Corporate Videos: The Rise of Thought Leadership Videos
In 2019, Microsoft launched a series of thought leadership videos called The Microsoft CEO Series, which featured CEO Satya Nadella discussing the company’s vision for the future of technology, including topics such as artificial intelligence, digital transformation, and the future of work. This series not only positioned Nadella and Microsoft as innovators in the tech industry, but also showcased their deep expertise and commitment to solving pressing global challenges. What made these videos stand out was their educational nature—they weren’t just corporate marketing materials but discussions that offered real value to audiences seeking insight into the ever-evolving tech landscape.
Thought leadership videos, like the ones created by Microsoft, are an innovative branch of corporate videos. These videos go beyond traditional marketing by providing in-depth knowledge, expert opinions, and solutions to industry challenges, helping position a brand as a credible authority. With the increasing reliance on digital content and the changing preferences of today’s consumers, businesses need to take advantage of thought leadership videos to engage and educate their audiences. This article will explore the rise of thought leadership videos within the broader landscape of corporate videos, discuss their significance, and provide insights into how businesses can effectively incorporate them into their strategies.
The Evolution of Corporate Communication
For decades, businesses have relied on printed materials, in-person meetings, and boardroom presentations to communicate their strategies and ideas. However, as technology has advanced and audiences’ expectations have shifted, these methods no longer grab and hold the attention of today’s digitally-savvy consumers. Video has emerged as a more dynamic and engaging alternative. Corporate videos, including thought leadership videos, have particularly stood out in this shift. These videos are designed to showcase the knowledge, insights, and expertise of business leaders. They aim to educate viewers, share valuable information, and position the company as a trusted authority. In many ways, thought leadership videos, as a subset of corporate videos, allow companies to move beyond mere marketing content and offer something of genuine value to their audiences.
What Makes Thought Leadership Videos Stand Out?
To understand the appeal of thought leadership videos, it is important to first explore their key characteristics. There are three primary elements that set these videos apart:
- Forward-thinking Topics: Thought leadership videos focus on current and emerging trends, innovative strategies, and industry challenges. These topics are not just relevant—they address the concerns and interests of the audience, providing them with fresh perspectives on important issues.
- Expert Speakers: The credibility of a thought leadership video is heavily dependent on the people presenting it. These videos often feature senior executives, industry experts, or other recognised leaders. Their insights lend authority to the content, making it more persuasive and engaging.
- Engaging Format: The format of the video is also important. Thought leadership videos are designed to be more engaging than traditional corporate videos. They often incorporate storytelling, case studies, interviews, and interactive elements to make the content more interesting and digestible.
The Influence of TED Talks on Thought Leadership Videos
One of the biggest influences on the rise of thought leadership videos has been the success of TED Talks. TED’s focus on presenting big ideas in a clear and engaging way has set the standard for what quality thought leadership content looks like. With their concise, thought-provoking messages and dynamic speakers, TED Talks have proven that expert insights can be communicated effectively through video, which has inspired businesses to do the same.
Businesses began to recognise the value of TED-like presentations—content that combines valuable knowledge with engaging delivery. This model of “ideas worth spreading” has become a foundation for many corporate thought leadership videos. Companies are now looking to create corporate videos that not only informs but also sparks meaningful conversation and thought among their viewers.
Why Companies Are Embracing Thought Leadership Videos
There are several reasons why companies are increasingly incorporating thought leadership videos into their content strategies.
- Building Authority and Trust: Companies need to differentiate themselves from their competition. Thought leadership videos help businesses establish authority in their fields by illustrating the knowledge and expertise of their leaders. When a company’s executives share valuable insights, it signals to customers and prospects that the company is knowledgeable and trustworthy.
- Enhancing Audience Engagement: Videos are far more engaging than text or images. Thought leadership videos offer businesses the opportunity to present ideas in an engaging and visual format. Viewers are more likely to pay attention, remember the message, and share the content with others.
- Shifting from Promotion to Education: Traditional marketing videos often focus solely on promoting a product or service. However, thought leadership videos are more focused on educating the audience. This shift from promotion to education helps build a more genuine connection with viewers, as they perceive the content as valuable rather than just a sales pitch.
Best Practices for Creating Thought Leadership Videos
Creating effective thought leadership videos requires careful planning and execution. Here are a few best practices to consider:
- Choose the Right Speakers: The speaker is the face of the thought leadership video. It is important to choose someone who is not only an expert in their field but also someone who can communicate effectively on camera. A charismatic and knowledgeable speaker will add credibility and engagement to the video.
- Tell a Compelling Story: Storytelling is a key element of effective thought leadership videos. Even if the video focuses on a technical subject, framing the information within a compelling story can help capture the audience’s attention. Whether through real-world examples, case studies, or personal anecdotes, storytelling helps make the content more relatable and memorable.
- Invest in a Professional Video Production Company: While the content is the most important element, video quality cannot be overlooked. High-quality visuals, clear audio, and professional editing can make a big difference in how the video is perceived. Poor production can distract from the message, while a well-produced video enhances its credibility.
- Offer Practical Takeaways: Thought leadership videos should not just present ideas—they should also offer practical advice or insights that viewers can apply. Whether through actionable strategies, industry predictions, or lessons learned, providing tangible takeaways increases the value of the content for the audience.
Case Studies and Examples
Several companies have successfully used thought leadership videos to position themselves as industry leaders. For example, McKinsey & Company’s video on the future of work after COVID-19 explores the key trends reshaping the workforce and offers practical insights backed by research. Similarly, Zendesk’s roundtable video on customer experience trends provides valuable insights into how businesses can meet customer expectations in 2023. These videos demonstrate how companies can use thought leadership content to educate their audiences and strengthen their brand.
The Future of Thought Leadership Videos
Businesses must continually adapt to new trends, which means thought leadership videos will likely evolve as well. The growing use of AI and personalisation could play a role in making these videos even more customised to specific audiences. Additionally, interactive elements, such as live Q&A sessions or real-time polls, may become more common, allowing viewers to engage directly with the content.
There will also be a greater emphasis on authenticity and transparency. Audiences are increasingly skeptical of the messaging in corporate videos, and thought leadership videos will need to focus on delivering honest, insightful, and practical content that reflects the true values and expertise of the business.
Conclusion
Thought leadership videos are proving to be more than just a passing trend; they have become a useful resource for businesses looking to build credibility, trust, and establish themselves as authorities in their industries. Companies like Salesforce and IBM have successfully used this format to showcase their innovations and to share insights into broader industry trends, offering real value to their audiences. This approach goes beyond traditional marketing tactics and speaks directly to consumers who are hungry for knowledge, not just product pitches.
The benefits are clear: 70% of consumers say they prefer learning about a company through video, and companies that use video content in their marketing grow revenue 49% faster than those that do not. The takeaway here is simple—audiences are increasingly drawn to brands that take the time to educate and share valuable content. As you look to engage and grow your audience, incorporating thought leadership videos into your corporate video strategy is not just an option; it is a necessity for staying relevant and reaching an audience with fast changing demands.
Want your brand to be remembered for its insights, not just its sales pitch? Let Sound Idea Digital help you turn thought leadership into videos that get people talking and thinking. Reach out today!
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