Why junior mining companies must embrace video to build trust and stand out

Fast Company

3 days ago

When I speak with other executives in the junior mining space, one theme comes up repeatedly: How do we stand out? Whether we're competing for investor attention, trying to explain a technically complex asset, or showcasing ESG initiatives, the challenge is the same—communicating clearly, effectively, and with impact.
Over the last few years, I've become convinced that video is one of the most powerful, underused tools in our industry.
In the mining business, we operate in a highly visual business—remote landscapes, geological exploration, community partnerships, environmental stewardship. Yet most mining companies still rely on PDFs, slide decks, and press releases to tell their stories. And while those have a role, they're simply not enough anymore.
Investors—especially retail and younger ones—consume information differently today. They scroll LinkedIn, browse YouTube, and watch CEO interviews before they ever open an investor deck. Even institutional players and analysts are influenced by a company's online presence and digital transparency.
Video lets us show progress, humanize leadership, and build trust in a way that static content just can't.
A drone shot of your exploration site, a 90-second message from the CEO, or a quick ESG highlight reel speaks volumes. It helps investors visualize your vision— and, more importantly, believe in it.
WHAT'S WORKED FOR US
Here are some types of video content I've seen have an outsized impact, either in our own marketing efforts or across the sector:
Site Visit Videos
Footage from site visits—even just 2–3 minutes long—goes a long way. Drone shots, field team interviews, or clips of drilling rigs in motion help investors understand the scale and seriousness of your operation.
Executive Updates
Regular video updates from leadership are incredibly effective. They don't need to be fancy. I've filmed updates on a phone with a lapel mic and a decent backdrop. What matters is being candid, timely, and consistent.
ESG In Action
If your company is doing real, meaningful ESG work, show it. Record your teams engaging with local communities, managing environmental risk, or restoring land. Video turns abstract ESG goals into tangible evidence.
FAQs And Explainers
There's huge value in creating short helpful videos answering investor questions. Things like 'What are assay results?' or 'Where are we in the permitting process?' These can live on your IR site and be repurposed across channels.
Animations And Visual Overlays
For technical topics like geology or deposit modeling, we've started experimenting with simple animations or slide overlays. It's a smart way to make dense information accessible, especially for non-technical investors.
GETTING IT OUT THERE
Creating content is just part of the process; you also need to get it in front of the right audience. Here's where we've focused distribution:
YouTube for longer-form content, interviews, or site walkthroughs.
LinkedIn for executive visibility and industry engagement.
X (Twitter) for press release follow-ups or quick commentary.
Investor newsletters for embedded videos that drive engagement.
Company IR websites for a centralized, evergreen library of content.
For companies with an ESG or community angle, even Instagram or TikTok can have a role, especially when targeting local stakeholders or the next generation of investors.
IT DOESN'T HAVE TO BE EXPENSIVE
I know many junior companies worry about cost, but I've learned firsthand that you can produce good video without blowing your budget. A few things that help:
Use Your Phone: Newer smartphones shoot in 4K and with a simple gimbal and mic, you're more than halfway there.
Batch Content: Record multiple videos during site visits or update cycles to maximize efficiency.
Hire Freelancers: Instead of agencies, find independent editors or videographers to help polish raw footage.
Leverage AI Tools: Platforms like Descript can transcribe, edit, or voice-over content in minutes.
The key is to start small, stay consistent, and focus on authenticity over polish.
FINAL THOUGHT: TELL, DON'T JUST TALK
At the end of the day, mining is a long game—but investor attention spans are short. We can't afford to rely on traditional comms alone. We need to think like storytellers, and video is the most powerful storytelling format we have.
Whether it's to build credibility, explain a new phase of development, or highlight ESG efforts, video content creates a connection. It makes you memorable. And in a sector where trust is everything, that can be the difference between momentum and missed opportunity.
So, if you haven't already—grab a camera, press record, and start showing your story. Your investors are already watching. Make sure they're watching you.