Feeling overwhelmed by video marketing demands while managing a small team? You're not alone. In this episode, Monique and Piper break down the reality of video production statistics and share practical strategies for scaling your video efforts without burning out your team.

Why This Matters Now

The numbers don't lie: small businesses average 15 videos per year, medium businesses produce 84, and large companies create 118 annually. If you're not hitting these benchmarks, your competitors likely are. With 87% of businesses now using video as a marketing tool, the question isn't whether you should be creating video content, it's how to do it strategically without overwhelming your already stretched team.

Key Insights

The Video Production Reality Check 

Here's what the data tells us: small businesses drop one video every 24 days, medium businesses every four days, and large companies every three days. If you're falling short of these averages, you're potentially behind competitors who might be offering less than what you provide but are more visible online. The psychology is simple. People engage with live streams and are 43% more likely to buy premium products after watching, and 67% more likely to purchase event tickets.

Building Your Video Strategy Foundation 

Stop treating video as an add-on decided two weeks before an event. Developing a clear video strategy means knowing the purpose of each video, identifying your target audience, and understanding how each piece of content increases brand awareness. We've seen too many videos sitting in digital no-man's land with one or two views because there was no strategic plan for distribution or connection to business goals.

The Content Repurposing Game Changer 

Your long-form content is a goldmine waiting to be mined. That 15-minute testimonial or executive interview contains multiple short clips perfect for social media. AI tools can now transcribe your content, making it easy to search for specific soundbites without watching entire videos. This isn't just about efficiency. It's about maximizing your content investment and maintaining consistent frequency.

Creating Your Production Workflow 

Define roles across your team for planning, scripting, storyboarding, producing, editing, and publishing. Not everyone needs to be good at everything. Maybe you're strong on the technical side but shouldn't handle the writing. Spread the workflow across different departments so no single person carries the entire load. This collaborative approach can actually make video production an enjoyable, creative experience for your team.

Smart Tools and Outsourcing Decisions 

AI editing tools like Eddie AI and Riverside FM can handle formatting for different social platforms. The landscape changes daily, so stay informed about available resources. But here's the strategic question: do you invest time learning these tools, or do you outsource to someone who already knows the prompts and has the technical skills? For complex needs like hybrid live events with proper audio management, outsourcing often provides faster scaling without the learning curve.

Making It Work

Video production success for small teams comes down to strategic planning over ad-hoc execution. Start with:

• Honest Assessment: Are you meeting industry video averages for your business size?
• Strategic Planning: Create a defined plan showing what you'll produce throughout the year
• Workflow Development: Assign clear roles so no one person is overwhelmed
• Content Maximization: Plan to repurpose longer content into shorter social pieces
• Smart Scaling: Decide what to handle in-house versus outsource based on your team's skills and capacity
• Consistency Focus: Remember that search engines and audiences reward consistent content creation

The goal isn't just to create videos. It's to create a sustainable system that supports your business growth while keeping your team sane and productive.

Ready to develop a video strategy that works for your team size and goals? Connect with us at hello@velasquezmedia.com to discuss how we can support your scaling efforts.

Hashtags: #VideoProduction #ContentStrategy #SmallBusinessMarketing #VideoMarketing #TeamScaling

People want to know you. If they're going to hire you as a coach or they're going to be spending a

lot of time with you because they're hiring you for whatever service, they get to see insight a

little bit without being in the space with you of what you're like. People want to know,

they want that psychological comfort, right?

Right, so what you're saying is creating your

own video is like doing an unboxing of your own service. Is that what you're

telling? I hadn't thought of that. Your team is stretched and knows that they can't do it in those

two-week windows because they're already figuring out where the program is, trying to get people in,

you know, marketing the event to get eyeballs or seats filled or whatever it is, and so they are

already stretched. And at this point, there's not a clear strategy. It seems like an add-on at

the

last minute.

