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The $15K Video That Makes $100K: Business Video Planning Secrets
Episode 8 • 8th December 2025 • Change the Reel • Monique & Piper
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Episode 8: Your Year-Long Video Strategy Without the Burnout

Join hosts Monique Velasquez and Piper Kessler as they break down exactly how to plan an entire year of video content that actually drives business results—without blowing your budget or burning out.

In This Episode You'll Learn:

  • Why 80% of consumer internet traffic is video (and what that means for your visibility)
  • The critical difference between video creation and delivery budgets
  • How to map 40 strategic videos across four quarters
  • Why treating video as a "nice to have" costs you clients
  • The exact quarterly breakdown for both small and medium businesses
  • How one $15K video investment can generate $100K+ in lifetime client value

Key Timestamps:

  • 00:00 - Why video isn't just for marketing anymore
  • 02:00 - The two-part video strategy most businesses miss
  • 04:44 - Small business quarterly video breakdown
  • 11:15 - Medium business video planning framework
  • 16:00 - How video supports HR, operations, and leadership
  • 20:00 - Calculating true video ROI
  • 23:00 - Your 90-day action plan

The Quarter-by-Quarter Framework:

  • Q1: Build credibility (8-12 short videos)
  • Q2: Establish trust & community
  • Q3: Drive engagement (12-15 shorts)
  • Q4: Convert and retain (8-10 conversion videos)

Key Takeaway: "Many business owners only budget for the first half [creation], and that's why results feel random."

Your Homework: Map your next 90 days with one hero video and six supporting clips.

Ready to Create Your Video Plan? Book a VIP planning session: velasquezmedia.com

Production: Velasquez Media - 20+ years helping businesses exceed $250K through strategic video

#VideoMarketing #BusinessStrategy #ContentPlanning #VideoProduction #MarketingStrategy #Q4Planning #ContentStrategy #SmallBusinessTips #VideoContent #B2BMarketing #ContentCreation #BusinessGrowth #MarketingBudget #VideoROI #EntrepreneurTips2E8 The $15K Video That Makes $100K: Business Video Planning Secrets

Change the Reel website

TIME STAMPS

CHANGE THE REEL with Piper and Monique

LinkedIn:

Apple Podcast:

Spotify

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Executive Producers: Monique Velasquez and Piper Kessler

Producer: Arielle Morten

Director/Editor: Simon Beery/Meredith Sause

Copyright 2026 Monique & Piper

Transcripts

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Video isn't just for marketing anymore.

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It actually supports every business function, that

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sales, onboarding, retention, in a 24/7 way.

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Many business owners only budget for the first half,

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and that's why results feel random

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Change of the Reel, a podcast with Monique

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Velasquez and Piper Kessler.

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For over 20 years, we've run a video production

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business that has achieved what only 3% of women entrepreneurs

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have done, exceed $250,000 in revenue.

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We want to see business owners that look like us succeed.

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That's why we've started this podcast.

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Change the Reel will drop twice a month.

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We'll release two types of episodes

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One is with Piper and I kicking it. and talking about using

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video and business, and the second features conversations with

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business owners using media to drive diverse perspectives.

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This is Change the Reel.

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Representation starts here.

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Hey, y'all.

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Hey, y'all.

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I'm Monique Velasquez.

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And I'm Piper Kessler.

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Change of the Reel is a good place to hear us

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matter on about media and representation.

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Yes, and today we are focusing

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on your video marketing for a year.

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You know that feeling when you swear this is

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the year, you're finally going to get serious about video content

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and then cue one's over before you even

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find the right camera

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Wait a minute.

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Okay.

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I want you to know that I really want to

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Just do tips

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on how to ramp up your Q1 and Q4 video drops,

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you know, the biggest video consumption quarters for brands

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But to do it

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All right, we have to talk about

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your plan for video for the

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entire year the entire year

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OK

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So in this episode...

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In this episode, we're mapping out how to

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plan an entire year of video content

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without burnout, overwhelm, or blowing your budget.

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Stick around if you are a small or medium-sized business, owner

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or agency or a nonprofit under $5 million

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who want to use video more strategically.

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Yep.

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about how many videos to make, when to film them, and by film

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I mean, record them.

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And

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How to make your content work double duty

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do twice the work for sales,

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HR customer success, all the things right?

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all the things of your business.

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Double duty.

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All right.

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So let's get

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you some ideas to think about

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So you can keep focused on why video and business is non-negotiable

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Video was expected to

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makeup

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Over 80%

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all consumer internet traffic.

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So if you're not using it, you're invisible

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Video isn't just for marketing anymore

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It actually supports every business function

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at sales onboarding, retention in

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a 24-7 way

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Right.

