Today's customers rely more than ever on content — from brands, from peers, from experts, and even from strangers — to decide what products they need and what products they should buy. When it comes to content, video content is nonpareil for its power to drive attention and create emotional connections. Tapping this wellspring means making expensive and risky decisions about video production with dozens of potential partners including their agency, media partners, influencers, and multichannel networks (MCNs) offering strategic — often self-interested — advice. This report gives B2C marketers a four-part framework to guide potentially expensive video production decisions in a way that delivers on the broader marketing strategy.