In a time when nearly every marketing agency offers “social video” as part of a monthly package, business owners are right to ask: What exactly am I paying for? And more importantly—is it worth it?
At Postcreatives, we’ve seen both sides of this trend: companies locked into cookie-cutter retainers that yield generic content, and others who’ve worked with strategic partners to create video that actually moves the needle. The difference? Intentionality, execution, and alignment with business goals.
If you’re investing in a monthly video content retainer—or considering one—this blog breaks down what you should expect, what to watch out for, and how to make sure your investment actually drives ROI.
The Problem: Social Video Is Being Undervalued—and Oversold
Let’s be honest: social video has become a buzzword. Many agencies offer it, but few explain how it connects to broader business outcomes.
Often, clients are promised:
- X number of “videos per month”
- Basic edits of existing footage
- Generic reels or templates
- Captioning and scheduling
Sounds productive—but where’s the strategy? Where’s the insight, the brand voice, the audience understanding? Where’s the ROI?
If you’re only getting “posts,” you’re not getting value. You’re getting volume.
What a Great Social Video Retainer Should Include
A real video partner does more than post. They think. They ask questions. They plan with purpose. Here’s what a retainer with impact actually looks like:
1. Content Strategy, Not Just Output
The videos should be driven by business objectives—whether that’s growing brand awareness, driving website traffic, promoting a product launch, or building trust through storytelling.
Look for:
- Quarterly content planning sessions
- KPI-aligned video concepts
- Platform-specific strategy (Instagram ≠ LinkedIn)
2. Creative Direction and Pre-Production
Social content doesn’t mean thoughtless content. Your retainer should cover:
- Scriptwriting or storyboarding
- Brand alignment across tone, voice, and visuals
- Audience targeting considerations
3. High-Quality Production
Even for vertical videos, quality matters. That doesn’t mean TV-commercial budgets—but it does mean:
- Solid lighting, audio, and framing
- Thoughtful editing and pacing
- Strong creative assets like overlays, captions, and brand intros/outros
DIY energy doesn’t cut it when your social feed is now your digital storefront.
4. Platform-Specific Editing and Optimization
Reformatting content isn’t optional—it’s essential. A good retainer includes:
- Editing for vertical vs. landscape formats
- Captions for silent playback
- Thumbnails and hooks that match platform behavior
- Channel optimization for YouTube, Instagram, LinkedIn, and TikTok
5. Data-Driven Review and Adjustments
At the end of each cycle, there should be:
- Performance reviews (views, engagement, retention, CTR)
- Insights on what’s working or not
- Adjustments for the next batch of content
Without data, you’re just guessing.
What You Should Question in a Video Retainer
- “Unlimited videos” with no planning or messaging strategy
- Repetitive templates or content that feels interchangeable
- No visibility into creative direction or results
- Everything is outsourced or AI-generated with no real oversight
- You’re only talking about posting, not performance
Remember: posting content ≠ creating value. The wrong retainer can burn your budget and dilute your brand.
What You’re Really Buying: Expertise and Partnership
The most valuable aspect of a video content retainer isn’t the number of clips—it’s the brainpower and brand understanding behind each one. When done right, your video partner becomes an extension of your marketing team—not just your production vendor.
At Postcreatives, we build retainers that deliver:
- Ongoing creative strategy
- Polished, high-impact content
- Clear reporting and accountability
- Results aligned with business outcomes—not just vanity metrics
Final Takeaway
If your social video retainer isn’t helping your brand grow, connect, and convert—then it’s not doing its job.
A real partner doesn’t just deliver content. They deliver clarity, consistency, and results.
Ready to rethink what video can do for your social channels?
Let’s build a content engine that actually supports your business.
Start a discovery call with Postcreatives →
