Do You Have a Video Strategy or Just…Videos?

Let’s be honest: posting videos without a clear strategy is like throwing darts in the dark and hoping something sticks. Sure, you might hit the board—but is it the bullseye?

At Puritano Media, we often meet organizations who are producing video content—testimonials, event recaps, social clips—but struggle to articulate why they’re doing it or what success even looks like. Without a strategy, even the most beautifully shot video becomes just another piece of digital clutter.

It’s time to change that.

What Is a Video Strategy?

A video strategy is not just a content calendar or a to-do list of deliverables. It’s a framework that ties your video content directly to your goals—whether that’s fundraising, membership growth, brand awareness, or policy advocacy. It answers key questions like:

• Who are we talking to?

• What do we want them to feel, know, and do after watching?

• Where will this video live—and for how long?

• How will we measure its success?

Why Strategy Matters

Here’s what happens when you lead with strategy:

• Your message gets clearer. You tell a story that resonates, rather than just listing facts.

• Your impact increases. You match the right video format to the right platform and audience.

• Your ROI improves. You create intentional content that supports your broader goals—not just for today, but long term.

How to Build a Video Strategy

Here’s a simple process to get started:

1. Define Your Objective

Start with the end in mind. Is your goal to recruit volunteers? Attract donors? Inform policy makers? Each goal needs a tailored message and delivery approach.

2. Know Your Audience

Clarify who you’re trying to reach and what matters to them. What channels do they use? What tone speaks to them? What visual style will build trust?

3. Map Out the Journey

Don’t think of video as a one-and-done. Strategize for stages—awareness, consideration, and action. A teaser video might open the door, but a behind-the-scenes story or testimonial might close it.

4. Choose the Right Formats

Not every video has to be a mini-documentary. Consider a mix:

• 60-second promotional spots

• Social media reels

• Explainer videos

• Interviews or testimonials

• Event highlights

Each format serves a different purpose—plan accordingly.

5. Optimize for Channels

What works on Instagram doesn’t necessarily translate to your website or email newsletter. Tailor each version to the platform—both in format and in call to action.

6. Measure What Matters

Views are vanity. Engagement, action, and alignment with your larger goals are what really matter. Define your success metrics before you hit record.