When we talk about successful video content, we tend to think big. Big audiences, big view counts, big engagement numbers. But what if one of the most valuable videos your business ever produces is only watched by one person?

It’s an interesting thought, and one that came to mind recently after reading a story on the AFL website about one of the biggest player moves in Australian football.

How a video helped the Western Bulldogs land Zak Butters

When AFL superstar Zak Butters was considering his next move, he wasn’t exactly short of options.

Several clubs were competing for his signature, each putting forward their best pitch, outlining their vision for the future and doing everything possible to convince him that their club was the right fit.

The Western Bulldogs, however, decided to try something a little different.

As part of their recruitment pitch, they created a personalised short film designed specifically for Butters.

The video drew on his childhood, his connection to Melbourne’s western suburbs and his love for the Bulldogs growing up. Rather than simply presenting a list of reasons to join the club, they told a story that connected with him on a personal level.

It was a clever piece of storytelling.

Now, I’m not suggesting the video was the only reason Butters decided to join the Bulldogs. I’m sure the reported multimillion-dollar contract didn’t hurt either!

But the film was reportedly a meaningful part of the recruitment process, helping the club create an emotional connection that went beyond football facilities, coaching staff and contract negotiations.

And here’s the part I find particularly interesting as a video producer.

That video wasn’t created for a national television audience. It wasn’t designed to go viral. It was made to influence one person.

One very important person, admittedly.

But still, an audience of one.

We’ve become a little obsessed with views

In the world of business video production, success is often measured by numbers.

How many people watched it? How many impressions did it generate? How many likes, shares or comments did it receive?

And those metrics absolutely have their place.

If you’re producing a brand awareness campaign, a social media advertisement or a product launch video, reaching a large and relevant audience can be a critical part of achieving your objectives.

But not every video needs to reach thousands of people to deliver an outstanding return on investment.

Sometimes, the value of a video has very little to do with how many people watch it.

It has everything to do with who watches it and what they do next.

Think about it this way.

A video that receives 50,000 views but generates no meaningful business outcome might be far less valuable than a video watched by five decision-makers who subsequently award your business a major contract.

The first video might look more impressive on a social media dashboard.

The second might be the one that genuinely moves your business forward.

The business equivalent of recruiting an AFL superstar

Most businesses aren’t trying to convince a high-profile AFL player to sign a multimillion-dollar contract.

But many find themselves in surprisingly similar situations.

You’re competing against other organisations for an opportunity. You’re trying to demonstrate why your business is different. You need to build trust, communicate your capabilities and convince a small group of people that you’re the right choice.

Sound familiar?

It might be a major tender submission, a new business pitch, a partnership proposal or an important presentation to potential investors.

In each of these situations, the audience might be incredibly small.

Perhaps it’s a procurement panel of five people.

Perhaps it’s a CEO and two senior executives.

Or perhaps it’s one person who has the final say.

And when the commercial opportunity is significant, reaching that small audience in a meaningful way can be far more valuable than reaching thousands of people who were never likely to become customers in the first place.

Could a video be the difference in your next tender submission?

Let’s look at tender submissions as an example.

Anyone who has been involved in a major tender process knows how much work goes into preparing a competitive proposal.

There are capability statements, methodologies, case studies, pricing schedules, compliance requirements and often dozens of pages explaining why your business is the best choice.

And chances are, your competitors are submitting something very similar.

Everyone has experience. Everyone has a capable team. Everyone is committed to quality, innovation and customer service.

After reviewing several submissions, those claims can start to sound remarkably alike.

This is where a well-produced video can offer something different.

Imagine accompanying your written proposal with a short, carefully considered film that introduces your people, demonstrates your expertise and brings your approach to life.

Rather than simply telling the selection panel that your team is passionate, experienced and capable, you can actually show them.

They can hear directly from your leadership team. They can see your people in action. They can experience the personality and culture of your organisation.

