2. Define

It might be that you already know what platform your project will exist on, but if not, this is an important decision to make early in the  process rather than as you are finishing the final edit. Revisit your exploration from 1.2 Considering Your Audience and apply this insight to determine how best to connect with this audience.

Here are some important points to consider:

• Where are your audience? Do they use online platforms? If so, which ones and for what. If not, how do they consume media? Are you familiar with these platforms?
• Do your research. There is lots of advice about what works on different media platforms so be sure to read up. If you have access to a small number of people from your audience to seek feedback from, make use of them.
• It’s all in the timing. The length of your project and the time of day you release your content is important. What length videos best engage your audience? What kind of engagement are you seeking and what time of day will encourage this?

Armed with this information, you should now be able to select a platform for your project.

Reflect upon why it is that you chose to make this project a video. What does video offer that other mediums do not and how can you highlight that using your chosen format?

The format of your video is the channel or platform you are planning to deliver it through. Different formats entail different characteristics for your project. For example, social media videos are generally short. Platforms such as Instagram support a particular frame shapes, while LMS videos might be longer but utilise navigation aids such as chapters, captions and supporting material in other forms.

Remember, format is not the same as genre! It’s important to think about format first and technology second. Are you interested in making a TED talk, an oral history or a panel discussion?

Your  chosen format will heavily influence your creative approach. However,  in some cases choices that go against the grain will offer an interesting subversion of expectations. For example, a mockumentary.

Some things to consider as part of your creative approach are:

• What is the tone (eg. casual or formal, relaxed or professional, cheery or serious)?
• What is the look (eg. bright or moody)?
• What forms of communication are best suited to achieving your goals (eg. direct to camera, offscreen narration, interview)?
• Should you record your project in one take, or will you edit multiple together after recording?
• Will you use a host or co-host?

• Is your presenter an actor or subject matter expert?
• Will it be a series or one-off video?

If you do decide to make a series, start by defining the overall tone and format for each episode. Break down the overall idea for your project into a number of smaller ones. It’s a good idea to just have one idea per video.

Now that you understand the overall shape of your project, you need to create a production timeline.

We find the best way to do this is to work backwards from the delivery deadline that you identified. This allows you to allocate the appropriate amount of time to each phase.

Your production timeline should include everything that happens after this step, so because you’ve already completed the first step, the Discover phase isn’t included.

Our suggested time allowance for a video with minimal graphics and edits required in post-production is 40% in Define and Draft phases, 30% in Do It and 30% in Deliver. Understandably this will vary between projects. However, your pre-production should always have the majority of time allocated to it.

Try to be generous in your planning, particularly when a stage relies on someone else to be completed. If you’re not sure who you will be working on this project with, now is a good time to start thinking about it! It is good to have them included from as early as possible in the process. We’ll discuss more about finding a team in 3.8 Assistance required?.

With all this ideation and preparation under your belt, you are ready to jump into the Draft Phase of production.