Now we're happy to step in and as a video company provide the support for that,

but it doesn't help your team grow and get their legs under them to be able to support this video

addition throughout their entire year. Change of the Real, a podcast with Monique

Velasquez

and Piper Kessler. For over 20 years, we've run a video production business that has achieved what

only 3% of women entrepreneurs have

done exceed $250,000 in revenue. We want to see business

owners that look like us succeed. That's why we've started this podcast. Change the Real will drop

twice a month. We'll release two types of episodes. One is with Piper and I kicking it and talking

about using video in business. And the second features conversations with business owners using

media to drive diverse perspectives. This is Change the Real. Representation starts here.

I'm

Monique Velasquez and

I'm Piper Kessler.

So we went on hiatus real quick.

I'm gonna get my

iPad out. Go ahead. We went on hiatus real quick.

We went on hiatus real quick after season one and

we're back now with season two. I'm very excited about this season and some of the guests that we

have lined up to interview. I am thinking we have, um, some, who we interview?

We've got authors,

we've got folks that use media, we've got marketing people, we've got coaches, uh,

Yeah, so

we've got...

I'm trying to think

of who all we've interviewed.

Yeah, so we've got...

Serial entrepreneurs.

Yeah, we're really excited about who we have lined up.

But today, today we're talking about...

But today, today's show is about Piper and I kicking it here in the studio.

Our studio looks different.

It's going to look different until we nail down this look.

True that.

Don't.

Don't do that.

Don't make that face.

Don't make that face.

Today we're going to talk about scaling video production for small teams and growing brands.

Let's get started.

I love the idea of giving people new things to think about when it comes to video in their

business.

I know that going live and talking about your brand is a very unutilized tool.

It's something that is so complex sometimes that you might not want to do it in a DIY situation.

That is something that we help with and we want to, you know, make sure that if you are

going DIY in a live situation, that it's part of the message.

Right.

You don't want marketing to come back to you later and go, well, that's not really the

message we want out there.

Something like that.

We're

not really going to talk specifically about doing live and how complex it is today.

Today, we're going to talk about scaling video production for small teams and growing brands.

And we're not just going to talk about creating video content.

We're going to actually have some numbers for you.

And we're going to start with some compelling stats about using live streaming video for

businesses.

The influencer marketing hub 2025, on average, small businesses make 15 videos per year.

Medium businesses make 84 videos.

Large businesses make 118 videos per year.

So that means small businesses make about one video every 24 days a month.

Medium businesses make videos or drop videos every four days.

And larger businesses make videos every three days.

Let's talk about those stats.

And so, I mean, it makes you wonder, where are you in the average of a, let's say you're

a small team, so a small business, are you making 15 videos a year?

Because if you're not, somebody else is probably making more that is skewing the numbers.

for you on your average.

Right. And so some of the things that you need to think about too is like,

well, if I'm a small business and I'm not even making 15 a year, then you're already

potentially behind what your competitors or somebody who's offering something less than

what you're offering is doing.

Why is that important? Well, people engage, they're engaging

in live streams and they're 43%. Those folks are 43% more likely to buy a premium product. And

that's according to GWI, which is Global Web Index, or it used to be Global Web Index. I think they're

just GWI now. But watching a live video increases the likelihood of buying an event ticket by 67%.

And that's Eventbrite. Eventbrite

is saying that if you are watching a live video about an event,

67% more likely to buy a ticket. And let's say that you're a gala or you have a membership

and

you're

trying to get folks into that, then this is

a kind of...

That's a ticketed event.

That's

a ticketed event.

And this is where you're going to get those live video stats to help with you in your business

and what it is that you're promoting, specifically if you

have a premium product.

And only 36% of marketers use live streaming and influencer content as part of their strategy,

indicating that live video remains an underutilized marketing tool.

So you could, and that's by HyperFactory, which is a market agency.

So that means you could get ahead of your competitor or other people in your market by using live streaming.

Shopping events generated 25 billion in sales in 2023.

Live streaming shopping events.

And we filmed a couple of those.

We have, you know, live demonstrations on Amazon, on different platforms, or maybe you're just talking about your own product or service in a live situation.

So that is a way to capitalize on getting people to purchase.

Now, none of this talks about growing your team if you're a small team.

