A brand spokesperson is a public image and voice for your business. You might use your spokesperson in marketing videos or ads, or they could appear in more traditional advertising, such as TV and print ads.
Other roles similar but slightly different from a brand spokesperson are brand ambassadors and influencers. The commonality between the three is that they’re the public face of your brand at your request.
Your brand’s spokesperson serves as part of your marketing and public relations campaigns. A spokesperson is someone you get to be themselves but also represent your brand at the same time.
Your spokesperson maybe someone from within your organization. If you’re going to cast someone for a marketing video and they’re an actor or model, then that’s not in the technical sense a spokesperson, although video presenters are often categorized in the same way because they embody the message of your brand and connect with your audience.
How To Use a Spokesperson Video
If you’re not already using spokesperson videos, they have advantages that you could be missing out on.
These videos can be engaging for audiences, they can boost your sales pipeline, and they can help your audience understand things and make decisions faster.
As far as social media marketing, the vast majority of marketers agree using videos in their ads leads to more clicks and better results for their organic posts. If you’re going to create a spokesperson video for social media, you should create it in a vertical format. You also want to add captions to these videos because many people are going to watch without the sound on.
You can use spokesperson videos to replace long blocks of text too. For example, you can use a spokesperson video to give instructions or to deliver answers to frequently asked questions. It makes for a more dynamic and compelling format.
Using a video with a spokesperson can create a sense of trust between your audience and your brand. The viewer puts a real face to the company, so they feel like they have a relationship with you. Some companies will use various spokespeople so that they can create a distinction between the brand and this one person, but there’s a familiarity that people may like when you use the same person over and over again.
YouTube is the second largest search engine in the world, behind only Google, with video content being the only way you can appear on the platform. You can use a lot of the same SEO tactics you use on your website to get more views of your videos and expand your reach on YouTube. For example, writing compelling titles and using keywords in your descriptions are a way to optimize your videos.
Videos are a good format for product reviews and demonstrations when you use a spokesperson because, again, you’re improving trust. You aren’t just seeing a process when you’re the viewer. You’re seeing someone perform a demo and explain it.
Benefits of a Spokesperson Video
Some of the benefits of a spokesperson video have already been touched on, but more specifically, advantages can include:
• A combination of narration and body language is what ultimately builds trust. Your video’s impact is going to be controlled by the visuals and the voice, but also, when you have an actual person as a presenter, you’re amplifying your message even more because of body language. The message can be conveyed in a way that’s familiar to most viewers. Body language helps ensure your message is properly delivered. Research shows honesty in a message is judged better through the face, while deception is judged primarily through tone of voice. Your message becomes more credible since you have control over both. • You can reduce bounce rates with a spokesperson video on landing pages. Videos on landing pages generally perform well, and they can increase your conversion rates by up to 80%. The success of a video on a landing page primarily depends on the presenter you choose. • You can leverage the power of influence. Influencer marketing impacts purchase decisions positively because of relatability. A consumer is going to relate more to the emotions of another person than to the brand itself.
How Do You Find the Right Spokesperson?
There are a lot of myths that float around about what a spokesperson should and shouldn’t be.
One myth is that your spokesperson has to be a company executive, like a CEO. Yes, you want someone who can speak with authority, but you don’t need it to be a high-level executive for that to be true.
Another myth is that a spokesperson has to be assertive. A commanding presence can be a good thing, but it can also come off as cold, rude, or dismissive. You want a good balance between a spokesperson who’s modest but assertive.
A third myth is that the spokesperson you choose has to know everything. In reality, the person who knows the most may not have the method of delivery that’s going to reach your audience.
The fourth major myth is that you can only choose a single spokesperson, and there’s no reason this absolutely has to be true.
The things you want to consider as you choose someone include whether the pairing is going to make sense and whether or not the person is enthusiastic about the brand. A person needs to be passionate. Otherwise, they’re going to come off as inauthentic. You also want someone who can remain calm even in challenging situations because they will be one of your front-line communicators.
Finally, if you want a spokesperson who will go beyond being in videos and is going to take part in live events, make sure they’re someone who can answer questions thoroughly and in a way a diverse audience can understand and is quick on their feet.
