Give the creative a job
Decide what the viewer should understand or do after seeing the work. That purpose should shape the script, format, and supporting copy.
Plan before production
Outline the message, required shots, people involved, and deliverables. Make sure the plan fits the channels and website placements where the work will appear.
Design for the viewing context
Consider sound-off viewing, captions, readable text, and an appropriate poster image. The surrounding page should still explain the message in text.
Create a usable asset library
Keep organized masters and delivery versions so the work can be adapted for the website, presentations, and social channels without starting over.
Common questions.
Should every page include a video?
No. Use video where motion, demonstration, or a person explaining the subject makes the page more useful.
Can one production support several channels?
Yes. Planning the formats and messages in advance helps the material serve several placements while staying consistent.