With the growing popularity of consumer apps like TikTok and Twitch, individuals are more empowered than ever to create their own video content. As is the case with many trends in the consumer world, businesses are feeling the impact. Customers now expect snackable, relatable video content from the businesses they engage with. And employees want transparent and authentic video communications from their employers.
Enter the C-suite Creator. These business leaders are responsible for setting the tone for company culture and thought leadership, in turn driving sales, awareness, and even investor confidence. Like consumer creators on TikTok, they’re turning to video to create engaging, accessible, and empathetic content.
But creating video content that’s both dynamic and professional is easier said than done. So we sat down with C-level leaders from several fast-growing tech companies in Episode 2 of our Creator Economy for the Enterprise webinar series to find out how they do it.
Lessons from a founder
Amy Konary is the founder and chair of the Subscribed Institute, Zuora’s dedicated think tank focused on the challenges and opportunities of the Subscription Economy. Amy is responsible for setting the strategic direction for the Institute, leading the Institute’s research and event agenda, and developing data-rich analyses and expert insights for its members. Her advice for creating winning C-suite video content includes:
- Know your audience. Just because you have a great idea doesn’t mean it will resonate with your audience. Take the time to put yourself in their shoes. Be sure to ask yourself what pain points you’re solving for them, or what fresh insights you’re offering that can change audiences’ perspectives.
- Create and distribute content. This one might sound familiar because Jon Miller mentioned it in his advice to C-suite creators as well. That just goes to show how crucial it is to think through not only the creation of your content, but also your distribution strategy.
- Be mission-driven. Today’s audiences can spot inauthenticity from a mile away. If your video content doesn’t line up with your company’s mission and core values, viewers are more likely to perceive you as insincere and untrustworthy.
- Get misaligned. 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.
- Push speakers to be disingenuous. Take care to understand the strengths and weaknesses of your presenters. For example, don’t force a speaker to do stand-up for the sake of entertainment if that person isn’t a natural comic.
- Say too much. If you’ve seen videos on TikTok or IGTV, you’ve probably noticed they’re usually pithy and pack a punch. 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.
Looking for more do’s and don’ts of video content creation for the C-suite? Check out Part 1 and Part 3 of our blog series for even more expert tips. Or watch our webinar about the rise of the C-suite creator on demand now, and hear straight from the thought leaders themselves.
For even more insights, reserve your spot for the third installment of our Creator Economy webinar series, Authentic Storytelling: The Future of Enterprise Video, on Feb. 17, 2021 at 12:30 p.m. ET. If you can’t make it to the live webinar, register anyway and we’ll send you a link to the on-demand session.