We would just want to emphasize that at this point, at this point, you should be thinking,

I am a small team, I'm a small business, and I should have at the minimum the average number

of videos out there. Do I? Hmm, that's for you to decide. And if you're a medium-sized business,

we're looking at 84 videos or dropping one every four days. Is that what your marketing

team is doing. Do you

have that? And can they? Do they have the capability of doing that?

Do they

have the capability of doing that? So those are some of the things just to keep

up with the Joneses, just to keep up with the average of what video content you should be

out there. Let's talk about video marketing strategies. Like sometimes it's not just about

the marketing strategy itself. It's about like having this idea that you're going to use video

for your business to do certain things to hit certain milestones. Marketing has come of age

using video. When I started my career it was expensive to buy airtime, to buy a commercial,

to show on TV or on radio, right? But now video channels are everywhere. You can go on YouTube,

you got Vimeo, you can buy

LinkedIn,

Twitch. You've

got...

Every, yeah, there's a...

Discord, Reddit.

There's lots of places to find your audience.

Lots of places to

find.

And social media is still like the Wild West for a lot of small businesses.

And there's no real formalized plan or

schedule, right?

So this is where a marketing plan.

So you have

lots of things happening in your marketing, right?

You got social media, you got your website, you got your Google, you got your, you know,

wherever your audience is, if it's on TikTok or Instagram or Twitch,

You've got to know where they are and what they're doing. And you have to have a plan,

a plan that is something that is timely, right? You can time it out and have a plan for how many

you're going to drop. And if you're looking at dropping one once a month, if you're a small team

or every four days, because you're a medium sized team, then you've got to have a plan in place to

get that content out in that frequency.

And this goes hand in hand with everybody

is saying, and they all agree, consistency is super important. If you pop in and you have a video,

but you're not consistently out there, someone else is. And you are going to be forgotten about.

And they are not. Just like being in front of a person at an event, maybe in the past, you were

constantly going to these meetings, and hey, I do this, hey, I do this. And the one day comes up

where they need that service product. And there happens to be somebody else in the room

who does that. And they're like, well, yeah, I haven't seen Bob, but you know what? Sarah's here.

And Sarah said she does it. So she's here. Consistency becomes important. Search engines

love consistency. They're going to point to you. They're like, hey, this is a place that does

constant content. They are consistent. The

messaging is the same.

And

it matches what you as a searching

for on me, Google. They didn't even talk about this for 30 days. Maybe this would be a good match

to make for you versus you've only been talking about it once or twice a year. Maybe not such a

good match. So consistency is a way to build trust, get your brand out there and get identity.

It drives audience engagement. So those are the things that you want, consistency and consistent

message. So consistent frequency, consistent messaging. Do you have a marketing strategy? Is

that something that you have? Because a marketer can help you do that. And we're going to talk to

a marketer eventually on the podcast so that you can, you know, sort of know all the things that

are happening. You know, as business owners, we wear a lot of different hats at the beginning stages

and marketer is one of those that we all have to do. We all out there telling people what it is that

we do. And video is a way to do that 24 seven, which I love to say in the middle of the night,

your videos out there selling your product, your service to people who are looking for what you do.

You had a discussion recently with someone about their marketing plan or marketing strategy.

I

did.

I contacted somebody.

It was a small regional financial institution.

And I was looking for just some market research about what they do in their marketing and how

they use video.

And I was rather surprised to find out that they did not have probably the 84 videos,

even though I considered them a medium-sized

business.

And they did not have a plan, a specific plan to drop anything in Q1 or Q2 or Q3 or Q4.

It was a generic bucket of, well, I do testimonial videos, but they happen when they happen.

And I do highlight my services, but only when something special happens.

And I was asking about their calendar of events for what is special.

And there wasn't really an acknowledgement that there was an awareness that they actually

had events on their calendar that would promote activity.

If they have something in Q4, then planning-wise, you would want to do something in Q2 or Q3,

or vice versa.

If you have something in Q1 and you know Q4 has lots of holidays in it, then you're going

to be super busy.

It's

not a surprise.

It's

not a surprise.

These events are coming up.

So therefore,

that's a little bit of a strategy.

It doesn't seem like a strategy.

