“How do I use video footage to enhance investor updates?”
This was an intriguing search phrase that recently surfaced when we were analysing data from our digital assets, and it prompted further thinking, particularly as we continue to integrate more video content into our investor communications offering.
Clear, consistent communication plays a critical role in keeping investors informed and confident in a business. While written announcements, results presentations and media coverage remain essential, video content is increasingly emerging as a powerful tool to enhance investor updates and strengthen stakeholder engagement. The challenge, however, is that many organisations remain uncertain about how to use video effectively, or where it fits within regulated, high-stakes investor communications environments such as those governed by the JSE.
Why organisations hesitate to use video in investor communications
Despite its growing relevance, video content remains underutilised in investor communications for several reasons:
Perceived cost and complexity
Many organisations still associate video with large production crews, high budgets and lengthy timelines. Compared to issuing a press release or publishing a written investor update, video can feel resource-intensive and risky if the return is unclear.
Loss of control
Video is personal and permanent. Executives may worry about appearing unpolished, misspeaking or having comments taken out of context, which is a particular concern in regulated markets.
Legacy communication habits
In conservative or compliance-driven industries, video is often viewed as a “nice-to-have” rather than a core investor communications tool.
Measurement uncertainty
Metrics such as views, watch time and engagement can feel less tangible than traditional measures like media coverage, impressions or clicks, making ROI harder to quantify.
These concerns are valid and are regularly considered within investor communications strategy discussions. In investor communications, even small missteps can have disproportionate reputational or market consequences.
That said, while video is often avoided due to perceived risk, it is one of the most effective formats for building trust. Video humanises leadership, simplifies complex information and performs strongly across digital platforms, extending the reach and lifespan of investor messaging.
How to structure video content for effective investor updates
Create long-form cornerstone content
Start by recording a comprehensive, high-quality video. This may include executive interviews, detailed results breakdowns or strategic discussions that provide context beyond what is possible in written formats.
Repurpose into short-form video content
Edit the long-form footage into shorter clips (typically 1–3 minutes) for platforms such as LinkedIn or YouTube Shorts. These can focus on specific themes like quarterly performance highlights, strategy updates or operational milestones.
Use a “trailer” format for key announcements
Create 60-second video summaries to accompany earnings releases or major announcements. These act as accessible entry points for busy investors while directing them to more detailed content.
Types of video footage that work well for investor communications
Executive interviews
Allow leadership teams to speak directly to investors about performance, challenges and outlook, reinforcing transparency and credibility.
Virtual site or facility tours
Provide behind-the-scenes visibility into operations, manufacturing facilities or infrastructure projects to demonstrate tangible progress.
Animated data visualisation
Translate complex financial metrics, charts and graphs into clear, animated visuals that improve comprehension.
Customer or user testimonials
Incorporate select client perspectives to validate the business model, product-market fit and real-world impact.
Strategic advantages of using video content in investor updates
South African video production company Absolutely A.V previously highlighted the strategic benefits of video marketing in its article “The Ultimate Guide to Explosive Growth”. According to Absolutely A.V (2025), video content offers several advantages:
Enhanced retention
Viewers retain up to 95% of a message when it is delivered via video, compared to approximately 10% when reading text.
Increased trust
Smart Money with Alishia Seckam, South Africa’s leading finance and investment video podcast, demonstrates how strong executive visibility and branding through video can increase credibility and stakeholder trust.
Long-term discoverability
Hosting video content on platforms such as YouTube or dedicated investor relations pages ensures that key insights, including earnings discussions and panel sessions, remain searchable and accessible to analysts long after publication.
How leading organisations are using video to support investor communications
Several organisations are already embedding video content into their investor communications strategies:
Shopify
Uses short, “snackable” video recaps following earnings releases to summarise financial highlights across digital platforms.
Johannesburg Stock Exchange (JSE)
The JSE produces Investor Avenue, combining audio and video to explain investing concepts, business fundamentals and the role of the stock exchange in an accessible way.
Axon Enterprise
Since 2020, Axon has conducted earnings calls via Zoom, allowing investors to see management and analysts interact live. These sessions are archived and made available for ongoing reference.
Video as a long-term investor communications asset
At Decusatio, we produce 15–20 minute deep-dive video conversations with leadership teams of smaller listed companies. This format allows executives to articulate their value proposition, unpack strategy and address complex questions that cannot be fully explored in traditional short-form media.
Video is no longer a novelty in investor communications. When used thoughtfully, it becomes a strategic tool that enhances transparency, builds trust and strengthens stakeholder engagement. The key is not simply producing video content, but integrating it into a broader investor communications strategy that respects regulatory requirements while meeting evolving investor expectations.
For organisations looking to elevate their investor updates and communicate with greater clarity and confidence, the right partner makes all the difference.
If you are looking for an investor communications and design agency with specialist understanding of the South African and JSE-listed environment, please do not hesitate to contact us.