The best videos – the videos that are really worthwhile – are those that go further than their final frames. They take your viewers on a journey. They lead them to a positive place, a place of action – the action you’re hoping for them to take, and then further still.

As someone who commissions videos, how are you going to make this work? Viewers demand more compelling content, your bosses want to see a good return on investment. It’s not easy, is it?

How to commission better videos will demystify both the process and practice of video production for you. It’ll give you greater confidence when hiring a video producer and make you wiser in how you work together.