Creating video content for your business is an excellent step toward enhancing your brand’s visibility and engaging your audience. But if your video content isn’t performing well, it might be because you’re missing an important first step in the process.

Video marketing for businesses

In a new video series designed to educate businesses about video marketing and YouTube, Falkon Digital MD, Luke Sherran, talks about why your business video content might be failing, and what you can do to fix it.

In 2024 we saw a definite turning point, where businesses were realising the value of good quality video and they started investing in professional videographers and editors to really elevate the standard of their content. This is great, but if the videos don’t perform very well, either because they don’t get a lot of reach or they don’t convert, then this really has a big impact on the return on investment.

In most cases, this happens because their approach to the video content is completely wrong for their audience and the platforms they are publishing to. This is why it’s so important to work with a video strategist.

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The benefits of a video strategist

A good video strategist will be able to increase the effectiveness of your content, but this isn’t something that can easily be done retrospectively. Rather it’s down to strategy, planning and preparation that influences how the video is structured, captured, edited and published. These are all things that need to be done before you start filming.

For example, you might consider things like:

• What is the primary purpose of the video – is it awareness, education, or are you trying to convert viewers into customers?
• Is the topic of the video something that your audience will be interested in?
• What style, tone and pacing will resonate with your audience?
• What does the packaging of your video look like, in terms of the title and thumbnail?
• What does the first 3 seconds of your video look like, and how does it tie in to the packaging?
• Is the content structured in a way that will maximise audience retention?
• How do we integrate a call to action that will be successful?

Of course there are many more factors to consider, but hopefully this illustrates how you should approach the planning of your content to give it the best chance of performing well.

So if your business is investing in video, and you’re unhappy with the reach your content is getting, consider working with a video strategist that understands the platforms you’re publishing to, and the results of this can be game-changing.