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Consumers Want Video Content. Why Not Use It to Strengthen Your Personal Brand? Personal branding is set to dominate marketing in the near future, and video content that uses this approach can take your efforts to the next level.

By Hope Horner Edited by Ryan Droste

Opinions expressed by Entrepreneur contributors are their own.

Rumor has it that personal branding is set to transform marketing in 2021, but not in the way you might think. Today, the concept is more focused on humanizing business — and those behind the business. By establishing and strengthening a founder's personal brand, there's an opportunity to put a face and personality to a larger brand's name. It can also help establish a sense of integrity or expertise when that founder becomes a credible spokesperson who can highlight the company's progress and long-term victories.

Email newsletter Morning Brew has always done a great job at this. Its co-founders, Alex Lieberman and Austin Rief, are especially present on social media, Twitter in particular. The two also encourage their employees to do the same, which really elevates the sense of thought leadership coming out of the brand as a whole. With each subsequent post, they continue to weave a stronger and stronger identity that helps the brand stand out and elevate the company above the competition.

But as you move from text to video as a way of personal branding, you take your efforts to yet another level. This allows for even more personality to be married to a brand, as you're leveraging a more engaging medium — people are simply less likely to scroll on by. Video also has a way of feeling more authentic and genuine than a 280-character tweet, which can be important. A study from Stackla found that 90% of customers mentioned authenticity as a deciding factor when it comes to which brands to support. Besides, according to Social Media Week, 78% of consumers report watching online videos each week, with 54% wanting more content in general. The audience is there, so why not leverage the demand?

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