Guiding Question: What should they do?

Have you ever finished watching a video and thought, "What am I supposed to do with this information?" This often means the creator didn’t have a clear outcome in mind when planning the content.

When you can clearly define your desired outcome, it becomes much easier to design the video with a specific purpose. A goal-driven approach ensures your video provides viewers with a clear next step or objective.

Now that you’ve gained a solid understanding of your audience and their motivations, it’s time to focus on your own goals. What action or response do you want your viewers to take after watching?

There are two key elements to consider when creating outcome-driven videos:

Outcome Statements Made Easy

What should change for your ideal audience member after they see your video? That may seem like a big question, but Outcomes are also easy to do in fill-in-the-blank format. Let's answer a few questions to come up with an outcome statement.

Summary

The goal-timeframe combination helps us define an achievable outcome that can guide us through the rest of our creation process. As we move on to Content you may feel an urge to add more ideas to your video. In those moments, pause and return to the outcome statement to guide your decisions. Does the new idea diverge from the desired action? Does it significantly impact the defined timeline? If the answer is yes, reconsider why you're trying to add it.

The concept of Outcome is rooted in the principle of Behavior Change. If you want someone to adopt a new action or way of thinking, you must first disrupt their current behavior and provide them with the tools or knowledge they need to shift their perspective. The new action or behavior they take as a result is the desired Outcome, and your video serves as the means to deliver this transformation.

Reflection: 

Can you clearly define the action you want your audience to take and the timeframe for it? If not, pause here and jot down your thoughts before proceeding.

Go to next course: "Study - Format"