The ultimate guide to crafting video content that moves people

Creating a standout marketing video isn’t just about shooting footage and crossing your fingers—it’s a strategic journey. Our step-by-step video production process, from concept to final cut, ensures your content captivates, engages, and delivers results. Here’s how we turn ideas into impactful visuals.

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A strategic, creative, and battle-tested approach to video production

Introduction — Crafting Videos that Captivate and Convert

Every great video starts with an idea, but let’s be honest—having an idea and turning it into a powerful, engaging video that connects with your audience? That’s where the real challenge begins. Maybe you’re a business owner who knows video is the future but feels overwhelmed by where to start. Perhaps you’re a content creator, bursting with ideas but unsure how to structure them into a compelling story. Or maybe you’ve been burned before—investing in video content that didn’t quite hit the mark, leaving you questioning whether it’s even worth the effort.

I get it. The world of video production can feel like stepping onto a battlefield without a map. But here’s the good news: I’m handing you the map.

I’m Scott Green, a video production expert in Manchester. My mission is simple—to help brands, businesses, and creatives like you craft videos that look good and deliver the goods. Videos that move people emotionally, mentally, and, most importantly, to action.

In this guide, I’ll walk you through the framework I use to create strategic, cinematic, and results-driven video content. We’ll cover everything from defining your goals and developing a killer concept to filming, editing, and distributing your masterpiece. Whether you’re planning your first video or refining your content strategy, this guide will give you a clear, actionable process to follow.

And if it still feels like too much by the end of this? No worries. That’s what Motion Videos is here for. But for now, grab a coffee (or something stronger), and let’s get started.

Coming up:

"People don’t buy what you do; they buy why you do it."

Simon Sinek

Stage 01

Defining the Big Idea — The Foundation of Every Great Video

Every memorable video begins with a big idea—the core message that ties everything together. It’s what separates scattered content from videos that capture attention and drive action.

Too many businesses rush into filming without direction. They prioritise flashy visuals and trending effects—without asking: What story are we telling? Let’s explore how to define your big idea, ensuring your video is engaging and strategic.

"If you fail to plan, you are planning to fail."

Benjamin Franklin

Know Your Audience

Before discussing cameras or editing, let’s focus on the real star—your audience.

Ask yourself:

Your video is a bridge between your audience’s current situation and their desired outcome. Guide them across—one compelling frame at a time.

Case Study

Nike's — Find Your Greatness

Nike’s campaign wasn’t about selling trainers—it told a story that resonated with everyone. By tapping into universal emotions like determination and self-belief, Nike created viral content whilst reinforcing their brand.

Consider how your video can connect with something bigger than just your product.

Pro Tip

For awareness, focus on emotional storytelling. For conversion, emphasise clear benefits.

Craft a Clear Message

Once you know who you’re addressing, define what you’re saying. The best videos can be summarised in one sentence. If you can’t, it’s likely too complicated.

Try this formula

**“This video will help [your audience] understand [key message] so they can [desired action].”**

Example: "This video will help small business owners understand video marketing so they can generate more leads."

Choose the Right Format

With your big idea defined, what’s the best format to bring it to life?

Common video types include:

Brand Stories → Showcase mission & values
Explainers → Simplify complex topics
Product Demos → Highlight features & benefits
Promos → Drive action & sales
Behind-the-Scenes → Build authentic connections
Story-Driven → Engage through emotional storytelling

Further Resources

Stage 02

Setting Clear Goals for Your Video’s Success

Imagine setting off on a road trip without a destination. You might enjoy the ride, but you’ll likely waste fuel, time, and effort. The same applies to video content—without clear goals, you risk creating something visually appealing but ultimately ineffective.

This section is all about defining what success looks like for your video and ensuring every second serves a purpose.

“A goal without a plan is just a wish.”

Antoine de Saint-Exupéry

Define Your Video’s Purpose

Not all videos are created equal. Some are designed to inspire, others to educate, and some to convert viewers into customers.

