Bad news for the camera shy — video marketing content isn’t going away.

According to HubSpot, short-form video is the most leveraged media format. It’s not only ideal for capturing an audience’s attention through compelling and consumable visual content.

It’s also a valuable avenue to promote your brand’s thought leadership.

Whether it’s a webinar, keynote speech or a quick-hit social post, thought leadership videos showcase your brand as an industry leader, build trust with your audience and provide educational content that sets your business apart. The challenge? Getting busy professionals comfortable on camera.

Here are some tips from the pros at MarketingProfs to encourage your subject matter experts to get in front of the camera with confidence:

1. Define your message and goals
Before approaching your thought leaders, get clear on what your specific “ask” is:

• Identify your marketing objectives. Are you looking to educate, establish authority or promote a specific product or service?
• Determine what expertise you need to highlight. Select experts whose knowledge directly addresses your audience’s pain points and questions.
• Align with your brand voice. Ensure the SME’s communication style and perspective match your company’s overall messaging and tone.

2. Get their buy-in
Scoring a definitive “yes” from busy professionals is often the most challenging step, so try these tactics to seal the deal:

• Explain what’s in it for them. Highlight how video appearances can increase their professional visibility, strengthen their personal brand and position them as industry thought leaders.
• Address hesitations directly. Many experts fear appearing on camera or making mistakes. Reassure them that videos will be edited and aren’t live broadcasts.
• Share success stories. If possible, show examples of how video content has helped other team members or competitors establish credibility.
• Make the time commitment clear. Be upfront about how much preparation and filming time will be required.

3. Prepare your expert
Setting clear expectations helps for a smooth filming process:

• Provide questions in advance. For example, if you’re sitting them down for an interview, give your expert time to consider their responses. Encourage conversational rather than scripted answers.

• Explain how the content will be used. Be transparent about where and how the video will be distributed.
• Offer wardrobe guidance. Suggest professional attire that works well on camera — solid colors rather than busy patterns, collared shirts or jackets and minimal jewelry that might create noise or reflection.

4. Nail down the technical setup
Quality production significantly impacts how viewers perceive your content. Try these tips:

• Camera positioning. Place the camera at eye level to create a natural perspective.
• Lighting. Ensure your subject is well-lit, ideally with soft light that minimizes harsh shadows on their face.
• Background. Choose a clean, professional background that won’t distract viewers.
• Audio quality. Good sound is even more important than video quality. Use a lapel microphone, if possible, to capture clear audio.
• Internet connection. If filming remotely, test bandwidth and connection stability beforehand.

5. Plan the video shoot
Creating a comfortable environment leads to better content.

• Begin with a warm-up. Start with casual conversation to help your SME relax before recording. Record a test question to check technical elements and help your expert get comfortable.
• Embrace authenticity. Allow your expert’s personality to shine through — perfect corporate speak often comes across as inauthentic.
• Provide positive reinforcement. Even professionals get nervous on camera. Offer genuine encouragement throughout the process.

6. Best practices for post-production
After filming, make the most of your new content:

• Create multiple formats. Edit the footage into various lengths and formats for different platforms.
• Add graphics and branding. Enhance the video with your company logo, captions and other visual elements.
• Share results. When the video performs well, let your expert know so they can see the impact of their contribution — and share on their own channels to spread the knowledge.

Lights, camera, authority!
The first video is always the hardest sell. But once your experts see that the process isn’t painful and their insights actually resonate with audiences, you won’t have to convince them anymore. They’ll start coming to you with ideas.