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So that video will be out there 24 hours a day

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seven days a week, all the

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holidays doing the work that you need in business

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We're going to do some ideas

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for small businesses and medium-sized businesses

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And I know that the small business people out

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there are saying, I don't have time.

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And the medium-sized businesses are saying

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We ain't got the budget for that.

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That's right.

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We need you to reframe your eyes

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of what video is because it's

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a sales multiplier and it doesn't just do one task.

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It can help your HR, it can help your leadership

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and it can help your internal communications.

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It does so much, so don't think of it as one thing

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And for one part of the year,

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Think of it this way, too.

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Planning video has two

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main activities.

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You've got creating and you've got delivery.

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or creation is producing your content.

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Scripting, recording, editing,

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and delivery is publishing

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advertising, amplifying other messages.

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So those are the two main activities when you're doing video

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And many business owners

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budget for the first half.

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And that's why results feel random.

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That's true.

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Most people

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think, well, you just do video.

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You're just going to pay for the video being done and don't worry about where it's going to go

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how are you going to promote it?

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You know, those sorts of things.

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Now, if it's tied to an event, then it makes sense, and that's the activity that happens

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but rarely do people

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think, oh, a video needs to be advertised.

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I need to talk about my live event, my live stream,

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my, my challenge, my whatever it is that you have going on for your video.

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We talk about a rule of fun

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thumb, right?

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20

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to 40% of your marketing budget should go to creation

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and the rest to delivery.

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That's a

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weird lopsided sort of thing.

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I've heard a couple of different things about what your

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budget should be for video inside your market

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budget.

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So that is not like your entire budget for operations.

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That is just for your marketing.

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So when you're talking about doing video, and maybe you've

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set aside $10,000 or $100,000 for your video

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then, again, it should be 40%

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for the production and the other port

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to the delivery or the pushing

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and marketing and the texts that go out to support

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that you want people to go to the video.

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So if you're not promoting your videos, you

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as well, you know, be a drop in the ocean,

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a whisper in a storm, all the things, right?

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Planning?

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a year of video means you're focused on

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both activities, creation and delivery.

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It also means your business goals and

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objectives are tied in because your video's absolutely

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in harmony with your marketing plan

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It has to be

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So the same language you use

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as your mission statement or who

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you are or whatever, needs to be tied in to your marketing.

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And your marketing all needs to have a little

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string tied to each other so that something

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doesn't sound totally out of whack

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Like, I don't know an example.

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I'm trying to think.

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I mean, I've seen stuff

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Well, I mean, let's talk about how in a small business, you may have

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a sales quarter that is like hopping,

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that you sell summer things, summer

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And you know that

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you have a busy, you know, ramp up to that

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And to do a sales drive after

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the summer doesn't make sense.

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And so having this in harmony

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with your marketing department, right?

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To have that video created when summer is happening,

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you will get a good return on it

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if it drops in the middle of when

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you're busy and you're selling versus after.

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So it really

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does.

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I mean, that's the obvious sort of weaving

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in with your goals and your objectives

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But you really should know what your cycle is for your business.

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We're going to use a calendar cycle,

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so a Q1 would be starting in January, Q2,

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and then Q4 is the end of the year

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So in a small business, and we're calling, you know,

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million.

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Really, it should be a few hundred thousand In

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Q1, it is likely you're doing the type of work that is building

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credibility when you're making making a video, you

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might talk about your brand story or all your marketing should be talking about your brand story

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You might be on boarding new clients.

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So you might start looking at putting

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together 8 to 12 short videos just to drop

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in Q1.

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OK. And in Q2,

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your business might be talking about trust

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your community does.

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If you're a service provider or you have

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a product, brick and mortar, you might talk about testimonials.

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You may do a mini campaign to get

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more clients signing up, right?

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And so Q2 is really focused

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on your goals for trust and the community

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And how does that look inside of your business?

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We can invent it for an imaginary business,

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but you're going to know specifically what Q2 trust

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and community activities look like in your market.ing, right?

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And

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in Q3, you're really looking to do more engagement.

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Knowing, here's our going back to

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the Q4 and Q1 being the biggest brand video

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stats for

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consumers.

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So in Q3, you're talking about engagement.

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You're talking about creating culture, right?

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Like what is the culture of your business?

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Getting people engaged in who you are as a brand, your service, your product

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and you're going to

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put together probably more short clips and

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you might have 12 to 15 shorts

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in Q3 because

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it is a way to get engaged

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so that when Q4, at the end, when we're

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looking at Black Friday, Thanksgiving, lots of

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travel, you know, and, you know, contemplating big

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vacations in the wintertime, they're going to start plunking down money in

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December and November and that sort of thing.

