Seeing more video on your feed than normal? Me too, and it’s no coincidence – platforms, creators and audiences are loving the format. Video has seen an explosion in engagement following the embrace of popular video platforms such as TikTok. This is leading to content creators prioritising video on other platforms, with Reels being viewed as a core part of Instagram. News-based platforms have followed their lead, with X announcing itself a “video-first” platform and LinkedIn reporting record engagement with the format.

As platforms shift their strategy, so too are companies and creators, using video to talk directly to investors, customers and consumers without the involvement of middlemen. Whether it be a to-camera thought leadership piece on a company’s investment strategy or a day-in-the-life TikTok post for recruitment, everyone seems to want to get into the video game, but why has interest spiked now, and how should corporates seek to get involved?

Why the video boom?

In the words of LinkedIn COO Daniel Shapero, “video is quickly becoming the language of the internet”. TikTok and Reels have caused habit changes, with younger users now more likely to look to video over prose due to connectivity, and these habits are being slowly embraced by older generations.

Silicon Valley social platforms are renowned for “mimicking” successful formats from other social platforms – see Meta’s borrowing from Snapchat and BeReal (remember that?). So upon seeing the success of video content across Reels and TikTok, there has been a wholesale embrace of video by the news platforms, showcased by LinkedIn’s introduction of features to improve the video experience on mobile.

The usage and creation of video is becoming normalised – mobile phones make it incredibly easy to create content. Regions that have rapidly embraced digital, such as the Middle East, are among some of the most voracious consumers of video globally.

These habit changes can be observed in the media landscape – traditional outlets are broadening their video production, with increasing outlets adopting a “social-first” approach, which involves a more conversational and authentic approach. For example, the Bloomberg Opinion section produces TikTok-style ‘explainers’ of news stories in a digestible, accessible, and most importantly, shareable way.  The world of news is embracing video, so the real question is should you too?

What should I be doing about it?

Video is a useful tool to share your message, but requires the correct skills, internal buy-in, a clear content strategy and brand identity to ensure consistency with tone of voice. Balance must be struck between highly polished, professional video (see results day CEO statements) and selfie-style content with minimal editing, presenting leaders as a person, rather than a towering monolith.

When done right, video provides energy and authenticity – LinkedIn is a personality-led platform, so giving a face to leaders allows profile building. However, there is a balance to be struck between the ego of a CEO and the content they should be sharing. For maximum effect, and to guard resource, video content should be seen as a set piece moment, rather than weekly content piece. It should be relaxed and natural, talking directly to the audience, which can be achieved through unstructured approach, with key points to be covered but without a script.

So, what can a sit-down, professional video look like? Antipodean investment manager Morrison released a nice suite of interviews with their senior team a couple of months ago, a higher budget production with multiple cameras and editing. An interview with CEO Paul Newfield allowed him to set out the company’s approach in a relaxed setting, whilst providing an opportunity to “look under the hood” of a company, a compelling hook for viewers. A combination of soft lighting, low-fi beats and a humble presentation style makes it a very watchable interview that is shareable and accessible across audiences.

Looking for an authentic and natural example? Blackstone COO Jon Gray, regularly shares his reflections whilst out jogging in a conversational and personal style. His videos allow him to talk to employees and his network internationally as he travels around the world and share key points, whilst his relatively heavy breathing illustrates that he is still fallible. The video is short, to the point and importantly vertical, prioritising mobile users. His style has been developed by a recent collaboration with influencer Kate Mackz, host of the Running Interview Show, which allowed him to discuss the business and show his personal side, whilst reaching a new audience – a nice influencer collaboration.

So, looking to reach your key stakeholders, investors or employees in a personal and personable way? Video could be the most efficient way and as habits continue to shift towards prioritising video content, social platforms will follow.

Are you looking for support with your content strategy or digital presence? Get in touch with digital@cardewgroup.com.