The format you could
still be doing in month nine.

Advisors are told to make video. Most start, produce four, and stop — because the format they chose was unsustainable and they measured the wrong thing.

The advice everyone gives and almost nobody survives

Advisors are told to make video. Most start, produce four, and stop — because the format they chose was unsustainable and they were measuring the wrong thing.

What is unsustainable

Scripted, edited, studio-lit video with a title card. It takes hours per minute of output, it needs someone else to produce it, and the quality bar you set on video one becomes the reason you never make video five.

The market-update video is worse. It expires, nobody watches it twice, and you are competing with people whose entire job is producing market updates.

What survives

Answer one question, badly lit, in three minutes. A client asked something this week. Record the answer at your desk. It is useful, it is repeatable, and the production values signal that a busy person made it rather than a marketing department.

Record the meeting you already have. The explanation you give twenty times a year, captured once. You have already refined it by repetition.

Say yes to podcasts. Someone else handles the format, the audience is already assembled, and the recording works for you afterwards. For most advisors this is a better use of the same hour than producing anything themselves.

Podcast appearances, done properly

Pitch narrow. A host does not need another advisor talking about markets; they need someone who can talk about one thing with unusual specificity. Bring the subject, not the biography.

Send the host three questions you would answer well. Most are grateful, and it means you are interviewed on the ground you chose.

Where it belongs afterwards

Every recording should end up as a page on your own site with the transcript below it. The video is for people; the transcript is what makes the page findable, and it converts an hour of talking into something that keeps working.

The compliance frame

Video and audio are advertising like anything else, and they are harder to correct after the fact. Anything resembling a testimonial, a performance claim, or advice for a particular situation carries the same obligations it would in writing — and spoken words are easier to say loosely.

Agree in advance what you will not discuss on record. That single decision prevents most problems.