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TEENY TINY VIDEO
1. What is your marketing goal? Refer to your audience clarification worksheet from
yesterday!
2. Who is the audience? What is their relationship to your organization or cause?
What do you want them to do, feel, know? Remember to think about your
segmented audiences, their “selfish consumer” needs, what assumptions they may
have or barriers to engaging with you. How can you overcome those?
3. Where will your audience see this video? When? On what device? What do
you want them to do as a result? Does it flow? How will this context impact
your distribution (if it does)? For example, will it auto-play in Facebook, but most
people will see it without sound, or will it be in Twitter where it’s easy for someone to
retweet, or on Instagram where they’ll like or comment?
4. Because tiny video is… TINY… you have to be very surgical and precise in your
message. This is a tweet not an annual report. State in very clear, precise and
short language, what are you trying to do with this video? For example, make
our vague work tangible, make our program feel human, help people see that serious
programming can be fun, show diversity in our participants, etc.
5. Given the answer to #4 above, state in 1-3 words what FEELING or EMOTION
this tiny video should have. For example, sincere, comedic, playful.
6. What CONTENT will your video have? What’s the literal message that’s
contained in or around the video? For example, people speaking, what you’re
spelling out, text and hashtags that will accompany the video, etc.

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7. WHAT FORMAT, APPROACH or TECHNIQUE will your video use? For example,
stop motion, spelling things out, one continuous shot, before/after magic.
8. Next, PLAN IT. Script it out. How will you use the time? What people, props, tools,
materials do you need? Where will it be shot? What’s the lighting, sound?
9. Now, MAKE IT! Sometimes it will take a few tries because you’re learning the tool,
how to budget time, how to stop/start recording, how your props are working.
That’s OK. Give it a few tries. It’s TINY! What did you learn or notice as you tried it
out? What skills will you need to practice to get really good at it?
10. How will you distribute the video? Where will you share it, what hashtags might
you use? Who will you tag? How will it support other assets (e.g. embedded in a
blog post) or how will other assets support it (e.g. enewsletter that drives people to
it). Sketch out a plan for what you’ll do with the video.
11. PUBLISH IT! Make it live! Post with the hashtag #jed21 so we can see all of your
work and watch them! (Make sure your account is open, not private)
12. How will you know if it’s working? What metrics are relevant and indicate
you’re achieving the goals you articulated above in #1 and #4? E.g. replies,
retweets, comments, gifts.