I will do it. Just not today.
I will do it. Just not today.
That’s what a lot of professionals say about using video to reach their audiences. We know video is one of the most engaging ways to share a brand or message, but most people are still reluctant to get in front of a camera in their professional life.
Perhaps they think they need to be super polished.
But the good news is, they don’t.
LinkedIn's research project The Art & Science of Video Storytelling found that human-centred stories and authentic presenters perform better than overly polished corporate content. In other words, you don’t need an autocue or a formal studio set up to make your videos work.
With LinkedIn videos being shared far more often than standard posts, and 4 out of 5 LinkedIn members able to influence business decisions within their organisations, I think the “I will do it. Just not today.” excuses are weakening.
That’s why, whenever I see static photos of trade stands at conferences or expos, I see missed opportunities for creating authentic stories. A photo of a beautifully set up (but empty) trade stand does nothing to convince customers you offer a superior product or end-to-end customer service.
It tells me you know how to set a table. It doesn’t tell me what’s on the menu.
Last weekend I attended the Wellington Home & Garden Show and captured comments from exhibitors and their potential customers. I got genuine comments about why a product or service was valued, how it was going to help people, and why they were interested in it. From smoke alarms to pre-purchase property inspections. From kitchen designs to multi-generational living options. The potential customers were happy and their comments were gold.
So get videoing. Capture yourself, your people, and your customers – and let us get to know you.
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!