Stop Making Pointless Videos
Sometimes video is not the answer. This probably sounds weird coming from a person that creates videos for a living, but not all videos are great videos. When I say that, I'm not speaking about the quality, or resolution of the video or really even the story itself. I'm more referring to strategy.
The biggest risk of creating video content without a strategy? You’re thinking in moments, not movements. Sure, you might craft a beautiful video today, but if it doesn’t align with your long-term vision, it could age out fast. What feels like a win now might fall flat in five years when it no longer reflects who you are, what you offer, or where you’re headed. A strategy gives your content a north star so every video supports the bigger story you're building over time.
Before hitting record, hit pause. Here are a few questions to consider:
What’s your brand’s core marketing philosophy? How will video support and amplify that approach over time?
Where are you right now? Both in your business and in how you visually show up in the world? Where do you want to be?
What consistent challenges are you facing? Video might not solve everything, but it can remove friction and unlock clarity.
What misconceptions are getting in your way? What needs to be clarified or redefined so people truly “get it”?
What happens if nothing changes? If no videos are created, no story is told, what opportunities are you missing?
These aren’t just hypotheticals. They’re the early steps in building a video strategy that’s not only intentional, but future-proof.
There’s more to consider, of course, but answering these questions helps you zoom out, see the bigger picture, and start thinking about how video fits into your marketing mix.
