Why Every Leader Should Be Leveraging Video to Communicate

By Wade Paterson

In an age where emails, newsletters, and text-based messages dominate professional communication, most leaders are leaving a staggering amount of their message on the table. Research suggests that 93% of communication is conveyed through body language and vocal tone — not the words themselves. So why are so many leaders still relying solely on written text to connect with their audiences? It's time to talk about one of the most underutilised tools in a leader's communication arsenal: video.

The Communication Breakdown: Why Words Alone Aren't Enough

Consider the well-known breakdown of how messages are received: 55% through body language, 38% through vocal tone and variety, and just 7% through the actual words. When you send an email or a newsletter, you're asking your audience to extract full meaning from that slim 7%. It's no wonder that miscommunication is rampant and that most employees report their leaders aren't effective communicators.

Video changes the equation entirely. When people can see your facial expressions and hear the inflection in your voice, they receive 100% of the message you're trying to convey. That's a dramatic leap from what even the most carefully crafted email can achieve.

You Don't Need a Professional Setup

One of the biggest misconceptions about video communication is that it requires professional-grade equipment — studio lighting, a high-end microphone, and a polished backdrop. While that kind of setup is wonderful for formal, public-facing content, it's far from necessary for everyday leadership communication.

The truth is simple: a video shot on your phone is still more effective than a text-based message. Your audience can still see your expressions, hear your voice, and connect with you as a real person. Don't let the pursuit of perfection become the enemy of connection.

The Power of One-to-One Video

One of the most powerful — and most overlooked — applications of video for leaders is the personalised, one-to-one video message. Platforms like BombBomb and similar tools allow you to record a quick video and send it directly to someone's inbox, just like an email.

Many leaders assume that recording a video takes longer than typing out a message. In practice, the opposite is often true. Here's what the process typically looks like:

Open your phone or the app
Say what you need to say in your own words
Hit send

That's it. No agonising over wording, no editing for tone, no worrying about whether your message will be misinterpreted. The entire exchange is often faster than composing a written email — and far more impactful on the receiving end.

Make Video a Daily Practice, Not a Monthly Event

Too many leaders treat video as an occasional event — something they do once a month or for special announcements. But the real power of video emerges when it becomes part of your daily communication rhythm. Consider integrating video into your routine in ways like these:

One-to-one video messages to team members, clients, or followers for personal touchpoints
Live sessions on social platforms like Facebook or LinkedIn, where you can answer questions in real time
Quick update videos to keep your audience informed and engaged

By showing up consistently on video, you become more accessible. And accessibility breeds something every leader needs: trust and respect from the people they lead.

The Opportunity Most Leaders Are Missing

It's genuinely surprising how many leaders — even those with significant audiences and followings — remain anchored to email and text as their primary means of communication. They're operating at 7% capacity when they could be delivering their message at full strength.

This isn't just a minor optimisation. It's a fundamental shift in how your audience experiences you. When people can see and hear you, they feel a connection that no amount of polished copywriting can replicate.