Short Video for Investor Trust: The Six Formats That Move the Dial (And When to Use Each)

Investor communication has always relied on trust built through consistency, clarity and credibility. But trust isn’t earned through a single annual report, it requires consistent visibility, tone and transparency.

Short-form video is perhaps the most efficient way to achieve that. The challenge is knowing which kind of video to use, for which audience and when.

Here’s a practical guide to the six most effective formats for listed companies, the ones that build investor trust, strengthen your narrative and keep you compliant.

1. The Explainer : for clarity on complex metrics

Explainers turn dense information into something approachable. Think of them as visual translators for your more complex topics: new accounting standards, ESG metrics, product economics or capital structure.

They work best when you:

• Have data or graphs that need visualisation
• Want to educate investors, analysts or journalists
• Need consistent framing across regions or business units
  

Ideal channels: YouTube (for longevity), LinkedIn (for reach among analysts) and your IR microsite.

Why it builds trust: Investors value companies that can simplify without dumbing down. Clear, confident explainers show mastery of detail a key signal of operational control.

2. The Vox Pop : for authentic sentiment

Vox pops bring texture to your story by featuring real voices: employees, customers, or partners. They’re quick to capture and powerful in humanising corporate themes such as sustainability, inclusion, or innovation.

They work best when you:

• Need to showcase internal culture or external impact
• Want to reinforce authenticity in ESG or brand campaigns
• Can film safely within disclosure and data-protection rules
  

Ideal channels: LinkedIn, Instagram, or internal comms platforms.

Why it builds trust: Investors know staged content when they see it. Genuine, unscripted commentary demonstrates transparency and cultural alignment — both critical ESG trust signals.

3. The CEO or CFO Clip : for message clarity

A short, direct address from the leadership team remains the most effective trust-building asset in corporate communications. The key is precision: under one minute, clear tone, and framed around a specific outcome.

They work best when you:

• Have just released results or major updates
• Need to reaffirm strategic direction
• Want to control tone during volatility or crisis periods
  

Ideal channels: LinkedIn (for professional investors), Twitter/X (for journalists), YouTube (for archives), and your investor relations hub.

Why it builds trust: Seeing and hearing leadership adds emotional weight to facts. It reassures stakeholders that executives are accessible, informed, and confident in their message.

4. The Snackable : for reach and recall

Snackables are the short, fast-moving assets designed for scale. They distil your longer content into memorable highlights — a single quote, metric, or insight, presented with strong design and subtitles for silent autoplay.

They work best when you:

• Want to expand reach beyond existing followers
• Are amplifying an existing report, webcast, or explainer
• Need steady visibility between major announcements
  

Ideal channels: LinkedIn, Twitter/X, Instagram Reels, or TikTok (if retail exposure is relevant).

Why it builds trust: Consistency builds familiarity. Familiarity breeds confidence. Frequent, well-produced snackables keep your message in circulation without overwhelming your feed or your investors.

5. The Carousel : for professional engagement on LinkedIn

Carousels allow you to tell a mini-story through a sequence of visuals — perfect for summarising results, showcasing ESG data, or breaking down key messages from a report or event.

They work best when you:

• Have a narrative that benefits from progression (before/after, problem/solution, goal/result)
• Want to encourage LinkedIn saves and shares
• Prefer a format that’s easy for compliance review (static frames, approved copy)
  

Ideal channels: LinkedIn (primary), Instagram (secondary).

Why it builds trust: Investors use LinkedIn as a research and reputational signal platform. Clean, consistent carousels show a company that’s in control of its message and proud to stand behind its numbers.

6. The Podcast Cut : for depth and dialogue

Podcasts — or short cuts from longer audio/video discussions — offer a slower, more reflective medium. They’re where tone, reasoning, and leadership style shine through.

They work best when you:

• Want to give context to strategic shifts
• Have leadership or subject-matter experts who communicate well conversationally
• Can afford slightly longer runtime (2–5 minutes for social, full length for Spotify/Apple)
  

Ideal channels: YouTube, Spotify, Apple Podcasts, LinkedIn.

Why it builds trust: Depth builds authority. A well-produced podcast demonstrates a leadership team willing to engage thoughtfully, not just broadcast headlines.

Final thought

Video isn’t replacing your investor decks, it’s amplifying them.

Used thoughtfully, these six short-form formats help listed companies communicate more clearly, reach new audiences and build trust that lasts between reporting cycles.

The most successful teams don’t pick one format, they orchestrate across them, balancing clarity, reach and compliance.

ThaCorpCast comes in: a partner who understands both the rhythm of content and the rigour of disclosure.