Ask yourself:

Common Video Goals & How to Achieve Them

Goal	Best Video Type	Key Metrics to Track
Brand Awareness	Storytelling, Brand Story	Views, Shares, Reach
Lead Generation	Explainer, Webinars	Sign-ups, Click-throughs
Sales & Conversions	Product Demo, Testimonial	Purchases, ROI
Engagement & Community Building	Behind-the-Scenes, Vlogs	Comments, Shares, Watch Time
Customer Education	Tutorials, FAQ Videos	Retention Rate, Support Queries

Pro Tip

Match your video length to your goal. Awareness videos should be short and snappy (15-60 sec), while educational content can be longer (2-5 min).

Case Study

Dropbox’s Explainer Video That Skyrocketed Growth

Before Dropbox became a household name, they faced a challenge—how do you explain cloud storage in a way that’s simple, engaging, and memorable?

Their solution? A 2-minute animated explainer video that increased sign-ups by 10 million in just a few months. The key? A clear goal—educating potential users—and an execution that made the complex feel effortless.

Lesson: If your video’s goal is education, make it visual, concise, and compelling.

Set SMART Goals

A vague goal like “I want more views” won’t cut it. Instead, follow the SMART framework:

Specific → What exactly do you want to achieve?
Measurable → Can you track progress with clear numbers?
Attainable → Is it realistic based on your resources?
Relevant → Does it align with your overall marketing strategy?
Time-bound → When should you achieve this?

Example: “Increase video engagement on LinkedIn by 30% within the next three months.”

Measure Success & Adjust

The best video creators don’t just publish and pray—they track, learn, and optimise.

Key Video Metrics to Monitor:

View Count — How many people are watching?
Watch Time — Are viewers sticking around or dropping off?
Engagement (Likes, Shares, Comments) — Is your video resonating?
Click-Through Rate (CTR) — Are people taking the next step?
Conversion Rate — Is your video driving real business results?

If your video isn’t performing, don’t panic—adjust and improve:

Pro Tip

A/B test different versions of your video (e.g., two thumbnails or intros) to see what works best!

Further Resources

Stage 03

Developing a Winning Video Strategy

Creating a video without a solid strategy is like setting sail without a compass—you might make progress, but you won’t know if you’re heading in the right direction. A well-planned video strategy ensures your content is seen by the right people, at the right time, and delivers measurable results.

In this section, we’ll map out a bulletproof strategy to make sure your video reaches its full potential.

“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”

Abraham Lincoln

Define Your Target Audience

A video made for everyone is a video made for no one. Understanding your audience is the key to crafting content that resonates.

Ask Yourself:

Your Turn

Use tools like Google Analytics, YouTube Studio, or Facebook Audience Insights to analyse your existing audience and refine your targeting. Write a viewer persona—a fictional representation of your ideal viewer.

Example: Meet Alex, the Marketing Manager:

Now, every decision you make—script, visuals, tone—should be made with Alex in mind.

Pro Tip

Keep it short. On social media, 80% of viewers drop off after 30 seconds. Make every second count.

Case Study

How Nike Mastered Audience-First Storytelling

The “You Can’t Stop Us” campaign featured a split-screen montage showing athletes from different backgrounds but similar struggles. It was engaging, relatable, and targeted active, motivated individuals.

Results: Over 50 million views in 72 hours, massive social shares, and brand loyalty boost.

Lesson: Instead of focusing on what your brand does, focus on who your audience is and why they should care.

Plan Your Distribution Strategy

Even the best video won’t perform if nobody sees it. Your distribution strategy is just as important as the video itself.

1. Native Upload vs. Embedded Links

2. Leverage Video SEO for Organic Growth

To make sure your video ranks on YouTube and Google:

3. Use Paid Ads to Boost Reach (If Needed)

Pro Tip

Always upload videos natively (instead of just posting YouTube links). Native videos get 10x more engagement on platforms like LinkedIn & Facebook.

Measure & Optimise for Success

You’ve launched your video—now what? Tracking performance is key.

