SID Video

Video Production Company Insights on Rethinking Your Strategy

Be honest, when was the last time you looked at your video content and thought, “Is this still doing what we need it to do?” It is easy to assume that once a few videos are created, the job is done. Maybe they are embedded on the homepage, uploaded to YouTube, occasionally reposted on social media. They feel familiar, dependable, even safe. But if your business has grown, changed, or refocused since then, those videos might no longer be saying what you want them to say. Or worse, they might be saying nothing at all. A modern video strategy does more than cover the basics. It supports how your business communicates, educates, explains, sells, trains, and builds internal culture. If that sounds broader than what you are currently doing, you are not alone. Many companies are still thinking of video as a one-dimensional marketing tool, when it has long outgrown that role. Here is a closer look at where video strategy is going, why yours might need a second look, and how a video production company can help make it relevant again.

The “Set It and Forget It” Problem

Let us start with the familiar. Plenty of businesses created marketing videos in the past and moved on. Maybe those explainer videos worked well when they were first launched. But now they sit on landing pages like vintage brochures, still present, but past their peak.

According to video marketing statistics, 68% of marketers who are not yet using video plan to start using it within the next year. This is not a sign of video suddenly becoming relevant. It is a reflection that many companies are just catching up to what others have already realised: video is no longer optional, and it should not be stagnant. Rethinking your strategy starts with recognising that having a video is not the same as having a strategy.

Video Is Bigger Than You Might Think

Many companies still treat video like a supporting act. Something to post now and then on social media or drop into an email campaign. But in reality, video touches nearly every part of a business.

Beyond marketing, it can clarify change announcements, train staff more effectively, onboard new hires, communicate leadership messages, and even support investor relations. Video has become a foundational layer of modern business communication.

A thoughtful video strategy is not only about external reach, it is about internal alignment. A professional video production company understands this broader view and can help develop video content that works across these layers, not just in isolated campaigns.

Where Video Is Still Missing (and Should Not Be)

Sometimes the real issue is not what you are doing with video, it is what you are not doing yet. If your business only uses video for brand promotions or service explainers, it might be missing opportunities elsewhere. Have you ever considered using video in:

• Sales proposals or investor presentations?
  
• Job descriptions or recruitment campaigns?
  
• Client onboarding portals?
  
• Quarterly leadership updates for internal teams?
  
• Retention or renewal outreach?
  

These formats do not always come to mind first, but they can carry significant weight. Imagine sending a short, professional walkthrough video along with a pitch deck or including a 60-second team welcome video with every onboarding email. These moments are easy to overlook, but easy to improve with the right support from a video production company that understands business needs beyond marketing.

Has Your Business Changed? Then So Should Your Video

Many companies have gone through big changes in the past few years. Maybe you launched new services, opened new locations, restructured departments, or shifted your target audience. But unless your video content reflects those updates, you might be telling an outdated story.

Even the tone and visual style of a video created two or three years ago can feel disconnected from where your brand is today. That does not mean you need to overhaul everything. It just means your content should evolve with you.

A good video production company will ask the right questions to align future videos with your current business direction. They will not only create new material but also identify what can be repurposed or refreshed to stay aligned.

Video Beyond Marketing

There is a reason more companies are turning to video for non-marketing needs. Training videos can reduce the burden on HR and management. Health and safety videos help ensure consistency across worksites. Culture videos give prospective hires a real glimpse of daily work life, something far more memorable than a paragraph on a job listing.

A recent study found that employees are about 75% more likely to prefer watching a video over reading text. That is not a trend, it is a shift in how people prefer to learn.

Thinking beyond marketing means recognising video as an operational asset. A reliable, repeatable method for communication. A video production company that works across industries, not just for ads and promos, can help create the kinds of videos that solve these practical needs.

Are You Still Thinking in 16:9?

Many videos are still formatted for widescreen desktops. But most content today is viewed on mobile devices. That means vertical and square formats often work better, especially for platforms like TikTok, Instagram, and even YouTube Shorts.

But it is not just about cropping. Different platforms favour different lengths, tones, and visuals. For instance, 15 seconds might be ideal for Instagram, while 60 seconds might work better on LinkedIn. And then there are even more specific formats, like interactive videos, drone footage, motion graphics, or 360-degree views.

The right format depends on context. A professional video production company understands how to design video for where it will be seen, not just how it will look in an editing suite.

Smarter Video Through AI and Analytics

Artificial intelligence is now part of nearly every modern workflow, including video. But before anyone gets too excited about fully AI-generated videos, there is something more practical to consider: personalisation and data.

AI can help customise video messaging, automate editing processes, or generate subtitles in multiple languages. It can also track how viewers interact with your content, where they pause, skip, or click, offering insights that were once out of reach.

Still, using AI just for the sake of it is not helpful. A smart video production company will treat AI like any other tool: useful when it fits the job, unnecessary when it does not. The goal is always better outcomes, not novelty.

Live Video, Interactive Experiences, and Connected TV

Live streaming is no longer just for influencers. More businesses are using it to broadcast product announcements, or engage audiences in real-time.

On the entertainment side, Connected TV (CTV) is now offering brands more space to experiment with interactive content. From clickable calls-to-action to vertical ad formats on smart TVs, the possibilities are expanding quickly.

These formats require different preparation, production planning, and technical understanding. A video production company with experience in live and interactive formats can help guide what works, and what is worth skipping.

Rethinking Video Does Not Mean Starting Over

Revisiting your video strategy does not mean everything you have done before is irrelevant. It just means asking better questions. Is this still helping our business move forward? Could this video be working harder in a different format or place? Are we missing areas where video could be more useful?

When a video strategy becomes reactive instead of thoughtful, it can quietly drag on performance. But when it is reviewed, refreshed, and repurposed with care, it becomes part of how a business grows and communicates more effectively.

A video production company that understands these layers, not just the visuals, but the purpose, can help shape content that reflects where your business is headed, not just where it has been.

Still relying on videos from the “good old days”? There is no shame in updating your playbook. Sound Idea Digital is ready to help you find smarter ways to put video to work for your business. Get in touch and let’s start a conversation.

We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production. 
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |