Video: it's so hot right now. Everybody in the business world seems to be buzzing about video content marketing.

This year video ad spending is expected to top $11.4 billion. And that’s just the advertising side of video-- you know, the stuff you skip over to get to the cat playing a piano.

I recently wrote about why your company needs to jump on the video marketing bandwagon, so by now you may be shaking your fist at the sky demanding to know “what the heck IS a video marketing strategy, then?”

At its core, a video marketing strategy is a plan to grow a community of "true fans".

There’s one phrase that I’d love to never hear again at work: “Let’s make it a video”.

You might be surprised to hear that coming from somebody who spent a good 13 years making videos. I love them: TV, film, or even a YouTuber explaining how to get the perfect smokey eye (which I still haven’t gotten right).

Why, then, is that phrase my biggest pet peeve?

Video has been a buzzword for a while now. Everywhere I look, companies are hiring videographers and content marketers so they can hop on the bandwagon. The hype is based in reality: video performs incredibly well.

Or at least, it should. So why is nobody watching your videos?

Most people look at View Count to see if their video is a success. I'm not one of those people.

If all you care about is getting 1 million people to click “play”, watch for 3 seconds, and then move on...then you’re probably a movie studio with a new feature trailer and your goal is to look popular enough for people to buy a ticket. If you’re anybody else, you need to redefine what success looks like. 1 million 3 second views is pretty much worthless.