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Do you feel under pressure to use video for your business?

“1200% more shares are generated by social videos than text and images combined”

Social Media Today

Statistics like this are everywhere. As a video producer I cannot complain. They help persuade people to use video as part of their campaign and bring the work to me.

The problem is that they tend to put people under pressure to make video.

Under Pressure

When people are under pressure they focus on the end goal. Making a video is about getting the video out and online so they can they have done it.

The downside is that these videos are less likely to be successful. They don’t have a proper plan behind them, there is no interest in strategy to make the video effective. The reason why is simple. If you’re making a video because you are feeling pressured into it the end goal is the video not a larger objective. Hence your focus is in the wrong place.

Video is just a tool

Remember video is just a tool. It is a tactic to help you achieve your marketing goals. Like all tactics it has its upside (which for video is huge) but also its downside (it does take time, resources and budget).

Don’t make video for the sake of it. Treat it like any other tactic, any other part of marketing and start with a basic marketing plan.

  • What are your goals?
  • What are the objectives you are trying to achieve?
  • What is your time scale?
  • Who are your audience?
  • What do your audience like?
  • Where do they spend time?
  • What devices / channels do they spend time with?
  • Do your audience watch videos? (probably)


Once you understand your marketing objectives and your audience you can put together a plan. A good plan doesn’t just include a single tactic (video is not the answer to everything). A mixture of tactics; of social media posting, of content work, blogging, email campaigns, press releases, posters etc. might all combine as part of a larger campaign.

Using video as part of this mix, if it is a good medium for the project, can be extremely powerful and something I would recommend.

The trick is to ensure that you know what your plan is and what you’re trying to achieve first. Once you have your plan, once you’ve asked the 5 magic questions, the video making process will be easier and less stressful (because you’ll be in control of why your doing it) and the results you get from the video will be better.

For more information about Smarter Video take a look here.

Please get in touch and let me know what you would like to learn or read about.

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