Goal	Metrics to Monitor
Brand Awareness	Views, Reach, Social Shares
Lead Generation	Sign-ups, Click-Through Rate (CTR)
Sales & Conversions	Purchase Rate, Return on Investment (ROI)
Engagement	Watch Time, Comments, Likes

Pro Tip

Test and tweak! If your watch time is low, your intro might not be engaging enough. Make adjustments and re-test.

Further Resources

Stage 04

Crafting a Captivating Video Concept

Now that we’ve built a solid strategy, it’s time to bring the creative vision to life. A well-crafted video concept isn’t just about flashy visuals—it’s about telling a story that resonates, keeps viewers engaged, and compels them to take action.

“Creativity is seeing what everyone else has seen and thinking what no one else has thought.”

Albert Einstein

Brainstorm & Define the ‘Big Idea’

Every great video starts with a core concept—the big idea that makes it unique, memorable, and meaningful.

Ask Yourself:

What’s the central message? (What do I want my audience to take away?)
What emotion do I want to evoke? (Inspiration? Curiosity? Urgency?)
How does it tie back to my brand & audience?
What storytelling format works best? (Narrative, testimonial, educational, cinematic, etc.)

Try this formula

If you’re stuck, use The Pixar Pitch to structure your concept:

“Once upon a time… (introduce problem). Every day… (describe the status quo). One day… (introduce the change/event). Because of that… (escalation). Because of that… (further challenge). Until finally… (resolution & CTA).”

“Finding Nemo” Example: Once upon a time… there was a widowed fish named Marlon who was extremely protective of his son Nemo. Every day… Marlon warned Nemo of the dangers of the ocean and implored him to stay away. One day… in an act of defiance, Nemo ignores his father’s warnings and swims into the open water. Because of that… he is captured by a diver and ends up as a pet in a fish tank of a dentist in Sydney. Because of that… Marlon sets off on a journey to recover Nemo, enlisting the help of other sea creatures along the way. Until finally… Marlon and Nemo find each other, reunite, and learn that love depends on trust.

Case Study

How Apple Mastered the ‘Big Idea’

Apple’s “Think Different” campaign didn’t just sell computers — it sold a mindset. By aligning with iconic figures like Einstein and Amelia Earhart, Apple positioned itself as the brand for innovators and creatives.

Later, their “Get a Mac” campaign cleverly personified Mac as cool and laid-back, while PC was awkward and outdated. Instead of pushing tech specs, Apple sold the idea that their products made life easier and creativity more accessible.

Results: A decade-long campaign that changed Apple’s brand perception forever.

Lesson: Don’t just sell a product — sell an idea that connects with your audience.

Write a Video Brief

Before diving into production, document your concept clearly. This ensures everyone involved is aligned.

A Simple Video Brief Template:

Objective — e.g. Educate customers about our new product)
Target Audience — e.g. Young professionals aged 25-35)
Core Message — e.g. Our product makes life simpler & stress-free”)
Style & Tone — e.g. Fun, modern, and conversational)
Key Visuals — e.g. Fast-paced animations, minimalistic graphics)
Call-to-Action — e.g. “Sign up today”)

Develop a Unique Visual Identity

A strong visual style makes your video instantly recognisable.

Key Elements to Consider:

PRO TIP

Create mood boards using Pinterest or Notion to visualise your concept.

Storytelling & Character Development

People connect with stories, not brands. If your video involves characters, make them relatable & authentic.

Character Building Checklist:

Pro Tip

Your character should feel real, not perfect. Give them flaws, struggles, and emotions.

Case Study

Airbnb’s ‘Belong Anywhere’ Campaign

Airbnb’s “Belong Anywhere” campaign is a prime example of selling more than just accommodations; it sells a sense of belonging. Launched in 2014, this initiative aimed to reposition Airbnb from a simple accommodation provider to a platform fostering a global community. The campaign introduced the Bélo symbol, representing a universal icon of belonging, and shared real stories of travellers experiencing home-like stays worldwide.

Results: The campaign led to increased brand trust, emotional engagement, and customer loyalty, solidifying Airbnb’s position in the hospitality industry.

