Making executives convincing in videos

In the ideal case, of course, someone from the C-suite enjoys being in front of the camera. But good results can be achieved even with executives who are less camera-friendly. The professionals at Linkstudio know how to go about it. More about that later. First, let’s address the question of why a company should go to all this trouble in the first place. The simple answer is that it’s worth it. A video can be used in many different ways to achieve goals in both internal and external communications.

Managers can appear in videos to personally communicate corporate visions, strategic goals and important updates. This creates trust and a sense of closeness among employees. A video from management celebrating successes or praising employees can also be very motivating. Videos can also play a crucial role in training and knowledge transfer. They’re a lively and convincing way of conveying important topics such as corporate values, ethics or compliance.

But even in difficult phases such as restructuring or change processes, videos can be used to explain the change and address the concerns of the workforce. In the best case, they create transparency and help maintain the trust of employees. For this to happen, though, the messages must be conveyed credibly and empathetically. Most people have a keen sense of which messages are credible and which are merely sent out for tactical reasons.

What organisation doesn’t want to be perceived as an expert in its own industry? When the CEO uses videos to share relevant knowledge about industry topics with the public, this naturally helps establish thought leadership. Videos can also reflect current developments, help build confidence and establish and maintain relationships with investors and other stakeholders.

When it comes to strengthening customer loyalty, personal messages – whether they’re used to introduce new products or celebrate milestones – come across as authentic and engaging. Last but not least, videos can be especially helpful in times of crisis. They show that the company isn’t shirking its responsibilities, but is taking a position and seizing charge.

A video offers a wealth of options for making a positive contribution to a company’s communication goals. But the protagonists have to be up to the task. The trouble is, not all CEOs are born presenters. Which brings us back to our original topic. As well as being well-versed in the technology, the professionals at Linkstudio have many years of experience in showcasing the protagonists in their videos in a way that suits them. They start by creating a video concept tailored to the person being filmed. They provide close support during shooting to get the optimum results in terms of both visuals and content. And in editing and post-processing, they ensure that the precise goals defined with the client are achieved.

Professionally produced videos that present messages authentically and credibly are a powerful tool for strengthening trust and loyalty, both internally and externally. They create authenticity, promote clear and emotional communication and support the positioning of the company as a transparent and accessible organisation. And in any case, they’re a valuable component of modern corporate communications.