Most people are late to video.

Not because they lack the gear. Not because they don’t know how to speak. But because they don’t understand what video is really for:

Trust. Attention. Leverage.

This isn’t another pep talk about why you need to "show up." This is a breakdown of why your brand is invisible without video, why your competitors are winning even with worse products, and how you fix that without burning 40 hours a week on content.

Watch the full breakdown here →

This blog is written for three groups:

• Founders who want to become the go-to authority in their space
• Marketers who are tired of pushing static posts that nobody cares about
• ‍Teams who need a content engine that actually scales

Let’s get into it.

1. The Hard Truth: You're Ignoring the Data That Matters

Here’s what the market says:

• 96% of marketers say video helps users understand products better
• 87% of marketers say video helps generate leads
• Viewers retain 95% of a message via video vs 10% via text

What does that mean?

It means you’re choosing the more complex, slower, more forgettable path if you’re still relying on:

• Static images
• Carousels
• Blogs with no video
• Pitch decks

You're spending hours creating content that disappears in seconds.

Meanwhile, someone else is showing up on camera, telling their story, answering objections in public, and building a brand people remember.

You lose by default.

2. The Real Problem: "Safe" Is Invisible

We hear it all the time:

"We don't want to show our face yet. We're still figuring out our messaging."

Translation: you're scared. That's normal.

But the market doesn't care about your fear. It rewards visibility. And visibility requires risk.

The biggest issue in B2B today? Most companies are still hiding behind polished decks and static logos. They think it's "professional."

Let me give it to you straight:

• Safe content feels good
• Safe content feels on-brand
• Safe content feels controlled

But safe content doesn’t get shared. It doesn’t make people feel anything. It doesn’t create memory.

You might feel like you’re doing marketing, but you’re actually just being busy.

If you're not willing to be seen, your brand will stay invisible.

And invisible brands don’t attract high-intent customers.

3. The Mindset Shift: In B2B, People Buy How You Think

Here’s something most founders miss:

In B2B, people don’t buy what you do.

They buy how you think.

Video is the fastest, most scalable way to share that thinking with your market.

If your competitors are on camera breaking down:

• How they solve client problems
• What they believe about the market
• Why their product is built the way it is

...and you're still posting a quote image with a caption like "teamwork makes the dream work," who do you think wins that sale?

Even if your product is better.

Even if your team is more experienced.

Even if your offer is stronger.

People buy from those they trust. Trust comes from familiarity. Familiarity comes from repetition + visibility.

That’s what video gives you.

4. The Platforms Already Chose Video. You're Just Catching Up.

Let’s talk distribution.

Here’s what the major platforms are telling us right now:

• Instagram Reels get 67% more reach than static posts
• LinkedIn prioritises native video and rewards creators who post face-first content
• YouTube is the second-largest search engine in the world
• Short-form video dominates attention spans across every demographic

These aren’t trends. They’re structural shifts.

If you’re still operating on a static-first model in a video-first world, you're playing the wrong game.

And here's the kicker:

Your customers are watching videos every day. They're consuming opinions, frameworks, and buying beliefs from people who are NOT you.

By the time they hop on a call with you, they've already been influenced.

If you're not in the feed, you're not in the conversation.

5. Our Confession: We Were Hiding Too

At Parashift, we spent years helping other brands scale their visibility.

But we weren't showing up ourselves. We hid behind:

• High-converting landing pages
• Polished portfolios
• Well-designed case studies

But no face. No voice. No presence.

And guess what? That invisibility cost us high-leverage opportunities.

Until we flipped the script, we decided to document the process. We committed to becoming visible. We started sharing how we think.

That’s when we created the Video Strategy Toolkit for Founders.

Not because we needed another lead magnet. Because we needed a system we could use ourselves.

6. Why Most People Fail With Video (And How to Fix It)

The usual path people take:

1. Get hyped to "start doing video"
2. Shoot one video. Edit it forever.
3. Post. Get 20 views. Feel crushed.
4. Quit.

They fail because they treat video like an art project instead of a business function.

Here’s how we solved it.

The Video Strategy Toolkit is built on 3 core pillars:

1. The Perception Builder

This helps you answer one question:

"How should the market see me?"

• You don't need to be viral. You need to be consistent.
• You don't need millions of views. You need the right people seeing you often.

It gives you a framework to:

• Craft your narrative
• Build authority without bragging
• Position your expertise in a way that sticks

2. The Content Creation Matrix

Here’s what most marketers get wrong: They either post random content or focus only on top-of-funnel fluff.

Our matrix helps you plan content across three levels:

• Awareness — get attention and create interest
• Nurturing — share your thinking, overcome objections‍
• Conversion — invite action with clarity and confidence

This removes decision fatigue. You know exactly what to create and where it fits in the funnel.

3. The Repurposing Kit

Time is the bottleneck. Always.

That’s why we built a system that turns 1 good video into:

• Short-form reels for Instagram, LinkedIn, YouTube Shorts
• Text posts derived from key ideas
• Carousels pulled from video scripts
• Lead magnets & email nurture flows

One video = one month of content. Minimum.

7. Who This Is For

This is not for influencers. This is not about going viral.

This is for:

Founders

• Who are tired of repeating their vision to every prospect
• Who want to build trust before the first call
• Who want to be seen as the category leader

Marketers

• Who want to stop begging for engagement on static posts
• Who want to make content that actually converts
• Who want a system that’s easy to execute and scale

Teams

• Who want plug-and-play frameworks
• Who want clarity on what to post and why
• Who want to save time and still build momentum

8. Case Study: How One Video Got Us 30+ Content Assets

We recorded a simple video: 4 minutes. Talking to founders about why most B2B content fails.

Here’s what we turned it into:

• 1 long-form YouTube video
• 3 Reels (each < 60 sec)
• 2 quote posts
• 1 newsletter
• 2 LinkedIn carousels
• 1 client case study lead-in
• Internal training doc
• Team onboarding content

All from one video.

This is leverage. This is what the system does.

9. Final Word: It’s Not About Showing Up. It’s About Getting Chosen.

No one remembers the best-kept secret.

You don’t need to post every day. You don’t need a studio. You don’t need to be perfect on camera.

You need:

• A system
• A strategy
• A way to create trust at scale

That’s what video gives you.

And if you’re not doing it, you’re handing the advantage to someone else.

Want In?

We’re documenting everything we do: scripting, shooting, repurposing. And we’re giving it away.

Join the waitlist for the Video Strategy Toolkit. Get the free starter video strategy toolkit to begin.

Let us show you how to do it the right way—strategically.

No guesswork. No overwhelm. Just visibility that converts.