Video Production Strategy

Jonathan Young - Dream Digital Media
April 3, 2022

Video Strategy

One of the most unique aspects of video marketing is it can bring your business to life. . \It is easily digestible and often entertaining. It can educate, inform, and persuade in ways many other forms of content cannot. So, when you begin to define your video strategy there are some important aspects to keep in mind.

Decide What Kind of Videos You’ll Create and When to Use Them

There are many different types of video content that can be used for marketing, and it is important to understand when each type should be used. According to HubSpot, videos can be split into six different categories: product demos or how-to’s, explainer videos for new audiences, testimonials and case studies, video content for social media marketing, company culture videos (intro/outros), real-time events. Each has its own unique purpose.

Understanding the “Hero, Hub, Hygiene” Model

Another important aspect of how to use videos for marketing purposes is understanding the ‘Hero, Hub, and Hygiene’ model. This content marketing model was created by Google for YouTube publishers, but the concepts may be utilized in other types of content marketing as well. The overriding concept of this model is to embrace a well-rounded and consistent approach in your video marketing efforts as opposed to always chasing the elusive “viral” video.

A simple way to understand this model is:

The HERO: These types of videos show how your product or service can be utilized in the real world. They are usually more technical in nature and demonstrate how something works.

The HUB: These types of videos are like infographics in that they are informational, but they include videos instead of images or text.

The HYGIENE: These types of videos are what you might consider ‘promotional.’ They are usually shorter videos used to inform, but not educate.

Incorporating Video into Every State of the Buyer’s Journey

Once you’ve developed your video strategy, it’s time to start thinking about ways to incorporate video into every stage of the buyer’s journey. The first step would be to create videos for lead generation purposes, such as using webinars or infographics. Using the HHH model, the HERO video would be used here, as it is typically best suited for educating or informing customers about your product or service and showing them how it works.

After this comes product education videos, then social proof videos for your customers. This is a good example of where to utilize the HUB video when you have a lot of information to convey or want to focus on a specific area of your business. The HUB is also good for delivering simple messages about your company, industry, news and updates, and upcoming events/promotions.

The last step in the buyer’s journey, which should always include a video, is used to retain customers, and show what you can do next for them. Here you’d incorporate the HYGIENE video, which typically falls under the promotional category and is good for attracting and maintaining attention. It can also help spread awareness about you, your company, or products/services, but it doesn’t use the same type of tone as a HERO video which is more educational in nature.


The ideation phase of video marketing is critical because it’s where all the research and planning begins to meet the creative process of video making. The goal of this stage is to pursue as many options as possible that may later be implemented. During this stage, the video production team must move from recognizing and describing consumer issues to proposing solutions for those needs.

Coming up with Ideas

You can come up with video ideas in many ways — from brainstorming sessions to using mind mapping tools. There are also some key questions you should ask yourself at this stage. These include determining if your videos will try to solve consumer problems, explaining how your products/services work, or showing real-life examples of people using them.

Taking an Audience-First Approach

As discussed earlier, the entire point of video marketing is to put your organized videos in front of the right audience. To that end, there is no point in creating videos if you aren’t taking an audience-first approach. This means going back to your research in which you defined your target audience, determined their needs and wants, and use that information to help develop ideas for video content that will resonate with them.


Storytelling is an art form that has been around for millennia. It’s how we connected as humans with each other and with the world around us. Storytelling in video marketing works in a similar way; it can make your business, product, or service more relatable to people and engage them on an emotional level. This is important because when you create content that appeals to one of your five senses, such as sight with videos, you’re more likely to keep them interested.

Connect Your Brand
To Your Audience

Connecting your brand to your audience is another crucial component of great copywriting. Great video can boost the reach of your brand. With video you can connect with your audience on a personal level.


Dream Digital Media