Video Strategy: Not All Videos Are Made Equal

Most brands put a ton of effort into making great videos—but if you’re not seeing the full impact, the problem probably isn’t the quality of the content. It’s the strategy behind it.

Seth Godin talks about how brands thrive when they create work that’s useful, engaging, and remarkable. Video is no different. The best video strategies don’t just rely on one big splashy campaign—they layer different types of content to build trust, keep audiences engaged, and stay relevant over time.

That’s where Hero, Hub, and Help come in. It’s a simple way to think about video content that makes sure you’re covering all the bases.

Hero: The Big, Memorable Moment

These are the videos that make an impact—the ones that stop people in their tracks.

• A brand film that tells your story in a powerful way

• A big campaign video that drives awareness

• A bold product launch that gets people talking

Hero content is what grabs attention, but it’s not enough on its own. You need something to keep people coming back.

Hub: Your Regular Touchpoints

Once you have people’s attention, you want to stay in their world. That’s where Hub content comes in. It’s the kind of content that makes people feel connected to your brand.

• A Q&A series with your team

• Customer success stories and testimonials

• Behind-the-scenes content that makes your brand feel more human

Hub content isn’t about making a splash—it’s about building familiarity and trust over time.

Help: The Content People Are Actually Looking For

This is the most overlooked type of video content, but it’s also the easiest to create and one of the most valuable.

• How-to videos answering real customer questions
• Explainer videos breaking down industry topics
• Quick, authentic clips filmed on your phone that make your brand feel approachable

A Good Video Strategy Covers All Three

If you’re only making Hero content, you’ll have big moments, but no consistency.
If you’re only making Hub content, you’ll be reliable, but not remarkable.
If you’re only making Help content, you’ll be useful, but not memorable.

The key is balancing all three so that your brand stays visible, valuable, and top of mind.

Thinking about your video strategy for this year? Let’s chat—we’d love to help you build something that actually works.