When was the last time you jumped on a Zoom-based pub quiz? That and Peloton Interactive exercise classes may have been confined to the COVID-19 pandemic lockdown era but what happened at that time didn’t just change where we worked; it fundamentally rewired how we communicate in the business world.
Overnight, the polished boardroom presentation and meticulously crafted corporate memo found themselves sharing the stage with a far more candid, and initially chaotic, form of interaction: the video meeting. Little did we know, this forced immersion into the world of sometimes-blurry, often-interrupted, and entirely-human video calls would spark a quiet revolution in how we perceive and utilise video in business – leading to a powerful realisation: authenticity often trumps high production.
efore 2020, business video often meant expensive, professionally produced content. Think slick marketing campaigns, high-budget training modules, or perfectly lit executive addresses. While these still have their place, the pandemic thrust video into a new, everyday role. Suddenly, entire organisations, from CEOs to interns, were beamed into each other’s homes via Zoom, Microsoft Teams, and a host of other platforms. We saw inside colleagues’ living rooms, met their pets, and navigated the inevitable “you’re on mute” moments together.
This unprecedented reliance on video for day-to-day operations did something remarkable. It stripped away the veneer of corporate perfection and normalised a more raw, unfiltered style of visual communication. Team meetings, client check-ins, internal briefings – they all happened on video, often with little more than a laptop camera and a decent internet connection (if you were lucky).
The Video Meeting Boom: A Catalyst for Change
The sheer scale of this shift was transformative. What began as a necessity quickly highlighted the efficiency and, surprisingly, the intimacy that video meetings could offer. Businesses rapidly adopted these tools, and even as we’ve transitioned into hybrid and more flexible working models, video conferencing has remained a cornerstone of business operations. This widespread, daily exposure to less-than-perfect video had a profound, if subconscious, effect. We got used to it. More than that, we started to see its strengths.
The Realisation: Authenticity Connects, Perfection Can Distance
As the pandemic wore on, a crucial insight began to emerge. The slightly pixelated image of a manager genuinely explaining a new strategy from their home office, or a team leader offering heartfelt encouragement through a webcam, often resonated more deeply than a pre-recorded, heavily edited corporate announcement. Why? Authenticity.
The unpolished nature of these interactions felt more real, more human. It broke down traditional hierarchies and fostered a sense of shared experience during a challenging time. Employees and clients alike responded to this genuineness.
This realisation has begun to bleed into broader business video strategies:
- Internal Communications Transformed: Companies and organisations discovered that quick, unscripted video messages from leadership or colleagues could be incredibly effective for updates, recognitions, and fostering a sense of connection, far more so than a lengthy email. The “realness” cut through the noise.
- Marketing and Customer Engagement: While high-production ads still dominate big campaigns, a space has opened up for more authentic, “behind-the-scenes,” or user-generated-style video content. Customers, already accustomed to the lo-fi aesthetic of social media platforms like TikTok, often respond well to brands showing a more human and less overtly “salesy” side. Quick video testimonials, product demos shot on a smartphone, or live Q&A sessions can build trust and relatability.
- Training and Development: The need for rapid upskilling and information dissemination during the pandemic showed that effective training videos didn’t always require a film crew. Subject matter experts could share their knowledge directly, creating a more immediate and often more engaging learning experience.
- Recruitment and Onboarding: Video interviews became the norm, and companies also started using more informal video content to showcase their culture to potential hires, offering a more genuine glimpse into the organisation than a glossy corporate video might.
The Power of “Good Enough” Video
This isn’t to say that quality doesn’t matter. A clear picture and audible sound are still crucial. But the pandemic taught us a valuable lesson about diminishing returns. The obsession with absolute perfection in every video output was often unnecessary and could even be counterproductive if it sacrificed timeliness or relatability.
The shift has been towards valuing the message and the connection over flawless execution. A video that is timely, relevant, and delivered with sincerity can have a far greater impact than a masterpiece of cinematography that arrives late or feels impersonal.
Moving Forward: A Hybrid Approach to Business Video
The future of video in business communication is likely to be a hybrid one. There will always be a need for high-quality, professionally produced videos for specific, high-stakes purposes. But the COVID era has undeniably democratised video creation and consumption within organisations.
Businesses are now more confident in using simpler, more authentic video for a wider range of communication needs. The key takeaways are clear:
- Embrace Authenticity: Don’t be afraid to show the human side of your business.
- Prioritise Clarity and Connection: Ensure your message is clear and resonates with your audience, even if the production isn’t Hollywood-level.
- Consider the Context: A polished marketing video serves a different purpose than a quick internal update. Choose your production style accordingly.
- Empower Your People: With accessible tools, more people within the organisation can use video to communicate effectively.
The pandemic forced us into a new way of communicating, and in doing so, it unveiled a more authentic, relatable, and ultimately more human approach to business video. The great un-polishing of our video communications is a trend that’s here to stay, and businesses that embrace it will likely find themselves connecting more effectively with their employees and customers alike.