Should B2B marketers chase video trends or plan first?
Plan first. Meg Dalessandro of Wistia says the time you spend up front on the video, its goal, and its audience beats jumping on whatever trend you saw on...
Plan first. Meg Dalessandro of Wistia says the time you spend up front on the video, its goal, and its audience beats jumping on whatever trend you saw on Instagram.
Quick Answer
- Invest time at the start on the input: the video, where it lives, what it does, and who it speaks to.
- Chasing a trend can be fun, but it rarely makes someone choose your brand.
- If what you're repurposing is weak, you just end up with more weak content.
Why planning beats chasing trends
Asked for her single piece of advice, Meg went straight to up-front investment.
"Time spent in the beginning of the process focusing on making that input, that actual video, where it's going to live, what it's going to do, who it's going to speak to, will bring you so much further than just trying to jump on a trend." — Meg Dalessandro
Trends have their place, but they're not what wins the customer. The deeper reason to plan is that everything you repurpose inherits the quality of the source.
"I love repurposing stuff, but if what you're repurposing is crap, then you're gonna end up with just a bunch more crap." — Meg Dalessandro
Planning can feel like friction. Meg reframes that as a feature, not a bug: "not all friction is bad. I think it's useful friction." Investing up front actually saves time, even though people instinctively want to fly through things.
Frequently Asked Questions
Is it bad to follow video trends?
Not always. Meg Dalessandro says jumping on a trend can be fun, but it's usually not the thing that makes someone choose your brand. The lasting value comes from a well-planned input.
Why does planning save time?
Because weak source material multiplies. If you repurpose something poor, you get more poor content. Strong up-front work means everything downstream is stronger too.
Doesn't planning slow you down?
Meg calls it "useful friction." It feels like a slowdown, but it prevents wasted effort and produces content that actually differentiates your brand.
Watch the full interview
Meg Dalessandro and Dane Frederiksen go deeper on video-first content and AI search in the full interview.
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Want the full conversation?
Watch the full interview with Meg Dalessandro or jump straight to the YouTube video.