How do you define a “highly effective” video?

My definition for a highly effective video is one that identifies and analyzes the intended audience, its desires, wishes, wants, and needs. Based on this analysis, a filmmaker can address conflict against or collaboration with the audience. An effective video begins with this definition, touches on it throughout, and summarizes it in its outcome.

Put simply, identify the aspiration of a given audience, align your intentions to it and fulfill the needs and wants of that audience with concrete concepts that support their aspirations. If your goal is to establish conflict (remember conflict can be healthy) with the audience it begins with the same analysis.

1. In video this plan is called the script. It is a complete blueprint for the production and editing of the video. It describes every visual and audio element just as an architect's plans specify every detail of a building. Great buildings, movies and videos are all made on paper first. So whether you hire a scriptwriter or do it yourself, take the time to get the script right before you spend any time or money producing a video.
2. Since the audience is the only reason to make a video, it's quite important to define the target audience including their concerns and aspirations. Then list a few main benefits - show how you can solve problems, save money, or improve the lives of this target audience.
3. Plan the distribution of the video before you produce it. Adding words like "Send for Free Video" to advertisements and other marketing venues will increase the effectiveness of the video. A video can also be shown at trade shows as an "endless loop" and used in one-on-one meetings. If international distribution is a possibility, it's a lot easier and cheaper to produce a foreign language version if the English version uses an off-camera narrator and text testimonials rather than people who speak on-camera.
4. Study the best videos that promote a similar idea and concept to the one you're promoting. Adapting the styles and techniques of others is a time-honored tradition in filmmaking. Just don't infringe copyrights by reproducing any of the content of other films. One successful technique that is easily adapted to the low-budget video is the series of short testimonials. Many famous documentaries were produced with no script, but merely shooting miles of footage to be weaved later into a storyline.
5. Some very effective videos and films have been constructed entirely from still photographs or still photographs have played an integral role. One catch -- a photo can appear on the screen for only a few seconds.
6. For the cost of a copy, industry associations and the U.S. Government can provide stunning footage e.g. NASA space shots. This footage can stretch a small budget into an impressive production.
7. When filming, always shoot a lot of close-ups. On TV these close-up shots are generally more compelling than wide shots. They're also a lot easier and cheaper to light, arrange and shoot.
8. Like script writing, good editing makes a major difference in how successful the video is for both you and your audience. Keep the show moving and always directed to the needs and aspirations of your viewer. Ruthlessly eliminate anything that's weak. The defining moment is did the video accomplish the objectives you set out with or did it merely “hawk” your video making expertise.
9. Special effects and cool animations are fun to watch, but can be expensive and time-consuming to produce even when you're working on your own system. In most cases this "eye candy" contributes little to the message. So if the budget is tight, concentrate on a telling a story that addresses the needs of your audience.
10. Let the press know about the video. Send every appropriate local journalist a well-written press release announcing the video you just produced. Send them a copy of the video and be sure to include information about yourself and your intended audience.

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