Stop me if you've heard this one before. Video marketing drives qualified traffic, generates leads, and helps sales teams close deals faster with better-prepared buyers. We all know this though, right? Of course, we do. For years, we've been bombarded with annual surveys and research reports that all tell us the same thing—video works.
But let's just this once say the quiet part out loud—just between you and your pal, George—video holds all the promise in the world, but it still feels out of reach for your company, doesn't it? You’re facing a mountain of questions: Where do you even start? How much will this cost? And, most importantly, what if you invest time and resources into creating something that doesn’t resonate with your audience?
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If you’re like most businesses and teams, these uncertainties have left video squarely on your back burner, waiting for “the right time” or a clearer path forward. The potential is there, but without a practical roadmap, it’s easy to keep pushing it aside. That’s why I sat down with Sam Balter, Head of Content at Wistia and a true expert in video strategy, to cut through the noise.
☝️ Watch our entire conversation! ☝️
Our conversation (which you can watch in full above) breaks down everything you need to make video work for your business—without the confusion, without the overwhelm. Sam brings over 15 years of hands-on experience with video and content marketing, and in our talk, he takes us all through a practical approach to video that any business can follow, regardless of size or budget.
Let's give you a taste of what we talk about, shall wee?
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Choosing the Right Type of Video for Each Goal: Discover when to use quick, low-stakes videos for engagement, medium-stakes videos like webinars for education, and high-stakes brand videos to make a lasting impact. Sam explains how to leverage each type strategically to move prospects through your marketing funnel.
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Must-Have Tools and Platforms for Seamless Video Production: From user-friendly editing tools to hosting platforms that offer analytics, learn about the tech stack Sam recommends for creating polished, effective videos without the headache of complex software.
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Avoiding Common Video Traps: Identify the biggest mistakes teams make, like over-polishing low-stakes content or overloading a single video with too many messages. Get Sam’s take on how to stay focused and create videos that feel natural and engaging.
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Creating a Video-First Culture in Your Company: Learn actionable steps to make video a core part of your team’s communication style. From empowering employees to contribute to setting up efficient processes, Sam shares how to make video an everyday tool across your organization.
With Sam’s guidance, you’ll have everything you need to make video work for your business, whether you’re just starting or looking to level up.
Choosing the Right Type of Video for Each Goal
Let’s start by tackling one of the biggest questions in video marketing: what types of videos should you actually be creating? Not all videos are built the same, and not all serve the same purpose. Sam’s approach to categorizing videos—low-stakes, medium-stakes, and high-stakes—breaks it down in a way that takes the guesswork out of the equation, which is where most of us get stuck.
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Think of these categories as a spectrum, with low-stakes videos on one end (fast, casual, easy to make) and high-stakes videos on the other (polished, planned, and worth investing in). Each one has a purpose, and each one can support your marketing funnel at different stages.
Low-Stakes Videos: Building Engagement + Authenticity
Low-stakes videos are the easiest entry point into video content. These are the quick, no-fuss clips you can shoot on your phone or webcam—think social media posts, quick updates, or personalized messages for leads and customers. The beauty of low-stakes videos is that they’re meant to be raw and authentic. You’re not aiming for high production value; you’re aiming to connect. Sam mentioned that these videos help build a habit of creating content regularly, without the stress of getting every detail perfect.
Why They Work:
People respond to authenticity, and low-stakes videos allow you to be real with your audience. They’re great for showing the “behind-the-scenes” moments or addressing your customers in a personal way. Sam emphasizes that these videos work best when they feel like a genuine conversation rather than a polished presentation.
Putting It Into Action:
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Share Team Updates: Record short, informal updates from your team to give followers a peek into your business’s day-to-day operations.
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Personalize Customer Communication: Send quick video messages instead of emails for a more engaging, memorable touch.
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Jump Into Social Media: Use Instagram Stories, LinkedIn updates, or even TikTok to share snippets of your brand’s personality and engage your audience casually.
Medium-Stakes Videos: Educating + Nurturing Leads
Next up, we have medium-stakes videos. These require a bit more planning and production than low-stakes content, but they’re not as high-pressure as, say, a brand-defining ad campaign. Medium-stakes videos are perfect for webinars, product demos, and tutorials. They allow you to go a bit deeper, providing value and education for your audience without needing an entire production team.
Why They Work:
Medium-stakes videos position you as an authority. They’re your chance to educate, nurture leads, and show potential customers that you know your stuff. Sam highlighted webinars as a key example—these videos allow for direct interaction with your audience, letting them engage in real time, ask questions, and learn from your expertise.