You might even create a video specifically tailored to the opportunity, demonstrating that you’ve taken the time to understand the prospective client’s challenges and what matters most to them.

It’s not about replacing the tender document or producing a flashy corporate showreel.

It’s about using storytelling to communicate something that words on a page sometimes struggle to capture.

And importantly, helping people remember you.

Of course, any video accompanying a formal tender needs to comply with the submission requirements. But where the opportunity exists, it can be a powerful way to differentiate your business.

It’s not about the production budget. It’s about the thought behind it.

One of the most interesting aspects of the Western Bulldogs example isn’t simply that they produced a video.

It’s that they produced a video with a very specific person in mind.

They understood their audience.

They considered what mattered to him.

And they developed a story that was relevant to his circumstances, aspirations and emotional connection to the club.

That’s the real lesson for businesses.

A successful video doesn’t necessarily need an enormous production budget, elaborate visual effects or a cast of hundreds.

It needs a clear purpose.

Who are we trying to reach? What matters to them? What do we want them to understand, feel or do after watching?

These questions should influence everything from the creative concept and messaging to the production style and final delivery.

In many cases, the more clearly defined your audience is, the more targeted and effective your storytelling can become.

And when you’re speaking to one person or a small group of people, you have an opportunity to make that communication feel genuinely personal.

The return on investment of an audience of one

Let’s say your business is pitching for a contract worth $500,000.

You’ve already invested considerable time and resources into preparing your proposal, meeting with stakeholders and developing your solution.

Would it be worth investing in a professionally produced video that helps communicate your point of difference and potentially improves your chances of winning?

It’s a question worth considering.

Naturally, no video can guarantee the outcome of a tender or business pitch. Pricing, experience, capability and numerous other factors will influence the final decision.

But when the potential value of an opportunity is substantial, the investment in a carefully targeted piece of video content can be relatively small by comparison.

And there’s another consideration.

A video originally produced for a specific pitch may also have value beyond that single opportunity.

Depending on its content, it might be adapted for future proposals, used in presentations, shared with prospective partners or repurposed into shorter pieces of marketing content.

So even though the original audience might have been just a handful of people, the long-term value of the asset can extend much further.

Great storytelling isn’t always about reaching more people

As video producers, we naturally love seeing our work reach large audiences.

There’s something satisfying about watching a video gain traction, generate conversation and connect with thousands of viewers.

But some of the most valuable work we can create may never appear on social media.

It might be played once in a boardroom.

It might be viewed privately by a prospective investor.

It might be included in a confidential business proposal.

Or, as the Western Bulldogs demonstrated, it might be created to convince one exceptionally talented footballer that his future belongs at a particular club.

The common thread isn’t audience size.

It’s the ability to tell the right story, to the right person, at the right time.

And that’s where video can be incredibly powerful.

Sometimes one is more than enough

At Visual Culture, we believe the success of a video should ultimately be measured against what it was created to achieve.

Sometimes that’s building awareness with hundreds of thousands of people.

Sometimes it’s generating enquiries, educating customers or strengthening your brand.

And sometimes it’s helping your business make a meaningful connection with just one person.

So the next time you’re considering whether video is worth including in a major proposal, tender or business pitch, don’t get too caught up in how many people will see it.

Think about who those people are, what the opportunity is worth and how much difference a compelling story could make.

Because sometimes the most successful video you’ll ever produce won’t have a million views.

It might only need one.

At Visual Culture, we help businesses turn important messages into compelling video content. Whether you’re communicating with thousands of customers or a handful of key decision-makers, we believe great storytelling starts with understanding your audience.

Have an important business pitch, tender or proposal coming up? Let’s talk about how video could help you make an impression that counts.

Inspired by the AFL.com.au story: How the Western Bulldogs’ very own Disney movie helped land superstar free agent Zak Butters. The recruitment film discussed in this article was created by the Western Bulldogs, not Visual Culture.