Ask any business owner about video marketing, and you’ll likely hear the same hesitation:
“I know I should be doing more video content, but I don’t have time, the tech, or the confidence to get it right.”
But you don’t need perfect production values to hit your video content goals. You do need to consistently post videos that will help your audience. Prolific beats perfect.
And in this blog post, we’re going to show you exactly how we know with:
- The story of one of our clients, Dent, proving the ‘prolific beats perfect’ mindset gets leads and sales – and the strategy Dent followed for video content success
- Statistical evidence that others face the same challenges as you, with data from our 2025 Video Content Research Report
- Tips you can use today!
What did our client, Dent, do differently?
Dent runs a globally recognised entrepreneur coaching programme. Their Key Person of Influence accelerator has catapulted over 3500 entrepreneurs into industry leader status.
They had a YouTube channel since 2014 that had been growing, but not quickly enough to get the organic results they wanted. When we started working with them in 2023, Dent had 2 great things going for them:
- Dent’s Key People of Influence had a tonne of video footage from the podcasts, webinars and stages they’d already spoken on.
- Daniel Priestley, Dent’s co-founder, creates brilliant social media content.
We could see that they needed 2 things:
- Daniel needed to maintain the consistency of his video content to increase his audience and reach, without it eating up too much time.
- Dent needed specific video content that could strategically spread their expertise even further.
‘Prolific beats perfect’
This is more than just something Daniel says. It’s the mindset shift that made a massive difference to the success of Dent’s video content.
When we began this video content strategy, we didn’t start with a brand new shoot. We looked at the wealth of video in their YouTube channel archive. Most were longform, which we edited into shorts for YouTube and Instagram Reels.
The quality wasn’t great, but the results shot up because people were finding the helpful content they were searching for on Dent’s channel.
We weren’t focused on being perfect – we used what we had to be prolific across the most relevant channels from the start.
Hang onto your hats – here come the results!
Over one year:
- YouTube and Instagram Reels views increased by 333%
- Leads and sales jumped by 503%
- From 9k subscribers to 29k
- From 35k views in one year to 1,033,852 views in one year
- 238% increase in sales
Importantly, this wasn’t about chasing viral content. It built trust through repetition and relevance of expert knowledge. And it allowed Dent to forge a clear, repeatable journey from subscriber to sale.
Consistent video leads to consistent sales
During his work with Dent, Martin (Jammy’s co-founder) had his own big revelation – consistent video leads to consistent sales. And we’d proven it!
Not traffic. Not followers. But a reliable stream of people watching, subscribing and buying as a result of a clear video content strategy. Just with one important shift in mindset.
So, as it’s so obviously successful, why isn’t every business benefiting from creating video content?
We had our own ideas about why this might be, but decided to run our own survey so we could find out for sure. You can get the full video marketing report here, but here’s a snapshot of findings that directly link to this crucial idea of consistency in video content creation – and what’s really getting in the way.
What’s stopping you from creating more video content?
It’s quite the attitude pivot to go from: ‘I need to make perfectly polished professional videos’ to…
‘I believe in the quality of what I’m saying, and it’s better to get it out there with as many videos as possible.’
And while the ‘prolific not perfect’ gear change underpins successful strategic thinking, we know there are several other hurdles to get over before you get there.
Our survey participants revealed the main thing holding them back from creating more videos for their business:
- 40%: Takes too long – 48% said it takes them over an hour to get from idea to publication for just one video. 26% said over 2 hours!
- 22% : I feel self conscious on camera – only 15% said they love making videos
- 17%: I struggle to come up with ideas – 75% of our respondents struggle with this at least sometimes
- 13%: The tech feels overwhelming – 47% aren’t using any AI tools to help with video creation, with 54% saying they don’t know how and 27% saying that it still takes too long
Only 9% of people said they were already creating as much as they wanted to.
As you can see, whichever one is your main bugbear, you are not alone.
If you’re stuck behind any one of these barriers, the concept of developing a regular posting schedule feels several steps away.
How often do you currently publish video content?
Shocking discovery: 44% businesses rarely or never publish video content
So, if you’re in this category, you’re also not alone!
Our preferred ‘prolific posting’ aim means:
- Several times per week: Only 9% are hitting this target
- Daily: Only 3% of our respondents managed this frequency
To get to this impactful publication frequency, every part of your video content process needs to be at maximum efficiency. The great news is that we have some immediately actionable advice to tackle each of the main challenges identified in our 2025 research.
Pro tips to improve your video content process
There are several steps to creating video content and you need to get your head around all of them:
- Generating ideas
- Write a prompt script
- Film
- Edit
- Publish
- Promote
- Repurpose
It’s not one simple task – it’s all of this added together. And there’s help for every step!
Time
We know that publishing video content daily or several times a week has the best results. The majority of people are already putting in a significant amount of time, without hitting this frequency.
Pro tip: Use what you’ve already got! If you’re sitting on hours of raw footage, old webinars, or forgotten YouTube videos, don’t waste them. Get editing!
Self-consciousness on camera
40% of people either struggle with, or flat out hate, the whole experience. 45% rate it as ‘OK’. This makes complete sense. It isn’t a normal, natural thing for most of us to be doing!
Pro tip: Get out of focus. Having a camera pointing directly at you is quite confrontational. You don’t have to shoot your videos like this. Look off to the side, as if you’re talking to someone else. Or, actually have someone else in the shot with you that you can Q&A with.
Struggle to come up with ideas
People are so ingrained with their own expertise that it’s hard to remember what it was like before you amassed all your knowledge. How do you keep sharing consistently without getting bored or, worse, boring your audience?
Pro tip: Start an Ideas Bank. Use the notes app on your phone, use it as an excuse to buy (another) snazzy notebook, open a GoogleDoc – it doesn’t matter where you record your ideas.
It does matter that you write them down when you think of them. You won’t remember later, it’ll be lost to the ether. Then, when you come to plan your next batch of content, you’re never starting with a blank page.
Our Video Power Plan is designed to help people overcome this particular challenge. So, if you would like to pole vault over this hurdle quickly, take a look at our 6-month bespoke video strategy package.
The tech feels overwhelming
None of the existing AI video tools do everything for you. You might be successfully using something to help with one element of your process, like creating captions.
Pro tip: Start by outsourcing one part of your process to a tech tool. Measure how much this speeds up that bit of your process and the effect on your consistency.
Stop chasing perfect and start getting results
Dent’s story is proof that you don’t need to reinvent the wheel. You don’t need a production team. And you certainly don’t need to wait until everything looks “just right.”
What you do need is a strategy built on showing up regularly, saying something helpful, and trusting that consistency creates results.
Because when it comes to video content marketing, prolific really does beat perfect.
We’re here with a bespoke 6-month strategy that covers all the ideas you need to get off to a flying start.
