As we consume more video online, it’s essential that entrepreneurs, CEOs and executives put their own multimedia strategies in place. When used well, high-quality video content can help to communicate better in many ways: to connect with young and exciting talent, explain what’s innovative about their companies and new products, relate with investors, partners, and other people who can offer invaluable advice and support.
In this article, we outline the five reasons why video content is as important – if not more important – than other forms of media, when it comes to communicating as a CEO, senior executive, or entrepreneur.
1. Telling your story
Written content can only paint so much of a picture. Video, however, can show key stakeholders exactly who you are and what your business and other interests look like. It allows viewers to feel more connected to your story and understand why it’s important.
Video can help you to:
- Establish a narrative about your work
- Showcase your expertise in an approachable way
- Demonstrate how you’re different from the rest of the industry
- Offer a more well-rounded view of who you are and what you stand for
- Leave a lasting impression
2. Putting a face to the name
Tone is notoriously difficult to nail down through written word, but video content can ensure your personality is received exactly as intended. By putting a face to the name, your audience is significantly more likely to remember you and your business, and you’re more likely to come across as authentic and relatable.
Bill Gates is an excellent example of this in action. His face is immediately associated with his business successes and his charitable foundation. By appearing on TV, podcasts, and interviews, Gates has become one of the most recognisable faces in business – making him (and his companies) household names.
Gates utilises video throughout his websites, particularly Gates Notes and the Bill & Melinda Gates Foundation. Video helps the foundation showcase the importance of its work – as well as provide an introduction to what they do. Gates Notes, Bill Gates’ diary-style personal website, also hosts videos on topics as diverse as Pickleball, Wordle, and the importance of indigenous crafts, giving the audience a full picture of his personality.
3. Broaden your horizons
The versatility of video content is one of its biggest benefits. It can be used on business websites, media publications, and increasingly on social media platforms – which is incredibly effective when posted on Twitter and LinkedIn in particular.
For business leaders, video can rocket-boost your social media strategy to improve the reach of your message. Video posts on social media get 48% more views than typical text posts, plus organically shared content adds an extra level of authority and credibility to your personal and company brand.
Platforms optimised for video sharing include:
- YouTube
- TikTok
4. Engage and captivate
Video content is more engaging than written content, with the amount of video watched online doubling since 2018. Not only are consumers spending more time watching videos, but they’re far more likely to share them with others too. Videos on social media receive a staggering 12 times as many shares as the typical post combining text and images, extending your reach even further.
Steven Bartlett, founder of Social Chain and the youngest ever Dragon on Dragons’ Den, has utilised video to hugely enhance his social profile. His video-podcast, Diary of a CEO, frequently achieves between 500,000 and a million views, and clips of it are shared widely across social media.
Videos reposted to social media have helped new audiences find Bartlett’s content and learn about his projects. This has grown public awareness significantly, particularly among young people.
5. Establishing a brand
Who are you as a leader? What gap is your business filling in the market? Why should they choose you?
Answering these questions is core to building your profile and helps set you apart from your peers.
Video content allows you to easily explain what you do, why it’s important, and the space you take up in the industry. This can be achieved through:
- Introductory videos
- Interviews in key media outlets
- Video podcasts
- Short explainer videos
- Profiles of your key staff
- Feature videos of your flagship projects
Case study: Ray Dalio
He has successfully used video to:
- Tell his story. Dalio has used short profile videos with outlets such as J.P. Morgan to explain how he became successful, what his key principles are, and why his story is important. He sets himself out from the crowd by emphasising humility, discussing the mistakes he’s made, and taking a different angle on global economics.
- Put a face to the name. Dalio’s online and TV presence have made him much more recognisable, and his charisma and expertise make him a go-to speaker on a variety of issues. Appearances such as his 2012 talk at the Council of Foreign Relations have been instrumental in achieving recognition.
- Broaden his horizons. Using the Principles for Success animated video series on YouTube, Dalio has extended his influence from purely economic matters into self-help and motivational videos, aiming to help young people make the most of their potential.
- Engage and captivate. Many of Dalio’s videos are optimised for social media and are posted on sites such as Instagram and TikTok. Several of his TikTok videos have more than 4 million views and 19,000 shares.
- Establish a brand. Dalio’s video content has helped him establish a public image as a trustworthy source of advice, an innovative thinker, and industry leader.
Now that having an online presence is a vital aspect of being a successful entrepreneur, CEO, or executive, it can be hard to stand out. Going a step further by using video content to its full potential can hugely improve the volume and quality of engagement you receive, and ultimately improve your success as an entrepreneur, CEO, or executive.
If you’d like to find out more, whether you are an entrepreneur, executive, or investor, please get in contact with Transmission Private for an informal, no obligation chat. Contact us via enquiry@transmission-private.com or +44 (0) 208 0641 829. You can also find all of our details on our contact page.
