By Alex Hughes, CEO and Co-founder, Binumi Pro
Video content is fast becoming a format that business leaders can’t ignore. It is estimated that by 2022, video will make up more than 80% of online consumer traffic, and in the post-coronavirus business landscape, it is the perfect way to show a company’s human face – both to employees and external audiences.
It is a mistake to think that creating video content means complex equipment and long shoot days – the coronavirus crisis has shown that impressive quality clips can be user-generated and quickly shared across your website, social media and internal channels.
By combining your smartphone with a professional filming toolkit and a little editing expertise, you’ll find that it is remarkably easy to get results that have an impact.
Here are six ways that CEOs can use video to communicate their organisation’s values and strengthen relationships with stakeholders.
- Create an explainer video
It is unlikely that everyone in your audience will have the time (or motivation) to read a long annual report or whitepaper.
Instead, break down a long-form document into a succinct and engaging video that summarises its key points. This will demonstrate that, as a brand leader, you are invested in how your stakeholders interact with significant industry ideas and plans, as well as helping viewers to feel connected with the activities of your company.
You could also use this method to highlight key takeaways from a recent study or piece of research. This will provide a potentially intimidating document with a more personal perspective and make it far more accessible. Just look at the popularity of TED talks, where experts explain a key idea in 18 minutes or less.
- A day in the life
It is easy for employees to feel disconnected from the work that CEOs are doing – particularly at large corporations that have many departments. This problem has been aggravated by the coronavirus crisis, with many staff now working remotely or across a number of different locations.
Break down silos by giving an insight into how you approach your work and the issues that you are tackling on a daily basis. It will help viewers feel involved with every level of the decision-making at your organisation – and give them an understanding of what your role involves.
- Film a demonstration
Take viewers on a behind the scenes tour of an office or key location. This could be particularly effective if you operate across several sites which all have their own unique identities. You could also use this format to highlight the measures you are putting in place to keep your workforce safe during the pandemic. This is a great way of making sure your video output amounts to more than an endless succession of ‘talking heads’.
- Publish a thank you message
The last few months have been incredibly challenging – and it is likely your employees have faced a range of personal and professional anxieties. Show that you appreciate their continued work and support with a thank you message that recognises the specific obstacles they have had to overcome.
A video often has a more authentic and personal feel compared to a written statement – which is perhaps why it was the medium chosen by many CEOs and politicians when commenting on the changes brought about by the pandemic.
- Q & A interview
A simple Q&A video can be a very effective way of connecting with a wider audience.
Ask your workforce to contribute their questions in advance of filming via your internal channels or social media. By answering their queries, you will show that you are addressing their concerns and that you are open to their suggestions.
- Think creatively
Take the opportunity to entertain as well as inform your audience by showing the human side of your brand. Challenge yourself to answer a certain number of questions within three minutes, or share five facts your employees don’t know about you. For inspiration, look at the Wall Street Journal’s ‘How I work’ video series – where questions range from ‘coffee or tea?’ to ‘what’s the best professional advice you’ve ever been given?’
Brand videos don’t have to be boring – and the more innovative your approach, the higher your levels of engagement are likely to be.