We strongly support including real customers and employees in business videos. However, others sometimes question the prudence of this approach. They ask, “What if the employee included in a video leaves the company? What if the business fires someone in the video?” The people asking these questions wonder if including actors in company videos is a safer bet. The people asking these questions fear the necessity of re-shooting videos that include employees who are no longer with the company.
The above scenario is a possibility. However, not one of our video production clients has ever informed us that such a risk turned into a reality. Real customers and employees help genuinely relay your message. If your target audience, for example, on social media feels a connection with the personalities in your videos, is your company going to explain those personalities are actors with few, sincere links to your business other than a paycheck?
We also have offered another counter argument. Most actors are always looking for work. What if an actor appearing in your video has also appeared in ads for controversial products or services? What if the actor shows up in a commercial within the next year or two for a business your company wants no connection with?
Someone told presidential candidate Senator Ted Cruz that an actress who had appeared in erotic films also showed up in one of his ads. The ad is called “Conservatives Anonymous.” Cruz’s campaign said it was unaware of the actress’ past. His campaign pulled the ad. Read this story from BuzzFeed. Listen to the actress yourself by clicking on the video at the bottom of the screen.
If a presidential campaign can find itself in such an awkward position, imagine the difficulties of a business ensuring that actors representing their company values haven’t represented different ideals at another time. And that’s simply addressing the past. Can you block an actor from appearing in a future video not aligned with your views?
To slightly alter rocker Stephen Stills’ phrase, love the ones you work with. In this situation, that means your employees and your clients.
[youtube]https://www.youtube.com/watch?v=-SL6ztHdvmg[/youtube]