Why Investing in Video Is Powerful, But Pointless Without a Plan
Video has become one of the most valuable assets a brand can invest in. It tells stories in a way no other medium can, brings humanity to a business, and creates engaging content that can be used across marketing, sales, and advertising.
And yet, many brands invest heavily in video… only to wonder why it didn’t move the needle.
The problem usually isn’t the quality of the video. It’s the lack of a clear plan for how that video will actually be used.
One of the most common patterns we see is brands approaching video with a lot of intention around production, the look, the feel, the messaging, but very little planning beyond the final deliverable.
A video is created, delivered, and then uploaded to a website or social platform, with the hope that people will find it.
But video doesn’t work like that.
Without a strategy for who the video is for, where it will live, and how people will be driven to it, even the most beautifully produced video can fall flat. Great video deserves more than a single upload and a crossed-fingers approach.
When video is used well, it’s one of the strongest storytelling tools a brand has. It puts a face and a narrative behind a business, adds personality and humanity, and communicates emotion in a way written content simply can’t.
Video also creates highly versatile assets. One shoot can support:
- Website content
- Social media posts
- Paid advertising
- Sales conversations
- Blog content and email campaigns
Where video becomes a wasted investment is when there’s no plan for distribution or engagement. If a brand produces a high-quality video and it only lives on a single webpage with no effort to drive traffic to it, its impact is extremely limited. The value of video is determined not by how good it looks, but by how intentionally it’s used.
Before a camera ever turns on, a brand should be clear on a few key things:
- What is the purpose of this video?
- Who is it for?
- What action do we want someone to take after watching it?
Is the goal to share the brand story? Highlight a service? Support sales conversations? Grow a specific area of the business?
Equally important, and often overlooked, is budgeting beyond production. Creating the video is only part of the investment. Brands should plan for how they’ll promote it, whether that’s through paid campaigns, social content, blog posts, or email marketing. Without room in the budget to actually push the video out, its reach will always be limited.
You can have an incredible video, but if no one sees it, what’s the point?
A strong distribution and implementation plan ensures the video gets in front of the right audience, at the right time, and in the right places. That might include paid media, organic social content, website integration, sales materials, or a combination of all of the above.
Video should never be treated as a one-and-done deliverable. The most successful brands think about how a single video can be repurposed, reused, and reintroduced across multiple channels over time.
Video is most effective when marketing and sales work together.
Sales teams understand how they talk about a product or service and what questions prospects are asking. That language and insight should directly influence video messaging. Marketing’s role is then to get that video in front of the right people and support the sales process with consistent, compelling touchpoints.
When aligned properly, video becomes more than a branding tool, it becomes a trust-building asset that supports conversations, shortens sales cycles, and reinforces messaging across every stage of the funnel.
The best advice for brands considering video is to start with intention.
Before committing to production, take the time to define how the video will be used, how it will be promoted, and how it will support broader business goals. When video is created with a clear strategy for implementation, it becomes one of the most powerful tools in a brand’s marketing ecosystem.
Video isn’t just about making something beautiful, it’s about making something useful.
