How to Maximise Video Impact

Too many organisations treat video as disposable. They invest time and money into producing a film, launch it once, and then move on.

But a good story shouldn’t be a single-use piece of content. Done right, it can be the engine for months of impact.

Designing for Longevity

When I work with clients, I build in what I call the Story Sharing phase. From the moment we begin planning, we think about how the film will live beyond its release date.

That means capturing behind-the-scenes footage while we’re shooting. It means planning teaser clips that can go out in advance. It means editing social-first versions with the opening seconds designed to stop the scroll.

It’s a mindset shift: from making a video to making a campaign.

The Lunar Launch List

To guide this, I use the Lunar Launch List – a framework that stretches a single film into an ecosystem of content.

Take Milly, who runs a small drop-in centre. From one shoot, we produced a long-form documentary, multiple social clips, a viral cut that reached 25,000 people, teaser assets and a behind-the-scenes sequence.

For a small organisation, that kind of mileage matters. It helped The Hub secure vital funding, not because we made more films, but because we made one story work harder.

Why This Matters for Small Organisations

I often hear the same concern from charities and small teams: “We don’t have the budget for video.”

But the truth is, you don’t need endless resources. What you need is intention. Start with a strong character, be clear on the feeling you want to leave people with, plan to repurpose, and always remember that less can be more.

When you approach video this way, one story can do the work of twelve.

Campaign, Not Clip

Video is a big investment, and it deserves to be treated as more than a one-off.

When you design for longevity, you don’t just release a film. You launch a campaign. One that can build awareness, drive engagement and keep your story alive for months to come.

‍