You can stay on-message while leaving your camera off.
It is true that video clips produce exponentially more social media engagement than text or audio but these statistics and strategies centre around data collected on all users. For business communications specifically, our leaders and experts are routinely telling us that they have no time, no budget and often no will to dive into expensive, laborious video production—even remotely.
The good news is, you can expand your reach and accomplish leadership marketing goals as while leaving your camera off. It’s a bit different when creative media productions are looking for maximum reach, exposure and even virality (remember, professionals, it doesn’t have to go viral to be valuable), but for B2B communications that are often engaged with during business hours, there growing acceptance that video can harm and distract more than it helps.
Audio Driving Podcasting Popularity
Podcast listening in Canada continues to rise. According to the Triton Digital report, weekly podcast listening among Canadians grew to about six hours in 2024. Despite this growth, the majority of high-impact business and public affairs podcasts are still consumed in audio only. Metrics show that fewer than 20% of listeners regularly watch a video version; most prefer to stream via podcast apps, in the car, while taking public transit, exercising or other activities where video is impractical.
For business leaders with limited time, this distinction matters. Audio accommodates multitasking—commuting, walking, repetitive activities or others requiring a low cognitive load. Video, by contrast, demands visual attention, stable internet, up to 100x more data, and more device management, all of which often makes engagement more difficult. So while video versions can add pizzazz, they rarely add proportional value in reach or loyalty when audio can often meet most of the audience’s needs.
Efficiency Amid Uncertainty
CEOs and senior executives have been stretched thin in the pandemic era. Canadian companies are more frequently flattening leadership tiers. Many established companies and startups report downsizing C-suite layers—or combining roles—to cut costs and speed up decisions. Under these conditions, investing in video means more time in preparation, lighting, retakes, editing and overall marketing. Audio isn’t devoid of overhead but the hours are fewer, reviews faster, and logistics simpler. Optimal audio is also more easily achieved remotely while video requires added preparation, technical and editorial.
With fewer internal resources or staff dedicated to media, another risk with video is delay. An audio interview or podcast episode can be produced remotely and asynchronously, without the need for dispatching a production crew. Leaders who opt for video often find themselves distracted by micro decisions—set design, visual continuity, b-roll—that pull them away from higher-impact work.
In unstable economic climates, cost control becomes paramount. Video production easily costs 2-4 times more than audio: camera gear, lighting equipment, higher editing fees, possibly hiring visual specialists. Even more, you must pay for increased post-production time—colour correction, fine-tuning visuals, consistent branding.
Audio, especially remote audio, has fewer moving parts. A good home or remote studio, solid editing, and clean sound can give a professional result at lower ongoing cost. There is still investment—but the baseline is lower and less risky. If budgets tighten, the leaner audio model scales more predictably, both in cost and in maintaining quality.
Conversion to News Media
One overlooked benefit of audio-first content is ease of conversion into mainstream media. Producing a podcast episode with TNKR can be 100% remote and repurposed for radio with little adjustment (ask about our Upgrade to Radio partnerships with major broadcasters). The audio already meets broadcast standards; only minimal work may be needed to adapt to radio formats, for instance to accommodate commercial breaks.
In contrast, nearly all video-podcast creators looking to dabble in television segments or visual broadcasts must up their game. Office-studio upgrades would easily run into the five figures before episode production costs, and could include: on-site camera crews, lighting rigs, video mastering, visual quality controls—plus increased social media or paid advertising costs to promote the video element. For many B2B leaders, unless video is essential to the message (product demonstration, architecture walkthrough, etc.), the extra costs often aren’t necessary.
As we’ve observed with communications “going private”—via newsletters, audio platforms, or other forums that could be considered semi-private—audio content gives control, reach and focus without overwhelming resources or diluting message.
It’s worth noting however that, during the remote audio production session, it is best to leave your device’s camera on to facilitate better communication and a more dynamic, emotive conversation; these benefits will be heard in the podcast even without accompanying video footage.
For B2B professionals deciding where to invest: start with audio and then add video as an upgrade, not as the foundation of a PR and content plan. The quality of the message and its accessibility to your core audiences—not the message’s overall reach—are key to producing powerful thought leadership content as efficiently as possible.
Photo: Joshua Hoehne / Unsplash
