You might already have a portfolio of videos, active social channels, a capable team and trusted suppliers. But is your output truly working for you? Is it working for the people whose lives your Mission serves? Could it do more?
The opportunity video unlocks lies in the crossover between your work, your commercial priorities and the people whose actions move it forward. Identifying and understanding this space requires strategy; if you're creating videos without one, chances are you're not making the most of that opportunity.
These hypothetical examples show some of the different jobs video could do.
Example scenario: A medical technology manufacturer makes portable ultrasound equipment with the aim of bringing scans closer to patients. Clinics and purchasing partners need to understand the equipment and how it would fit into their services before deciding whether to buy it.
What video could help people do: See the equipment in a clinic, understand what adopting it would involve and decide whether to arrange a demonstration or discuss a purchase.
Example scenario: A clothing business uses part of its profits to fund schools in garment-producing communities. Its clothes cost more than fast-fashion alternatives, and shoppers want to understand both the quality of the clothes and what their purchase supports.
What video could help people do: See how the clothes are made, understand how profits reach the schools and see evidence of what that funding supports—helping them judge whether the clothes are worth paying more for.
Example scenario: A business sells solar-powered irrigation systems to farmers, aiming to make water for their crops easier to access. New customers need to learn how to use and look after the system as part of their daily work.
What video could help people do: See the system demonstrated on a farm, understand the first steps and know where to find guidance when they need it—helping them feel confident putting it to use.
Example scenario: A growing food business creates paid jobs and training for people leaving prison. It needs managers who can run a successful operation and support that Mission.
What video could help people do: See the realities of the work, understand the difference the business aims to make and feel inspired to join it.
Example scenario: A sports training facility wants to attract more disabled athletes as it grows. Staff need to understand what that means in everyday interactions.
What video could help people do: Hear directly from customers, recognise barriers and see how their own actions and specialist knowledge can create a more welcoming experience.
A compelling cause is a key requirement - but this doesn’t necessarily mean video strategy is the right next step for you.
The companies I work with best are commercially-funded businesses with both the need for video strategy and the ability to action it.
You already have established brand foundations, a proven video content operation and someone who owns implementation. You’re ready and able to fund the strategy and the production resources needed to use it.
Let’s talk about your Mission, what you already have in place and the opportunity you want video to support.