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While you “think about it”, your clients are watching someone else

A few businesses I’ve spoken to lately want to use video and do more with their marketing — but they’re still sitting on the fence. Here’s the cost of waiting.

By Sam Martin · The Sequence · Updated June 2026

What if just thinking about it is actually costing you? I’ve spoken to a few businesses lately who want to use video and do more for their marketing, but they’re still sitting on the fence. And I get it — there’s a cost involved, and you want to make sure it’s the right move.

The hidden cost of waiting

But here’s the thing. While you’re trying to figure it out, your ideal clients are on Instagram right now. They’re watching content and building trust with whoever shows up consistently in their feed. The longer you wait, the more ground you hand to whoever didn’t. Showing up consistently isn’t the risky move — staying invisible is.

Read more: The Content Engine · Trust is at an all-time low · Video production in Essex