Boosting your DEI leader’s brand with video

Key takeaways:
Short-form content efficiently positions your SME
Long-form video gives DEI leaders a platform to dive deep
Video showcases your leader’s on-the-ground work

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The biggest benefit of end-to-end video creation platforms — anyone can create and share video content.

For thought leaders, that means it’s easier than ever to share their expertise. Video empowers individuals to be their own brand. Plus, it’s much more powerful in our online world than other forms of publishing, with 75% of people more likely to watch a video than read text.

Diversity, equity, and inclusion leadership need to follow suit. There’s potential to continue the positive momentum from increased attention to DEI. The beauty of self-serve video creation is that DEI leaders can control the narrative and don’t need to wait for external media to raise their profile. Plus, there are plenty of ways producers can help those who are a little uneasy about going on camera.

The way Forbes puts it, personal branding humanizes strong leaders and their organizations to be trusted authorities. It’s a way to humanize the corporate brand while also establishing credibility with audiences.

Simply put, if you boost your DEI leader’s brand, there’s more attention on both their work and your company’s commitment to DEI. Here’s how you can strategically use video to increase a DEI leader’s personal brand.

Snackable commentary videos

An efficient, effective way to get your thought leader in front of the camera is to have them record short-form videos. In most cases, a piece of thought leadership has less than a minute to get the point across, so shorter is often better. Purposefully creating short-form thought leadership in a seamless workflow ensures the audience gives the content a chance.

While a TED Talk or huge panel event might receive a big audience, there’s tons of power in creating consistent content. Taking a note from influencers, thought leaders who consistently create and share content have a larger and more energized following than someone who “went viral.”

Whether it’s via social media or a newsletter, it’s vital to stay top of mind and constantly deliver value. Shorter commentaries are a way to truly connect with and activate fellow advocates.

Reactions to news and policy updates

We’re all aware that DEI is constantly in the news, and policymakers have their opinions on the matter. But thought leaders are the ones who actually do the work, are well-informed, and are therefore well-positioned to provide an interpretation of the world for their audience.

People are interested in knowing about the day’s events and legislation through the lens of DEI but might not know enough to have the proper framing. This is where a DEI thought leader can help provide context and provide an informed opinion for audiences.

Quick educational videos

Subject-matter experts have the unique ability to educate the masses about a specific topic. Though DEI may be a hot topic, it might not be fully understood by everyone.

This is where an expert can address knowledge gaps by creating educational content. Rather than recording an entire lecture or video essay, creating short videos that contribute to a larger lesson makes the content friendlier and more approachable for new audiences.

People want to know about DEI but might not know how to get started. A thought leader is the perfect voice to show someone seeking new knowledge the first few steps.

Summarize industry research

Traditionally, when new research and data were released, an industry expert would comment in a long-form write-up or perhaps a white paper. A much more approachable tactic is to make a video summarizing the findings.

A short explainer video supported by charts and data helps break down complex ideas for viewers. Plus, it’s that much easier for audiences to share short clips with others than with written reports.

Whether it’s summarizing the work of others or their own research, quick videos like the above example are easy to consume and easy for the SME to create.

Start a video podcast and share promos

Short-form content is an approachable way to connect with audiences. But there are often times when a subject or story warrants a deeper dive. A video podcast is a flexible way to give all the space needed for a complex topic, many of which are in the DEI space.

The approaches can vary — recording episodes or livestreaming and simulcasting social media — but either way, having a consistent series keeps SMEs in front of audiences who are interested in learning more about stories relevant to DEI.

Any long recording or livestream can easily be repurposed into shorter content, as well. It’s easy to take a podcast and create promotional clips or even snippets similar to our previous content suggestions. This means there isn’t a need to pick between shorter or longer content types.

Here are some themes for video podcasts that work in DEI.

Give a platform to community leaders

Podcasts that rotate in guests and introduce people in a given field tend to resonate with audiences hungry for fresh stories. For leaders in the DEI space who interact with community leaders, this is the perfect forum to give them a platform.

It’s a way to allow community leaders to speak directly to listeners and viewers. These types of long-form conversations help the audience get to know the guests more intimately, creating a more authentic connection.

Showcase employees and hidden figures

In addition to highlighting community leaders, a podcast is a perfect way to share the stories of employees and others who are often overlooked. It’s a chance for the host to showcase the stories that truly matter, but aren’t often told.

For thought leaders who stand on their own, audiences get to know them a bit better based on the company they keep. Likewise, companies and big brands are associated with the faces presented in content. It might only be one factor, but the people included in these types of stories are a representation of the entire company.

Engage with policymakers and leadership

Many thought leaders and industry experts in the DEI space are more than influencers, they’re also investigators. They look to understand what decisions are being made, how they impact people, and what audiences need to know. Again, long-form talking head videos provide the space to bring these conversations to the forefront.

DEI thought leaders are the perfect intermediary to help bridge the gap between decision-makers and the people who will be impacted. That relationship lends to a natural yet highly consequential conversation.

Simply put, they’re of great interest to just about everyone.

Journal conferences and in-person events

One powerful way to position your DEI thought leaders is to take audiences along for the ride with them. Rather than talking about the work being done, video is the perfect way to show what is happening.

Wherever the work is being done, there’s potential to bring audiences to the frontlines. Data, conversations, and stories about what’s happening in the world can all help paint a picture. But video can help place audiences directly in the middle of it all.

Take viewers behind the scenes

Influencers have perfected the point-of-view approach in their content. In general, audiences love to see how the magic is made and the reality of each day.

Likewise, for audiences interested in DEI, there’s tons of value in showing what a typical day or event looks like. Especially for those who can’t travel to conferences or events, a backstage view helps viewers feel more connected. Seeing a conference through the eyes of a thought leader makes it all tangible for the audience.

Highlight community work

Video is the perfect medium to show, rather than tell, about work being done in the community. While there may be cameras there to create marketing content, it’s a more intimate experience to get the perspective of the SME. Seeing and understanding their viewpoint allows the content to focus on the work rather than becoming a flashy hype video.

It’s all about building trust and establishing the thought leader. They’re the person who can provide the context behind each event. The more they are seen as a go-to resource for information, the more impact they can deliver with their work.

Raise the profile of your DEI thought leader

Whatever content you choose to create, getting your thought leader on camera will boost the visibility of their work and spread their message. And we’ve only scratched the surface of some ways companies use Socialive to showcase their initiatives.

For those in DEI, video drastically improves their reach, all while highlighting their authentic selves.

A big way for thought leaders to boost their visibility is to do a livestream. For example, a LinkedIn Live generates seven times more reactions and 24 times as many comments as a native LinkedIn video.

Check out our guide on maximizing the value of LinkedIn Live to learn all about how livestreams drive massive audience engagement. They’re the content gift that keeps on giving. For DEI thought leaders, LinkedIn Live proves to be a powerful way to raise their profile.