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You Need a Video Strategy Before You Need a Video
Most teams think they need a video. But what they really need is a plan.
A video strategy isn’t just about making a video — it’s about knowing how each piece of content supports a bigger system: campaigns, messaging, retention, and conversion. And if that system doesn’t exist yet, no amount of flashy footage will fix it.
Whether you’re in Marketing, Sales, HR, or Communications, the landscape has shifted. Short-form content dominates, AI is changing production, and audiences expect relevance, not repetition. If you want video that drives action, you need to start with strategy.
Before you can just jump in front of the camera and talk about your business to your audience, you have to strategize about how to use video effectively and how it can complement everything else in your marketing strategy.
Why You Need a Video Strategy First
Too many brands dive into production without answering one crucial question: Why this video, now?
A clear video strategy helps you:
- Set goals tied to specific funnel stages
- Choose the right format for the message
- Maintain consistency across campaigns
- Maximize ROI by repurposing and scaling content
According to HubSpot’s 2024 Video Marketing Report:
- 86% of businesses now use video as a marketing tool
- 71% say video has a better ROI than other media formats
- Yet only 39% have a documented video strategy
That’s a gap you can’t afford to ignore any longer.
You want video to add to how you already engage with your target audience, rather than just clash and send mixed messages. If you had a very strong, consistent blog marketing presence with a very formal tone, your audience would be quite confused if you released a video of you in a t-shirt and jeans. If there are any inconsistencies in your brand identity, your audience will notice very quickly and disengage. To prevent that, closely assess your current marketing strategy and identify strengths, weaknesses, and the unique needs of your audience. Then take all that information and apply it to your video marketing strategy.
The New Video Formats You Should Be Using
The days of relying on a single explainer video are over. Today’s strategy includes a blend of video types across your funnel:
Top-of-Funnel (Attract)
- TikTok/Instagram Reels/YouTube Shorts
- Brand teasers & storytelling
- Micro-influencer collabs
Middle-of-Funnel (Convert)
- Product walkthroughs
- FAQ videos
- Comparison videos
- Interactive 360° demos
Bottom-of-Funnel (Close)
- Personalized sales outreach videos
- Customer case studies
- Testimonial mashups
Post-Sale (Delight)
- Onboarding & training series
- Customer success stories
- Community livestreams
Pro Tip: Plan to repurpose long-form content into shorter, platform-specific assets. You’ll get 3–5x more value from every shoot.
If your marketing strategy is mostly social media posts, consider which posts get the most traffic. If it’s posts about your employees and their experiences at your business, then consider creating similar video content. Or perhaps a lot of your website traffic is to reviews from former clients. Consider creating testimonial videos so that your audience can see real people and hear their experiences for themselves.
Video Strategy Flywheel: Not Just a Funnel
A strong video strategy operates like a flywheel — each video builds momentum instead of existing in a vacuum. Here’s how it breaks down:
ATTRACT
- Hook attention with high-energy, short-form video
- Use trends and platform-native formats
CONVERT
- Guide interest with product videos, explainer clips, and gated webinar snippets
CLOSE
- Build trust with personalized sales videos and user-generated testimonials
DELIGHT
- Strengthen loyalty with behind-the-scenes, helpful tutorials, and community engagement
A flywheel strategy ensures you’re not starting from scratch every time. Instead, you’re creating modular content that scales with your goals.
Metrics to Track
Measuring views isn’t enough. Modern strategy means tracking:
- VTR (View Through Rate)
- Watch Time & Retention
- Engagement Rate (likes, comments, shares)
- Conversion actions (signups, downloads, sales)
Each video should have one core KPI and be tested in real time.
How to Actually Build Your Video Strategy
You don’t need a 20-page document. You need clarity and structure:
- Set Objectives
- Awareness, education, sales enablement, retention
- Choose Formats & Platforms
- Reels? Testimonials? Interactive webinars? Email embeds?
- Plan the Content Calendar
- Mix evergreen and reactive video content
- Build With Repurposing in Mind
- From one core shoot, extract 6–10 assets
- Measure & Iterate
- Monthly strategy sprints: test, learn, refine
New Tools to Boost Video Strategy
These tools and trends you should be leveraging:
- AI editing for fast turnaround
- Auto-captions and translations to increase reach
- Personalized video at scale using dynamic fields
- Live video commerce for product launches
Ready to Transform Your Strategy? Let’s Talk
It’s tempting to jump straight into creating a video. But if you don’t have a clear strategy, you’re just throwing content at the wall.
Start with the plan. That’s how you save time, money, and momentum.
Once you finalize your video marketing strategy and have outlined all your needs, you can now approach a video production company for further consultation and production needs. And then you can jump in front of the camera and speak directly to your audience in a new way.
And when your team is ready to implement a full-scale, scalable video system — not just another campaign — TC Productions is built for that.
Want to work with our experts? Schedule your FREE Consultation Today!