What Job Does Your Video Do?
The real shift isn’t doing videos — it’s how video is used and what job it does for the audience.
Kasia Kowalewska is the founder of Unbubble and a social media trainer and consultant.
Disclosure
Kasia Kowalewska is Founder; social media trainer and consultant at Unbubble. The views expressed in this article are the author's own.
What it covers
Why short-form video fails for many Brussels organisations, and how to make it actually work.
Who it is for
Brussels organisations and comms teams frustrated that video “just doesn’t work for us.”
When to use it
When you are producing video because everyone else does, rather than to do a concrete job for your audience.
Key takeaway
The trend isn’t to “do videos” — it’s to produce one piece someone will find valuable and actually finish watching.
In brief
- Short-form video is no longer a “nice to have”, but most organisational video is either pointless animations or flat talking heads.
- The real shift is how video is used and what job it does for the audience, not simply “doing videos” or being on TikTok.
- Start simple: answer one concrete question or promise a clear outcome, think in series, and aim for something people will actually finish.
What Job Does Your Video Do?
Short-form video is no longer a “nice to have”. And if you’re thinking, “Meh, Kasia… I’ve been hearing this since 2015”, please stay with me for a second. Not long ago, a client told me: “Everyone tells us to produce more videos, but it just doesn’t work for us.” So I looked at what they were actually publishing. And the issue became clear pretty quickly.
Most of their “video content” fell into two categories: small animations exported as video files (but with no real story or point), or long, static talking heads where someone explains something in the flattest possible way. Technically video? Yes. An effective one? Not really. And this is where many organisations in Brussels still miss the point. The trend isn’t to “do videos” or “make Reels” or “be on TikTok”.
The real shift is how video is used and what job it does for the audience. If you want to apply it in practice, start simple: produce videos that answer one concrete question your audience has, or promise a clear outcome. Think in series instead of one-offs. And think less “we need a video because everyone does it” and more “one piece that someone will find valuable and actually finish watching.” That’s where good video content starts working, even in Brussels.