How to Create a Video Strategy
Creating a video strategy is, for the most part, preeetty straight forward. A video strategy isnât only about having a purposeâitâs about making sure every second of your video serves that purpose. Too many businesses create videos without a clear strategy, then wonder why they donât get results. So, hopefully, this provides a bit of context on how to approach video intentionally, and create a strategy for long-term video success.
Whatâs the end goal for your video/s?
Your video needs a purpose and a reason to exist. Without direction, itâs easy to get lost and distracted. A clear objective is key to generating the results you want from your video content.
What do you want your audience to do after watching?
Do you want to increase awareness, build trust, or generate leads/sales?
How will you measure your success? (views, comments, website visits, conversions?)
Our goals need to be specific because we need to know if our hard work is getting the results we actually want. Otherwise, whatâs the point?! So itâs important to set goals that have a specific outcome. What do you want brand awareness to convert to? Why do you want to build trust, and how will it change your business? How many sales do you want? Get to the nitty-gritty of what you want. Not what you think you want â actually dig deep and find a result that will motivate action.
Who are you talking to?
Creating a video without understanding your audience is just burning money âyou might as well just give me your hard earned cash. Do it â give it to me. đ«đ„Ž A great video strategy starts with knowing exactly who youâre speaking to so you can tailor your message in a way that resonates.
Who is your ideal audience? (Age, interests, location, behaviour)
What problems or challenges do they face that your product/service solves?
What kind of content do they already engage with? (Product demos, customer testimonials, behind-the-scenes, lifestyle videos?)
Where do they hang out online? (Instagram, Facebook, TikTok, YouTube?)
What tone and style will appeal to them? (Trendy, informative, friendly, luxury?)
I know this is always a hard question to some, but itâs too bad. You need to ask yourself these questions. Why? Our audience dictates your decisions when it comes to video. The way we film, edit and deliver our message changes depending on your audience. If your audience is oldies with poor eyesight, do you think a fast-paced video with seizure inducing effects would be a good idea? Yeah. Probably not.
So knowing the who, helps with your why when it comes to doing shit.
What are you trying to say?
Knowing your audience also helps with developing your message. What are you actually trying to say? Itâs so easy to overcomplicate your messaging because you feel like you have to shove everything into one thing. Your message is the core of your videoâitâs what makes your audience stop scrolling, pay attention, and take action. So you need to be intentional. And calm down.
What problem do we solve for our customers?
What makes us different from competitors?
What emotions do we want to create? (Trust, excitement, curiosity, urgency?)
Whatâs the ONE key message we want people to take away?
Write down ALL the messages you want to get across. All of them â not just one. It doesnât have to be perfect. Your key message could literally be:
âTell people weâre the fucken shit.â No one is going to see your strategy, so you can be honest during this part. Then translate it to fit your audience.
What type of video/s do you need?
Now that we have a little bit of an idea around our objective, audience and messaging, we need to figure out what types of videos we should be creating. Here are some common video types and when to use them:
Brand Story â Best for building trust and connection with your audience.
Case Study/Testimonial â Ideal for showcasing real results and client experiences.
Explainer â Great for educating your audience about a concept, product, or service.
Social Media Snippets â Short, engaging content designed to capture attention quickly.
Behind-the-Scenes (BTS) Video â Adds personality and authenticity to your brand.
How-To/Tutorials â Perfect for demonstrating a process or teaching something valuable.
Event Recap â Highlights key moments from an event and extends its reach.
Once we determine the best video type, we can start planning the style, length, and distribution to ensure it reaches the right people in the right way.
How will you distribute your videos?
Making a great video is one thingâgetting people to actually see it is another. There are a few things to consider before publishing you video.
Which platforms suit each video type? YouTube is ideal for long-form content, while Instagram Reels and TikTok work well for short, engaging videos. LinkedIn might be best for professional or B2B content.
Will you repurpose your video? A single video can be cut into multiple shorter clips for different platforms, maximising its reach.
Is this a one-off post or part of a larger campaign? One video might not be enough. Consider whether you need a series of videos to support a long-term marketing strategy.
Will you support the video with paid advertising? Organic reach is great, but paid ads can help push your content to a wider, more targeted audience.
What supporting assets will you create? Think about captions, blog posts, email marketing, or behind-the-scenes content that enhances the videoâs impact.
How frequently will you post? Consistency is key. A regular posting schedule can keep your audience engaged and improve overall performance.
Will the video live beyond social media? Consider embedding it on your website, including it in email campaigns, or even using it in presentations.
Your distribution strategy is just as important as the content itself. Without a clear plan, even the best videos might not achieve their full potential.
What Happens After Posting?
Sweeeet. Now that you have an objective and all the other bits mentionedânow what? Like any campaign, you need to ensure that your video is performing the way you want it to. Itâs important to track the right metrics to see if your hard work is paying off or if adjustments are needed. Metrics could be:
10 new website conversions
4 phone calls within the week
90% click-through rate
Higher engagement (likes, shares, comments)
Whatever success looks like for you, set a goal and track it bebe! Then what?!
You could analyse the data and take action â Just saying.
If your watch time is low, your intro may need tightening.
If your click-through rate is high but conversions are low, your landing page might need work.
If engagement is strong, consider turning it into an ad or repurposing content.
You could also leverage feedback â Just saying.
Check comments, shares, and DMsâthese can reveal insights that numbers alone donât.
Are people asking questions? That could inspire your next video.
Are there mixed responses? Maybe test a different style or message.
You could repurpose your video â Just saying.
Turn key moments into short clips for Instagram, TikTok, YouTube or LinkedIn.
Embed your video in emails, blog posts, or your website.
Or simply improve your content â Just saying. Video marketing isnât about posting once and hoping for the best. Track, adjust, and refine. Low performance? Try a different hook, title, or thumbnail. Great performance? Double down with a follow-up video or a content series.
By staying proactive, you ensure your videos donât just sit onlineâthey work for you. Soooo â that was a fuggin mouthful! If you still find yourself wondering what the fook, then feel free to reach out! We can help you build a video strategy from the ground up. Or you can just reach out and let us create a video for you â Just saying.
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