It seems like logic that you're like, oh, I know all this is coming up.

I need to do this.

But having it written down, a to-do list is a strategy.

It

is.

And for a small team, because this particular person was telling me that they were in a very

small team.

And so this was something that I was talking to them just to see what it was that was on

their calendar to do and to figure out what their frequency was and what their consistent

messaging was to figure out how I could help be a supplement to their team.

because I know they're a small team and they're looking to grow their brand.

And as a small team, you feel overwhelmed.

You're like, oh, somebody's trying to add more work.

I already know I need to be doing work.

And so that's where a strategy of having a small team,

do you go outside of your team to try to get this done

so that you're getting it done.

You have the strategy, you have your to-do list,

you're getting it done, it's not taxing your people as much by going outside of your small team.

So that is like setting us up for talking about scaling. How do you know how to scale or to grow

your team? And that would be, okay, you've got a calendar of events and you know things are going.

You have the desire to do things beyond just the paper or the internet marketing,

social drops, social texts, social pictures,

but you want to include video.

And so for us, I'm talking about your small team

that is overwhelmed doing the social media, text,

photos, and the web, you know, ads on different platforms.

Now we're adding video.

And so developing a clear video strategy

among those things that are marketing tasks

to weave in all the same messaging,

weave in all the same consistency of frequency.

All those things need to be tied together

because having an ad hoc,

we've been called to say, "Hey, we need a video.

"Somebody mentioned, you know,

"we should have a video of marketing this event

"and it's happening in two weeks."

It's like, "Well, yes,

"that is something that can be done.

your team is stretched and knows that they can't do it in those two-week windows

because they're already figuring out where the program is, trying to get people in,

you know, marketing the event to get eyeballs or seats filled or whatever it is.

And so they are already stretched.

And at this point, there's not a clear strategy.

It seems like an add-on at the

last minute.

Now, we're happy to step in and as a video company provide the support for that.

But it doesn't help your team grow and get their legs under them to be able to support this video addition throughout their entire year.

So developing a clear video strategy is super important.

Which is what is the purpose of the video?

Who is your target audience?

How are you going to increase brand awareness through the video?

We get asked, oh, we have the special speaker.

we want to record this. And I, the first thing I asked is, well, where's it going to go? Who's

going to watch it? And it's like, oh, we just think it's a good idea to record it. I've recorded

so many videos out there that are sitting in a digital no man land that probably has got one or

two views because the, the person that you recorded may have watched it or their mother watched it.

I don't know, but it was documented and they spent money on it and it didn't really tie to their

mission. It didn't tie to what their goals were for sales or for marketing or for their audience.

It was just an ad hoc, oh, it's a good idea. And, you know, video is a good idea, but how is it

really tied to your objectives and your goals for your business and your business growth?

So you have that. And so prioritizing content repurposing. So you have it.

You've got this long

video, right? You've

got your expert

in there, or maybe you have a video created that is a testimonial.

Maybe you spent a good 10, 15 minutes with somebody and they had this very nice, long, eloquent, or

very wordy testimonial. Or you've talked to your vice president or your president about the origins

of your company. This is a very long speech. It is time to use that speech in little snippets.

And we've heard this before, prioritizing, repurposing that content.

So there was something in there that says, you know, we started out, we were real scrappy.

And what did we do?

We did XYZ and that's how we became king of the hill in our business.

And that is a small bit of content from the longer speech.

Right.

And that's all we're saying, that it should be part of the plan to use bits of longer content

for social media.

And you can take advantage of AI now and have that transcribed and go,

oh, I don't have to watch the whole video. And I did a search for these words. It came up. Let me

watch it, you know what, we could use this snippet for whatever event is coming up or a small thing

that you need for branding.

Or you don't have something to put out on social media that week,

and this may as well be the clip that you used this week. A historical clip. That's right.

The next thing you need to think about when you're growing the team and your video, you know, having

that AI helps, right?