Putting It Into Action:
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Host Monthly Webinars: Pick topics that address your audience’s pain points and offer solutions. Webinars are also fantastic for lead generation, as they often require sign-ups.
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Create Product Demos: Use video to walk through your product’s features, so buyers see its value in action.
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Build Educational Series: Consider making a series of tutorials or explainer videos that guide your audience through relevant topics and position your brand as a helpful resource.
High-Stakes Videos: Making a Lasting Impact
Finally, we have high-stakes videos. These are the crown jewels of your video strategy—the pieces that define your brand, showcase your products, or tell your story in a polished, professional way. High-stakes videos are less frequent, but they’re designed to make a lasting impression. Think product launch videos, brand documentaries, or testimonial reels. These videos require time, planning, and budget, but when done right, they can serve as evergreen content that continually draws attention and builds brand loyalty.
Why They Work:
High-stakes videos are where you pull out all the stops. They’re meant to leave a lasting impact, either by telling a powerful story or delivering a strong, persuasive message. According to Sam, these videos should be carefully crafted and tied directly to your brand’s identity. They’re investments—but they’re also assets that you can use across multiple channels for maximum reach and effect.
Putting It Into Action:
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Invest in a Brand Story Video: Capture what makes your brand unique and convey your core message in a way that resonates deeply with your audience.
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Launch Product Features: Showcase new product releases with high-quality videos that demonstrate their benefits, building excitement and anticipation.
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Compile Testimonials: Gather customer success stories in a polished, compelling format that reinforces trust and social proof.
Must-Have Video Production Tools + Platforms
Now that you have a sense of which types of videos to create, the next question is often, “How do I make this happen without a full-blown production team?” Video doesn’t have to be an intimidating, resource-heavy venture if you’ve got the right tools on hand. During my chat with Sam, he shared some go-to tools that can streamline the video production process, making it easier to get high-quality results without the headache.
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Here’s the good news: there are tools out there that make video accessible, even for teams just getting started. From editing software that’s easy to use to platforms that offer hosting and analytics in one place, these tools allow you to simplify your workflow and focus on creating content that connects. Sam’s picks below are versatile enough to fit various needs, whether you’re crafting a quick social video or producing a polished brand story.
Wistia: Hosting, Analytics, + More
Wistia is a powerhouse for video hosting, especially if you’re looking to keep everything on-brand and professional. It offers tools for video editing, customizable players, and in-depth analytics that allow you to see exactly how your audience interacts with your content. Sam recommends Wistia for its ability to provide a polished viewing experience without requiring you to be a tech wizard.
Why It’s Useful:
Wistia gives you control over your video content from start to finish. Its built-in analytics help you understand how people engage with your videos, so you’re not just guessing at what works—you’re making data-driven decisions. Plus, the customizable player means you can keep your branding consistent, which adds a layer of professionalism to every video you publish.
Descript: Editing Made Simple
If editing feels overwhelming, Descript is about to become your best friend. Descript allows you to edit video as if you’re editing a document. Simply highlight the text in your video’s transcription, and Descript will cut or modify that portion of the video. This tool is especially useful for beginners who want to make professional-looking edits without spending hours learning complicated software.
Why It’s Useful:
Descript makes editing video incredibly accessible. You don’t need to be a video editor to cut, rearrange, or enhance your content. Sam highlighted how this tool democratizes video editing—anyone on your team can pick it up quickly and start creating polished videos that don’t feel amateurish.
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CapCut: Social Media Video, Simplified
For anyone focusing on social media, CapCut is a fantastic tool that simplifies the process of creating engaging short-form videos. This app offers templates, effects, and an intuitive interface, making it perfect for teams that want to produce quick, dynamic videos for platforms like Instagram, TikTok, or Facebook.
Why It’s Useful:
CapCut takes the intimidation factor out of social video. It’s fast, user-friendly, and offers creative tools like filters and effects that can make your videos stand out in crowded social feeds. Sam recommended it as a great choice for marketing teams looking to experiment with short-form content without needing high production values.
Loom: Personalize Communication with Video
Loom is an incredibly handy tool for recording and sharing quick video messages. It’s particularly useful for personalized communication, whether you’re sending updates to your team, delivering a sales pitch to a prospect, or providing customer support. You can record your screen and face simultaneously, making it feel like you’re right there with your viewer.
