Stop Making Video for Video’s Sake: Building a Video Podcast Strategy That Actually Works

It feels like every brand is being told the same thing right now: you need to be doing video. And yes, video is powerful. It’s engaging, discoverable, and increasingly expected. But the truth is, video for video’s sake isn’t a strategy.

When Carly Baker, Head of Media Partnerships at HubSpot  joined Nate Tower from Lower Street for a Office Hours session, they talked about how brands can approach video with more intention. Not just as a checkbox, but as a real business tool that supports their audience and their goals.

From “We Should” to Growing with Purpose

This shift starts with mindset. There’s a big difference between thinking “we should start a video podcast” and thinking “video is part of our content ecosystem.” That distinction changes everything. When video becomes part of a larger strategy, it stops being an experiment and starts becoming a lever for growth. Chasing trends might bring a quick spike in views, but it rarely builds loyalty or trust. The brands that win that connection define their purpose first. They lay out exactly how video fits into their mission and how it will help their audience learn, laugh, or solve a problem.

Evergreen Over Ephemeral

Evergreen content is where you start to see compounding results. Instead of chasing short-lived viral moments, create content that answers questions your audience will still be asking years from now. Those pieces continue to earn attention long after they’re published.

Education and entertainment don’t have to be at odds. It’s possible to make something informative that’s also engaging. The challenge is in the packaging. Use visuals, storytelling, and creative framing to bring your audience along for the ride. Even the driest topics can connect if they’re presented with the right energy and tone.

Video Content vs. YouTube

One important clarification Carly always makes is that video and YouTube are not the same thing. YouTube is a platform; video is a format. There are countless ways to use video beyond posting long-form interviews online. Some brands do well with short clips or highlight reels, others with thought leadership explainers or event recaps. Not everyone needs 60-minute videos, but every brand can use video intentionally.

At HubSpot, they’ve learned to work backwards from distribution. Instead of creating content first and figuring out where it fits later, we start with audience behavior.

Where are people spending time?
What formats do they prefer?
What’s the job they’re hiring our content to do?

Building from distribution back ensures your content is built for the channels where it will actually live and resonate.

Seeing Video Podcast Strategy Results: What to Measure

Metrics can be tricky, especially when vanity numbers are easy to chase. Views do matter, but organic views (the ones that happen inside the platform) tell you more about your positioning and packaging than paid reach ever will.

Click-through rates reveal whether your titles and thumbnails are working.
Average view duration shows if people are staying.
Subscriber conversion and returning viewers are signs that you’re building a community, not just traffic.

Those are the metrics that speak to sustainability.

And above all, value has to come before sales. If your content feels like a commercial, it’s not content, it’s an ad. The brands that build real equity are the ones that educate, entertain, and share with generosity. People remember that.

Tell Something Worth Watching 

At the core of every great video strategy is something timeless: a clear audience, a compelling story, and a sense of authenticity. The platforms will change, algorithms will evolve, but the human need for connection and learning won’t. Speak the language your audience actually uses, respect their time, and always deliver on the promise you make in your packaging.

Video succeeds when it serves the person watching. It should feel real, useful, and worth the attention they’ve chosen to give you.

Download the Video Podcast Strategy Checklist

We’ve created a step-by-step checklist to make sure you are on track for creating a successful video podcast strategy. Download it here. 

Summing it Up

You don’t need to be everywhere at once, doing it all, but what you do invest in, you just need to do it with intention. When you understand your audience, define your purpose, and consistently deliver value, video stops being another marketing trend. It becomes a genuine growth engine.