A CEO video can make a business explanation easier to follow. It can also create a disclosure problem if an improvised sentence introduces information the company has not properly released.
Treat investor video as a communication with an approval process, not a casual recording that happens to mention financial results. The goal is to explain approved information clearly and give viewers access to the complete source.
Decide what the video is for
Useful purposes include explaining a published result, clarifying an already announced strategic decision, or walking through a public operating metric. Pick one. Trying to cover the quarter, the product roadmap, company culture, and future performance in a single clip makes accuracy harder to review.
For a hypothetical example, a company could explain why its public report separates recurring revenue from services revenue. The video would use the same definitions and figures as the report and link to it. It would not add an unannounced forecast to make the ending more exciting.
For format choices outside investor communication, see our LinkedIn content strategy guide.
Establish the disclosure boundary first
For U.S. public companies subject to Regulation FD, social media requires careful disclosure analysis. The SEC has explained that investors must be alerted to the channels used for relevant announcements; a personal executive account is not automatically a recognized disclosure channel. Other markets have their own requirements. Have the company's investor relations and legal owners determine what applies. SEC social media disclosure guidance.
This is a practical concern, not merely a theoretical one. The SEC's 2024 DraftKings action addressed selective disclosure through the CEO's social accounts, including LinkedIn. SEC's DraftKings announcement.
The workflow should identify the source document, approved script, release timing, publishing owner, and response owner. Do that before filming.
Write for comprehension
Build a short script around a clear sequence:
- Context: What already published information are you explaining?
- Meaning: What does the metric or decision describe?
- Limit: What should viewers avoid concluding from it?
- Source: Where can they read the full disclosure and definitions?
Use plain language without weakening qualifications. A technical definition may need a brief example, but the example should not alter the underlying measure. Avoid phrases such as “everything is accelerating” if they imply a result beyond the approved information.
A natural delivery does not require improvising facts. Rehearse transitions and pronunciation while keeping material statements aligned with the approved script.
Make the recording usable
Prioritize clear sound and an uncluttered frame. Add accurate captions, check numbers and names in the transcript, and ensure any chart is readable on a small screen. Explain the chart verbally so essential information is available without relying on the image alone.
Use visuals only when they make the explanation easier. A decorative montage can distract from a precise financial point. Retain the final approved version and its source material under the company's normal recordkeeping process.
Prepare for the comments
Decide how the team will handle questions about forecasts, undisclosed plans, and individual investment decisions. A friendly reply should not become an off-script disclosure. Route substantive investor questions to the established channel and use approved public information when responding.
Measure comprehension through the questions viewers ask, alongside distribution data. The analytics guide explains why views alone cannot establish trust or investor understanding.
Before recording, take one public disclosure and write a single-paragraph explanation of it. If the team cannot agree on the paragraph's meaning and limits, resolve that before turning on the camera.