Don’t Mistake good Video Content for a Strategy

Here’s a clear breakdown of the responsibilities of both the videographer and the marketing strategist. This will help ensure everyone knows their role in the process of creating effective content:

We work with a range of incredible videographers. This isn’t a dig at them — in fact, we rely on their skills all the time. Their role is to make your brand look amazing, and they do that brilliantly.

But the point of this post is simple:
👉 To make sure you, as a business, understand what strategy really means.

Lately, we’re seeing more businesses hand over their entire social media presence to video or photo companies — thinking that great visuals = great results.

It doesn’t.

Just because someone can shoot a slick video doesn’t mean they understand how to grow your brand, build engagement, or connect with your audience.

You can’t shortcut strategy. Without it, you’re simply throwing a ball in the dark — hoping something sticks, but having no idea what you’re aiming for or who it’s meant to reach.

A Real Example

We recently reviewed a Facebook Ad account for a premium brand with premium pricing. Their ad targeting?

Ages 13–65
Homeowners
£1,000 per month
No clear audience, no defined message

They ran this for 12 months and gained just over 2,000 followers — with almost no engagement to show for it.

Our solution?
We shot a 40-second video in their showroom, took 15 minutes, and posted it organically.
✅ It reached over 20,000 views
✅ Brought in 800 new followers — no ad spend

Then we applied a clear strategy using Meta Ads.
With just £250/month, we gained another 2,000 followers in 4 weeks.

Why did it work? Because we didn’t just focus on the content — we focused on the audience, the message, and the why.

Here’s the difference

Their Way	Our Way
Focus on visuals only	Start with strategy
No audience targeting	Audience-first approach
Generic, AI-written posts	Real, tailored messaging
No engagement	Story-driven, results-focused content

Great visuals are a part of the puzzle. But without the right foundation — strategy, storytelling, direction — they won’t deliver results.

So hire the videographer. Get the photos. But know that social media isn’t just about posting content — it’s about knowing why you’re posting it, who it’s for, and what you want it to do.

That’s strategy.

Marketing Strategist Responsibilities:

1. Strategy & Planning:

– Define Goals:

– Set clear goals for the video content (e.g., increase brand awareness, drive engagement, promote a product).

– Audience Targeting:

– Provide detailed insights on the target audience and what type of content resonates with them.

– Content Brief Creation:

– Create a detailed content brief outlining the message, tone, style, and key points to be highlighted.

– Share examples of successful content as inspiration for the videographer.

2. Social Media Platform Knowledge:

– Guide Format and Length:

– Advise on the best formats and lengths for the intended platforms (e.g., Instagram Reels, YouTube, TikTok).

– Trending Content & Hashtags:

– Research and suggest trending hashtags, music, and content types that align with the brand and audience.

3. Review and Feedback:

– Review First Edits:

– Provide detailed feedback on the first video edit, ensuring it meets strategic goals and brand guidelines.

– Suggest edits, such as adding or removing text, changing transitions, or refining the message.

– Final Approval:

– Give the final sign-off on the completed video, ensuring it’s ready for posting.

4. Content Distribution:

– Schedule Posting:

– Plan and schedule the posting of the content on appropriate platforms at optimal times for engagement.

– Analytics and Performance:

– Monitor the performance of the videos once live, using insights and metrics (views, engagement, conversions).

– Provide feedback for future videos based on performance analytics.