In the world of strategic communications, thought leadership is an important way to shape conversations and position your brand as the go-to source for valuable information and advice.
While blogs, whitepapers, e-books, and op-eds will always have a place in a communicator’s content toolbox, savvy thought leaders are tapping into the power of vertical video to share their knowledge and insights.
Here’s how you can use TikTok or Instagram Reels to rethink traditional thought leadership content:
Share Short and Sweet Ideas
The beauty of short-form vertical videos is they’re incredibly engaging and “snackable,” or easy to consume. We recommend keeping thought leadership videos to 60 seconds or less to ensure your audience sticks around for your entire message.
Focus on one key idea or insight you want to share with others to inform, educate or inspire them. One strategy is to repurpose existing long-form content, such as a blog post, by breaking it into a series of quick tips. This can help reinforce your message on multiple platforms without the need to come up with a new concept each time.
Build Trust Through Authenticity
When creating thought leadership content for TikTok and Reels, authenticity is key. You don’t necessarily need a highly-produced video with filters or special editing skills, and you certainly don’t need a script.
As you’re recording, imagine you’re giving advice to a close friend or family member. Keep it simple, keep it real, and above all else, keep it helpful!
Spark Conversation
If your goal is to increase engagement on social, thought leadership videos are a great way to drive meaningful conversations and connect with your audience on a deeper level. Consider posing questions at the end of your videos to keep the conversation open and inviting. But be prepared — not everyone will agree with you. Make a plan for addressing negative comments before you post thought leadership videos so you’re not caught off guard.
Helping You Put Your Best Foot Forward
Thought leadership doesn’t necessarily have to be delivered by your top executives. Anyone in your business willing to share their talent, expertise, and passion is a good candidate for thought leadership content!
Remember, thought leadership is about adding value, not self-promotion. Consistent thought leadership content plays a critical role in cultivating trust and enhancing brand visibility, which can lead to stronger relationships with your audience.
Thinking about leveling up your approach to thought leadership? Our content marketing and public relations experts are here to help you build a meaningful communications strategy based on trust and authenticity. Get in touch with our team today!
