What Makes a Video Perform, And Why That Depends on Your Goals

Client EducationProcess & Strategy
Written By Chris Omar

Every brand wants video that “performs.” But performance means different things depending on what you’re trying to accomplish.

Here’s how we break it down:

1. If Your Goal is Engagement

You’re trying to get people to interact, like, comment, share, save, click. You want the content to spark conversation, generate awareness, and travel further.

What we focus on:

  • Strong opening hooks

  • Eye-catching visuals

  • Audience-specific tone

  • Clear calls to action

Best formats:

  • Reels and shorts

  • Event promos

  • Human-first brand content

2. If Your Goal is Retention

You want people to stick around, to watch the full video, stay connected to the narrative, or absorb a layered message.

What we focus on:

  • Pacing and clarity

  • Thoughtful structure

  • Clean visuals and sound design

  • Emotional throughline

Best formats:

  • Docu-style profiles

  • Explainers or thought leadership

  • Origin stories

3. If Your Goal is Conversion

You’re trying to move someone toward an action, signing up, booking a call, applying, or buying.

What we focus on:

  • Message clarity and brand trust

  • Real-world proof points

  • Simple CTA placement

  • Strategic formatting for landing pages or paid traffic

Best formats:

  • Testimonials

  • Explainer/solution videos

  • Paid campaign content

4. If Your Goal is Internal Clarity

Not all performance is public. Some videos are made to align teams, onboard new hires, or pitch internally.

What we focus on:

  • Precision and tone

  • Stakeholder-friendly messaging

  • Repurpose potential

Best formats:

  • Internal brand pieces

  • Culture videos

  • Fundraising or investor decks

The Takeaway: If you don’t define what “working” looks like, you won’t know if your content is doing its job.

We help clients set realistic goals, define success before we shoot, and shape content that performs for your priorities, not someone else’s algorithm.

Want to talk through what the right video could do for your brand? Check out our FREE Video Production Planning Guide, and we are always here for a free consultation when you are ready to get started.

Chris Omar

Chris Omar is a New York–based producer and director, raised in the Hudson Valley. Shaped by the intersection of culture, community, and storytelling, Chris brings a purpose-driven lens to every project he takes on.

His work centers on human connection, telling stories that highlight resilience, transformation, and the complexities that shape people and place. Whether it’s a branded documentary, a community-driven campaign, or a personal film, Chris approaches each story with care, clarity, and a deep respect for the people involved.

He is the Co-Founder and Chief Operating Officer of Gritty Dove, and currently serves as the Festival Producer of the All American High School Film Festival, where he works to elevate the next generation of emerging filmmakers and content creators.

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