Quite often organisations miss opportunities to get positive results from Video. Hax believes in most cases not enough strategic thought has gone into a particular videos purpose. The starting point when planning video, is to ask what you want the video to achieve. Is it brand awareness? Is it social media interaction? Is it to qualify leads? Knowing that purpose will help you define the content and determine the call to action. “I believe we live in an ‘Attention Economy’ now, and if a video doesn’t engage or isn’t relevant to its target audience, it will not be productive " Hax says. Planning with a known goal in mind will give a video purpose and be more productive.