When you send a static email out to your audience or customers, it's easy for your message to get lost among the piles of correspondence. Using video not only makes you stand out, it offers new avenues to expand your reach and connect with viewers for a longer-lasting influence.

In an increasingly digital world, words alone no longer cut it. If you’re looking to build influence within your network, video is your most powerful tool. With its ability to engage, convey authenticity and deliver messages quickly, video communication is becoming the key to creating lasting impressions and expanding your reach.

Why Video Stands Out in a Crowded Space

Text and email have their place, but in today’s saturated digital landscape, video offers a way to cut through the noise. It’s personal, direct and dynamic – elements that instantly capture attention. When people see your face, hear your voice and experience your energy, your message becomes more memorable. You’re no longer just a name on a screen – you’re a presence.

Video is increasingly becoming the go-to medium across multiple platforms from LinkedIn to YouTube and Instagram. According to recent trends identified in a report published by LinkedIn, video uploads are rising significantly year-over-year and the growth of video engagement spans both individual users and business leaders. For example, CEO posts featuring video consistently outperform other content driving higher impressions and engagement. This reflects a larger trend – video is reshaping the way professionals communicate and extend their reach.

Moreover, video taps into human psychology. We’re wired to respond to facial expressions, tone of voice and body language. These non-verbal cues help build trust and rapport much faster than words on a page. Whether you’re sharing insights, offering advice or simply connecting with someone in your network, video allows you to communicate with a level of authenticity that’s hard to achieve through text alone.

Building Authentic Connections Through Video

One of the greatest advantages of using video is the ability to create authentic connections. When people see you on video, they feel more connected to you because they get a sense of who you are beyond the words you say. This is crucial for building long-term relationships within your network.

Instead of sending a long email to introduce yourself or update a connection, consider sending a short personalized video. In just a few seconds, you can express more emotion and personality than a paragraph of text ever could. Video messages can be tailored to specific individuals making them feel valued and heard. These personal touches build rapport fostering deeper and more meaningful connections.

When creating video content, authenticity is key. Don’t aim for perfection – aim to be real. Show your personality, your quirks and even your mistakes. People relate to those who are genuine not those who present a polished, rehearsed version of themselves. Being vulnerable on camera might feel uncomfortable at first, but it’s what makes people feel closer to you and more likely to trust your message.

Expanding Your Reach and Visibility

Video isn’t just about making one-on-one connections. It’s also a tool for broadcasting your ideas to a larger audience, increasing your visibility and establishing yourself as a thought leader in your field. Platforms like LinkedIn, YouTube and Instagram have made it easier than ever to share video content with your entire network – and beyond.

Video is particularly effective for professionals looking to build influence and share their expertise. By regularly posting short, insightful videos on these platforms, you keep your network engaged while also reaching new potential contacts. Video allows you to showcase your expertise in a way that feels personal and approachable. Whether you’re sharing industry insights, offering tips or discussing trends, your content will stand out in a way that text posts often don’t.

The key is consistency. Building influence through video isn’t about creating one viral post – it’s about showing up regularly with valuable content. Over time, your network will come to expect your insights and look to you as a go-to source for knowledge and perspective in your field. This kind of consistent engagement helps solidify your place as a leader in your space.

Creating Value-Driven Content

If you want to extend your influence, the focus of your videos should be on creating value for your audience. It’s not enough to simply show up on camera – you need to offer something that resonates with your network. What challenges are they facing? What information would help them succeed?

Start by identifying the topics that matter most to your audience. Once you know what they care about, create videos that provide actionable insights, tips or solutions. Think about how your knowledge and expertise can benefit them and position yourself as someone who offers value not just someone seeking attention.

The key to creating effective video content is to keep it short and focused. People’s attention spans are limited so it’s important to deliver your message clearly and concisely. Aim for videos that are no more than two to three minutes long unless you’re diving into a particularly complex subject. The goal is to capture interest quickly, provide value and leave your audience wanting more.

Leveraging Video for Long-Term Influence

While video can help you make an immediate impact, it’s also a powerful tool for building long-term influence. The more you use video to engage your network, the more familiar they become with your face, voice and ideas. Over time, this familiarity builds trust and positions you as a consistent, reliable presence in your industry.

But to truly leverage video for long-term influence, it’s important to engage with your audience not just broadcast to them. Respond to comments, encourage questions and create opportunities for dialogue. When people feel heard and included, they’re more likely to remain engaged with your content and share it with others in their network.

Another important aspect of leveraging video for long-term influence is to diversify the types of video content you produce. Mix it up with live videos, recorded updates, Q&A sessions and tutorials. This variety keeps your audience interested and ensures that your content remains fresh and engaging over time.

By consistently showing up, delivering value and fostering genuine connections, you’ll not only extend your influence but also build a loyal network of supporters who trust your insights and look to you for guidance.

This article was written by Benjamin Laker from Forbes and was legally licensed through the DiveMarketplace by Industry Dive. Please direct all licensing questions to legal@industrydive.com.