How to start thinking about the creative elements in your

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In the past, I've given you some high-level advice about how to approach your video content strategy, but now I'm going to give some specific tips on how creative elements can shape your video.

Remember, everything, and I mean everything, in your video communicates something about your brand, your product, or your service.

First, let's talk about your shoot day, specifically the location of the shoot. How do you want your audience to see you?

If you shoot in a corporate office out a window with the city of Boston behind you, then that's going to communicate a very different message than if you shoot in the field on a construction site. (Don't get me going on green screen...)

Next, let's talk about how you shoot your footage. Again, what feeling do you want your audience to have when they're done watching your video content?

If you want to communicate that you're steady and that you're trustworthy, then you probably want your camera on a tripod without any movement.

If you want to communicate that you're high energy, and that your company is on the move, then filming your interview using a Steadicam with some movement is going to add some energy.

Be intentional. Nothing is by accident. All is by design.

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