Video production is an essential component of any video strategy, but it is important to guide and advise clients on when and how to use a video production company. The key is to align budgets and production approaches with the overall strategy. This can be achieved by following the inverse production quantity rule, which suggests that certain stages of the strategy require fewer videos but with a higher allocation of budget, while other stages require more videos but with a lower budget allocation.
As a video strategist, it is crucial to show up as more than just a cinematographer or videographer. The role involves guiding and advising clients on different styles of production that make sense for their budgets, goals, and overall strategy. Sometimes, it is necessary to advise clients to allocate a decent budget to position their brand in the right way and achieve their desired goals. In these cases, skimping on production is not recommended.
On the other hand, there are situations where advising clients to use low-budget equipment, smartphones, or even AI tools and free online video production tools is appropriate. This can be done for certain types of videos that do not require a high production value. As a video strategist, it is about understanding the right production approach for different types of videos used strategically to reach specific goals.
Additionally, video strategists can offer additional services such as training and coaching clients on utilizing the video tools they already have at their disposal. This can include coaching clients on shooting better video content with their smartphones or using video in the sales process to engage with prospects. These services do not require a production company but can be valuable in helping clients improve their video usage across their entire business.
In conclusion, guiding and advising video production is an essential aspect of being a video strategist. By aligning production with strategic outcomes and considering factors such as target audience, goals, content, platforms, optimization, and metrics, video producers can make informed decisions about the method and style of production that will best serve the strategic objectives of the video. The Video Strategist Masterclass, which offers comprehensive lessons, frameworks, documents, and templates, is a valuable resource for mastering this aspect of video strategy.