Forbes Communications Council: Scaling Video Isn’t a Production Problem. It’s a Systems Problem.
Video has become one of the most effective ways for companies to communicate, educate, and build trust. Most leaders already know that.
What they’re running into now is something else entirely.
As demand for video increases across marketing, internal communications, and social channels, teams are being asked to produce more, faster, and across more formats — often without adding budget, headcount, or time. The result isn’t just strain. It’s inconsistency, rework, and a creeping sense that video is “hard to scale.”
That perception is misleading.
When video feels expensive, slow, or chaotic, the issue is rarely production quality or creative talent. It’s almost always the system underneath it.
Video Is a Stress Test for Marketing Systems
Video has a way of exposing whether a marketing organization is built to scale.
When systems are underbuilt, video becomes:
A series of one-off projects
Dependent on a few key people
Slow to approve and painful to revise
Expensive because everything is reinvented
When systems are well-designed, video becomes infrastructure.
Formats repeat. Workflows are clear. Quality stays consistent even as volume increases.
The difference isn’t polish. It’s structure.
Why Reinvention Is the Real Cost
One of the most common failure modes I see is teams being asked to “do more video” without being given repeatable formats, templates, or guardrails.
Every new video starts from scratch:
New structure
New framing
New approvals
New debates about quality
That invisible reinvention work doesn’t show up on a budget line item, but it quietly drains time, energy, and confidence. It also creates the illusion that video is inherently resource-heavy, when in reality, it’s the lack of systems that’s doing the damage.
Structure Is What Enables Speed and Creativity
There’s a persistent myth that structure limits creativity.
In practice, the opposite is true.
When teams have:
Clear templates
Defined shot lists
Repeatable formats
Lightweight workflows
They stop wasting energy on logistics and start focusing on the message. Quality improves. Production speeds up. Costs stay predictable.
Structure doesn’t make video rigid.
It makes it usable at scale.
Treat Video Like Infrastructure, Not a Campaign
The companies that scale video well aren’t chasing perfection. They’re designing systems.
They standardize what needs to be consistent, then give teams the freedom to create within those boundaries. They invest once in the operating system, not endlessly in one-off outputs.
That’s the mindset shift leaders need to make.
If video is critical to how you communicate, it shouldn’t live as a series of bespoke projects. It should be treated like core marketing infrastructure.
I was recently featured in a Forbes Communications Council expert panel alongside other communications and marketing leaders sharing practical ways companies can produce high-quality video content at scale without bloating budgets or slowing teams down.
You can read the full article here.
