Empty Tub, Empty Impact: Is Your Social Video Strategy Running Dry?

No social video strategy means little to no views and CERTAINLY no impact

Imagine sinking into a beautifully drawn bathtub—candles flickering, a glass of something bubbly in hand—only to discover there’s not a drop of water in the tub. You’d sit there, legs dangling, thinking, “Well, this is awkward.” That, my friends, is your social video presence without a strategy: a lot of setup and zero substance.

Why Strategy Is Your Bathtub’s Water Supply

Without a clear plan, you’re essentially staging a show for an empty room. You post videos willy-nilly—sometimes a TikTok, sometimes a long-form YouTube story—hoping something sticks. But it’s like splashing around in an air bath: you end up wet (emotionally speaking), cold (engagement plummets), and questioning all your life choices (why did I even start this in the first place?).

Ask yourself:

• Do I know exactly who I’m targeting?

• Have I defined what “success” looks like?

• Can I articulate my message in one concise sentence?

If you’re hesitating, consider it a sign that your strategy tub is bone-dry.

Yes, I am going to STRETCH this metaphor as much as I can.

The All-Too-Common “Just Wing It” Approach

“I’ll figure it out as I go.” Sounds liberating, right? Except it’s been done. A lot. By everyone from eager side-hustlers to seasoned agencies. The result? Content that’s scattered, inconsistent, and ultimately, forgettable. You’re not the first, and you won’t be the last to learn that “winging it” is just a polite way of saying “hoping for the best while hurtling toward chaos.”

Here’s the kicker: without a roadmap, you can’t measure progress. Posting 10 videos a week might sound impressive—until you see two likes and zero shares. Ouch.

Just Because It’s Your Job Doesn’t Mean It’s a Strategy

Let’s be real: for many of us, social video is our 9-to-5—or 24/7 if you’re like me. You crank out reels, promos, behind-the-scenes clips, all day, every day. But production volume isn’t strategy. You can be the hardest-working videographer in the biz and still be flailing in an empty tub. Strategy means knowing why you’re creating each video, who it’s for, and howit drives your bigger goals. Otherwise, you’re just clocking hours, not making waves.

A Splash of Data, a Dash of Creativity

Real talk: strategy isn’t the enemy of creativity. It’s the water that lets your creativity flourish. Data-driven creators who set clear goals and KPIs see significantly higher engagement than those who post on the fly. By knowing what metrics matter—watch time, click-through rate, conversion—you start pouring your efforts exactly where they count.

A bit of professional advice goes a long way.

Getting Your Tub Filled: Practical Steps

1. Define your “why.” What’s the story you want to tell?

2. Know your crowd. Age, interests, pain points—get surgical about it.

3. Plan your content buckets. Education, behind-the-scenes, user stories—mix it up but keep it cohesive.

4. Set a schedule. Consistency beats randomness every time.

5. Measure and tweak. If your “how-to” videos flop, ask why. Then fix it.

Each step is like turning on a faucet: slowly, the water starts to flow. And before you know it, you’re luxuriating in a full tub of brand-building goodness.

The Uncomfortable Truth

Even with a strategy, you’ll have off days. Videos will underperform, ideas will flop, and you’ll wonder if it’s all worth it. But without strategy? You’re perpetually on the brink of a metaphorical cold bath, forever wondering where the water went.

So… is your social video strategy as clear and concise as you think? Or are you just hoping someone else will send the rescue team when you inevitably run out of steam?

If you’re doing social video, are you doing it in the best way you can?