Hear us out. Your experience tells you that the people who work with your product every day are in many ways the very best people to sell it. In the same way, your employees can represent your brand on video in a more authentic way than most professional actors ever could.
Is there a huge marketing opportunity within the walls of your own company? Here are four tips to help you start showcasing employees in your marketing videos.
1. Identify the right content.
Not all marketing videos lend themselves easily to employee stars. But we see some categories that are natural fits.
If you want to showcase a new product or demonstrate a complex product, your employees already have the skills they need. While you will need to coach your employees on how to behave in front of the camera (more on that in tip #4), you’ll save time on the front end by not having to train an actor how to work your product.
Mission-driven companies also have an advantage when featuring employees. Your employees are the direct connection to the work you do and the people you impact. They can put an authentic, human face to your marketing stories.
2. Pick the right employees
Some people are simply never going to be comfortable in front of a camera.
Just because someone occupies a high-ranking position at your company doesn’t necessarily make them the best person for your marketing video. Cast a wide net and engage everyone from the cleaning crew to the sales force to find the best stories.
If you’re not quite ready to make your employees the main stars, there are other ways to get them involved. You could use live shots of your employees with a professional voice over, or recycle content from trade shows and conferences.
3. Remember that practice makes perfect.
In your employees’ daily lives, they’re working on the manufacturing floor, responding to customer requests, or designing new products. Chances are, they aren’t used to acting naturally for a camera.
If you’ve worked with professional actors before, you know that even they need direction to truly shine. Give your employee stars specific direction and coaching – everything from the words they say to what they should do with their hands. And give them ample freedom to practice and do multiple takes.
4. Encourage collaboration and feedback.
Your employees’ sense of pride in their work and your company can catapult your marketing video to new levels. In a marketplace inundated with content, authentic stories go a long way.
Even if your employees aren’t starring in your video, take the time to crowd source their experiences and seek their feedback on the content you’re sharing. It may take more effort, but the ROI will speak for itself.
For help creating an effective video marketing strategy for your brand and company, say hello.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
