Setting a SMART goal for your video: what to consider?

Posted In Video Marketing Written by Yves Creten


Set a SMART goal for your video

The first step to a successful marketing campaign is setting a clear goal. For a number of reasons:

  • It helps you plan out a detailed strategy.
  • It provides motivation for your team.
  • It gives you a sense of how well you’re doing when you reach it.

But don’t just set any goal. Make sure it’s a SMART goal:


If your goal is too vague, you won’t know when you’ve reached it. At what point have you achieved the goal of “increasing your brand awareness”? For example, you could aim to increase your Facebook fans or Twitter followers by 50%. With a clear target like that, you’re forced to think about the steps you need to take to achieve it, giving you and your team the focus you need.


Once you’ve set a clear target, the next step is to decide on some tangible KPIs. What metrics might indicate that you’ve achieved your goal? For example, a significant increase in organic traffic on your website shows that your visibility has improved. Make sure you can monitor these metrics properly. Set up Google Analytics or other tracking tools, and don’t forget to decide who will track the numbers and report on them.


Nothing is more demotivating than a target you can’t possibly reach. That’s why it’s important to set a realistic goal. One you have the budget, manpower and expertise to achieve. When deciding on your goal, take some time to think about who will take the necessary steps to achieve it, when they will have time to do this, and how exactly. Plan step by step how you’ll execute each step to achieving your goal.


As a business, there’s so much you want to achieve. Generate leads, increase customer loyalty, become an authority in your field … It’s important to remember the bigger picture when setting your goal. Right now, which goal will get you the results you need? For example, growing your fanbase on Instagram won’t help you if your target audience doesn’t use that platform. Also, is your goal in line with your overall business strategy? Does it complement other projects?


There’s nothing like a sense of urgency to get a project moving. A clear time limit will push you and your team to get results. However, finding the right balance is essential. Giving yourself too much time might affect your focus and motivation, but too tight a deadline makes your goal unrealistic.

In practice: Orthopedie Roeselare

For most patients, the news that they need surgery comes as a bit of shock. They have a hard time staying focused and processing all the information their doctor gives them. Our client Orthopedie Roeselare wanted to optimize this communication between doctor and patient with 4 animated videos for different types of surgeries. A very SMART goal:

  • Specific:
    After watching the video, viewers need to understand exactly what happens before, during and after the surgery. Knowing what to expect reassures them and helps them prepare, ultimately reducing their recovery time.
  • Measurable:
    The number of views and shares for each video needs to be tracked. In addition, doctors will ask their patients what they think of the video, and continue tracking recovery times.
  • Attainable:
    A selection of doctors and medical personnel will provide the input for the video. The finished videos will be shown to patients during their doctor’s appointments, and published on the website.
  • Relevant:
    Experience has shown that well-informed patients are quicker to recover. Conveying the necessary information with a short, effective video means doctors will need less time to prepare their patients.
  • Time-bound:
    This case is a bit of an exception to the rule, since the goal is to keep using the videos, with no time limit, reaching more and more patients and reducing their recovery time.

Let’s get to work! Ready to set a SMART goal, but not sure where to begin? Fill in your email address and we’ll send you a handy checklist to get started.

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