Why It’s Useful:
Loom allows you to build a personal connection without the hassle of setting up a meeting. Sam noted that Loom can be a game-changer for sales and support teams—it lets you convey complex information in a friendly, face-to-face way. It’s ideal for anyone who wants to bring a personal touch to their communication without needing a lot of time or tech expertise.
How to Avoid the Most Common Video Pitfalls
OK, folks. I'll be the first to admit that, as freakin' powerful as video can be (and super fun to create), there are times where it can be frustrating. You put in the time, the energy, maybe even a chunk of your budget, and then you hit publish—only to feel like it’s not hitting the mark. Maybe the engagement isn’t there, or the process feels more complicated than it should.
During my conversation with Sam, we unpacked some of the most common mistakes teams make when they dive into video marketing. These are the pitfalls that can drain your resources and make video feel like more of a chore than a tool. Let’s go over what these traps are and, more importantly, how you can avoid them to keep your video strategy moving forward.
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Over-Polishing Low-Stakes Videos
One of the biggest mistakes Sam sees is teams putting way too much effort into polishing videos that don’t need to be perfect. Low-stakes videos—social media clips, internal updates, or quick customer messages—are meant to be fast, casual, and authentic. Spending hours editing out every “um” or worrying about perfect lighting actually takes away from the genuine connection you’re trying to build. Low-stakes videos should feel human and unscripted.
Why It’s a Trap:
Over-polishing these videos makes them feel staged, which can reduce their relatability. People connect with content that feels real, not rehearsed. Sam emphasized that audiences are savvy—they can tell when a video feels overproduced, and it often works against you.
How to Avoid It:
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Set Time Limits for Editing: Give yourself a set amount of time to edit low-stakes videos, and let go of the idea of “perfect.”
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Embrace Minor Flaws: Leave in the occasional stumble or imperfect lighting—those details make the video feel genuine.
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Focus on Message Over Aesthetics: Make sure the core message is clear and engaging; that’s what viewers care about most.
Packing Too Much Information Into One Video
Another common mistake is cramming too much information into a single video. We’ve all been there: the impulse to say everything you want to say in one go, hoping it’ll stick with the audience. But when a video is overloaded with details or multiple messages, it becomes confusing and hard to follow. Instead of making an impact, you end up overwhelming viewers, and they’re more likely to click away.
Why It’s a Trap:
The attention span of online audiences is short. If your video tries to accomplish too many things, you lose the viewer’s focus. Sam explained that every video should have one clear purpose—whether that’s educating, entertaining, or converting.
How to Avoid It:
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Define the Video’s Primary Goal: Decide on the single message or action you want viewers to take before you start shooting.
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Break It Up: If you have multiple messages, create a series of shorter videos rather than one long, unfocused one.
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Use Simple Language: Stick to straightforward language and visuals to keep viewers engaged and ensure your message lands.
You Don't Have a Distribution Plan
Creating a great video is only part of the equation. You also need a plan for where and how you’ll share it. Sam mentioned that one of the most common pitfalls he sees is teams investing in a high-quality video, only to post it once and move on. Without a solid distribution plan, even the best video won’t deliver results. You need to consider how to maximize reach, whether that’s across social media channels, your website, or through email marketing.
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Why It’s a Trap:
A well-crafted video can be a powerful asset, but if it’s not promoted effectively, it’s wasted potential. Sam stressed that distribution should be just as intentional as the video creation process itself. Otherwise, you’re missing out on valuable engagement opportunities.
How to Avoid It:
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Create a Multi-Channel Plan: Identify where your audience is most active, and plan to share the video across those channels.
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Repurpose Content: Break longer videos into shorter clips for social media or use still frames as graphics to extend the video’s reach.
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Schedule Reposts: Don’t be afraid to share the same video multiple times. Different people will see it at different times, so maximize its visibility.
By keeping these common traps in mind, you can make sure your video efforts are both efficient and impactful. Sam’s advice boils down to this: keep it simple, stay focused, and be intentional about where your videos show up. With these tips, you’re set up to avoid the common missteps and make sure every video counts.
Creating a Video-First Culture in Your Company
Alright, so you’ve got the tools and you’re aware of the common pitfalls. But if video is going to be a core part of your strategy, it can’t just be an occasional project. It has to become part of your company’s DNA. That’s where creating a “video-first” culture comes in. This isn’t about forcing everyone to be a video star or making everything a production; it’s about shifting mindsets so that video becomes a natural, everyday tool for communication, marketing, and engagement.
When I talked to Sam, he emphasized the power of building a culture that sees video as a go-to resource. A video-first culture doesn’t mean that everyone is constantly filming, but it does mean that video becomes an easy, accessible option—something people reach for when they want to connect or convey a message in a way that’s more personal than an email or a static post.