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So you're going to want to figure out how to get those videos to get

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clients to convert and spend money.

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So your video should be your account

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should be about eight to 10 videos just for conversion and

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That's for small business.

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Okay.

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And for a medium-sized business, maybe I call

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at large.

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I didn't mean to.

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It's a medium-sized business, which we're going to call under five million.

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I don't know personally too many under five.

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I do know some that are above the million mark.

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So we are.

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And some of them are our clients, and we've seen what they do.

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And so this is a little bit based on what activity they're doing with their video.

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So in Q1

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they might do a brand film or

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recruitment push to subscribe to services

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or to subscribe to whatever objectives

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and goals that they have going on later in the year.

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It's just a way to get

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clients

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churned up and interested, right?

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Q2 is when you might put together evergreen content.

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So you might have an event that you cover, and

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then you can use the event cover coverage behind the scenes, speakers from the stage, or

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a lecture

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series or something like that, something that's going to talk about

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your mission and your goals and what your client's transformations are.

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Those are the types of videos that you're probably looking at at Q2.

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Q3 is product launches and case studies.

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So, again, we're going an eyeball in Q3 to what's happening in Q4.

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That's right.

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And so you'll have product launches.

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You may have a new service.

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You may have a new

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widget that you're going to put out and

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you want to have eyeballs understand that

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you have other clients, case studies, that have been successful using your service or your products.

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So this is work Q3 activity

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videos are.

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And in Q4, you have your bigger campaigns

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your retention videos, videos that are aimed

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at clients' case

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studies, testimonials, and clients that are successful

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your product or service, engaging

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other people to buy and emulate

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Because you want to keep those clients.

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You do want to keep those clients.

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That's right.

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And so remember that if you're batching for

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a couple of days of doing these videos,

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either for small business or large or medium

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business.

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You may take like a day or two of just recording

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content for your entire quarter.

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And you can have that content either

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sprinkled throughout the year or, you know,

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heavy duty for the next quarter.

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So that is something that you definitely want to try to put into

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your year-long plan, right?

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And remember, you don't need to make 100 videos.

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You just need to make the right 40 videos

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for your business, your objectives, your goals, right?

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Okay, so there's no reason

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video has to be an island or an orphan in your business marketing plan.

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Every video can be designed and created to tie directly

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to specific goals in predetermined quarters of your business

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Now, what do we mean by that?

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sales.

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Right.

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So again, you have to know that your

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happen in a specific thing.

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Again, like

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You know, I do a lot of sales in October.

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I don't know why, but that's just how things are.

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And so I would launch something in Q2 to read really

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focus on getting folks in,

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which is, what, Q3, Q3?

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I mean, because the thing

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thing is, is that scheduling too, right?

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So you don't want, you know, we

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are pushing our clients, not pushing, I shouldn't say that, but we're we're

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Leading.

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Let it contacting our clients way before,

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knowing that more than likely they need our services in October

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for whatever reason.

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October, November, tend to be busy.

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And so we reach out so that they

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can start planning and that also in

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defense, so we don't get a phone call at the last minute and we're trying

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to juggle more projects

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in one

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Month one condensed area, right?

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critics quarter.

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And so

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for you and your business objectives and goals,

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your sales may be in Q4 or

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that, like I said, you might be a very summer heavy

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product or service.

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So you're going to have to adjust your sales cycle and

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what you do and how you get your case study or

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your explainer videos or the testimonial videos.

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Or demo reels

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your demos for what it is that you do or your product or service, right?

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Other things that happen in your business are

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operations, you can do trainings

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and onboarding videos that help agents.R.

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Like so you know that you're

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about to pick up some seasonal people and you want to do

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some training that is pretty repetitive and pretty standard

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So you might do a video before you're hiring

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so that you can save time by having

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operations video tied to

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that activity and your goal of your business.

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But you really need to

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to be timed out in what quarter you're going to do this activity.

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Let's see.

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What else

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customer success videos

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This helps drive sales and

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create engagement to some degree.

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So let's say that you have somebody

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who you have helped your software

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and you just help them install

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this new software that helps streamline

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their processes and make them more efficient,

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and they've seen a bump in their revenue for their business.

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And so this customer success story, it

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happens in real time, so it might be a year out

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from when you actually need the video to

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match that same success rate.

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But you have to figure out

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where in your sales cycle

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that you need to put this or have the video created and

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then drop the video in order for that customer success

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to help drive sales and engagement.

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So it's not just, hey, they did good.

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This was a really good

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story.

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We had success.

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It needs to be tied to the cycle

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and the season and the objectives in your business,

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and not just be an island by itself.

