<aside> 💡 Why is this important?

Videos come in all shapes, sizes, and use cases – but you need a way to tell if a video is any good. And, if it’s not good then how can you make it better?

What is the FOCA framework?

The framework is based on the four necessary elements for a video to hit: Foundation, Organization, Content, and Call-to-Action. Within these elements is a set of skills that you can master not only the look of your video, but also the way information is organized and presented to your viewers.

How was this framework developed?

It combines some researched-backed theories (e.g. Mayer multimedia theory, van der Meij’s rules for instructional videos), best practices from top-tier video companies, and from our work helping hundreds of clients to create best-in-class videos.

How do I use the framework?

Choose a video to assess, and score each row out of 5 based on what skills your video demonstrates. You can total that score up and divide that by 20 to get your FOCA score.

*For example:

3 + 4 + 4 + 3 = 14

14/20 = 60% = FOCA score*

The benchmark defined for good video is going 80%.

</aside>

| | 0 Camera Shy | 1 High School Project | 2 Backyard Production | 3 Indie Film | 4 Hollywood Director | 5 Auteur | | --- | --- | --- | --- | --- | --- | --- | | Foundation Format Audience Outcome | No clear, identifiable format (e.g. training, informational, product demo)

No clear audience identified.

No clear outcome for video or viewers. | Format is attempted but most key elements are absent.

Audience is not clearly defined or profiled.

Outcome is stated but not feasible. | Format is attempted but some key elements are missing or it is a mismatch for the objective.

Audience is generically defined.

Outcome is not well articulated to the audience. | Format is appropriate and contains all elements but is formulaic.

Audience is generically profiled and there is some effort for customisation

Outcome is well-defined but only insinuated to the audience | Format is well executed and flows freely.

Audience is clearly profiled and content is clearly tailored to them.

Outcome is defined and articulated to the audience. | Video is a best in class or innovative example of the chosen format.

Video is customised to a specific audience and tailored to their preferences.

Outcome is defined, articulated to the audience and measurable. | | Organization Hook Key Topics Support | No clear reason for the video.

Cannot identify key moments.

No supporting data, examples or stories. | Video provides a clear reason for viewer to watch video.

Video has a/some key topic(s) stated at the beginning of the video that will be covered.

Key topics do not have supporting data, facts, or examples. | Video provides a clear reason for viewers to watch the video.

Key topics are clearly stated and organized in a sequence that makes sense.

Key topics do not have supporting data, facts, or examples. | Video provides a clear reason for viewer to watch video.

Key topics are broken down into the minimum understandable chunk.

Key topics are supported with data, facts, and examples. | Video provides a clear reason for the viewer to watch the video in a way that grabs attention.

Content are broken down into the minimum acceptable chunks (but with no relation – no "so what")

Key topics are entirely supported with facts, data, or examples. | Context and purpose is clearly defined in a way that grabs attention.

Content is broken down into the minimum acceptable chunk with a clear relation to the overall topic.

Key topics are enhanced with facts, data, and examples. | | Content Scripting Visuals Pacing | Script is difficult to follow and confusing.

Visuals are a disorganized mix of unrelated content.

Video move at an unnatural pace with no flow between elements. | Script contains active voice and shorter sentences.

There is no movement on-screen at the beginning of the video. The video plays like a series of slides.

Narration repeats text or explains images on-screen for over 20 seconds without changing. | Use of conversational language in script.

There are some basic elements onscreen that capture the viewer’s attention at the beginning of the video.

Mix of elements to represent the script as talking head, screen capture, stock footage, etc. | Use of conversational language in the script and include analogies and metaphors to explain concepts.

Clear choices made to represent the script as talking head, screen capture, stock footage, etc.

Visual elements change onscreen at least every 20-30 seconds. | Use of conversational language in script and personalized elements of the script for the audience.

There is little visual clutter onscreen. There is sense of visual harmony between all elements onscreen.

Observes clear guidance for visual organization (e.g. rule of 1/3s, text spacing and relation) harmony. | Video makes the viewer feel as though the video was just for them.

There is something always moving on-screen as well as visuals that change with the natural pace of the script.

There is a clear design that guides the eye to each key part of the frame as the visuals change. | | Action (call-to-action) Recap CTA **** | Abrupt ending with no wrap-up. | Ending with no benefits to new knowledge or understanding. | Describes the end of a process or provides a recap of major points.

Clear call to action to continue to the next step. | Provides a recap and restates the problem or benefits of new knowledge.

Call-to-action includes a reminder, mnemonic to connect new learning for the viewer. | Provides a recap that relates hook and key topics of the video.

Call-to-action invites the viewer to commit to a specific next. | Call-to-action includes a next step that commits the learner to a specific action with social connection. |

FOCA Creation Questions