Creating a video isn’t just about hitting the record button. There are multiple factors that come into play to make a video stand out among others. And believe it or not, they mostly have to do with how well you plan your video before actually creating it.

The first step is identifying your audience. Who do you want to watch your video? What are their interests? Their age group? Their gender? Once you know who you’re targeting, you can begin to think about what kind of content will resonate with them.

Once you have a general idea of your target audience and the kind of content they’ll respond to, it’s time to start thinking about your video’s purpose. What do you want your video to achieve? Are you trying to increase brand awareness? Drive traffic to your website? Sell a product or service? Whatever your goal may be, make sure it’s something that can be measured so you can track your video’s success.

Now that you know your audience and what you want to achieve with your video, it’s time to start thinking about the actual content of the video. What story are you trying to tell? What information do you need to include? Keep in mind that people have short attention spans, so you’ll want to make sure your video is concise and to the point.

Once you have a solid idea of the content you want to include in your video, it’s time to start thinking about the production process. If you’re not experienced in video production, this is where things can start to get a bit overwhelming. There are a lot of moving parts to making a video, from writing the script to shooting the footage to editing everything together. Fortunately, there are plenty of resources out there to help you through the process.

One final tip: when you’re ready to launch your video, be sure to promote it through your other marketing channels. Email your list, share it on social media, and embed it on your website.