Lesson: A great video transcends features—it crafts an experience that resonates deeply with the viewer.

Choose the Right Video Style

Different video styles serve different purposes.

Video Type	Best for
Live-Action	Brand storytelling, testimonials
Animation	Explainers, tutorials, SaaS videos
Cinematic	High-end brand films, commercials
UGC (User-Generated Content)	Authenticity, social media engagement
Stop Motion	Quirky, eye-catching ads

Pro Tip

Mix formats for the best engagement (e.g., combine animation with live-action).

Scriptwriting

Your script should flow naturally, feel conversational, and drive action.

Basic Script Formula:

Further Resources

Stage 05

Visualising the Vision — Storyboards, Mood Boards & Style Frames

Now that we have a solid concept, it’s time to visualise it. This step is where your video starts to take shape—before any cameras roll or animation begins. Think of it as architecting the blueprint for your final masterpiece.

“The best way to predict the future is to create it.”

Peter Drucker

Mood Boards & Visual References

Before diving into detailed storyboards, it’s essential to establish a visual direction. Why Mood Boards Matter A mood board is a collage of images, colour palettes, typography, and textures that define the look and feel of your video. This is especially crucial for animated or highly stylised videos. Your mood board should answer these questions:

PRO TIP

Use tools like Pinterest, Notion, or Milanote to build digital mood boards.

Case Study

Netflix’s Visual Evolution

Netflix has mastered visual branding by using consistent dark, cinematic tones across its original content.

Example: The trailer for Stranger Things uses a grainy, 80s aesthetic to immerse viewers in nostalgia, making the series instantly recognisable.

Results: Massive engagement, consistent brand identity, and viral marketing success.

Lesson: A well-defined visual identity makes a brand unforgettable.

Storyboarding — Mapping Out the Narrative

A storyboard is a frame-by-frame visual representation of your video’s key moments. Think of it as a comic strip that lays out the sequence of shots. Why Storyboards Are Essential

Basic Storyboard Structure

Different video styles serve different purposes.

Shot Number	Scene Description	Visual Notes
1	Establishing shot	Wide-angle, aerial view
2	Introduce protagonist	Close-up, natural lighting
3	Conflict moment	Dramatic zoom, slow-motion
4	Resolution	Warm lighting, uplifting music

Style Frames — Refining the Aesthetic

Style frames are fully designed stills that show exactly how the final video will look. Unlike storyboards (which are sketches), style frames are polished, high-fidelity visuals. Key Elements of Style Frames

Pro Tip

Style frames set expectations for animation, motion graphics, and final production aesthetics.

Finalising the Vision Before Production

Before moving into production, ensure that:

Further Resources

Final Thought

Without Substance, Style Will Only Get You So Far

Think of crafting compelling video content as a bit like building a bridge (a visual journey). It can be as beautiful as the designer can imagine (the style). But, ultimately, it has to work (the substance).

Planning the project (pre-production), and knowing where it starts (with the hero) and where it ends (the better future they desire) is essential. Otherwise, you’ll end up building a bridge to nowhere that nobody will walk across.

The more spectacular and functional, the more people will remember, talk about, and share their experience of it. Who doesn’t want that, right?

Deep thought about the structure, production of the materials, and specialists required for the construction is necessary. Discipline, imagination and motivation will achieve ambitious results that encourage and lead people to a better future — With you.

Let’s make your vision a reality

Ready to bring your story to life? I'm here to help transform your ideas into captivating visual content. Let's chat about your next project and create something extraordinary together.

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01

Getting to Know You

We begin by immersing ourselves in your brand, vision, and goals.

This foundational step is crucial as it sets the stage for the entire project. We engage in detailed discussions to understand what you want to achieve with your video and how you want your audience to feel and respond. This isn’t just about exchanging ideas; we take the time to write down potential approaches, ensuring no opportunity is missed. This collaborative brainstorming phase helps us align our creative vision with your business objectives, setting a clear path for the project.

