Time to read: 3 minutes

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For decades, when you asked school kids what they wanted to be when they grew up, you’d hear “astronaut” or “teacher.” Today, you’re likely to hear a very different career aspiration: content creator. 

Why? Because video isn’t just entertainment anymore; it’s currency.

In 2025, video dominates the web. According to a recent report, video is projected to account for roughly 82% of all internet traffic, a clear sign of just how central video has become in our digital lives.

 

This isn’t new, but the implications for how we communicate inside organizations are still catching up. While most leaders think they use video intentionally, many still underestimate its power.

 

Video isn’t a tactic – it’s psychological infrastructure. Humans retain visual information several times more effectively than text alone. We swipe away emails, skim newsletters, and snooze alerts, yet somehow never complain about “too many videos.”

 

Video isn’t the future of communication; it’s the dominant language of the present.

 

Here’s what leaders need to know to leverage it well. 
 

1. Quality is non-negotiable, but it’s more accessible than ever

That old triangle – good, fast, cheap: pick two – no longer holds.

Many of the hallmarks of high-quality video production, once considered flashy, are now remarkably accessible. Smartphones shoot in 4K, and an inexpensive lavalier microphone will cover most audio needs. This democratization of tools means a strong video does not require a large crew or a long production calendar. It can be fast, nimble, and responsive.

 

Audiences already know this. They see crisp, quick-turn videos everywhere they look, from a TikTok creator sharing career advice to a chef posting a recipe walkthrough. They understand instinctively that production value and cost are no longer linked.

 

This means the real challenge isn’t technical, it’s emotional. What resonates today is authenticity. People are used to informal, personal content, and they trust it. A well-framed iPhone message can land more powerfully than a polished broadcast studio piece.

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While the tools are democratized, the craft is not. Great content still requires intention: it’s easy to record, but making it truly effective – shaping the narrative, designing the right questions, threading the emotional arc, and guiding leaders to show up at their best – is what sets a message apart.

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The bottom line? Great video isn’t aspirational. It is expected. High-quality visuals no longer signal “expensive.” They signal “we cared enough to get this right.”

2. Video isn’t just another channel. It is a different cognitive experience

Attention isn’t fragmented anymore – it’s pulverized.

Between inboxes, notifications, collaboration platforms, meetings, and AI assistants reminding us of tasks we forgot we assigned, attention has become the most finite resource in business.

 

If you have an important message to deliver, does it belong in an email that takes five minutes to read and may only be skimmed? Or in a two-minute video that conveys tone, clarity, and intent more precisely?

 

The answer should be obvious. Video is less time-consuming for your audience, and it gives you greater control over the message. 

 

Live sessions still matter. Town halls, milestone announcements, and leadership Q&As have their place, but they require larger time and scheduling investment. Video, on the other hand, scales. It travels. It lands. Especially asynchronous video, which surged during the remote-work era and didn’t fade when offices reopened; it evolved.

 

For most messages that need to be understood, rather than simply transmitted, video is your smartest channel.

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3. Video is part of your job

Leaders know their personal brands are built the same way organizations build theirs: over time, through repeated touchpoints. They rehearse major pitches and keynote speeches for days. Employee communication, especially video, deserves the same discipline.

Being on camera requires clarity, warmth, presence, eye contact with the lens, emotional range, and endurance across multiple takes. It is demanding work – and no longer optional. In a hybrid, global, distracted working world, video is often the closest proxy for being physically in the room. That means leaders must make time to get it right.

 

Those who embrace video build trust and presence. Those who avoid it fade from view.
 

Cutting through the noise and making it land

Video has never been more essential, and it has never been easier to produce. But producing is not the same as connecting. What moves people isn’t the camera; it’s the story, the strategy, the emotional intelligence, and the craft behind the scenes.

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Whether it’s a self-shot message answering employee questions or an edited opener for your next town hall, video is the only medium that delivers emotional resonance at scale. And in an era where leadership is as much authentic performance as direction, one truth stands firm: If you want to be heard, don’t send more words – hit record.

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Citations:

The LEGO Group. (2019, July 16). LEGO Group kicks off global program to inspire the next generation of space explorers as NASA celebrates 50 years of moon landing. PR Newswire.
Video Marketing Statistics and Trends in 2025.” Teleprompter.com, 2025.