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Video Messages: Nailing

Your Content and Delivery

March 27, 2020

Video Messages: Nailing Your Content and Delivery

COVID-19 has changed every aspect of professional life. During this time of shelter-in-place restrictions and remote work, video messages (especially live videos) have become a key way for companies to provide employees, customers and the general public with up-to-date information.

Video communications platforms such as Facebook Live, Instagram Live, YouTube and Zoom Video Communications are experiencing skyrocketing usage. Facebook reported that from February to March, the number of Facebook Live viewers in the U.S. increased by up to 50%. Zoom Video Communications, a popular videoconferencing service, has seen its stock more than double so far in 2020.

Video messages to employees, stakeholders and customers are a powerful way to help audiences feel connected and reinforce that we will persevere and get through this together. But how do you make sure your videos offer valuable content and set the right tone?

Here are some tips to get you started.


What is the purpose of your video? Think about the information or sentiment you want to convey and to whom. Determine whether it can be accomplished in one video, or if it requires more than one.

Start by drafting a rough script to work from. Your messaging should show empathy — acknowledge your audience’s concerns but reassure and provide a vision for moving forward. The best content, especially video content, should stir a positive IMAGE of your company in the minds of your viewers.

Your video messages should accomplish the following (not necessarily in this order):

I: Illuminate the situation (tell the truth about what you’re facing).

M: Motivate the viewer (inspire them and drive them to act).

A: Acknowledge concerns but also the contributions of the viewers in being part of the solution.

G: Guide the viewer down the path of success (show what you’re doing and how you’ve got this covered).

E: Empathize with your viewers (remind them that this is tough, but we are all in it together).


Choose a spot in your home to film the video that has plenty of light. Look at how you appear on the screen — you want to make sure your face is bright and warm. Avoid overhead lighting and light that puts a shadow on your face. Also, you’ll want to pick a clean background that does not have a reflective surface and that can provide a frame for you.

Check your sound quality. If you have access to a high-definition microphone, great. Otherwise make sure there is no background noise and your device’s microphone can record clear and crisp sounds.


Take a deep breath before you start broadcasting. You’ll want to appear warm and relaxed, not stiff and robotic. When talking into the camera, remember to be reassuring with a smile, slow down when you talk, and annunciate.

Practice your message, record and preview before your live take so you can make sure you have the right tone and delivery.

Need help with the technical aspects of producing a video, whether live or pre-recorded? AMF’s video and production teams can work with you to draft scripts and key messages and can provide virtual coaching to show you how to select the right backdrop, lighting and camera angle. If you’ve got the filming covered and just want to turn the footage into a more professional looking final product, we can provide post-production and editing assistance, such as adding logos and colors and incorporating section breaks and music. Contact us if you would like more information.