There's an old adage that I repeat endlessly about video (and I'm about to do it again).

Being told by the boss or your client that "we need more video", has no more meaning than being told to do more writing.

First of all the basics. How long will the clip be? Who's consuming it? Do you need HD or lower resolution to facilitate buffering and downloads? Are you going live, or creating an archive of quality content on YouTube (you can do both)?

As this article shows, distribution is key. Doesn't matter how clever, clear or coercive your content. If nobody can find it, what's the point?

I recently worked on a campaign that focused on Facebook Live. Participants broadcast from their smartphones, with about 15 episodes across the week.

We then saved the video, gave it a small advertising boost and then watched the results. For fear of giving the game away, I'm not going to talk numbers, but they were impressive. Certainly compared with static daily posts.

In short, content, however great, will bloom in the desert unless you can get the distribution mix right. That's why we ran a micro-campaign to publicise the schedule, and as above, once the session was over, we pushed the saved clip to our audience.

Those vital ingredients again: Quality content, social, advertising. Get the mix right and your video recipe will rise to reach a hungry audience of thousands upon thousands. Get it wrong and you're bound to fall flat, in every sense of the word. 

with smartphones, and encouraged participants to 

Remember too, that the content is only one ingredient in the video campaign. Your clips will only catch fire if you work out the best channel