Video isn't just Tiktok and Reels - this is why it matters for leaders
By Andrew Koubaridis
Most of us spend more time we’d like to admit scrolling through TikTok or Instagram reels. There are some genuinely funny and talented people out there and then there are others who are…a little unusual.
From the completely absurd, to the moving and informative, online videos have transformed social and traditional media as journalists and content creators use short form video to build authority and boost their profiles.
They’re not the only ones.
Increasingly, leaders of organisations – from major corporates to those in not-for-profit space – see video as a must have, not a nice to have, and are using it to connect with people inside and outside their organisations.
Leaders in the not-for-profit space can leverage this to their advantage. A major milestone coming up in your organisation? Instead of carefully crafting a LinkedIn post, grab your phone and shoot a vertical video to tell us about it. An organisation update coming you want the world to know? Don’t write a press release each time, instead mix it up with a video of you speaking as you walk through your workplace. There will always be a time and place for a formal announcement, however video is a popular and accessible way for leaders to share developments and showcase their personality.
Yes, personality. Videos of leaders are designed to show their community who the person is behind the title, which is a function the stock standard bio on a company website has fulfilled in the past. You might have a few lines on your company profile about what you enjoy doing at the weekend but also try filming a video as you walk the dog, or while you’re out in the garden, as you share some thoughts or reflections. It doesn’t need to be anything profound! It will be your authenticity and visibility that allows you cut through the noise.
It can be intimidating at first, but the more videos you do the easier and more natural it will become. It doesn’t have to be perfect. In fact, stumbling over a word or two, or a longer than usual pause or even closing your eyes briefly as you think – these are all things we do each day when we are in conversations. It’s natural and will have greater impact than a statement that at best can feel too formal and at worst performative.
Speaking directly to your audience will establish a connection if its honest and personal. So, when you are doing your videos try and relax and have fun. Clear thoughtful and sincere videos will always win over highly produced ones. You’re the main character and it can go however you want it too. It doesn't need to be tightly scripted and polished, and you don't need the booming broadcaster's voice. Just be yourself.
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