42nd & Grace

And it wasn’t just print readers with short attention spans. I often sat in the radio room at the BC Legislature, watching reporters desperately condense full stories – and quotes – into clips under 30 seconds. Television was no different, with nine-second interview clips considered generous.

Today, those attention spans are even shorter as we all adjust to a world that demands more—faster, smaller, easier-to-digest content.

This brings me to a simple point: long-form content has always been a niche. People want information in the most digestible form possible, and this is critical when you are planning campaigns to share your news.

That is why video has become essential.

Yes, I get it – it can feel intimidating. Many people worry about their looks on camera. Others dislike the sound of their own voice. Picking the right background feels like a daunting task. And let’s not even mention the fear of turning into a viral meme (remember William Hung’s She Bangs?). But here’s the thing: videos, like any other form of media, vary in their level of professionalism. It all comes down to what you need the video to accomplish.

If you are launching a major fundraising campaign or introducing a new product, then yes, invest in quality. A well-lit, well-scripted video with a clear, compelling message will serve you well. It might be a bit longer than usual, but that is okay.

If your goal is to connect or give a quick update, don’t stress over creating a commercial-level production. You don’t need a Daniel Craig-style Belvedere ad. Authenticity is the key.

And there is that word again: authentic. It has become a buzzword in media and social media discussions for a reason. Think back to the BBC interview where a professor’s kids wandered in, or when the lawyer famously declared, “I’m not a cat.” Those authentic moments weren’t just relatable; they were memorable.

The good news is that, thanks to technology, anyone can create a decent video today. With tools like YouCut, Adobe, and Canva, editing, adding music, and inserting titles has never been easier. You do not need to be a professional videographer to put something together that looks good.

If you are running a fundraiser, you can create content before, during, and after the event. Answer frequently asked questions, provide timely updates, or go live if you are feeling bold. Even better, use video to show people what you are about – bite-sized, digestible bits of information that anyone can quickly absorb.

Remember, a detailed explanation of what you do is important, but sometimes, a 30-second video is all it takes to make a lasting impression. Former Canadian Prime Minister Jean Chrétien had a rule: his briefing notes should never be longer than a page and a half (background material excluded). His reasoning? If an expert couldn’t distill a complex issue into a simple explanation, how could he communicate it to the public in 30 seconds?

And let’s talk about TikTok. With videos ranging from 21 to 30 seconds, it is clear that short-form content is the future. The lesson here: you do not need to tell the whole story in one video. You can be funny, educational, serious, or all of the above.

One of the biggest barriers to creating video content is the perception that it requires big cameras and sophisticated editing suites. Don’t let that stop you. Start small. Be authentic. Plan out your message, but don’t feel like you must stick to a rigid script. Think of your video as an invitation for people to learn more about you, your business, or your cause.

The reality is simple: video is one of the most powerful ways to communicate today, and authenticity is what resonates most with audiences. So, get out there and show the world who you really are.