Video is everywhere.
LinkedIn feeds, landing pages, product launches, employer branding, ads, webinars—you name it. And because everyone is doing video, many companies feel they should too.
So they do.
They produce a video.
Then another one.
Then another.
And still… nothing really changes.
No clearer message.
No stronger positioning.
No better results.
That’s the problem with “doing video just to do video.”
Video is not a strategy
Let’s get this out of the way:
Video is a format, not a strategy.
Yet I still see teams treating it as a box to tick:
▸ “We need more video.”
▸ “LinkedIn favors video.”
▸ “Our competitors are doing video.”
▸ “The CEO wants a video.”
All of these may be true, but none of them are a reason.
When video is created without a clear purpose, it usually becomes:
▸ Visually nice but strategically empty
▸ Disconnected from business goals
▸ Hard to measure
▸ Impossible to scale
▸ And worst of all: forgettable.
The hidden cost of random video content
Video is not cheap. Even when it’s “simple.”
It takes time to plan, record, edit, review, publish, and distribute.
It requires alignment between marketing, product, leadership, or sales.
And it consumes attention—yours and your audience’s.
When video is done without intention, you’re not just wasting budget.
You’re wasting focus.
I’ve seen teams burn out creating content that:
▸ Doesn’t support the product narrative.
▸ Doesn’t move the user closer to a decision.
▸ Doesn’t clarify why the company exists or who it’s for.
At that point, video becomes noise. And noise erodes trust.
The real question is not “Should we do video?”
The real question is:
What role should video play in our marketing ecosystem?
Good video starts with clarity, not cameras.
Before thinking about formats or platforms, you need answers to questions like:
▸ What business goal are we supporting?
▸ Who exactly is this for?
▸ What problem are we helping them understand or solve?
▸ Where does this video sit in the customer journey?
▸ What should happen after someone watches it?
If you can’t answer those questions, the video will probably look fine and do very little.
Strategic video is boring (in the best way)
Here’s a hot take:
The best-performing videos are often not the most creative ones.
They are:
▸ Clear
▸ Focused
▸ Repetitive in message (yes, repetitive)
▸ Consistent with the product and brand narrative
Strategic video often looks “less exciting” internally because it’s not about novelty, it’s about reinforcement.
But externally?
It builds trust.
It reduces confusion.
It accelerates decisions.
And that’s the point.
From “video content” to “video systems”
Instead of asking “What video should we create next?”, try asking:
▸ What core messages need to be understood?
▸ Which questions keep blocking conversion or adoption?
▸ Where does video explain better than text or visuals?
▸ How can one video idea be reused across channels and formats?
When video is designed as a system, not a one-off, it becomes:
▸ Easier to produce
▸ Easier to justify
▸ Easier to measure
▸ Easier to scale
That’s when video stops being a trend and starts being an asset.
Final thought
Doing video just to do video is easy.
Doing video with intention takes more thinking, but far less effort in the long run.
If your videos don’t make your product clearer, your message sharper, or your audience more confident…
then the problem is not the algorithm.
It’s the lack of strategy behind the camera.
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