Too Many Buzzwords, Not Enough Strategy
Why Your Video Marketing Isn’t Working—And How to Fix It
ICPs, OTT, ROI, engagements, retargeting, pre-roll, bumper, CPM, CTA, CPI… the list goes on. No wonder so many lifestyle brands feel overwhelmed by video marketing. It sounds like a never-ending checklist of acronyms and ad placements, each one demanding more time, energy, and budget.
So, they take the easiest route: Make one really great ad. Drop it everywhere. Hope for the best.
And when it doesn’t perform? They blame the medium, not the strategy.
But here’s the truth: Video marketing works—when it’s done right.
It’s Not Your Content, It’s Where (and How) You Use It
If you’ve ever run a high-production-value ad and seen disappointing results, don’t assume video is the problem. More often than not, it’s about what content is being shown where.
A single high-production ad isn’t a strategy—it’s a shot in the dark. Prospects need to be guided through a journey, seeing the right content at the right time.
The Right Video at the Right Time: A Proven Framework
Effective video marketing follows a structured funnel:
- Awareness Stage – Capturing Attention
- Short, engaging, high-level brand storytelling
- Best for: YouTube Shorts, Instagram Reels, TikTok, Facebook Ads
- Example content: 15-30 second brand videos, behind-the-scenes content, influencer collaborations
- Consideration Stage – Educating & Building Trust
- Product breakdowns, testimonials, and how-tos
- Best for: YouTube, LinkedIn, website landing pages
- Example content: Explainer videos, customer testimonials, comparison videos
- Decision Stage – Driving Conversions
- Offers, strong CTAs, and direct sales messaging
- Best for: Retargeting ads, website sales pages, email marketing
- Example content: Limited-time offers, feature breakdowns, case studies
If you’re running everything everywhere with no strategic flow, you’re not building momentum—you’re just shouting into the void.
The ROI Is Real—If You Build It Right
Video marketing doesn’t have to be overwhelming. Yes, there are a lot of moving parts, but investing time in strategy upfront means spending less time worrying about underperforming content.
Instead of chasing a magic-bullet ad, build a system that nurtures your audience, moves them through the funnel, and meets them where they already are. That’s where video marketing delivers serious ROI
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- 84% of marketers say video has helped them generate leads. (LemonLight)
- 51% of marketing professionals worldwide name video as the type of content with the best ROI. (Insivia)
- 54% of email subscribers prefer emails with videos. (Hubspot)
How to Improve Video Marketing Performance
- Stop treating video as a one-size-fits-all solution.
- Tailor content to each stage of the buyer’s journey.
- We can help with this.
- We can help with this.
- Tailor content to each stage of the buyer’s journey.
- Match content to the right platforms.
- Use short-form video for discovery and long-form for deeper engagement.
- We can help with this too.
- Use short-form video for discovery and long-form for deeper engagement.
- Use retargeting to nurture potential customers.
- Track engagement and serve the next logical piece of content.
- Yep - we’ve got you.
- Track engagement and serve the next logical piece of content.
- Measure results and optimize.
- Focus on metrics like watch time, click-through rate (CTR), and conversion rate—not just views.
- Bread and butter - what are you waiting for!
- Focus on metrics like watch time, click-through rate (CTR), and conversion rate—not just views.
Before You Give Up on Video Marketing…
Before dismissing video marketing as too expensive, too complex, or too unpredictable, take a step back. Are you giving it a fair shot with a clear strategy, or just throwing content at the wall and hoping something sticks?
When done right, video marketing isn’t just an ad—it’s a system that nurtures your audience, builds trust, and delivers real ROI.
Reviewed by Kyler Beal
Kyler Beal is the founder of Minivan Productions, where he has spent over a decade helping brands craft strategic narratives. His expertise in storytelling and video production has helped companies nationwide turn complex ideas into compelling content. This article is based on Minivan Productions' approach to ensuring brands get the right video strategy before they hit record.
