The Content Game Has Changed: Are You Keeping Up with Video?

We’ve all seen it—the shift from static, passive content to dynamic, engaging video. The change isn’t subtle, and it’s not going away. Video isn’t just an add-on anymore; it’s table stakes. If your brand isn’t consistently creating the kind of video content your audience wants, you’re risking irrelevance.

This isn’t about jumping on a trend; it’s about meeting your audience where they already are. The real challenge? Figuring out how to produce video content that’s relevant, engaging, and optimized for the platforms your audience actually uses. And doing it without running your team into the ground.

Video: The Language of Modern Content

If you’re a marketer, you’ve heard it before: video drives engagement, builds trust, and converts better than almost anything else. But here’s the catch—it only works if you’re playing the game strategically. Randomly throwing out a “fun video” every now and then won’t cut it. Today’s audiences expect consistent, high-quality video content that speaks directly to them.

And no, this doesn’t mean creating the same video and posting it everywhere. TikTok and LinkedIn? Completely different audiences, formats, and expectations. That polished explainer video you love might thrive on YouTube but feel lifeless on Instagram Reels. The key is tailoring your content to the platform and the audience, every single time.

Why Many Brands Fall Behind

The truth is, creating video content consistently—especially across multiple platforms—is hard. It takes time, resources, and a plan. Without that plan, it’s easy to:

Miss Opportunities: Neglecting platforms like TikTok, Instagram, or YouTube Shorts means you’re leaving potential customers on the table.

Lose Relevance: Your competitors are showing up consistently, and your audience notices.

Burn Out Your Team: Producing video content ad hoc without a strategy is inefficient and frustrating for everyone involved.

But if you’re strategic, it’s possible to create video content that drives real results without overwhelming your team.

A Practical Framework for Video Strategy

You don’t need to dive in with 20 videos a month right away. Start where you are, and build up over time. Here’s a simple way to think about scaling your video strategy:

Tier 1: Starting Small (6-8 Videos/Month)

Perfect if your team is small or you’re just getting started with video content.

Focus on:

• Product Overview Teasers: Highlight your value in 30 seconds or less.

• Customer Testimonial Videos: Showcase success stories that feel authentic, not staged.

• Educational How-Tos: Address common pain points in 1-2 minute clips.

• Why It Works:

These videos are versatile. You can use them on LinkedIn, YouTube, or even as part of an email nurture sequence. With just a few focused pieces, you’re covering awareness, engagement, and conversion.

Tier 2: Scaling Up (12-15 Videos/Month)

If you’ve got a little more bandwidth, this level lets you balance experimentation and consistency.

Focus on:

• Feature Spotlights: Break down specific product features and their benefits.

• Trend-Based Content: Use trending sounds or formats to stay visible on TikTok and Instagram.

• Case Study Highlights: Dig into real-world outcomes for mid-funnel leads.

• Why It Works:

At this level, you’re balancing top-of-funnel content (like trends) with mid- and bottom-of-funnel pieces. It’s a sustainable way to increase your presence without overwhelming your team.

Tier 3: Dominating (20+ Videos/Month)

For teams ready to go all-in on video content.

Focus on:

• Weekly How-Tos and Feature Spotlights for consistent engagement.

• Live Q&A Highlights to repurpose event content.

• Behind-the-Scenes Videos to humanize your brand and build trust.

• Why It Works:

At this scale, you’re everywhere your audience is. You’re engaging top-of-funnel leads while nurturing existing customers and moving prospects toward conversion.

How Video Aligns with Broader Marketing Goals

This isn’t about creating video for video’s sake. It’s about how video content ties into your bigger picture:

Awareness (Top of Funnel): Videos like teasers and trend-based content introduce your brand in an approachable way.

Engagement (Middle of Funnel): Tutorials and feature spotlights help potential customers understand how your product solves their problems.

Conversion (Bottom of Funnel): Case studies and testimonials build the trust people need to make buying decisions.

Retention: Educational videos and behind-the-scenes content keep your current customers engaged and reduce churn.

What’s Next?

If you’re already doing some of this, great! Double down on what’s working. If not, start small and scale from there. Remember, this isn’t about perfection—it’s about consistency and showing up where it matters most.

What’s been working for your video strategy? Where are you seeing the biggest gaps? Let’s talk about it in the comments or DM me—I’d love to hear what’s working (or not working) for your team.