Why does video feel harder than AI content?

Video feels harder because leaders imagine coaching, scripts, takes, and a full production day before they even start.

Quick Answer

• AI feels efficient, while video still feels like work to many leaders.
• Stacy says founders and CMOs worry about being camera-ready.
• The fix is to make the video lift feel smaller and more human.

This fits inside a bigger picture. If you want the foundation first, here's the full picture.

Why the video objection is mostly about perceived effort

The resistance to video is not always a strategy problem. It is often a fear-of-the-lift problem.

Stacy Thal says AI wins attention because its promise is efficiency. More output for less cost is easy to understand. Video, by contrast, still carries old baggage. Leaders picture media coaching, scripts, repeated takes, and a day pulled out of the calendar.

"Humans on video, I think feels like a lot of work to people." — Stacy Thal

That perception matters because the same leaders also know video can express the brand in a way text cannot. A founder or CMO can personify the brand, but they may not feel ready to do that on camera.

The practical answer is to reduce the imagined production weight. A short expert conversation can create the raw material. AI can help with preparation and repurposing, but the human on camera supplies the trust signal. The goal is not to make video feel like a studio day. The goal is to make it feel like a useful conversation that happens to be recorded.

Still getting your head around this? Start with the foundation. It's the foundation the rest of this sits on.

Frequently Asked Questions

Why do executives avoid video?

Many executives think video will require coaching, scripts, takes, and a lot of time. Stacy says leaders are often camera shy and unsure they will come off well.

Why does AI content feel easier than video?

AI promises efficiency. Stacy says teams are drawn to doing more for less, while video still feels like a different kind of lift.

How can B2B teams make video easier?

Start with a simple expert conversation. Then use AI and human judgment to prepare, edit, and repurpose the strongest moments.

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Full Clip Transcript

Maybe it's something that AI in that way, its greatest ability to date is efficiency. We're not sure about effectiveness yet, but efficiency is such a draw for in a capitalist system, right? It's like the more we can do for the less, the better. So everybody's very focused on quantity, right? Over quality now, but I think that in my experience, going back pre-A, knowing that horse's mouth or founder story or whatever it is, humans on video, I think feels like a lot of work to people. And people are really camera shy, you know, that they don't know that they can come off well. It's rare that you get a founder or a CMO or somebody in leadership who is really comfortable on camera that feels like they could personify and express the brand. And these people are very busy, right? And so it feels like they're gonna need media coaching, they're gonna need whatever script, whatever you want to think of the script from AI, they're gonna need coaching around that. It's gonna be takes, it's gonna be a day.

Full Interview Transcript

Dane: Hey everybody, my name is Dane Frederickson, and I'm a B2B video expert, and I'm on a mission to help companies grow their visibility, trust, and to grow pipeline with video. And today I'm joined by Stacy Thal, who's a brand expert and Brand Brands Better is your latest project. Why don't you introduce yourself and tell us what we need to know about your project?

Stacy: Yeah, well, I'm Stacy Thal, as you said, and I've been a brand and creative strategist for my whole career. Every single one of these silver hairs, well earned, riding the big wave of Silicon Valley marketing and advertising for many, many years, brand storytelling. And I am under the umbrella of Brand Brands Better, my company right now. And so I'm a boutique agency that is largely me in consulting roles. And then I have a deep bench of incredible people that I've worked with over time that I can pull in for any given thing that people may need. I do a lot of the foundational brand strategy for startups primarily, but I've done that for enterprise, whether people are looking to launch or pivot or grow, but oftentimes I stick around and operationalize all that foundation into all the things in the marketing world, you know, ubiquitous, social, organic and paid, websites, email programs, all the good stuff.

Dane: Yeah, the idea of brand, I'm so curious to get your take on, like we've talked about the pendulum or the fork in the road between slop and like quality work. What kind of conversations are you having about that? Or is it two different camps to you, or are people trying to ride both of those? What does that look like for you?

Stacy: Yeah. I feel like it's a professional existential crisis around this, right? Is that we suddenly, after years and years, hashtag capitalism, can do better, cheaper, faster, right? But people are savvy and there is this homogeny that's happening. People are able to ferret that out. M-dashes were the first clue or whatever, but people are still savvy about that stuff where everything is sort of starting to feel inhuman, feel sort of generic, feel sort of soft. And it's hard to tell, especially in one given space, the difference between that brand and the other because they're all using AI. So I think the pendulum that I'm seeing in the conversations that I'm having is that this human in the loop expertise of discernment and trust and taste really is bubbling up again as, you know, huge enterprise businesses are getting rid of 21,000 people because now one robot can do the work. So I think the pendulum is swinging back toward having somebody, I'm available, to be in there to

Dane: Yeah.

