Exposure is the key

I've been doing multimedia shoots for a good few years now, and the most common thing I've noticed is that the most important factor in strong multimedia content is not how polished the video looks. Nor is it what camera you use or what lighting setup and studio you have. 

The thing that makes videos successful is authenticity and confidence of delivery.

Confident speakers who freeze on camera

Time and time again, I've worked with senior executives who are confident speakers who know how to command a room, whether it's a conference or a board meeting. But when you put a camera in front of them, they panic.

I'll always remind them that if they can speak to a large group of people, they can speak to a camera. The great thing about video content is that you can film it as many times as you like until you've got the delivery exactly as you wish. And, with most things, practice makes perfect!

Why video matters in the age of AI slop

We're living in an age where video content and multimedia, in the wider sense, are becoming increasingly important. That's why the people leading companies must embrace video content to convey their message. 

This is especially true in the age of AI slop, where text is creasingly easy to generate, and in many cases, increasingly unvaluable to its audience. With video content, you can deliver your message authentically, in your own voice and with complete trust from your audience.

Audiences don't just want to hear what you have to say; they want to see your conviction, hear your tone of voice and your passion for the subject. 

That is something that can only be conveyed through video content.

That's why I see multimedia as a strategic communications tool, not just another format. I don't think the challenge now is to convince companies to embrace this, as most recognise its importance.

The biggest challenge is convincing executives that they need to be visible and they need to embrace this format as one of the best ways to convey their message.

Repetition beats media training

From my experience, the individuals who perform best on camera aren't those who have had media training. They're the ones who have just gone out there and done it time and time again. They're the ones who have embraced its importance and been, most importantly, authentic.

It's true when people say that the camera doesn't lie, but this shouldn't be off-putting; it should be the opposite. Because if you're delivering a message that you are passionate about, then your audience will see this. They will relate, and they will connect to what you're saying.

Get confident before investing in kit

So, if you and your company are starting to incorporate multimedia into your communication strategy, my first piece of advice is this: get confident in front of a camera.

Practise and practise again; don't perform, but deliver your message authentically. With time, this will improve, and your audience will connect with your message.

Only once that delivery and confidence have been established should you start worrying about flashy camera setups and impressive studios.

Technology will keep moving, and the expectations of leaders will move with it, but the one thing that will stay the same is audiences' need to connect to authenticity and genuine human insight, something we could all do with a little more of in this age of AI slop.