Most important tool for a CEO? Video
It’s not just the TikTok generation that is obsessed with video – it seems everyone is. Video is now being recognised as a key tool for business leaders who want to connect with people inside and outside their organisations. Over the past year, leading business media outlets have highlighted that more CEOs are using short videos to speak directly to their audiences. These videos feel personal, honest and timely, and are often filmed on a phone rather than in a studio.
Instead of relying on formal speeches or press releases, many leaders are now recording brief clips from their home office, a factory floor or even while walking outdoors. They use these moments to share business updates, celebrate milestones, reflect on leadership or offer their thoughts on industry trends. What these videos have in common is their ability to show the person behind the title.
This growing use of video is not just about trying a new format. It reflects a larger shift in what people expect from leadership. Visibility, authenticity and accessibility are now essential qualities for senior executives. In today’s digital environment, video offers a direct and easy way to meet these expectations.
Why Video Works
There are a few reasons why video has become such a powerful tool for CEOs.
Fortune reports that around 70 percent of Fortune 100 CEOs have at least one social media account, and nearly half post updates at least once a month. LinkedIn remains the most widely used platform for business leaders, and video is becoming increasingly popular. Video posts are growing at twice the rate of other types of content and often attract up to four times the engagement.
This rise in video is not about chasing likes. It reflects a growing demand for transparency and communication that feels real and direct. According to research, a CEO’s personal reputation now contributes more than half of their company’s overall reputation. People want to see and hear from the person leading the business, not just through statements written by others, but in their own voice.
Daniel Roth, LinkedIn’s editor-in-chief, says there is a growing appetite for authenticity and a clear expectation that leaders will speak directly, especially during periods of change.
What does good look like?
Several well-known leaders are already using video effectively.
Jamie Dimon, CEO of JPMorgan Chase, recorded a short, unscripted video to go alongside his annual shareholder letter. He spoke plainly and even stumbled over a few words, but the video made an impact because it felt real and relatable. Jon Gray, President of Blackstone, often shares short clips while running through Central Park, offering casual thoughts on leadership and business trends.
Simon Roberts, CEO of Sainsbury’s in the UK, used a walk-and-talk video format to present quarterly results from inside one of the company’s stores. By appearing in a familiar setting and speaking directly to the camera, he made his update feel more grounded and human.
Closer to home, leaders like Anthony Tan from Grab also use video to stay visible and engaged. These videos help position them not just as executives, but as trusted voices within their communities.
What these examples show is that effective CEO videos do not need to be highly produced. They work best when they are clear, thoughtful and sincere.
Even with all the benefits, many CEOs, especially those new to the role, are missing the opportunity to use video to connect with their stakeholders.
PR Daily reports that only one in six new CEOs increased their social media activity after taking on the job. Around 30 percent actually posted less. This drop is surprising, particularly given the amount of attention a new CEO usually receives in their first few months.
A short, well-timed video introducing themselves or outlining a few early priorities can set a positive tone and build confidence with staff and investors. These videos do not need to be perfect. A natural, clearly spoken message can be far more effective than a long, written statement that feels distant or overly formal.
How Communications Teams Can Support CEO Video Engagement
Helping a CEO feel confident using video doesn’t need to be complicated. With some planning and support, communications teams can make the process straightforward and effective. Here are a few practical ways to help:
- Begin with low-pressure opportunities
Initial video content can focus on simple, familiar topics such as staff acknowledgements, milestone reflections or short updates following internal events. These scenarios offer a comfortable entry point for leaders unfamiliar with the format. - Use key messages instead of scripts
Rather than scripting entire messages, communications teams can provide CEOs with bullet-point summaries or talking points. This helps maintain clarity and focus while allowing leaders to speak in their own voice and natural tone. - Facilitate informal trial recordings
Trial recordings in a private or non-public setting can help leaders become more comfortable in front of the camera. Even a brief practice session can significantly increase their confidence. - Provide relevant examples
Sharing examples of video content created by peer CEOs (such as the ones linked above), especially within the same industry or region, can serve as a practical reference point. Seeing comparable formats in action often reduces hesitation and builds buy-in. - Establish a manageable posting rhythm
Rather than encouraging frequent output, teams can suggest a sustainable rhythm, such as quarterly updates, that allows leaders to maintain visibility without pressure. Regularity is more important than frequency. - Monitor and share feedback
Communications teams can track video performance through engagement metrics and qualitative