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02

Define Your Goals

Clarity is the cornerstone of successful video content.

In this step, we work backward from your desired outcomes to develop a clear and focused plan. By defining your goals, whether it’s increasing brand awareness, driving sales, or educating your audience, we can tailor the video’s content and style to meet these objectives. This planning involves detailed documentation of the video’s purpose, target audience, and key messages. We also consider potential challenges and outline strategies to overcome them, ensuring the project stays on track and meets your expectations.

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03

Develop a Strategy

Understanding your target audience is key to crafting a video that resonates.

In this phase, we explore audience research, exploring their preferences, behaviours, and pain points. This data-driven approach allows us to develop a strategy that speaks directly to your viewers, much like a sports team refining its plays for a game. We outline the video’s core themes and stylistic elements, ensuring consistency and relevance throughout the content. This strategic foundation is essential for creating a video that not only attracts attention but also retains viewer interest and drives engagement.

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04

Craft the Concept

The concept phase is where creativity truly flourishes.

Here, we brainstorm the ‘big idea’ that will anchor your video. This involves asking critical questions about the project’s scope: What is the story we want to tell? What emotions do we want to evoke? How long should the video be, and what budget constraints do we need to consider? This phase also includes logistical planning, such as identifying the technology and resources required. We may explore potential partnerships or collaborations that could enhance the project’s reach and impact. This thorough conceptualisation ensures that every element of the video serves a purpose and aligns with your overall strategy.

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05

Visualise the Vision

Before any content creation begins, we need a clear vision of the final product.

In this step, we create detailed scripts, storyboards, and style frames. These tools allow us to map out the video’s narrative flow and visual style, providing a blueprint for the production team. Storyboards illustrate key scenes and transitions, helping everyone involved to visualise the video’s pacing and structure. Style frames capture the aesthetic elements, such as colour schemes and typography, ensuring the video maintains a cohesive look and feel. This preparatory work not only clarifies our creative vision but also facilitates smooth communication and decision-making during production.

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06

Create the Content

With a solid plan in place, we move into the production phase, where all creative elements come together.

This step involves filming live-action footage, capturing audio, and designing graphics. Our goal is to ensure that every aspect of the video, from the visuals to the sound design, is polished and professional. We pay close attention to detail, making sure that the final product not only looks great but also delivers your message effectively. This phase is where the project’s vision starts to become a reality, as we bring together all the components we’ve meticulously planned and designed.

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07

Bring it to Life

The post-production phase is where the real magic happens.

Here, we edit footage, animate graphics and 3D objects, adjust colours, and enhance the video with special effects. We compile a rough draft that reflects the initial vision, which is then shared with you for review. This collaborative step allows you to provide feedback, suggest edits, and ensure the video aligns with your expectations. After incorporating your feedback, we refine the video into a polished final product. This process ensures that the end result not only meets but exceeds your goals, providing a compelling and professional piece ready for distribution.

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Distribute Strategically

Once the video is complete, we focus on its distribution.

This involves choosing the right platforms to reach your target audience, whether it’s social media, streaming sites, or direct channels like email or apps. We consider factors like audience demographics, viewing habits, and platform-specific best practices to maximise the video’s reach and engagement. This strategic distribution ensures that your video attracts viewers and drives the desired action, be it increased traffic, higher engagement, or more sales.

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09

Engage Your Audience

After launching your video, we don't just sit back and wait.

We actively monitor its performance, focusing on metrics like views, shares, likes, and comments. Engaging with your audience is crucial; we help you respond to feedback, encourage discussions, and foster a community around your content. This interaction not only boosts engagement but also provides valuable insights into how your audience perceives your brand and message.

10

Analyse and Learn

Analysing the video's performance is essential for continuous improvement.

We use analytics tools to gain insights into viewer behaviour, such as watch time, drop-off points, and engagement rates. This data helps us understand what’s working and what isn’t, allowing us to refine future videos and strategies. This analytical approach ensures that each new video is more targeted and effective than the last, continually improving your video marketing efforts.

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Iterate and Improve

The video production journey doesn't end with one project.