Stacy: be able to say, does this look right? Does this sound right, based on my lived experience? And that doesn't slow anything down for something that's moving like a locomotive, like a high speed train. But I think that's where it's headed, is like let's make sure for now there are humans in the loop so that there is some distinction so that we're coming across as authentic. Yeah, I feel like that's where the market's headed right now.

Dane: Yeah, this is such an important thing for me to understand. And so the idea of the human trust aspect and the authenticity in your own voice, those themes that come through. For me, obviously I'm a video expert. I see video as the perfect way to handle that. It's like just getting someone on camera and talking with their expertise, you're gonna know pretty quick that that's not a robot. And what a short way, like in a few minutes, you can get them talking about something that's really important and helpful and on brand. But I'm having a heck of a time trying to have this conversation with people who are so drunk on the AI automation madness. But at the same time, there's that thread of human in the loop, but they're not quite connecting the dots when they start talking about things like hiring writers again or building a newsroom for a B2B company that's putting all this content out there.

Stacy: Well, you have something.

Dane: I saw a woman this morning, Melissa Rosenthal. I don't know if you know her. She's a former BuzzFeed person and she's basically helping B2B companies make newsrooms. And I was reading this post and I'm thinking, why isn't video more a part of this conversation? You can't say news without thinking of the TV video CNN type news. So it seems suspiciously absent to me. And I'm not saying that you know a lot about why that's happening, but what's your take about

Stacy: Yeah, who reads? Mm-hmm.

Dane: Why wouldn't that be part of that conversation? Or how can I help them to bridge this invisible gap that's there somehow?

Stacy: Well, it's interesting. Maybe it's something that AI in that way, its greatest ability to date is efficiency. We're not sure about effectiveness yet, but efficiency is such a draw in a capitalist system, right? Is like the more we can do for the less, the better. So everybody's very focused on quantity, right, over quality now. But I think that in my experience, going back pre AI, knowing that horse's mouth or, you know, founder story or whatever it is, humans on video, I think feels like a lot of work to people. And people are really camera shy, you know, they don't know that they can come off well. It's rare that you get a founder or a CMO or somebody in leadership who is really comfortable on camera that feels like they could personify and express the brand. And these people are very busy, right? And so it feels like they're gonna need media coaching. They're gonna need whatever, like script, whatever, even if they get the script from AI, they're gonna need coaching around that. It's gonna be takes, it's gonna be a day. So anything that we can do to shore that up by AI and human experience to be like the lift isn't that heavy.

Dane: Yeah.

Stacy: Cause it's easy, right? Like now if you wanna pop, like if you're making B2B newsrooms and you think people are gonna read, AI can pump out articles all day long, keep shoving in there different prompts about what people wanna read, and you can test and learn and iterate on that stuff. Video's a little bit of a different beast. I think that's part of the resistance.

Dane: Yeah, it is. I think you're echoing a lot of the things that I've heard over the years. And that is one of the perceptions I'm fighting against, is like what we're doing right now is not that difficult. You're amenable to it, of course. Some people would never go on camera, or this would be terrifying to them. So that is one thing for sure. And I've also been seeing rumblings about this. You know, the B2C world has had a lot of success with influencers.

Stacy: That's it.

Dane: And you know, YouTubers and creators, whatever we're calling them. But I think the B2B world is late to that party for sure. And I think that this is going to be part of the hack. I can just imagine I'm a B2B tech company, I've got an AI product, and I just want to automate and do the thing. And I don't want to have to go out and be on camera and all that. So let me just work with influencers and that's their role. So they're speaking on behalf of my company. So I

Stacy: Totally.

Dane: think that that's something that's coming. I don't know if you've seen much of that yet.

Stacy: Yes, yeah. I mean, it's a fascinating time, right? Because how do you put an influencer up there that has credibility in a space that's brand spankin' new? Like unless you can pull the creators at Anthropic or whatever, you know, who are those influencers, right? That isn't part of, even on LinkedIn, right? That's not really what people are doing. It's fascinating to me that there's not more video on LinkedIn, right? Because we know you scroll and stop for video every time. LinkedIn knows it. They're not doing a lot or enough to encourage it. But I think it is again this self-consciousness thing. And I think that we can take something fantastic from the B2C playbook, which is short hits. We're not talking about maybe you do a day, but it can be cut up into 60 different sound bites.

Dane: Yeah. Mm-hmm.

Stacy: Right. So it can live and do some evergreen stuff. So it can live forever. So the lift isn't like this is something that I have to do every week. I have to post every week, you know. But to do those shorter hits, just like even though it's B2B and it's more serious or whatever it is, like this is business. It's still humans, right? That's why I love the B2B work. It seemed to be for years that I had the secret that B2B on the other end, that people that are taking care of the B are still the Cs, you know, they are your Cs.

