One off videos won’t help your business - But consistent content will
Written by Chris McQuire from Bleu Motion Productions
Recently, I’ve been researching businesses across a range of sectors in the UK. After reviewing their websites and social media presence, one surprising conclusion stood out: even in the modern era, many companies are still not utilising one of their biggest tools - video content.
Why do I think this?
On the surface, everyone is doing video - but just not in the right way. Companies seem to either:
- Hoping for a viral post.
- Creating a video simply to tick a box.
- Producing content without a clear strategy.
- Publishing video that lacks quality.
The most reputable and successful businesses are built on the foundations of trust and consistency. They don’t grow on moments - they grow on momentum.
It’s clear when landing on socials, or a website, who the companies are that promote their company confidently and professionally - oozing trust and authenticity without effort. And those are the ones that choose high quality, regular content that has intent.
In my youth, my father showed me that actions speak louder than words. To me, it’s a lot like that in business. Those who are consistent, show up regularly, communicate clearly and stay visible are the ones displaying the actions that truly speak to their audience.
When this happens, something powerful occurs, familiarity turns to trust.
Visibility is a long game
There are countless times where I have seen viral businesses go from success to obscurity after their 15 minutes of fame. They believe this success will continue and become inconsistent - their audience stops following them and their reputation nose dives.
I’ve also talked to companies who aren’t using video content in the right way. With no planning, structure, or strategy - it leads to uncertainty. And when your target audience sees this - it can be a deal breaker.
You’ve lost business even before you’ve had a chance.
When prospects see your video - they notice you. When they see you repeatedly, on LinkedIn, in their inbox, across Chamber events, on social media, they begin to recognise you.
Recognition builds comfort, credibility and opportunity. Three things that can make a significant difference to any business. This is why consistency wins every time (provided it has strategy).
Personally, the people I look up to aren’t necessarily the most skilled, have the most experience, or are creating the best content - they are the people, or businesses that show up with a reliable content rhythm and showcase their talents regularly.
One video - that doesn’t really change anything. But, one strategic video a month? Now your audience has repeatedly seen your face, you position yourself as a leader in your field, they hear your perspectives, understand your values and watch your expertise in action. This type of content showcases your voice and can lead to something great.
For example: A professional services firm posting one video a month explaining common client questions quickly builds familiarity with its audience.
What you should do…
Don’t be sporadic. Don’t just talk the talk. Many businesses either discuss making a video, or create content reactively.
When we work with a business we create a unique strategy that is intentional - creating a clear, familiar and authentic rhythm of content for each and every company.â¨â¨Videos aligned to your brand.
Videos delivered consistently.
Videos that make a difference.
Your audience wants to feel like they know who they’re dealing with and consistent video gives them that - before they ever pick up the phone.
Next steps
With all that being said - if you’re considering using video more effectively in your marketing, start by having a conversation about how a consistent video strategy could support your business growth.
It could be the very thing you are missing in order to scale properly.