Behind The Stream: You’re Thinking About Video Backwards

Hey there,

Let’s talk about the #1 mistake we see marketers make with video:

They obsess over the what (equipment, platforms, filters) before locking in the why.

It’s totally normal to feel overwhelmed, video is a big lift! But if you don’t know how it’s tied to your business goals, even the best-lit footage will fall flat.

This week’s #BehindTheStream is a must-watch if you’ve ever wondered:

“Is this video even going to do anything?”

We break down how to shift your thinking before you press record—so you’re not wasting time, energy, or budget on content that doesn’t move the needle.

Beth: A lot of people get really overwhelmed, anxious, about creating videos that don’t perform. Because here’s the thing, video’s a big lift.

So if you’re creating marketing videos, you want them to drive revenue or increase leads or do some sort of specific goal that is related to your business. And for whatever reason, a lot of people don’t think about that piece as much as they should when it comes to video.

I have a lot of theories that I could wax on about, but the bottom line is people just don’t think about that a lot, and it’s the number one mistake I see marketers make. They come to me with questions about the ring light they should order, the filters they may or may not be using, what types of content they should be putting on TikTok.

All of those things are good questions, but they should come way further down the line once you’ve understood how this message is part of your marketing engine.

So when you understand that the video that you’re gonna make is solving this problem, answering this question, the overwhelm, the anxiety of wasting your time is gone, because you understand exactly what that’s gonna be and exactly where it’s gonna go.