Note from the editors: this article was originally published on LinkedIn by Greg Wasserman, and has been republished with his permission.

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Video is clearly powerful,
But so is knowing when and how to use it.

𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝟲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝘁𝗵𝗲 𝗽𝗮𝗻𝗲𝗹 𝘁𝗮𝗰𝗸𝗹𝗲𝗱, 𝘄𝗶𝘁𝗵 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗮𝗱𝘃𝗶𝗰𝗲:

1️⃣ 𝗦𝗵𝗼𝘂𝗹𝗱 𝘆𝗼𝘂𝗿 𝗽𝗼𝗱𝗰𝗮𝘀𝘁 𝗴𝗼 𝘃𝗶𝗱𝗲𝗼?
Ask not just 𝘸𝘩𝘺, but 𝘸𝘩𝘺 𝘯𝘰𝘵. If there’s no strong editorial, budgetary, or branding reason to 𝘢𝘷𝘰𝘪𝘥 video—try it. Visual authenticity matters more than slick production.

2️⃣ 𝗗𝗼 𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝘁𝗶𝘁𝗹𝗲𝘀/𝘁𝗵𝘂𝗺𝗯𝗻𝗮𝗶𝗹𝘀 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗯𝗲 𝗰𝗹𝗶𝗰𝗸𝗯𝗮𝗶𝘁?
Nope. Be on-brand and authentic, but thumbnails are 𝘯𝘰𝘯-𝘯𝘦𝘨𝘰𝘵𝘪𝘢𝘣𝘭𝘦. Even DIY ones boost clicks.

3️⃣ 𝗛𝗼𝘄 𝗺𝘂𝗰𝗵 𝗱𝗼𝗲𝘀 𝘁𝗵𝗲 𝗮𝗹𝗴𝗼𝗿𝗶𝘁𝗵𝗺 𝗰𝗼𝗻𝘁𝗿𝗼𝗹 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝗮𝗯𝗶𝗹𝗶𝘁𝘆?
A lot. YouTube favors behavior—watch time, clicks, etc. So create for 𝘺𝘰𝘶𝘳 audience, not the algorithm.

4️⃣ 𝗗𝗼𝗲𝘀 𝗧𝗶𝗸𝗧𝗼𝗸/𝗜𝗻𝘀𝘁𝗮𝗴𝗿𝗮𝗺 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻 𝗱𝗿𝗶𝘃𝗲 𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝗴𝗿𝗼𝘄𝘁𝗵?
Sometimes. Cliffhanger clips + smart linking (bio, stories, Linktrees) help, but conversion is never seamless.

5️⃣ 𝗖𝗮𝗻 𝗦𝗵𝗼𝗿𝘁𝘀/𝗧𝗶𝗸𝗧𝗼𝗸𝘀 𝗯𝗼𝗼𝘀𝘁 𝗹𝗼𝗻𝗴-𝗳𝗼𝗿𝗺 𝘃𝗶𝗲𝘄𝘀?
Yes—but treat them as entry points. Hook viewers with value and link directly to full episodes.

6️⃣ 𝗪𝗵𝗮𝘁 𝘄𝗶𝗻𝘀: 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗼𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝗼𝗻 𝗾𝘂𝗮𝗹𝗶𝘁𝘆?
Always content. Personality and substance beat a perfect set every time.

🔑 𝗠𝘆 𝗧𝗮𝗸𝗲: Audio podcasting still holds unmatched power. It’s intimate, accessible, and often easier to produce consistently. But video can 𝘢𝘮𝘱𝘭𝘪𝘧𝘺 your reach 𝘪𝘧 used intentionally. Start with a strong show, then ask: where else can this story live?

👉 𝗜𝗳 𝘆𝗼𝘂’𝗿𝗲 𝗶𝗻 𝘁𝗵𝗲 𝗴𝗮𝗺𝗲: 𝗵𝗼𝘄 𝗮𝗿𝗲 𝘆𝗼𝘂 𝗱𝗲𝗰𝗶𝗱𝗶𝗻𝗴 𝘄𝗵𝗲𝗿𝗲 𝗮𝗻𝗱 𝗵𝗼𝘄 𝘆𝗼𝘂𝗿 𝗽𝗼𝗱𝗰𝗮𝘀𝘁 𝘀𝗵𝗼𝘄𝘀 𝘂𝗽?
Or if you’re just getting started, what’s holding you back from hitting record?

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Greg Wasserman is the Head of Relationships for rss.com.

Event photography courtesy of Dane Cardiel and Off The Record.