Why a Video-First Culture Matters
A video-first culture does a few key things for your team and your brand. First, it breaks down the barriers that make video feel intimidating. When people are comfortable with video, they’re more likely to contribute ideas and participate. This doesn’t just help with creating content; it boosts team morale and makes everyone feel more engaged and connected. Plus, when video becomes a norm in your company, it shows your audience that you’re open, transparent, and willing to communicate in a way that feels real and authentic.
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Putting It Into Action
Creating a video-first culture isn’t something that happens overnight, but it doesn’t have to be a huge lift, either. Here are some steps you can take to make video a seamless part of your company’s day-to-day:
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Encourage Team Involvement: Start by making it clear that anyone can contribute to video. This might mean inviting team members to join webinars, film quick updates, or share their expertise on camera. The more you involve everyone, the more comfortable they’ll become with the medium.
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Host Internal Workshops: Not everyone is born a natural on camera, and that’s okay. Hosting a few workshops on video basics—like how to speak on camera, simple editing tips, or how to set up lighting—can make a world of difference. These sessions demystify the process and build confidence across the team.
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Provide the Right Resources: Equip your team with easy-to-use tools and shared resources. This could be a simple recording setup, software access, or even templates for branded intros. When people have what they need to create video quickly and easily, they’re more likely to embrace it.
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Lead by Example: If you’re in a leadership role, start using video for your own updates or messages to the team. Whether it’s a Loom video for internal communication or a quick clip for social media, showing your own comfort with video sets the tone and encourages others to try it out.
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Celebrate and Share Successes: Highlight the videos your team creates, both internally and externally. When someone steps up and makes a great video, share it in your company channels or even on social media (with their permission). This recognition reinforces the idea that video is valuable and appreciated.
Building a video-first culture doesn’t mean overhauling everything overnight. It’s about taking small, consistent steps to make video a normal, approachable part of your workflow. With these strategies, you can start shifting your team’s mindset and make video feel less like a daunting task and more like a powerful, go-to tool for communication and engagement.
Take Your First Step Toward a Video-First Mindset
You’ve got the insights, the tools, and the strategies. Now it’s time to turn that knowledge into action. The journey to creating a video-first culture and a sustainable video strategy doesn’t require a massive overhaul overnight. It starts with small, intentional steps that gradually bring video to life as a natural part of how you communicate and connect.
Think of this as planting seeds—each small video you create, each tool you try out, each team member you bring into the process is another step toward building a foundation that makes video feel approachable, impactful, and, most importantly, doable.
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To get the ball rolling, start with these self-reflection questions to help shape your approach and set your priorities:
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What do I want my audience to feel or do when they watch our videos? – Think about the core emotion or action you want to inspire. Are you looking to build trust, spark curiosity, educate, or entertain? Let this guide your tone and content.
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Which type of video aligns best with my current goals? – You don’t need to create every type of video all at once. Consider your most immediate objective: Is it to engage (low-stakes), educate (medium-stakes), or make a powerful impression (high-stakes)? Start with one type and focus there.
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What’s one low-stakes video I can create right now? – Take one simple idea, whether it’s a quick customer message, a social media update, or a brief product tip, and record it. Don’t worry about perfection; just hit record and get comfortable being on camera.
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How can I make video a part of our everyday communication? – Look for small, natural ways to incorporate video, even outside of marketing. Could you send team updates via Loom? Or record a personalized thank you for a client? Building a habit of video in internal comms can make it feel less intimidating.
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Who on my team can I invite into this process? – A video-first culture thrives on collaboration. Is there someone on your team who’s a natural in front of the camera or has ideas about content? Bring them into the fold and encourage them to participate.
Now, Set a Goal for the Next 30 Days
Here’s your challenge: make video a part of your work routine over the next 30 days. Set a small, measurable goal—like publishing one low-stakes video per week, or sharing a video update with your team—and stick to it. This isn’t about perfection; it’s about building comfort, confidence, and consistency. Every video you create is a step toward a culture where video becomes second nature.
Remember, video isn’t just a tool; it’s a bridge. It connects, engages, and brings a personal touch to digital communication that few other formats can achieve. By taking these first steps, you’re setting yourself up to use video as a true amplifier of your message and mission.
With each video you produce, you’re not only refining your skills but building a culture that values connection, clarity, and communication. Embrace it, experiment with it, and watch how video transforms the way you engage your audience—and your team.
George B. Thomas
