Mastering Short-Form Video for Business Leaders

How do you use short form video in business?  What makes a short video work?  How do you look and feel comfortable when recording short business videos?

Meet the Author: Benjamin Ball

Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London.  Follow Ben on LinkedIn or visit the contact page. 

Short Form Videos are Increasingly Important for Business Communication

Short-form video has become one of the most powerful tools for leaders to communicate — both inside organisations and with clients. Whether you’re recording a quick update for your team or sharing insights on social media platforms like LinkedIn, YouTube Shorts or Instagram Reels, this short-form video trend is here to stay.

Used well, short videos can strengthen your brand, engage your target audience and help you stand out among competitors. For business owners and senior executives alike, it’s one of the most effective formats for building trust and connection quickly.

At Benjamin Ball Associates, we help leaders master content creation and communication — from short clips to full presentations — so you can deliver your brand’s message clearly and confidently. Get in touch to discuss how we can help.

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Why short-form video works

Short form video works because people now consume most content on mobile devices, scrolling in spare moments. In those few seconds, your message must grab attention and make a lasting impression.

Unlike long videos or long-form videos, shorter videos are easier to watch, share and remember. They suit today’s habits — quick, visual, and authentic. That makes them ideal for your social media marketing and internal communication alike.

Different platforms offer unique advantages:

• LinkedIn short-form content connects with clients and professionals directly
• YouTube Shorts and your YouTube channel build thought leadership
• Instagram Reels and Instagram Stories boost visibility
• TikTok videos reach a wider audience and humanise your leadership voice

For leaders, this type of short form video content is a great way to reinforce your authority and personality — without needing lengthy scripts or heavy video production.

How leaders use short-form video content

Forward-thinking leaders are already using short-form video platforms to share ideas and inspire action. Here are some practical examples:

Internally

• A 45-second “message from the CEO” to keep dispersed teams aligned.
• A quick video celebrating a milestone or recognising a colleague’s achievement.
• Short-form content to explain a new initiative or respond to staff questions.

With clients and prospects

• Short social media videos introducing new products or sharing product demos.
• Product tutorials highlighting key features.
• A short clip thanking clients after a major project.
• Thought-leadership snippets on social platforms showing your view on current trends.

These types of short-form videos can complement longer videos or long-form content, giving you a balanced marketing strategy that keeps audiences engaged across different platforms.

Best practices for short-form video marketing

You don’t need to be a professional content creator to do this well. But you do need to follow a few best practices:

1. Start with a purpose
Every clip should have a clear goal — whether that’s raising brand awareness, prompting specific actions or inspiring an audience.

2. Keep it simple
Aim for one idea per video. Shorter, sharper messages make the biggest impact.

3. Look and sound professional
You don’t need a studio. Good lighting, clear sound, and clean framing make your video feel polished. Basic video editing can add captions or logos for consistency across social media channels.

4. Be yourself
People like to hear from real humans, not scripts. Relax, speak naturally, and imagine you’re talking to one person — your potential customer or team member.

5. Repurpose across platforms
Adapt the same short form content for various platforms. A clip that works on LinkedIn can be trimmed for Instagram Reels or repurposed into TikTok videos.

From content creation to confident delivery

At Benjamin Ball Associates, we work with leaders to turn ideas into clear, confident short-form video marketing. We’ll help you:

• Develop your on-camera presence and natural speaking style
• Plan short-form video content that fits your audience and goals
• And we can even create short videos that feel authentic and impactful

Whether you’re a CEO, managing director, or senior partner, our coaching helps you use short form video effectively — from internal messages to social media videos that showcase your expertise.

Your next step

Short-form video isn’t just a content format. It’s a leadership skill. It helps you connect faster, communicate better, and inspire action — within your company and across your social media channels.

If you’d like to make short-form video marketing part of your marketing strategy — and do it with confidence — we can help.

👉 Get in touch to find out how we can help you speak with greater impact and create short-form video content that strengthens your influence and builds trust with a wider audience.

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Why Choose Us:
Transform your pitches and presentations with tailored coaching

We can help you present brilliantly. Thousands of people have benefitted from our tailored in-house coaching and advice – and we can help you too.

“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”

Mick May, CEO, Blue Sky

For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors.

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Unlock your full potential and take your presentations to the next level.

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

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Frequently Asked Questions

Why has short-form video become a powerful tool in investor and leadership communications?

Short-form video is a powerful tool because it matches shrinking attention spans without diluting the message. Leaders can frame strategy, address uncertainty or reinforce confidence in seconds. For investors, clarity and pace matter. Short video delivers both, especially when paired with bold visuals and a disciplined narrative.

Is short-form video credible enough for senior audiences?

Yes. Credibility comes from a clear message, not production gloss. Leaders who communicate directly, using simple on-screen text and natural delivery, often outperform polished corporate clips. This approach signals confidence and control, which investors notice.

How should leaders think differently from content creators?

Leaders are not competing with content creators for entertainment value. Their role is perspective. Short-form video works best when it shares judgement, context and decision-making. Brief scenes glimpses from boardrooms, site visits or bend-the-scenes prep can be more powerful than scripted soundbites.

What does a strong short-form video strategy look like for investor communications?

A strong short-form video strategy is built around consistency and restraint. Choose the right platform, repeat a small number of themes and stick to formats investors recognise. Different formats can work, but only if each serves a defined purpose, such as explaining performance, risk or long-term direction.

How important are audio tracks and sound effects in leadership content?

Audio tracks and sound effects should support, not compete with, authority. In leadership communications, subtlety matters. Clean audio and restrained pacing build trust. Overuse can undermine the seriousness of the message, particularly with financial audiences.

Can user-generated content play a role in investor trust?

Yes, selectively. User-generated content from employees, partners or even customers can reinforce culture and execution. For financial advisors or listed companies, this works best when it adds evidence, not opinion, and aligns clearly with the brand’s personality.

How does short-form video support discoverability with search engines?

Short-form video increasingly appears in search engines results, especially when supported by clear on-screen text. This helps leadership messages reach potential customers and investors who are researching the business, not scrolling casually.

What content formats resonate most with investors?

Investors respond well to formats that deliver actionable insights quickly. These include leadership commentary on results, short explanations of strategy shifts and direct responses to market questions. The power of short-form video lies in its ability to deliver substance without ceremony.

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