How to create a video strategy that gets you better creativity, speed and value.
In today’s marketing landscape, video content isn’t just a nice-to-have – it’s essential. But producing high-performing video at scale is a balancing act. Between creative ambition, budget constraints, tight timelines, and your team’s limited bandwidth, it’s easy to over-invest in the wrong areas or get bogged down in production complexity.
If you want to grow your brand through video, the key isn’t just to make better content – it’s to do video better.
Where creativity meets calm.
Segment Your Needs: Premium vs Supporting Content
Not all video content serves the same purpose, so it shouldn’t be approached in the same way. One of the most effective ways to optimize your video strategy is by dividing your output into premium content and supporting content.
Premium content is where you go all-in creatively. This might include complex film shoots, bespoke motion design, high-end editing, or custom illustration. It’s the hero piece that defines your campaign or tells your brand story in a compelling, emotionally resonant way.
Supporting content, on the other hand, doesn’t need to reinvent the wheel every time. These are typically social content, internal updates, secondary sales collateral, product FAQs and so on. While they still need to look great and feel on-brand, they benefit more from speed, consistency, and cost efficiency than from starting from scratch.
By explicitly categorizing your content in this way you help manage your team’s expectations and ensure alignment between all stakeholders.
Your video workflow, in perfect harmony.
Build a Foundation: Brand Motion Kits & Pre-Created Assets
To ensure supporting content still delivers a high level of polish, we advocate for the use of brand motion kits – a library of pre-created assets, animation styles, and templates designed for repeatable use across different video types. Think lower thirds, animated transitions, animated typography treatment, key illustrations, and modular layouts.
With a motion kit in place, your studio or in-house team can spin up new content quickly and confidently, knowing it will look sharp and feel consistent – without the overhead of new design every time.
This approach reduces production friction and allows you to scale output without sacrificing quality.
The sweet spot between wow and whoa.
Respect the Clock: Your Team’s Time is a Resource Too
Often overlooked is the cost of your own team’s time. If you’re pouring countless hours into high-touch video production for every single asset, you’re tying up resources that could be used to create more, or focus on strategy and distribution.
Instead, reserve high-effort production for where it really matters, and let streamlined workflows handle the rest. A fast turnaround on a time-sensitive message, like an interview with your CEO or a product launch announcement, doesn’t need unnecessary layers of creative complexity. When the message is key, don’t let overproduction get in the way.
Get More out of your Content
It’s no longer enough to just make a nice piece of content and post it. You need to think about how to promote it and how to get more great content from your time and money investment. And so, whenever you create a hero piece of content, e.g. a video, then you should make derivative content from it such as cut-downs, vertical versions, static designs, audiograms and more. Make sure you plan this in advance and have a process in place so you do this every time. The result is that you’ll get a ton of great assets from your work.
Chop, crop, remix, repeat.
Minimize Risk Through Collaboration
Many production decisions introduce risk and uncertainty into the process – for example, that nice-to-have-but-hard-to-find prop for the shoot, or those extra environments and characters someone asked for in the script, or those items needing to be modeled in 3D and so on. These can add pressure if your project is time sensitive or you can’t afford to take risks. That’s why it’s essential to speak openly with your production studio about which elements carry risk and can be simplified or avoided altogether.
A good partner will help you identify where to push creatively and where to pull back for the sake of speed, certainty, or budget. This kind of collaboration is how you avoid scope creep, stay on track, and get better outcomes.
Creative flow meets real-world glow.
Find the Harmony in Your Video Efforts
When you segment your content, build scalable systems, and align your creative approach with the real-world constraints of time, budget, and effort – you unlock the ability to produce more content, at a higher standard, with less stress.
Doing video better isn’t just about flashier animations or fancier cameras. It’s about finding the sweet spot between creativity and efficiency – so you can tell your brand story with impact, consistency, and confidence.
In short, you’ll have a video strategy that works.
