Before You Film, Answer This

The pre-production questions every brand should ask before picking up a camera

Most teams rush into production because they’re excited to “get something out there.” But video without strategy is like building a house without a foundation

It might look good for a minute, but it won’t stand up to real goals like engagement, conversions, or trust.

Whether you’re working with a production partner or filming in-house, a few smart questions before you hit record can save you time, money, and a lot of frustration later.

1. What business problem is this video actually solving?

This is the single most important question. Are you trying to earn trust, attract leads, explain your product, or strengthen brand awareness? If your answer is “all of the above,” that’s a sign the message isn’t clear yet. A strong video focuses on one core outcome and builds everything around that.

2. Who needs to see this and what should they do next?

Defining your audience is more than demographics. It’s understanding where they are in the customer journey. Someone who just discovered your brand needs something completely different from a returning customer deciding whether to invest again. Your goal should be to meet them exactly where they are not to shout into the void hoping something sticks.

3. Where will this video live?

A 15-second reel, a YouTube explainer, and a website hero video are three totally different tools. Each platform has its own rhythm, audience mindset, and attention span. Knowing this early helps you plan pacing, framing, and format and prevents one generic video from being forced everywhere.

4. What does success look like?

It’s easy to get lost in vanity metrics. Instead, define success in a way that matches your goal:

If it’s a brand story

Success might mean higher engagement and longer watch times.

If it’s a sales video

Success might be click-throughs or booked calls.

If it’s internal

It might be clearer understanding or team alignment.

You can’t see the real impact if the end goal is not defined

5. What’s your capacity to maintain this?

One video can do a lot, but consistency builds real momentum.

Ask yourself: do you have the bandwidth to keep this going?

If not, look for a system not a one-off project.

A content engine beats a single post every time.

Final thought

Great production starts long before the camera rolls. When you ask these questions up front, you don’t just make a video, you build a message that feels intentional, professional, and true to your brand. Let’s make sure your next video starts with clarity. Book a call.

Repurposing ideas

• Instagram: Short clip with the line “If you can’t answer why you’re filming, you’re wasting money.”

  
  

• LinkedIn: Condensed version with a conversation starter — “What’s the question you always ask before filming?”

  
  

• Carousel: “5 Questions to Ask Before You Film” — each slide breaks down one of the five above.