Planning your video

Moving pictures appeal directly to our senses and emotions and can be a powerful means of communication. So, how does one begin? Here are a few tips to get you off on the right foot.

Photo: Getty images

What do you want to say?

Formulate your message and consider whether video is a good medium for conveying it. If your material is rich in terms of images, environments, people and emotions, you have all the ingredients to make a good video. If, on the other hand, you need to convey in-depth and highly detailed factual material, perhaps a written article might be better suited for the task.

While a video can be a powerful means of communicating, a poorly executed video can leave a negative impression. Make a video when you have the right material, not simply because you want to reach more people. 

Barn som tittar uppmärksamt.

Who do you want to reach?

What is your target group interested in? Do they want something explained, to see the ins and outs of a facility or to hear from a particular individual? It may be difficult to accomplish all of this at once. Decide on a single narrative and think about how best to adapt it to your target group.

Image of social media icons

Where will your video be shown?

Consider early on which channels are best suited for publishing your video and adapt your video accordingly. If you want to reach people on social media, it is especially important to keep your message brief and to capture your viewers’ interest in the first few seconds, otherwise your video risks drowning in a sea of competing material. Various channels may also place technical demands on the format of your video.  

How will your video be produced?

A video needs to be planned, scripted, shot and edited. Consider whether you want to do it all yourself or if you need help. Here are a few different routes to get from concept to completed video for staff at Karolinska Institutet.

  • Do it yourself. In terms of recording equipment, a smartphone and a simple external microphone will often work splendidly. We have compiled tips and advice for those wishing to make their own video.
  • Ordering video production from external providers. KI has framework agreements for video production from external providers. Framework agreements are divided into two areas: simple video production and complex video production.
  • Ordering video production from internal providers. Do you need help to visualize your research to make it easier to communicate, for instance, in a teaching situation? Perhaps you would like to mix up your lectures with a podcast or video clip? At KI, you can get help with media productions from our educational media specialists and Bildmakarna.