The video production process is a lot like taking a road trip. Before you start, you need to know where you’re going. That’s where the MAP comes in. Just like planning a road trip, the MAP helps you plan out and get a direction for your video. So what exactly is the MAP when it comes to video production?
MAP is a simple acronym that asks 3 questions.
What’s the message?
An engaging message will have maximum impact and ensure your audience does not lose interest halfway through watching the video. You want to make sure you communicate your message clearly and effectively. Without a strong message, you’re missing out on an opportunity to connect with your audience. You’ve gotten the viewer to click play and now they’re listening. Your video will have more impact if it is kept short and direct. If needed, try splitting up your idea into a few short videos with a clear message in each. Videos that are too long may fail to hold a viewer’s attention, resulting in the message being lost.
Who's the audience?
In other words, who are you targeting? It is important to understand your audience so that you can tailor your video to fit. Some important demographics to think about are age, gender, and income level. If your audience is older, you may not want to include a dubstep track when designing the audio bed. If you’re a realtor selling a multi-million-dollar estate, create a video that portrays elegance and class that will attract the right audience.
This is also a good time to think about how you will distribute your video. Will it be displayed on your website for every visitor to watch? If you’re planning on publishing to social media, think about how different the audience is on Facebook and Instagram when compared to LinkedIn.
What's the purpose?
The final element of the MAP is purpose. You should clearly know why are you investing time and resources to produce a video? What outcome do you want to achieve? If you want the viewer to take action after watching the video, include a call-to-action like “Call today for a free estimate!”. Sometimes the purpose of the video is simply to inform.
The idea behind the MAP is to get you thinking before the camera starts rolling. Answering these important questions before the footage gets to the cutting room is key for a well-produced, professional video. Keep in mind, however, the MAP is only a starting point. Just like on a road trip, there may be detours. Things are bound to change along the way. That’s just the nature of video.