Getting repurposing

longer form that content is building a video production

workflow. Who on your team is going to perform what task? You should have defined roles in the phases

of planning, scripting. We're going to call it storyboarding, but really it's imagining or imaging

what it's going to include in the video, producing, meaning hit record, and editing,

and finally, where it's going to be published. Like all those things have a workflow,

and your team should know where they come in and where their specialty skills are, because it could

be that I'm really good at the tech part, but I really shouldn't be the one doing the writing,

And so it might be a team of two people or three people that have different skills.

And you should have this workflow spread across different

departments.

Not one person is carrying the load.

It could be that not one person is carrying the load.

You know, this can be an enjoyable experience because you get to be creative.

So focusing more on strategy and less on the execution of actually going and filming or recording.

Not only that, I'm just going to mention here, we have a guide that we have available as a tip sheet.

It has a lot of different things to help.

If you have an idea that you want to grow your team and you want your team to have different things to think about,

this guide is very good for setting you up to think about how you're going to distribute the work

and do different parts of the production phases.

So we're going to talk about investing in scalable tools and platforms?

Yeah.

Let's talk about that AI.

AI, and there are a lot of things out there that are, you put the video in and you click

a button and you ask it to spit like 30 seconds out or edit for you on paper, transcriptions

and looking at it in a new way.

There's Eddie AI, which will edit it for you.

Riverside FM, which will do some editing for you and spit it out in different formats.

If you need the, you know, the social media format versus the video landscape format.

And there are lots of things out there and you just need to know, you know, what's available

to you and it changes and it's changing daily.

Seems like

daily.

These are resources out there that can help your team do a better job of scaling and growing

the video component of your marketing.

And then you can outsource video production.

And that helps you scale fast.

It does.

There isn't this learning curve.

You're not going to learn about the AI, what it does.

You're not going to learn what the prompts are.

You're going to outsource it to somebody who already knows the prompts or already has that

technical skill.

For us, people come to us because we have the technical skill how to do live streaming

in a virtual with a guest coming back and forth and having the audio be normal and not crazy

echoey, which is usually what happens when people that are not tech skilled try to do a hybrid live

event. But outsourcing is one of those things that helps you scale faster and you have to decide if

you're going to hire a videographer or maybe you're just going to hire an editor because your team can

do hit the record button and get good sound and get a good picture, but they don't have time or the

skill set to edit a long form video or do several short clips for repurposing the content.

And I wanted to go back to, there was something here, 87% of businesses use video as a marketing

tool.

And that was by Wiseau.

The psychology of this, it's like, why would potential customers, clients, audience want to

engage and watch a video. And so box videos, unboxing videos, I think is hilarious because

if you think about it, it's like, who is going to watch unbox videos? And everybody does it.

Maybe not everybody, but a lot of people do it. And it's, I do it too. And it's, you want to know,

You're thinking about buying a product.

Hey, this is how it's actually going to show up.

This is what's actually in the box.

People want to know.

People want to know you.

If they're going to hire you as a coach or they're going to be spending a lot of time with you because they're hiring you for whatever service,

they get to see insight a little bit without being in the space with you of what you're like.

People want to know, they want that psychological comfort, right?

Right.

So what you're saying is creating your own video is like doing an unboxing of your own

service.

Is that what you're telling?

I hadn't thought of that.

Behind the scenes, right?

The BTS videos.

That, I think, is important.

It's like, if you're going to a building, let's say you want to go look at a house, you're

going to look at Zillow and see what the photographs are.

And do I even want to waste my time going to look at this house?

Or a car.

Or a car.

Everybody does this as a consumer now.

It's a short way to look.

You are a brand.

You are your product.

The people are your product.

If they can get to know you, get to know your product, get to know your service,

and do it through a video.

No purchase required.

No

purchase required.

Nobody's going to hassle them.

They get to go and watch it.

How is that not a good thing?

Yes, you're putting yourself out there, but you have to, if you're in business, you got

to put yourself out there.

Absolutely.

That's my little, that's your two cents

there?

My little unboxing

thing.

I just wanted to kind of go back to it because of the psychology of why these statistics are

there.

People want to trust you.

Know you.

Know you.

See the consistency.

People buy a lot based on emotion.

They do.

And so getting to know somebody, you figure out whether you like them.

If they're a coach, you're figuring out, oh, they're a consultant.

