The Next Big Trend in Video Marketing
Corporate marketing is evolving. It’s no longer just about brand storytelling—it’s about personal storytelling from the top.
The latest trend? Companies are turning their C-suite executives into a paid marketing channel.
This means:
- Encouraging CEOs and Senior Executives to create thought leadership content
- Amplifying that content through paid advertising on LinkedIn
- Using their personal brand to drive credibility and engagement
- Leveraging video marketing to make it even more impactful
Think about it—people trust people more than they trust brands. This shift is turning executives into the new brand ambassadors, not through scripted PR but through authentic, high-value content.
And the smart brands? They’re paying to promote their C-suite’s content to maximise its reach.
Why This Works: The Power of Personal Branding at the Top
Traditionally, marketing efforts focused on a company’s brand voice. But social media has changed the game—personal brands outperform company brands in engagement and reach.
Executives as Influencers
Your CEO, CFO, or other leaders likely already have an audience. Whether they have 5,000 or 50,000 followers, their insights carry more weight than a corporate page.
A recent study found that:
- Thought leadership video content from executives generates 2X the engagement of brand posts.
- Employees trust leaders who actively post on social media over those who don’t.
- Sales teams close deals faster when decision-makers engage with their executives’ content.
When companies invest in thought leadership marketing for their leaders, they’re not just building brand awareness—they’re influencing key business decisions.
Why Video Content is the Most Powerful Format for This Trend
LinkedIn posts, articles, and text-based content are great. But video content takes C-suite branding to the next level.
Here’s why video is the ultimate game-changer:
- It builds trust instantly – Seeing a leader speak humanizes them, making their message more credible.
- It outperforms text in engagement – LinkedIn video posts get 5X more engagement than text-only posts.
- It works for both organic and paid promotion – A well-crafted CEO video can be shared naturally and amplified with ad spend.
- It’s easily repurposable – One long-form video can be cut into 10-15 short clips for social media.
- It fits the modern buyer/employee journey – Decision-makers and talent today prefer watching over reading.
How to Turn Your C-Suite Into a Paid Marketing Channel with Video (Step by Step)
If you want to turn your executives into a marketing asset, the smartest way to do it is through high-quality video content that can be repurposed across multiple platforms.
Here’s how to strategically film, repurpose, and amplify your C-suite’s insights to create an ongoing marketing engine.
Step 1: Bring in a Video Production Team to Film Leadership Content
Rather than relying on written LinkedIn posts or sporadic thought leadership pieces, the best way to position your leadership team as industry experts is through professional video interviews.
A video production agency can help plan, shoot, and edit a content series that aligns with:
- The leader’s expertise and insights
- The company’s brand values and messaging
- The target audience’s pain points and interests
Types of Leadership Video Content to Create:
- Thought Leadership Videos – Industry trends, expert opinions, and big-picture insights
- Personal Brand Story Videos – The leader’s career journey, values, and what drives them
- Behind-the-Scenes & Culture/EVP Videos – Showcasing the company’s mission and leadership style
- FAQ or Advice Videos – Answering key industry questions in short, digestible clips
Pro Tip: Instead of filming a single video, batch record multiple topics in one session to create a steady flow of content over weeks or months.
Step 2: Repurpose One Video Interview Into a Full Content Funnel
Once you’ve filmed a high-quality CEO or executive interview, don’t just post it once and move on.
One well-produced video session can be repurposed into:
- 1-2 Long-Form Videos (2-5 minutes) For LinkedIn, YouTube, and company website
- 10-15 Short-Form Clips (30-60 seconds each)
- For LinkedIn Shorts, TikTok, Instagram Reels, YouTube Shorts
- Blog Posts & Articles (With Embedded Video)
- Optimised for SEO, based on video transcript
- Quote Graphics & Social Media Carousels
- Key insights turned into visual posts
- Email Content & Newsletters
- Clips embedded into email campaigns
Example:
A 1 hour interview with your CEO can be cut into 15+ short-form videos, creating months’ worth of content from a single session.
Step 3: Use Paid LinkedIn Ads to Promote Executive Video Content
Now that you have engaging video assets, it’s time to boost them with paid LinkedIn ads.
How to Promote C-Suite Videos Effectively:
- Target the Right Audience – Use LinkedIn Ads to reach CMOs, CFOs, HR leaders, or potential clients
- Retarget Engaged Viewers – Show new videos to those who watched previous ones
- Test Different Video Lengths – Try short clips vs. longer interviews to see what resonates
- Optimise for Mobile – 75% of LinkedIn video views happen on mobile devices
Why Paid Video Works:
- Videos receive 5X more engagement than text posts
- Executives appear more authentic and trustworthy on camera
- LinkedIn prioritises video content in the feed
Pro Tip: When running a paid LinkedIn campaign, start with a low-budget test phase to identify the highest-performing videos before scaling up.
Step 4: Build an Evergreen Leadership Video Library
Rather than letting C-suite content be a one-off marketing effort, create an evergreen video library that can be used across multiple campaigns.
- Host executive videos on the company website – A dedicated “Leadership Insights” page
- Embed videos into sales decks and pitches – Use thought leadership clips in client meetings
- Include videos in PR and media outreach – Journalists and event organizers love engaging video content
- Update and refresh – Schedule regular quarterly or annual filming sessions
Example:
A CEO’s 2024 industry predictions video can be repurposed into:
- A LinkedIn ad campaign targeting C-suite executives
- A blog post embedded with the video, optimised for SEO
- A lead-generation asset for newsletter subscribers
- Short clips for social media engagement
Step 5: Position Your Executives as Industry Thought Leaders Through Video
When your C-suite consistently appears on video sharing high-value insights, it positions them (and your company) as:
- An authority in the industry
- A go-to voice for trends & innovation
- A company with real, human leadership
- This is what builds trust with customers, talent, and investors.
Conclusion: Why Your Business Needs a Video Production Agency to Elevate C-Suite Marketing
The future of corporate marketing is personal, video-driven, and highly targeted. Companies that embrace this shift—by positioning their executives as thought leaders and leveraging paid video marketing—will dominate their industries.
But to execute this effectively, high-quality video content is key. A video production agency can help:
- Plan and film professional C-suite video interviews that align with your brand’s messaging
- Create an ongoing content library of repurposed video assets for LinkedIn, YouTube, and your website
- Optimise videos for engagement with storytelling, dynamic visuals, and expert editing
- Maximise ROI by turning one interview into a multi-platform marketing campaign
- Boost visibility by helping your leadership team stand out in a crowded digital space
Share this article
