NAB
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.
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.
No comments:
Post a Comment