Platforms like TikTok have certainly made waves in the social media landscape, but the opportunity for CEOs extends far beyond just one platform. While TikTok might grab headlines, the real story is about leaders embracing video content across multiple channels to build authentic connections, humanize their brands, and drive measurable growth. If you're a CEO or founder looking to amplify your company's voice, your personal presence on social media isn't just beneficial—it's becoming essential.
The Modern CEO's Digital Stage Is Everywhere
TikTok's algorithm may offer unique visibility, but LinkedIn video is rapidly becoming the go-to platform for business leaders. YouTube provides long-form opportunities, Instagram offers visual storytelling, and yes, even Snapchat has its place (though if you're considering that route, let's have a conversation first).
The power lies in selecting the platforms where your stakeholders already spend their time. A study found that 82% of potential employees research a CEO's online presence when considering a company. Your digital footprint isn't just about marketing—it's about talent acquisition, investor relations, and industry positioning.
Several of my clients have embraced this multi-platform approach with varying levels of intensity, all seeing meaningful results in their respective industries. From manufacturing company owners to SaaS founders, the common thread is that their authentic voice resonates across channels, not just on a single platform.
Getting Started Is Simpler Than You Think
The resistance I hear most often boils down to three concerns: content planning, production quality, and simply hitting "publish." Let's address each one:
Content Planning Isn't the Monster You Imagine
Content planning sounds formidable, but in reality, it's about systematizing what you already do. Four of my past clients—ranging from a skin care entrepreneur to a tech founder—discovered that the hardest part was simply articulating what they already knew.
The process typically looks like this:
- Identify the questions you answer most frequently or the pain points your target market suffers from the most or several other content idea generation frameworks...
- Document your perspective
- Share behind-the-scenes glimpses and conversations that humanize your organization
- Repurpose content you're already creating (investor/board presentations, sales materials, team communications, that notepad doc of all your random ideas, etc)
Most CEOs are surprised to discover they already have 3-6 months of content just waiting to be created.
Production Doesn't Have to Mean Hollywood
Production quality has two paths: learn the basics or outsource strategically.
Starting simple is perfectly acceptable. A well-lit environment, decent smartphone camera, and clear audio will get you 80% of the way there. One manufacturing CEO I work with started with just his iPhone and a $30 lapel mic, gradually upgrading only when the ROI became evident and the long-term habit was set.
For reference, here is my setup ($500 hardware + $288/year software):
- Lighting - Edge Light 2.0 2-Pack
- Microphone - Blue Yeti X Professional Condenser USB Mic (Refurbished)
- Camera - Lumina Camera (recently I've just been shooting with my iPhone and it's even better)
- Software - Riverside
As you gain traction, consider outsourcing the time-intensive elements:
- Video editing (the most commonly outsourced element)
- Graphic overlays and branding
- Content calendar management
- Distribution across platforms
The key is recognizing that perfect production isn't the goal—consistent, authentic communication is.
Pressing "Publish" – The Digital Cold Plunge
The final hurdle is often psychological. Pressing "publish" on your first few pieces of content feels like diving into an ice-cold lake in February. It's intimidating until you do it once.
For the startup executives I advise, the pattern is consistent. The first video is often terrifying, the tenth becomes routine, and by the fiftieth, they can't imagine not having this direct channel to their audience.
Start with lower-stakes content on your most comfortable platform. Many leaders find LinkedIn the most natural entry point before expanding to other channels. Remember that your early content will likely have lower viewership—think of it as practice with training wheels before the audience grows.
The Real ROI: Leadership Amplification
When CEOs become content creators, they transform from leaders of one organization to thought leaders in their industry. This amplification effect creates several measurable outcomes:
- Expanded Reach: Your perspective travels far beyond your immediate network
- Talent Magnetism: Top candidates seek organizations with visible, engaged leadership
- Stakeholder Trust: Regular communication builds confidence with investors and partners
- Crisis Resilience: Established channels provide direct access during challenging times
While results vary, the pattern is clear—authentic leadership content drives business results.
The Cost of Digital Absence
Choosing not to participate in these channels doesn't mean maintaining the status quo—it means conceding the conversation to others. Your competitors, critics, and even customers will shape the narrative about your industry and potentially your company.
We're in a time where the cost and energy required to make this channel a realistic option for a person or a company is drastically lower than it used to be. My point is that there's no real reason not to do this anymore.
Getting Started: Your First 30 Days
Ready to begin? Here's a simplified roadmap:
- Select one primary platform (for most CEOs, LinkedIn video is the ideal starting point)
- Commit to a sustainable cadence (weekly or bi-weekly rather than daily)
- Identify three content pillars relevant to your expertise
- Record 2-3 pieces of content before publishing anything
- Review, select your strongest piece, and press "publish"
- Analyze engagement and refine your approach
Remember, the goal isn't perfection—it's presence and authenticity. Your unique perspective as a leader is the value proposition, not production quality or polish.
Wrap it up
The most effective CEOs today recognize that social media presence—especially through video content—isn't a marketing tactic but a leadership amplifier. It's about meeting your stakeholders where they are and showcasing the human intelligence behind your company's decisions.
Whether you start with LinkedIn video, YouTube, or even (yes) TikTok, the important step is beginning the journey. Like that cold lake in February—once you take the plunge, you'll wonder why you waited so long.
Need help developing your executive content strategy? Contact JDT Advisors for a consultation on creating an authentic leadership voice across digital channels.