How One-Off Video Projects Kill Your Marketing Potential

The Case Against One-Off Video Projects

B2B marketers love the idea of using video—but they’re stuck in the wrong mindset. Most teams approach video like a one-time project rather than an ongoing strategy. The result? A never-ending cycle of expensive, one-off videos that fail to make a lasting impact.

Yes, there are times when a single video asset makes sense. A merger announcement, an internal message from leadership, or a unique event that won’t be repeated—these are valid use cases for standalone video production.

But for almost every other marketing and communication need, a one-off video project is the worst possible approach.

Why This Matters

1. B2B Companies Severely Underutilize Video

The problem isn’t that companies don’t see the value of video—it’s that they don’t scale it. They treat every project like a high-stakes commercial production, making it too expensive, too slow, and too difficult to produce consistently.

Meanwhile, their competitors who embrace video at scale are building brand presence, trust, and authority—simply because they show up more often.

2. Commercial-Style Production Without Commercial-Style Distribution Is a Waste

In B2C, when a brand creates a high-production ad, they don’t stop at the video itself—they pour exponentially more money into ad spend to make sure it’s seen by the right audience.

B2B companies, on the other hand, will drop a hefty budget on a video, then:

• Play it at a trade show (where a few hundred people see it).
• Post it on LinkedIn once (where a few hundred more might see it).
• Upload it to YouTube (where it dies in obscurity).

The problem isn’t video itself—it’s the inefficient use of video. When a single asset doesn’t get enough distribution, the ROI simply isn’t there.

3. One-Off Projects Prevent Video from Becoming a Scalable Strategy

B2B teams think video is hard to scale because they only think in terms of individual projects. But video isn’t a project—it’s a communication tool. The same way companies use blogs, newsletters, and social posts regularly, they should be using video.

By constantly starting from scratch with one-off projects, companies:

• Lose efficiency in planning, production, and editing.
• Miss out on opportunities to repurpose and extend video content.
• Struggle to create a consistent, recognizable presence in their industry.

The Shift in Thinking: From Commercial Production to Conversational Content

Commercial production has its place. But it’s not the right tool for the majority of B2B content needs.

Instead of treating every video like a cinematic masterpiece, companies should focus on conversational production—a scalable, cost-effective way to create engaging content that builds relationships over time.

What This Looks Like in Practice:

✅ Executive Interviews – Get your leadership’s perspective on key industry issues.
✅ Video Podcasts – Turn deep conversations into short clips and long-form content.
✅ Q&A Sessions – Answer customer questions and showcase expertise in a casual format.
✅ Customer Interviews – Share real success stories and social proof.
✅ Behind-the-Scenes & Candid Moments – Capture unscripted, authentic content with a smartphone.

This shift isn’t about replacing high-production videos entirely—it’s about making video a living, breathing part of your marketing, rather than a once-a-year project.

Actionable Takeaway: Ditch the One-Off Mindset

Instead of asking, “What video should we make next?” shift the question to:

➡ “How can we integrate video into our ongoing marketing strategy?”

By focusing on volume, consistency, and distribution, B2B companies can finally unlock the full potential of video—not just as a one-time asset, but as a foundational part of how they communicate, market, and build trust.