I run a video company, and I constantly tell our team that our job is not to make videos. We are a storytelling company that uses video to deliver value and change minds. A video that looks nice but doesn’t drive awareness, trust, or action is mere decoration, so when we get asked to make social media videos we start by running through five categories of questions. Those are listed below, and are a framework businesses (i.e. you the reader) can use.

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Use this framework to make sure that if you are going on camera, you make the best video possible.

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1. Concept — Do We Know the Right Thing to Say?

We start by getting crystal clear on the message.

• Do we know the right thing to say?

• Do we understand the audience?
  • What they think?
  • What they feel?
  • What they do?
  • The circumstances around them?
• Do we know the action we want the audience to take?

If the message is murky, everything that follows will probably be mid at best. Great videos start with clarity.

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2. Creative — Can We Turn That Concept Into a Story?

Once the concept is solid, we turn it into something people actually want to watch.

• Do we know how to turn the concept into a story?
  
  • Character, journey, and transformation are all necessary
  • Transformation is the most important piece
  • Transformations happen in beliefs, emotions, actions, and circumstances
• Can we invent a more eye-catching way to tell the story?

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3. Coaching — Is the Client Ready to Show Up Well on Camera?

• Is the client ready to speak on camera?
• How can we coach them to show up even better for the audience?

The goal isn’t perfection; it’s connection.

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4. Camera — Are We Capturing What We Need at the Highest Level?

• Are we prepared to capture all of the visuals we need?
• Are we capturing them at the highest reasonable level of quality?
• Are we capturing them at the highest reasonable level of efficiency?

Effective camera work doesn’t just look great — it gives the editor (perhaps your future self) the ingredients they need to create magic.

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5. Content — Do We Have an Excellent Final Product?

• Are we turning all of the work we've done into excellent videos?
• Are we delivering content to the people who can distribute it?

Great stories die tragic deaths in Google Drive. Our job ain't done until the videos are live.

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Why This Matters

It is tempting for companies to treat video like a checkbox or a chore. But when you build content on top of these five questions, your videos will magically work better — they become active growth assets for your business.

This is how we approach social media projects at Redd Legend, and if you follow this framework internally we hope you see the same results we love creating for our clients.

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