1. Who Are You Really Making This For?
Audience clarity drives everything — script tone, visuals, length, platforms, pace.
Instead of saying “this is for the public,” try narrowing it to a behaviour, need or outcome. For example: “We want to reach under-30s who are new to super and feel overwhelmed by it.” That kind of clarity unlocks stronger creative and helps the video land better.
2. What Do You Want the Viewer To Do?
Every effective video has a purpose. We help clients shape their content around actions, not just awareness.
If the goal is traffic, engagement or sign-ups, we can track that. If the goal is understanding or reassurance, we can shape the tone and structure to guide viewers to that outcome.
3. What Other Formats Do You Need?
Ask your agency early about repurposing. We build shoots to work across:
- Social (Instagram, TikTok, YouTube Shorts)
- Internal comms
- Digital screens
- Websites
- E-newsletters
- Events
Repurposing is most efficient when planned before the shoot — not after.
4. Who’s In Charge of Approval?
Video is collaborative — and delays often happen because approval responsibilities aren’t clear.
We recommend appointing one internal project lead with sign-off power, or having tiered approval checkpoints that are known from day one. A clear decision path helps avoid rework and last-minute changes.
5. What’s the Long-Term Plan?
Instead of one-off content, we guide clients to think about campaigns. If you’re spending time and budget on a shoot, it’s worth stretching the content across a timeline or across multiple audiences.
Sometimes that means building a long edit and multiple cutdowns. Other times, it’s about creating content with modular messaging. Either way, we’re thinking ahead.
Final Thoughts
Great videos don’t just happen in post-production. They’re built on the questions you ask at the start. Whether you’re briefing a 15-second explainer or a large-scale brand video, these five questions help ensure your investment turns into something that works.
Want to see how we help video reach further?
Explore more at iper.com.au
Or follow the behind-the-scenes process @iper_au on Instagram.
