Let’s be real, recording yourself on video can feel awkward, stressful, or even a little terrifying.

But we know that video is one of the fastest ways to connect with your audience, grow your business, and show the real you. So it’s really worth pushing past that cringe…

If you’ve ever felt nervous, unsure, or “just not a video person,” this blog post is for you. We’re breaking down why most business owners feel the same, and exactly how to make video feel a lot less scary.

How business owners really feel about being on camera

When we asked 411 business owners how comfortable they feel recording video content, here’s what they said:

• • 15% said: I love it!
    These folks are the unicorns. They hit record, chat away, and actually have fun doing it.
  • 45% said: It’s OK.
    They do it because they understand the value, but it’s not exactly their happy place. Video is something to get done rather than enjoy.
  • 27% said: I struggle.
    Overthinking, multiple retakes, feeling awkward…it’s a challenge just to hit record.
  • 13% said: I hate it.
    These people would just rather not. Ever.

The key takeaway? Most business owners don’t naturally love video. So you’re definitely not the only one.

The great news is that confidence isn’t a personality trait, it’s a skill that grows with practice. And we can help you feel much more comfortable and maximise the impact of your videos.

Why video is still worth it (even if you don’t enjoy it)

You might be thinking: If I hate video, why bother? Well (some might say ‘unfortunately’) video works.

Not because it’s trendy or because everyone is doing it, but because it builds trust and connection faster than almost anything else.

And we’ve got statistics to prove it:

• • 91% of our survey respondents said watching a video influences a buying decision
    93% said that they’d find video helpful when researching a significant purchase

If you don’t have videos for your customers on their path to purchase, they’ll be watching your competitors’.

Video helps people get a feel for who you are because seeing you speak, your expressions, and your gestures makes your business human. This means you can build trust faster as clients often pick the person they feel they ‘know’ first.

Videos are another way for customers to understand your offering. Some will prefer to read a long-form article, others will opt for a 3-minute explainer video. Having both means that you don’t have to repeat the same thing to every prospect!

And here’s the real insider secret… You don’t need perfect lighting, a Hollywood smile, or CBeebies presenter-level energy. You just need to be clear, authentic, helpful, and you.

Why it feels so awkward (and why that’s totally normal)

If you’ve ever thought:

• • “What do I do with my hands?”
  • “Does my voice really sound like that?”
  • “What am I doing with my [insert body part you think looks weird], I look so awkward.”

…welcome to the club.

Feeling awkward doesn’t mean you’re bad at video. It just means you’re learning a new skill while being seen, and that’s uncomfortable for (almost) everyone.

Even the creators who look effortless now started exactly where you are: stiff, unsure, and cringing at their own footage. Confidence doesn’t appear overnight. It builds slowly, one take at a time. But video grows consistently with practice, and the more you make, the more comfortable you’ll feel.

How to feel more comfortable on camera

You don’t have to become a video person overnight. You just need ways to make it less scary. Here are 3 straightforward pieces of advice we’ve seen work time and time again.

1. Shift your mindset

• Talk to one person, not an audience. Imagine a single client or friend on the other side.
• Aim for useful, not perfect. Your audience wants clarity, not flawless performance.
• Let awkward be OK. “Slightly awkward but genuine” beats “perfect but robotic” every time.

2. Preparation is key

• • Use bullet points instead of full scripts. It keeps your language natural and your pacing easy..
  • Practice privately. Film videos you never post, getting used to yourself matters.
  • Film in a familiar space. Comfort in your environment helps your body language relax.
  • Keep your camera at eye level. Less ‘looking down at my phone’ awkwardness.

3. Confidence matters – here’s what helps

• • Move while talking. Walk, gesture, or hold something as it looks more natural.
  • Smile before recording. It relaxes your face and warms your voice.
  • Start small. 30-second videos explaining one tip are better than long, “perfect” productions.
  • Share real examples. Tell a tiny story: “Last week, a client told me…”, or “Here’s a mistake I made recently…”. People connect with humans, not facts.

If you’re in the “I struggle” or “I hate it” camp

You’re not behind. You’re not bad. You’re not alone. And your business isn’t going to suddenly fail because you haven’t nailed video marketing yet.

Confidence comes from repetition, not sudden bravery. Small wins, posting a short video or recording a practice clip, compound fast. You don’t ever need to love the camera to get results. You just need to start.

Being comfortable also comes from being properly prepared. When you plan your video strategy and see how it’s building towards your business goals, you can really settle into what you’re saying.

You’re already in your element when you’re talking about your business. All you’re doing is putting it on video, so you can share the fabulousness with even more potential customers.

The Jammy Digital take on beating the cringe

This is exactly what we help people with.

Not by forcing you to become a TikTok star. Not by making you film long, scripted monologues.

We help you:

• • Plan your content simply: knowing what to say removes the fear.
  • Structure your videos: makes recording feel natural.
  • Build consistency: so it’s just another part of your routine, not a scary one-off task.

The difference between “I don’t want to do video” and “that wasn’t so bad” is often just strategy and practice.

You don’t have to love video to be good at it

Here’s the main takeaway:

• • You don’t need to love the camera.
  • You don’t need to be confident.
  • You don’t need to be perfect.

You just need to start small, share something useful, and be yourself.

Eventually, the camera stops feeling like an enemy. It becomes a shortcut to creating a real connection with your audience. And that’s when video stops being scary and actually starts being rewarding.

But where do you start? You can look at the most recent video content trends as a springboard for ideas.

Or, we can help you get started with a Jammy Video Strategy Plan that sets you up with what to say, how to say it, and how to fuel lead generation with your video content.

Book a call to get started on your Video Power Plan.