How Businesses Can Get the Most from a Single Video
Video has quickly become one of the most effective ways for businesses and nonprofits to communicate, educate, and engage. But when organizations think about creating video, they often picture multiple campaigns, dozens of clips, or a long production schedule. The reality is that one well-planned video can do far more work than you might expect, if it is built with intention and strategy.
In this post, we will explore why starting with a single core video is often the smartest first step, how that video can be repurposed across multiple channels, and what types of videos provide the best early impact. This approach helps businesses, nonprofits, and organizations get maximum value from every production dollar while laying a foundation for a long-term video strategy.
Why One Video Can Do So Much
When video is planned well, it can be used in more places than you think. A single video is not just a piece of content, it is an asset. The key is to start with clarity. Define your audience, your goal, and where the video will live. From there, that one video can serve multiple purposes, cutting down production costs and ensuring consistency in messaging.
For business owners and nonprofit leaders, this is particularly valuable. Instead of juggling multiple campaigns, teams, or platforms, you can start small and focus on quality. Once the core video exists, you can slice, repurpose, and adapt it for different formats, maximizing reach and impact.
The Value of Early-Stage Videos in Marketing and Lead Generation
Most organizations see their first wins with video in marketing and lead generation. Here is why:
Video improves understanding and decision-making
Studies show that consumers process video faster and retain information better than text. Video makes complex services and products easier to understand, which can shorten the decision-making process. For nonprofits, a clear video can help potential donors or volunteers grasp your mission quickly and emotionally.Landing pages with video convert better
Research consistently shows that web pages featuring video outperform text-only pages in engagement and conversion. Some studies indicate that pages with video can increase conversions by as much as 80 percent. A single core video on your homepage or key landing page can improve both awareness and action.Video builds trust and credibility
For businesses and nonprofits alike, trust is key. Video humanizes your brand, shows real people, and communicates authenticity. Starting with a video that explains what you do, why it matters, and who you are can create a solid foundation for all other marketing efforts.
Choosing the Right Video to Start With
Not all videos are created equal when it comes to early impact. Here are some types of videos that are especially effective for your first production:
Product Showcases: Demonstrate how your product works in a real-world scenario. Highlight benefits, features, and use cases that answer your audience’s main questions.
Service Explainers: Break down complex services into simple, digestible steps. This is particularly valuable for B2B companies and nonprofits offering programs or services that might otherwise be misunderstood.
Brand Story Videos: Share your mission, vision, and values. A compelling story connects emotionally with your audience and differentiates you from competitors.
Company Overviews / About Us Videos: Give people a sense of who you are, your culture, and why your organization exists. This type of video builds trust and humanizes your team.
Landing Page Videos: Use video strategically to answer key questions, highlight your offer, and guide visitors toward the next step. These videos directly support conversion.
The idea is to start with one core video that can later be adapted, shortened, or repurposed across multiple channels.
Want to see some examples of these videos?
How One Video Can Serve Multiple Channels
A single video can often serve four key areas in your marketing and communications strategy: your website, sales emails, ads, and social media. Let us break each one down.
1. Website
Your website is usually the first place potential clients, donors, or supporters interact with your brand. A video here can:
Quickly explain what you do
Introduce your team or mission
Reduce bounce rates and increase time on page
For example, a brand story video or product/service explainer can live on your homepage, about page, or a dedicated service page. A high-quality, clear video ensures that your message is understood the first time someone visits your site.
2. Sales Emails
Videos are not just for top-of-funnel awareness. They can also support direct outreach:
Provide context before a call or meeting
Answer common questions proactively
Build rapport with prospects or potential donors
Even short clips or edited highlights from your core video can make emails feel more personal and engaging.
3. Ads
Paid social, display, and search campaigns often rely on video to capture attention. By starting with a single core video, you can create multiple ad cuts:
15–30 second clips for social feeds
Focused messages for different audience segments
A/B tests with different hooks or calls to action
This approach reduces production costs and maintains consistency across campaigns.
4. Social Media
Social content is often a byproduct of your main video. A single production can provide:
Short clips or highlights
Pull quotes or key messages
Behind-the-scenes snippets
Social media reinforces your message, nurtures your audience, and keeps your brand top-of-mind without needing new productions for every post.
Special Considerations for Nonprofits
Nonprofits often face tighter budgets and resource constraints, making a multi-use video approach even more valuable. One video can help with:
Donor education
Grant applications
Volunteer recruitment
Event promotion and recaps
By repurposing the same core content, nonprofits can stretch their production budget further while still delivering clear, compelling messaging.
Tips for Maximizing the Value of Your First Video
Plan Ahead
Decide where the video will live and how it will be used before filming. This ensures it is flexible enough for multiple purposes.Keep the Core Message Clear
One video should communicate a single, strong idea. Avoid trying to cover every topic at once.Invest in Quality
Even a short video produced well will outperform multiple low-quality videos. Lighting, sound, and clarity matter more than length.Repurpose Thoughtfully
Rather than chopping clips randomly, plan edits for specific channels. A 60-second homepage video might become a 20-second ad or a 15-second social clip.Track Engagement
Use analytics to see where your video performs best. This informs future video strategy and helps you understand what type of content resonates with your audience.
Why Starting Small Works
Starting with one video allows organizations to:
Test messaging and creative approach
Understand audience response
Build confidence and experience with video production
Make smarter decisions about future video investments
In other words, the first video is rarely the only video, but it often sets the foundation for all future content.
Next Steps
If you are thinking about your first or next business video, focus on creating one that is:
Clear and concise
Targeted to a specific audience
Adaptable across multiple channels
Once that is done, you can leverage it across your website, emails, social media, and ads, turning a single investment into a multi-use marketing asset.
For nonprofits, the same principle applies. One compelling story, well-produced, can support fundraising, volunteer recruitment, event promotion, and more without breaking the budget.
Conclusion
Video is powerful, but it does not have to be complicated. By starting with one well-planned core video, businesses and nonprofits can maximize reach, impact, and value while reducing production waste.
Remember that video works best when it is strategic, reusable, and audience-focused. A single strong video can do the work of many, making your first investment smarter and more effective.
Whether you are looking to build brand awareness, drive leads, or share your story, starting with the right video is the key to success.
