The Missing Piece: Why Investing in Video Production Alone Isn’t Enough.

Brands and businesses often recognise the power of video. They pour time, creativity, and resources into crafting a polished piece of content, expecting it to become the next viral hit. But what happens far too often is that after the video is produced, it’s simply shared across social media channels with the hope that the audience will find it and engage.

Here’s the reality: just because you build it doesn’t mean they’ll come.

The Oversaturation of Content

Every day, billions of videos are uploaded online, and billions of people are watching content. The sheer volume is staggering. However, this creates an enormous challenge for businesses looking to break through the noise. With algorithms designed to filter and prioritize content based on engagement and ad spending, it’s no longer enough to simply post a video and expect organic traction.

The Algorithmic Wall

Social media algorithms are powerful gatekeepers. They determine what content gets seen and what doesn’t, often prioritizing posts from friends, family, and advertisers. In this environment, simply sharing a video is like dropping it into the ocean and hoping someone stumbles upon it.

To truly reach your target audience, you have to leap over the algorithm—and that requires advertising.

Investing in Viewership

If you’ve invested in creating a video, it’s essential to invest an equal amount (or more) into making sure people see it. A beautifully crafted video will have no impact if it’s buried in the sea of online content. Paid advertising is your ticket to ensuring that your content reaches the right audience.

Many businesses don’t realise that the production budget is only half of the equation. To maximize the return on that investment, it’s vital to allocate a marketing budget that amplifies the reach of your content. The recommendation? Spend at least the same amount on advertising as you did on production. This ensures your content has the best possible chance to perform.

A Holistic Approach

Effective video marketing is about more than creating a great piece of content—it’s about strategically distributing it to the right audience at the right time with the right investment. Whether through Facebook, Instagram, YouTube, or other platforms, paid social media campaigns allow you to target specific demographics, interests, and behaviours, giving your video the visibility it needs to succeed.

In a world overflowing with content, sharing a video and hoping for the best is not enough. To truly make an impact, businesses must take a holistic approach, combining quality production with a well-thought-out advertising strategy.

Remember: if you’ve spent money to produce the video, spend at least just as much to ensure it’s seen.