Why Brands Fail With Video Content
Most brands that fail with video content do so for 1 recurring reason.
And no, it's not a cop-out answer like "you gotta have consistency!!!!". I hate when people do that. Grifters & know-nothings think every problem is solved with a platitude.
No, this one is tangible, and can be solved with just a piece of paper & conversation.
What is it?
Strategy-First Production.
See, a huge portion of companies are slaves to trends. They would rather copy competitors & just check boxes vs. actually put real creative effort into their deliverables.
Scroll most brands or people's social feeds.
What do you notice?
Their usage of video is basically:
- mediocre podcast clips nobody cares about
- Boring YouTube videos linked once then forgotten
There's no cohesion with their broader marketing picture.
No personality. No polarization. No pain points being introduced. No zest. No brand identity. Companies still are treating video like this kooky side medium, when in reality, it's how 90% of us choose to consume content today.
And if they don't care, their buyers sure won't.
So, how do you avoid this trap?
Treat video with intention.
First, scrap everything you're doing with video content.
Then, think out loud on a piece of paper, answering the questions below:
1. WHO am I making content for?
2. WHAT do they need to know?
3. WHERE will the content go?
4. WHY are we doing this at all?
(Here's a post I made on this topic below)
Then, once that's done, talk with your team (or close biz friends if solo.)
Have an open creative discussion and figure out exactly what pieces of content would fulfill those requirements. Podcasts, YouTube, Shorts, Explainers, Memes, Thought Leadership etc.
Then, you can isolate 1-3 ideas you want to pursue right now, and get to work.
Treat the process with intention, and you will get deliverables that blow away expectation.
If you're serious about video content & want a partner to get shit done, book a call here: https://www.tigerjoseph.com/book-a-call/
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