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And things change.

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The

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but everything in the world changes.

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So it could be that you are

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seeing clients that are asking you the same questions over and over again.

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And it's new questions. questions that you hadn't dealt with before.

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It might be a good time to do an FAQ or it might be

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yeah, to do an FAQ or to show

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appreciation for some of the clients that you have.

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Right.

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Like just highlight

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their business.

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We had a recruiting video for

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a specific agency.

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And what they did was they actually highlighted all of their

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partners on who they they interacted with to

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have their new hires understand that they were not

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working by themselves, that they were really, really part of the community.

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And so like not focusing on themselves

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allowed this interesting recruiting video to

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be used by the partners for them to say, yeah, we

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do work with this other agency and these other nonprofits in the area.

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So that was an interesting success

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but it also it was more tied to the

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recruitment and getting people in the door

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It's kind of giving flower

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to the folks that work with

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you.

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And that's that's going to help with your retention.

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Absolutely

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It sure will.

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And so, culture examples on video, so you may

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have a reputation in

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your company to have really elaborate birthday parties or celebrations

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of people in, you know, that retire.

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And

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so having something that just shows this as like

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festive and fun is party recruiting

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is part of supporting your leadership

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in showing that they are invested

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in their employees

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So some of this, it

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It doesn't stand alone, it actually is very time

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to the business goals.

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And ways that other ways you can help leadership is

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to do, you know, a year in review

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So you might actually have

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this year in review.

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And if you're a big enough company, you will use this for

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investor

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updates and funders to understand

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what it is that you've done.

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And so this helps support your leadership while they're out funding and trying to get

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support on the leadership track or maybe

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even for recruiting leadership, new leadership into the company

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So if you think about each video as

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a business asset, you know,

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something really a tool that, and not just a social media post

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You'll start protecting that production

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like a meeting with your top clients.

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Yeah, it's not

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just let them seem to get off it

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to-do list, it has, you need to put more meaning behind it.

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That's right.

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And so

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you know, seeing video as a nice thing to have

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You need to shift that because if you

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can tie it to these other business elements, operations,

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HR, you know, customer retention, engagement, sales,

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your, you know, $10,000 or $15,000

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investment, you know, you might get a client that's worth a lifetime, $100,000.

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So

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you know, there is a little more to it than just saying, wow, $15,000 for a video

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that seems like a lot.

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What's your internal mechanism and what's it tied to?

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Is it retention?

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How much is an employee worth keeping for two years, five years, 10 years?

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Those

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And we always say

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one video, it doesn't mean that it's really one video.

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It could be broken down and used as separate videos.

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That's right.

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So we think about video all the time.

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We have very good examples of video tied

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to goals, campaigns, and outcomes.

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We also have seen some

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that we

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energy and creativity

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because the video was not timed correctly, or

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it wasn't fully tied to the goal or objective or

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what your business does, who it is.

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And they were beautiful videos.

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And they had little to no impact on the business mission Urkels

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because they were out of time

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They were out of sync.

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You know, so those are the things that,

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you know, you want to tie all this activity

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and get that momentum

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instead of having a video that stops the momentum for those other activities.

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Let's do a quick

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recap of what we've suggested.

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So we're going to plan for a year, but

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chunk it down into quarters, right?

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You're going to batch, produce and commit to

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doing it because it supports all

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aspects of your business

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It's not an island.

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And you're gonna repurpose that video relentlessly.

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Like there's no tomorrow.

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Like you're going to slice and dice that the longer stuff into

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shortly.orter stuff all day long.

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All right, so today, your homework is to map your next 90 days.

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You can plan for doing one hero video,

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I guess is what we'll call it, which is why you're doing the things you're doing

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how you are better at it than other people might be.

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It's your special sauce that you you bring to the industry

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that you're in, that someone else may not.

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Yeah, what problem you solve

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And how you solve it as your hero video

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And you're going to make

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six short clips to support it.

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And it can be from that same hero video or six new ones, right?

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If you need help mapping your own

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specific video plan, book a call, and

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get a VIP planning session so that you can

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get accountability, a list of topics,

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and timeline for your year's worth of video

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If you're a marketing team and you're ready to go and want

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than it could be better to get a membership to our studio

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::

for six months and get not just a plan, but five months of videos delivered.

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Click the link in the notes to book a call with me. to get the details.

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And remember

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consistency will always be

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perfection every single time.

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You just keep showing up on camera like the CEO you are.

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Thank you so much for

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listening to this episode of Change the Reel.

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If you like the episode, subscribe.

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Share it, or leave a comment.

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And remember, representation starts here.

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Hasta pronto.

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See you soon.

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