Mobile Video Storytelling

Part 1: Laying the Foundation, Planning & Pre-Production

Defining Your ‘Why’ and Identifying Your Audience

Let’s be honest. You’re here because you believe video can help you achieve something. Maybe you want more customers, a larger following, a way to share your passion, or simply to improve your communication skills. It’s easy to get caught up in learning the how of video, the editing, the lighting, the fancy angles. But before you touch a single setting on your phone, we need to clarify the why. Why are you making videos? And who are you making them for?

This isn't about abstract goals. It’s about building a solid foundation. A clear ‘why’ guides your content, and a deep understanding of your audience ensures that content resonates. We’ll cover both, with practical exercises to get you started.

Why Are You Creating Videos?

This sounds simple, but many creators skip this crucial step. Without a defined purpose, your videos will lack focus and likely won’t achieve the results you desire. Consider this: are you aiming to inform, entertain, persuade, or inspire? Often, it's a combination, but identifying the primary driver will shape your approach.

Action step: Take five minutes right now to answer these questions. Write it down, don't just think about it.

1. What is the primary goal of my videos? (e.g., Increase brand awareness, drive sales, teach a skill, build a community)
2. What problem am I solving for my audience? (e.g., Helping people choose the right product, providing entertainment during downtime, offering solutions to common challenges)
3. What makes my videos different from others in this space? (e.g., Unique perspective, in-depth analysis, engaging personality, specific niche focus)
4. What is one key takeaway I want viewers to have after watching my video? (Be specific! Not just "learn something," but "understand how to bake sourdough bread.")

Answering these questions will provide a compass for all your future video decisions.

Two Examples: The Power of a Defined ‘Why’

Let’s look at two scenarios to illustrate how a clear ‘why’ impacts content.

Scenario 1: The Local Bakery

• Goal: Increase foot traffic and sales.
• Problem solved: People don’t know about the bakery’s daily specials or the quality of its ingredients.
• Differentiation: Focus on the experience of visiting the bakery, the aroma, the friendly staff, the fresh-baked goods.
• Key takeaway: "This is the place to go for a delicious and satisfying treat, made with care."

Their videos might feature short, visually appealing clips of bakers at work, customer testimonials, or time-lapses of pastries being decorated. The focus is on creating a craving and showcasing the bakery's atmosphere.

Scenario 2: The Tech Reviewer

• Goal: Become a trusted source of information for gadget enthusiasts.
• Problem solved: People are overwhelmed by the number of tech products available and need unbiased reviews.
• Differentiation: In-depth technical analysis, honest opinions, and comparisons between different products.
• Key takeaway: "I understand this technology and can help you make an informed purchasing decision."

Their videos would likely include detailed product demonstrations, performance tests, and comparisons with competing models. The focus is on providing valuable information and establishing credibility.

Notice how drastically different the content approaches are, even though both use video. It all stems from their core ‘why’.

Who Are You Talking To? The Importance of Your Audience

Knowing why you're creating videos is only half the battle. You also need to know who you’re creating them for. This isn’t about targeting “everyone.” That approach rarely works. It's about identifying a specific group of people with shared characteristics, needs, and interests. This is your target audience.

Think of it like this: you wouldn't try to sell snow shovels in Hawaii. You need to reach the people who actually need snow shovels.

Building Your Audience Persona

Creating an "audience persona" is a powerful exercise. It’s a semi-fictional representation of your ideal viewer, based on research and data. It helps you ...