10 Apr Behind The Stream: The Wrong Question

One of the most common questions we hear is: “What kind of equipment should I buy to make videos?”

It sounds like a simple question—but the real answer isn’t about gear. It’s about goals.

Cameras, mics, and lights are just tools. And the tools you choose should always be based on the job at hand—your video, your message, and the strategy behind it. Without that context, even the fanciest gear won’t get you the results you’re looking for.

In this week’s episode of Behind the Stream, we’re continuing our look at the Awareness phase of video marketing—specifically, the pain-point videos that spark curiosity and connection. These videos aren’t selling anything (yet)—they’re just starting the conversation.

Beth: When creating videos, feeling discouraged about their lack of performance– that they didn’t get in any engagement, especially if you spent a lot of money with a video company or it was already hard to go through the process, DIY style, and you put yourself on camera and then it just fell flat.

The problem is not the video. It’s not the lighting, it’s not the shirt you wore. It’s the message and it’s the strategy around the message. Before you make a purchase, before you buy a ring light, before you invest in a editing software, before you spend a nickel with a video production company, you need to understand your online strategy first and foremost.

How is that performing? Because video is only an enhancement to that. It is not the the strategy in and of itself. So when it comes to creating videos, know exactly what you want your audience to do. After watching, know where they’re gonna see that video, know that, then you can worry about lights, camera, action.