Dane: Yeah. Yeah, we're all still people. And I've actually seen a lot of companies experimenting with this and getting a little more playful and having more fun with the B2C style content. So I think we're gonna see a lot more of that. I wanted to do a little thought experiment with you about, you know, like you're in a meeting and we're talking about our marketing plans and someone points out, hey, YouTube is like a really important part of search and social. And we know that the transcripts are getting scraped by AI and that's gonna help us show up in AI search results. So we need to have a YouTube strategy. What would be an obvious B2B reaction to that? What's the kind of top of mind thing that they'd be thinking? Like, well, what are we gonna do on YouTube?

Stacy: Yeah, I think too, because there is this sense, and I think it is changing, like you said, that the B2C, the C of it means it's more casual and therefore forgiving, even if there's high stakes, right? So I think it is about a sort of cultural change about how we think about the B2B world. But I imagine that the resistance would be, who the heck are we gonna put out there? Who has the time, who has the chops? You know, what we know from B2B is a history of industrial films, right? And those are mocked all over the place, right? So I think it'll be an interesting thing, you know, moving forward. Will VCs, you know, or private equity firms, when they're looking to invest, will they be looking at what this particular play is and who, like, can we put this person out there in this sea of whatever, you know, eyewash that's out there? Will they stand out? Can they, you know, do they have rizz? You know, will the camera dig them? Or do they have a plan for bringing in, you know, people, influencers, spokespeople, those kinds of like you would see at trade shows, right? Lots of businesses hire people that have the gift of gab or have some sort of

Dane: Mm-hmm.

Stacy: charisma, presence to do that. You know, I think it's an exciting time, I hope, especially for you in the video. That's inevitably the way it is going, right? And the sooner people get into that, the better. And it doesn't have to be necessarily somebody from your crew. It could be somebody that's hired out to do it or, you know, as this influencer world evolves.

Dane: Yeah, I've had this thought about maybe a new role that's needed or will be hiring for. Like in the same way that they're hiring these writers at places like Anthropic for hundreds of thousands of dollars to write human content, I think we're gonna need some sort of internal video knowledge or capability, because if you're just hiring writers and then at some point you need video, what kind of video plans is the writer gonna make? So it feels like there's a gap there that needs to be filled eventually. And I think you've already hit on one of the clues, which was the investors. I've heard anecdotal evidence of investors kind of berating CEOs that they're investing in, their companies. Like, why aren't you doing more video thought leadership? Get out there, get visible, talk about your product. And for a lot of, especially in the beginning, it's probably free, right? Like you're just you on a webcam doing something, putting something out there. And so if it's coming from the people that are investing in the company, and I've seen plenty of investment

Stacy: Mm-hmm. Right.

Dane: firms doing video content because they see the value. So if they're the ones seeing the value and they're the ones investing, follow the money, right? It seems like at some point someone's going to have that conversation. It's like you need to have an ongoing video capability internally.

Stacy: Yeah, and it doesn't take a huge investment to have higher production values. It's not like crappy UGC that's gonna take your brand down. It's pretty easy to do that remotely, where it doesn't have to be a camera crew of twelve people and months of editing and all that stuff. You know, we've figured that part of it out. But I think you're right. I think that this is where we're headed and headed quickly, and those that do it sooner than later are gonna gain traction. Yeah, for sure. I mean, I think it's just this hesitancy about time, effort, and some ignorance about what the investment part of it is.

Dane: Well, yeah, the AI stuff is all new, but video has been around for a long time. And so people have these old ideas about it being, you know, like the corporate video, stuffy, expensive, hard and all that, and it hasn't really sunk in that it doesn't have to be that way. So I think they're gonna just see other people do it. And someone like Clay or like AirOps or someone like that, they're gonna be doing something that someone else sees and then they'll copy and come along, I think, is where we're headed.

Stacy: Yeah. And I think that anything that you can do, that I can do, that we can do in encouragement of working closely, like suddenly communications teams or, you know, classic PR people, they got rid of all of those and now coming back in is to help form this messaging. Because I know that there's another layer of concern, rightly, because there's so much at stake, it feels, in B2B, that you're gonna say something wrong, especially in regulated industries and things like that. That's harder to take back, right? If you're a spokesperson from your organization, you said something like that. You can make a retraction if it's a little blog post or something like that, but that's harder to walk back. So I think again, with the humans, not something that we can rely on AI to see us safely through that exclusively, right? It comes with the marriage of, however, we can speed that up with the human in the loop experience, lived experience of having good instincts and lived through crises around those kinds of things to make sure that we sidestep.

Dane: Right. Right. Yeah, no slop.

Stacy: Zero slop.

Dane: Well, Stacy, thanks for joining me again today and good luck out there. I'll see you online.

Stacy: Thank you. All right.