Cornerstones of Online Video Content

Creating native video content without the right understanding of these basic principles can lead to a waste of your money, time and effort.

Chris Martin  ·  April 23, 2018

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I DO A LOT of social media and communications consulting with churches and other Christian organizations, and almost everyone with whom I work wants to know how they can create better online video content for their ministry efforts. Some want to use online video to reach new audiences, others want to use online video content to serve the audience they have, but most want to do some combination of the two.

Here are five basic steps to exploring online video content creation.


If you don’t start your video content creation with a right understanding of what you hope to accomplish, you will fail before you begin. No matter how well you execute every other step on this list, if you do not pursue video content creation with a specific, attainable goal in mind, you’re just wasting your mon¬ey, effort, and time.

For instance, let’s consider Facebook Live video. You could have any number of goals when creating a Facebook Live video, but really it comes down to two: First is immediate audience engagement while live, and second is long-term share value over time. If you’re considering Facebook Live, you need to know which of these goals you want to accomplish because you won’t be able to accomplish both.


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