What has actually changed in video marketing in ten years?
When I started, everyone wanted one polished video. One hero piece, high production, put it on the website and you are done. It is now almost the exact opposite.
Ten years ago the goal was one polished hero video for the website. Now the content that wins is authentic, people led and less produced, because that is what the platforms reward. On top of that, AI is changing the tools and the distribution almost every other week. If you are still buying one big video a year, you are running a strategy that stopped working.
What did video marketing look like ten years ago?
One video. High production, put it on the homepage, job done. It was treated as a thing you commissioned, not a thing you did.
That model made sense when the only place a video lived was your website. There was no feed to feed. You made the video, you launched it, and that was the end of the project.
What works now instead?
The opposite. Authentic, people led, less produced. Platforms are rewarding real over perfect, and audiences can smell a corporate video instantly.
That does not mean quality stops mattering. It means polish is no longer the point. A well shot, well lit video of a real person saying something true will beat an expensive brand video that says nothing.
It also means volume matters in a way it never used to. One video a year cannot build trust with anyone. A steady stream of them can.
Where does AI come into it?
It is changing the ground under everyone. The tools, the way content gets distributed and what the algorithm rewards are all moving, and there is a new update almost every other week. If your fingers are not on the pulse, you are already behind.
This is why I test things on my own business first. New formats, new approaches, new tools. So when I roll something out for a client, I already know what is working right now, not what was working six months ago.
If your last video was a one off that is now gathering dust, book a free 20 minute call.
Frequently asked questions
What has changed in video marketing?
It has gone from one polished hero video for a website to consistent, authentic, people-led short video, because that is what the platforms now reward.
Does production quality still matter?
Yes, but polish is no longer the point. A well shot video of a real person saying something true beats an expensive brand video that says nothing.
Is one video a year enough?
No. A single video cannot build trust with anyone. Trust comes from showing up consistently.
Want content built for how the platforms actually work now?
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