Oh, I like the way they phrase things.

I like the way they explain things.

Those are the types of things that get people that are audiences like y'all to understand

know, like, and trust.

You know, we've got this little path that we're trying to create by doing these videos.

And as business owners, that is what we need to convert or to talk to our audiences that need our services, that need our product.

That we have a solution for their problem and that they don't know about it until they get to know you or they talk to you directly or they run into your video.

And just like meeting people in person, you may not need a specific service.

But if you're a connector and a lot of people, you know, love as humans, it's like, hey,

I can connect these two people together.

There is this service and I can connect someone else.

I don't need it.

But hey, this would really work for somebody else.

People like being informative too.

It's like I can help this person.

I can inform them of something that they don't know about.

Like, I do

this all the time with my tech inside my car.

I'm like, well, how do I do this?

Let me go find a video and I do it.

Or maybe I have a friend who said, like, I was doing this the other day in my radio, blah, blah.

And I was like, okay, let me go find out.

And then I find out about their tech and I say, hey, you were still having that problem?

Let me help you.

This video said try this, this, and this.

And they're like, oh, that was awesome.

And they didn't have to go pay somebody to go deal with that problem for them.

So that is one thing that is nice that YouTube University is out there and does some amazing things.

There was something else and I do not remember.

Oh, so when you have the video, yeah, it's, yeah, like you said, that video exists and you're not awake to have to explain something to someone or they can visit you while you're asleep.

I don't have to wait till the office is open to find the technician to tell me how to do that tech stuff.

I just found the video online whenever at my convenience.

What did we go through?

We went through, so scaling your team.

Like, do you need to have a bigger team?

Do you need to go outside of your team?

Is it just a different strategy of how your team needs to be looking at, oh, we have this other component.

We need to look into it.

Are we making

our 15 videos or our 84 videos or our 118 videos?

Are you doing the average work?

And so that becomes, you know, instantly your marketing department is probably not happy with you because you just decided, you know, those once a month videos or those once every quarter videos?

We're going to up that so that we can meet the market average.

We want

to be seen on the search engines and we want to be consistent and we want to be out there and we want eyeballs.

Yeah, consistency.

And it's

going to look like organic traffic because now the search engines like you and then people are just finding you, magically finding you.

Aren't you lucky?

So growing a small team comes down to lots

of things.

Planning, having that precise plan and a very defined plan of what you're going to do over the year.

How are you going to incorporate video?

What your team roles are for getting that video out.

Having a workflow.

That's called a workflow, right?

Prioritizing once you have long form content, prioritizing getting smaller snippets to help with those drops in a more frequent way.

being consistent to your mission and your message for your business

investing in scalable tools and it could be AI it could be edit software it could just be

in learning new things and you have to decide whether you're going to outsource some of the

video stuff so that you can go faster these are all just ideas on how to grow a small

team. We hope that this is informative. We hope that you've got information that is new.

We have a tip guide if you want to find out what we have in our guide for creating videos.

So you can look in the comments or the notes section.

And, you know, we don't want to overwhelm

you. We know as business owners, you're already overwhelmed because you're wearing lots of hats.

You're having to balance a lot of things.

And so we should probably get around to wrapping this video up.

I know it's a lot of information, the numbers and everything, but it's stuff that you may

not know about and we think you should.

And so I would just want to say, I want you to be successful.

I know this is just one of the ways that you're getting information about how to get to the

next level.

Velasquez Media, we're here to help you accomplish your mission, be a tool. We help businesses

and nonprofits get it done.

So we have a new studio space and we want to help you get to the next level. So we're

here to help you accomplish getting those videos done that are on your list of your soon-to-come

marketing strategy. We help businesses and nonprofits get it done. We want to help you

record your next video or stream your next event. We're here to serve.

We're here to serve. If you

have questions about today's episode, link in with us or visit our website at velaskismedia.com.

We'll see you next time. Bye. Thank you so much for listening to this

episode of Change the Real.

If you liked the episode, follow us, share it, or hop on podchaser.com and leave us a review.

And remember, representation starts here.

Hasta pronto.

See you soon.