A few months ago, we were talking to a client about ways they could build more trust online.
Nothing groundbreaking. Just a conversation about how people research businesses today and what influences their decisions.
At some point, video came up. Almost immediately, the response was:
“Yeah, we should probably do more of that.”
It’s a phrase we’ve heard hundreds of times. Not just from one type of business either. We’ve heard it from all sectors. In fact, we’d go as far as saying that most businesses already know video is important.
The problem isn’t convincing people of its value. The problem is getting them to actually do it because as soon as the conversation moves from “we should do more video” to “let’s film something”, things start to change.
Suddenly people become very aware of themselves. They don’t like the sound of their voice. They don’t know what they’d talk about. They’re worried they’ll look awkward.
They convince themselves they need better equipment, a better office, a better backdrop or a better plan. Before long, the idea gets parked for another six months.
What’s always interesting is that these are often the same people who have no problem speaking to clients, presenting in meetings or attending networking events.
Put them in a room with ten strangers and they’ll happily talk about their business for an hour. Put a camera in front of them and it becomes a completely different experience.
Part of the issue, we think, is that people assume business video needs to be something it’s not. They picture polished adverts, expensive productions and perfectly scripted presenters.
They compare themselves to people who have spent years creating content and wonder why they don’t look as comfortable. What they forget is that most customers aren’t expecting a television presenter. They’re looking for reassurance.
When somebody lands on your website or social media for the first time, they’re usually trying to answer a few simple questions. Do these people know what they’re talking about? Can they help me? Would I actually want to work with them?
Video happens to answer those questions incredibly well. Not because it’s polished. Not because it’s cinematic. Because it’s human.
Think about the last time you bought something significant. A service, a supplier, a contractor, an agency, whatever it might have been.
There’s a good chance you looked beyond the website. You might have checked LinkedIn. You might have watched a video. You might have looked at the people behind the business.
You were trying to get a feel for who they were. That’s what video gives people. It closes the gap between a business and the people behind it.
It allows potential customers to build familiarity before they’ve ever picked up the phone. And familiarity is a powerful thing. Most of us prefer doing business with people we feel we know. That’s not a new concept. It’s human nature.
The irony is that the videos businesses worry about most are often the videos customers respond to best. Not the highly polished brand films. Not the perfectly rehearsed presentations. The genuine ones. The quick explanation from a director. The behind-the-scenes clip from a project. The team member sharing their expertise. The short video answering a question customers ask all the time. The things that feel real.
Perhaps that’s because perfection has become less important.
We’re all consuming so much content now that we’ve become quite good at spotting authenticity. People don’t expect you to be flawless. They expect you to be credible. There’s a difference.
Of course, not every business owner wants to become the face of a content strategy, and that’s absolutely fine. Video isn’t just about standing in front of a camera talking. Some businesses are far better suited to showing their work, documenting projects, capturing events, sharing customer stories or using animation to explain complex ideas.
The format matters far less than the principle behind it. People trust what they can see. Which is why video continues to be one of the most effective ways to build confidence, answer questions and reduce uncertainty.
And perhaps that’s the real reason businesses should be thinking about it. Not because it’s trendy. Not because social media platforms favour it. Not because everyone says they should. But because it helps people make decisions.
The businesses getting the most value from video aren’t necessarily the most confident, the most creative or the most comfortable on camera. They’re usually the ones who stopped waiting until they felt ready and simply started.