Video marketing has become the most mainstream form of advertising across virtually all industries. As this pivotal promotion tactic continues to grow, many companies are beginning to wonder who should be in front of the camera when it comes to their marketing videos, brand videos, and other pieces of content.
The question on everyone’s mind is whether they should go with an actor or an owner.
While both have their advantages and disadvantages, every business is different. The best option for your company may not fit someone else in a different industry.
Regardless of your final decision, it is vital for you to understand that whoever you put in front of the camera as your video spokesperson will represent your company, your products, and your brand. As you consider your options, let’s take a look at the main pros and cons of choosing an actor vs an owner in your marketing videos.
Pros of Hiring an Actor
The American comedian and actor, George Burns once said, “Acting is all about honesty. If you can fake that, you’ve got it made.”
First and foremost, choosing an actor vs an owner will allow you to enjoy working with a professional who has experience in front of a camera. Whether they are truly an advocate for your brand or not, a reliable actor will be able to present themselves in a way that appears trustworthy and comfortable while on the screen.
When you pick an actor with a history of filming marketing videos, it will be an even more positive outcome. They’ll know what to expect and will put their background to use for your business.
An actor is trained to do exactly that: act. Their practice will often make it easier to complete shots in less takes and can lead to a highly engaging end result. They can portray the emotions you want to come across in your video marketing content in a way that appears sincere and genuine.
As long as you find a dependable actor who can understand the essence of your brand, their performance will have a positive impact on your video efforts.
Depending on how well known your actor is, they can instantly capture the attention of viewers who may be interested in your products or services. Big names are recognizable and could establish your company as an authority within your industry.
These individuals have the potential to make you look like one of the big players in your field and make people take you seriously.
Cons of Hiring an Actor
When it comes to bringing in a third-party representative, it’s a rare thing for anyone worthwhile to do free work. One of the disadvantages of hiring an actor is that you may have to fork over a serious paycheck to get someone to become the spokesperson for your brand.
Actors can charge in a variety of ways ranging from hourly to daily rates for the time they have to be on-site filming the marketing video. They may even require royalties or a commission based on your sales as long as you are using the videos they help you create.
While doing this incorrectly can be expensive, a helpful video team will have experience in identifying undervalued talent. They’ll know exactly what to look for as they assist you in finding someone who is both affordable and experienced.
Could Appear Fake
While some people may be enticed by seeing an actor promoting your brand, others could feel it makes your company look artificial. Many people will naturally assume the actor is only saying the things they’re saying because you are paying them to do so.
If you choose an actor who doesn’t appear genuine, this could quickly turn some potential customers off and lead them to seek out a different company offering the same services. Unless you’re able to find an actor who will stick with you for the long-term and constantly be an advocate for your brand, it may not have the positive effect you’re looking for.
In general, you’ll want to work with a team of experts who know how to find talent that will represent your company correctly. They will make sure that they don’t cast actors who don’t fit your brand.
Subject to Availability
Working with an actor means you may find yourself at odds with their schedule. If their calendar doesn’t collaborate well with your own, the production process for your marketing videos could be delayed and take a much longer period of time.
Depending on how busy the actor is, you may have limited chances to work with them now and in the future. So if you find yourself wanting to create additional videos, you’ll have to wait until their availability allows for them to show up and be present at the same time as your video production team.
Pros of Using an Owner in Marketing Videos
If there’s one benefit that stands out when choosing to create videos with a business owner vs an actor, it is the financial aspect. They’re already working for the company and don’t have to be paid extra to be the one who is featured in the company marketing videos.
This means a lower budget for video content and more money in your pocket coming from your video conversions.
Whether you are using an owner, company founder, or another person who is invested in the company, there will be a greater flair of authenticity behind your video. These individuals are able to bring raw emotion into their demeanor as they promote the brand and show that they truly care about what they are saying.
When people see a real person who plays a significant role in the business, they will be more likely to trust what is being said and feel the content is more genuine. The flow of your videos will also be more natural and sincere.
More Familiar with the Brand
It is fairly obvious that a business owner or founder will be more in tune with a brand’s mission and company vision. Because of this, they won’t have to spend extra time researching the company and learning about what it stands for like an actor would.
You can save time and money by working with someone who already knows your business, comprehends the industry, and can promote your company with minimal help from a script telling them exactly what to say.
Create More Videos at Will
When a member of your company is the spokesperson, it makes it much easier to make more video content whenever you’d like. This availability opens the door for this individual to create vlogs as well as other marketing videos that can be shared on social media.
If you have a new product or service coming to market soon, you won’t have to wait for an actor to be available before you can promote it with new video content.
Cons of Using an Owner
Less Comfortable on Camera
While this isn’t always the case, some owners may not feel as comfortable being on camera as an actor would. The way their wording and body language comes across has the potential to show through in your video content, which can potentially have a negative effect on your end result.
This is an important factor to consider when deciding whether you’ll use an actor or an owner in your marketing videos. If the owner simply doesn’t feel they can be themselves and present the brand on camera, you may want to think about alternative options. Keep in mind that this doesn’t always have to be an actor and could be another manager or employer who has the demeanor that is needed for marketing content.
This concern isn’t always a problem but there is always the possibility that an employee or even an owner could up and quit at any given time. This will mean that a new spokesperson has to be chosen to replace them.
That may cause some short-term headaches. But as long as you have another person within the company who can fill that role, you shouldn’t have to worry about it being too much of an issue.
Will an Actor or Owner Be Your Video Spokesperson?
When it comes to deciding who will represent your brand in marketing videos, it is most important to choose someone who can be genuine and professional from start to finish.
A reputable video production company will be able to provide key insight into what is recommended for your business. Their expertise and guidance will be incredibly helpful as they create your scripts, design your marketing content, and guide you through the rest of the production process.