In the ’80s, my dad brought a camcorder to every event, and I’d dodge him like he was paparazzi. I watched those tapes recently and—turns out—I was every bit as awkward as I felt then, but hearing my dad’s voice for the first time since 2012 made it worth the cringe. 

Still, when my social team asked me to embrace video, my first instinct was to run the other way. My second? This is a terrible idea. I’m a deer in headlights, not someone who confidently navigates ‘detours and rabbit holes’ on a podcast, as praised in a recent FT article. 

I do love watching videos though. Videos and podcasts are compelling, accessible, and—most importantly—human. Here’s why CEOs, CFOs, and IROs should leverage them:

Ditch the Script 

Video and podcasts help us connect in ways traditional formats can’t. They’re about authenticity, not perfection.

• Real Conversations, Real Engagement.  Short, direct formats make you more approachable and relatable. That’s exactly what stakeholders want.
• Meaningful Metrics, Data with Context. Videos allow you to add context and clarity that other formats just can’t. They transform dry metrics into compelling stories.
• Embrace Awkwardness, Build Rapport.  A few stumbles make you human.  Investors connect with your humanity, not your results.

Add Nuance to the Narrative

Data alone doesn’t tell the story. Short videos can transform dry facts into easy-to-digest insights that resonate.

• Start Dialogue, Build Relationships. Instead of simply delivering information, these formats bring stakeholders into the conversation.
• Simplify Complexity, Deliver Clarity. Short videos let you go deeper on complex topics without overwhelming your audience.
• Stay Thoughtful, Stay Authentic. Stay authentic to keep your audience engaged, but don’t veer off script. Every word should reinforce your narrative—deviations can be risky.

Don’t Get Lost in the Noise

It’s not just about keeping up—it’s about standing out. Embracing new formats is key to staying relevant and building deeper relationships.

• Start Small, Quick Wins: Test the waters with a 90-second video. Or even 30.  No need to commit to a series upfront.
• Be Consistent, Build Trust: Regular, engaging content fosters trust with investors and stakeholders over time.
• Leverage Video, Unlock Potential: Experiment, refine, and adapt. Video can be a game-changer if you’re willing to embrace it.

Our Investor Relations Playbooks (here and here) suggest you should continuously refine your strategy to leverage new tools that meet investors where they are.  So, the big question is: should I practice what I preach and take the leap? 
 

“Detours and rabbit holes aren’t just welcome — they’re encouraged....[T]here is more room to show depth and breadth, that you are an authority on your industry, but that you also see the bigger picture.”

https://www.ft.com/content/3c45bb4f-10d5-4681-92df-d649f26fce3d