There’s a New Industry Standard
The standard isn't perfection anymore.
Did you know that "authentic" was the word of the year for 2023?
If you've been hesitant about diving into video content because you're worried about not having the "right" equipment or the perfect polished look, you're not alone.
But here’s the truth: that’s not the standard anymore.
In fact, striving for perfection in your videos right off the bat could actually hurt your efforts more than help. Over-polished content isn’t what’s resonating with audiences today. Instead, authenticity has taken center stage.
Authenticity: The New Standard
Consumers (whether B2B or B2C) are seeking out real, relatable, and honest content. This applies to you, even if you’re a multimillion-dollar B2B founder. Your audience doesn’t need perfectly lit, studio-quality video to trust you.
What they want to know is:
→ Have you done the thing?
→ How did you do it?
→ Can you give me the real deal?
People connect with real, behind-the-scenes insights. It’s less about looking "polished" and more about providing value.
Focus on Value, Not Perfection
When you first start creating videos, don’t worry about getting everything perfect. Sure, your lighting might not be ideal, or the sound could be a little off, but if you’re providing valuable, actionable insights, your audience won’t care.
They want to learn from you and hear your genuine experience.
The key is to share what you know in an authentic way. Focus on giving value. It’s about showing your audience that you’ve been there, done that, and now you’re ready to help them with your knowledge.
This will build trust and foster deeper connections with your followers.
And guess what? Your audience will appreciate you starting now. They’ll connect with you more deeply because you're showing up as your real, authentic self.
Even with mistakes and all.
Later on, you can refine your videos and work on the polish, but don’t wait until everything is perfect. By that time, your audience will already be expecting value from you, and that’s what matters most.
If there's one takeaway from this, it's that the new standard in video content is authenticity. People care more about who you are and what you can offer than whether your lighting is flawless or your sound is crisp.
Go ahead, press record, and start creating!
About Justin
Justin is a marketing nerd. His gateway drug was in middle school when he and his buddies would make up brand names and draw logos for fun. He graduated with a B.A. in Graphic Design from UW Eau Claire. He then cut his teeth leading the marketing for a $4 million non-profit, moving them into the digital age with new channels and systems. He joined a $60M healthcare manufacturer as marketing team of 1, helping grow them to $90M in three years. Justin became a full-time marketing entrepreneur in 2018. He now enables founders to grow their pipeline and thought leadership through social media videos. Follow him on Linkedin here.
