Building the right video for your campaign requires more than simply choosing between an emotional or educational approach. A myriad of factors can play into the decision, but generally there are three main questions you should be looking to answer before making your choice:

 

    What am I trying to achieve with my video?

    What is my budget?

    What is my timeline?

    What am I trying to achieve with my video?

 

Again, there are a variety of factors that can inform this answer, but one clear method is identifying where along the sales path your target audience is (see graphic >).