We believe in an iterative approach, constantly learning and adapting based on performance data. By reviewing the analytics, we identify areas for improvement and adjust our strategy accordingly. This might involve tweaking the content style, exploring new distribution channels, or changing the call-to-action to better align with audience preferences. Our goal is to keep your video content fresh, engaging, and effective, helping you achieve long-term success.

Explore, create, and motivate.

Stay in the loop with behind-the-scenes stories and the latest insights from our studio.

The ultimate guide to crafting video content that moves people

In this blog

A strategic, creative, and battle-tested approach to video production

Introduction — Crafting Videos that Captivate and Convert

"People don’t buy what you do; they buy why you do it."

Simon Sinek

Stage 01

Defining the Big Idea — The Foundation of Every Great Video

"If you fail to plan, you are planning to fail."

Benjamin Franklin

Know Your Audience

Case Study

Nike's — Find Your Greatness

Pro Tip

For awareness, focus on emotional storytelling. For conversion, emphasise clear benefits.

Craft a Clear Message

Try this formula

“This video will help [your audience] understand [key message] so they can [desired action].”

Example: "This video will help small business owners understand video marketing so they can generate more leads."

Choose the Right Format

Further Resources

Stage 02

Setting Clear Goals for Your Video’s Success

“A goal without a plan is just a wish.”

Antoine de Saint-Exupéry

Define Your Video’s Purpose

Common Video Goals & How to Achieve Them

Pro Tip

Match your video length to your goal. Awareness videos should be short and snappy (15-60 sec), while educational content can be longer (2-5 min).

Case Study

Dropbox’s Explainer Video That Skyrocketed Growth

Set SMART Goals

Measure Success & Adjust

Pro Tip

A/B test different versions of your video (e.g., two thumbnails or intros) to see what works best!

Further Resources

Stage 03

Developing a Winning Video Strategy

“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”

Abraham Lincoln

Define Your Target Audience

Your Turn

Pro Tip

Keep it short. On social media, 80% of viewers drop off after 30 seconds. Make every second count.

Case Study

How Nike Mastered Audience-First Storytelling

Plan Your Distribution Strategy

1. Native Upload vs. Embedded Links

2. Leverage Video SEO for Organic Growth

3. Use Paid Ads to Boost Reach (If Needed)

Pro Tip

Always upload videos natively (instead of just posting YouTube links). Native videos get 10x more engagement on platforms like LinkedIn & Facebook.

Measure & Optimise for Success

Pro Tip

Test and tweak! If your watch time is low, your intro might not be engaging enough. Make adjustments and re-test.

Further Resources

Stage 04

Crafting a Captivating Video Concept

“Creativity is seeing what everyone else has seen and thinking what no one else has thought.”

Albert Einstein

Brainstorm & Define the ‘Big Idea’

Try this formula

“Once upon a time… (introduce problem). Every day… (describe the status quo). One day… (introduce the change/event). Because of that… (escalation). Because of that… (further challenge). Until finally… (resolution & CTA).”

Case Study

How Apple Mastered the ‘Big Idea’

Write a Video Brief

Develop a Unique Visual Identity

PRO TIP

Create mood boards using Pinterest or Notion to visualise your concept.

Storytelling & Character Development

Pro Tip

Your character should feel real, not perfect. Give them flaws, struggles, and emotions.

Case Study

Airbnb’s ‘Belong Anywhere’ Campaign

Choose the Right Video Style

Pro Tip

Mix formats for the best engagement (e.g., combine animation with live-action).

Scriptwriting

Further Resources

Stage 05

**“This video will help [your audience] understand [key message] so they can [desired action].”**

Create the Content

Bring it to Life

The post-production phase is where the real magic happens.

Distribute Strategically

Once the video is complete, we focus on its distribution.

Engage Your Audience

After launching your video, we don't just sit back and wait.

Analyse and Learn

Analysing the video's performance is essential for continuous improvement.

Iterate and Improve

The video production journey doesn't end with one project.

Simplify the Process