With video now the main means of communication inside the workplace, managers and executives in particular are required to be comfortable with being on camera. It’s about more than looking good. In addition to their core job functions, so-called C-suite creators set the tone for company culture and thought leadership through compelling content and engaging communications.
If any company needs guidance in this regard, then a trio of execs share some advice with the corporate video platform Socialive.
The thoughts of Amy Konary, VP of customer business innovation at Zuora, and CMOs Daniel Rodriguez at Simplr and Jon Miller of Demandbase are pretty similar: don’t promote yourself, don’t sell the company, and keep it real.
“Don’t be self-promotional,” says one. “If you have something worth listening to, your audience will be compelled to follow you — and your company.”
Don’t be disingenuous, says another. “Everyone from your marketing team to your sales representatives should understand the value being driven by your video content. If your video doesn’t land internally, it’s unlikely to do so externally.”
True thought leadership is rare according to Miller. While content should be entertaining, thought leadership is often provocative and contrarian.
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Also keep it short and don’t be dull. The new cohort of workers is bred on TikTok, remember.
“If you’ve seen videos on TikTok or IGTV, you’ve probably noticed they’re usually pithy and pack a punch,” says Rodriguez. “Since these consumer trends have begun influencing the business world, you’ll want to be shorter and more concise than you might be in written communications.”
Authenticity is critical to successful video communications — just as it is in the creator economy on social networks. Assuming a fake identity for the sake of entertainment often falls flat.