A very sticky sauce
We know that video is a compelling method of communication – it’s pretty obvious right? A video clip engages your senses, whether it’s the movement, the talking or the background music, and they often engage your emotions too.
That’s the secret sauce, because engaging content is more memorable. More ‘sticky’. A sticky sauce if you will.
Video content can help people understand you and your business better, but don’t just take my word for it. In this Australian survey of public sector communicators respondents give three reasons for video being more effective than static images and text. These are:
1. “Cognitive load reduction” (it’s easier to understand)
2. “The relatability factor” (it adds a human element)
3. “Algorithmic dominance” (social media loves video)
Unfortunately, even though we know video is engaging many organisations are still stuck in a photo/text rut.
In fact the same survey respondents admitted that although video is their most effective channel, it’s not the one they use the most. What’s more, of those who do use video, only 30% use it frequently.
Public sector communicators might be wise to take note from their marketing colleagues.
Wyzowl’s State of Video Marketing 2026 report shows 84% of consumers want more videos from brands, and the marketers it surveyed agreed that video content increases brand awareness, user understanding, and web traffic. It also generates leads.
I frequently find myself noticing when video is (or is not) used and I can’t help wondering (very Carrie Bradshaw of me), why is it that we can create video for our personal content, but not for our work content?
No one knows for sure how many hours of video are uploaded every day, but estimates are: YouTube ~ 720,000 hours, Snapchat ~ 5.5 billion Snaps and Tik Tok ~ 23 – 234 million videos. LinkedIn is not being used nearly enough. There’s an opportunity here to help your organisation stand out on that platform… by sharing your sticky sauce.
Let’s do it!
