No matter how powerful these advantages are, Lindsey reminds us that "Vidyard is just one part of a larger video strategy." To be truly successful with a unique video strategy, you need to start by creating a video culture. Create a video culture Video has long been something that most SMBs outsource -- paying agencies a lot of money each year to shoot a industry mailing list amount of video. This approach has two major drawbacks First , if you don’t have a strategy behind your video production, there’s no way to know if those videos from the production company will actually drive traffic or connect with your clients. Sure, a video might look great, but does it actually bring people closer to buying? If not, is it really worth it? Second , the "several times a year" approach makes video feel like a fancy medium, and it's not something your company can do alone. By contrast, creating a "video culture" makes video feel like part of how the team communicates.