Video Strategy Framework for Enterprise Teams

This guide presents the Peak, Pulse, Presence framework for enterprise video strategy as articulated by Chad Lakin. It outlines the importance of classifying videos based on their roles rather than their formats. Peak videos represent high-impact brand moments that require substantial investment, while Pulse videos maintain consistent communication and Presence videos deliver authentic content from real people. The framework helps organizations allocate resources effectively, avoiding the common mistake of overspending on Peak content at the expense of Pulse and Presence. The document explains the workflow for each type of video, emphasizing the need for the right production model to manage varying volumes and budgets. It also identifies typical pitfalls in resource allocation, particularly the underinvestment in Pulse and Presence content. By naming the jobs that videos fulfill, teams can optimize their video production strategy, ensuring a balanced approach that supports brand credibility and engagement.