Lights, camera, colleagues

Everyone becomes a video creator while creative teams become enablers

The person who understands the customer problem may work in support. Give them a way on camera, without leaving them alone with production.

An engineer smiling as he demonstrates a robotic arm while a colleague films him with her phone

The most convincing brand videos increasingly come from the people who do the work. The person who understands a customer's problem may sit in support. The person who can explain a technical decision is probably a developer. Give them a way to speak up and you change whose knowledge reaches your audience.

They don't need a studio, either. Simpler, more authentic video performs best for many audiences, and Sprout Social's 2026 consumer research found that human-generated content is the number one thing consumers want brands to prioritize.

So let employees handle the routine work themselves, inside agreed brand guidelines and templates. A typo fix shouldn't have to wait in a specialist's queue.

In the wild

Who's already doing it

  • M&S

    A product director on TikTok

    Kathryn Turner, Director of Product Development at M&S Food, started a personal TikTok sharing behind-the-scenes product stories and reached around 50,000 followers in under a month.

    Takeaway: The people who make the product are often its most credible voices.

    Source ↗
  • T-Systems InternationalMade with PlayPlay

    The recruiter takes the mic

    In a “Meet your recruiter” video, Zsuzsanna Bolgár from Deutsche Telekom IT Solutions HU shows the dos and don'ts for tricky interview questions like “What's your biggest weakness?”

    Takeaway: Your recruiters already know what candidates want to hear. Put them in front of the camera.

    Source ↗
Put it into practice

Where to start

  1. 01

    Start with willing contributors who know something useful

    Let them help choose the angle and explain it in their own words. An interview prompt often gives them more room than a finished script.

  2. 02

    Have the creative team set the foundations

    Provide recording guidance and reusable formats, with clear standards for sound, accuracy, and captions. PlayPlay's Advanced Branding gives contributors access to approved brand assets, with controls over which elements they can customize.

  3. 03

    Keep support within reach

    Offer quick reviews or coaching sessions, then improve the shared guidance with the questions contributors keep asking.

PlayPlay feature Advanced Branding

Give every contributor access to your approved brand assets, with control over which elements they can customize.

Discover Advanced Branding →