5 Things Every Organization Should Ask Before Starting a Video Project

In today’s digital landscape, video isn’t just a nice-to-have — it’s a critical tool for building brand trust, educating your audience, and driving measurable results. But launching a video project without a clear plan can lead to wasted time, budget overruns, and content that falls flat.

Whether you're a nonprofit, trade association, or mission-driven business, here are five essential questions you should ask before the camera starts rolling:

1. What is the purpose of this video?

Before discussing visuals or scripts, clarify the why. Is it to increase brand awareness? Drive event registrations? Train new staff? Each objective calls for a different approach — and a different kind of video. Clearly defining your goal ensures your message stays focused and your results measurable.

2. Who is our audience — and what do we want them to do?

Great video doesn’t just inform — it moves. Know exactly who you’re speaking to and what action you want them to take after watching. Whether it's donors, decision-makers, or local community members, understanding your audience shapes tone, format, and distribution.

3. What story are we telling, and why now?

The best videos are built on stories, not sales pitches. Consider what makes your organization or message relevant right now. Are you celebrating a milestone? Launching a new initiative? Responding to a pressing issue? Anchor your video in a moment that matters.

4. What resources and approvals will we need internally?

A common challenge in video production is internal bottlenecks — delays in gathering assets, coordinating interviews, or getting feedback. Identify upfront who will:

• Approve scripts

• Coordinate team involvement

• Provide logos, footage, or access

Establishing a clear internal workflow keeps production smooth and on-schedule.

5. Where will this video live and how will people find it?

Even the most compelling video won’t work if no one sees it. Determine your distribution plan before you begin:

• Will it be embedded on your website?

• Shared on social media?

• Used in paid campaigns or email blasts?

Different platforms require different formats and runtimes. Plan for that early to maximize reach and ROI.

Final Thoughts

Video is a powerful medium — but only when it’s intentional. At Puritano Media, we help organizations not only create beautiful, cinematic content, but build a strategy behind it. If you’re planning a video project and want to ensure it’s aligned with your bigger goals, we’re here to help.