscribe to our newsletter for more marketing tips and tricks!


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