[NEW INSIGHT] Personal branding for CEOs vs personal branding: what’s the real difference
In 2026, CEO thought leadership is no longer shaped by written commentary alone. As buyer behaviour, attention spans, and trust signals continue to evolve, multimedia is becoming one of the most powerful credibility tools available to leaders.
From my work in multimedia with CEOs and senior executives, I have regularly noticed one thing. Many leaders remain hesitant to incorporate multimedia into their thought leadership strategy.
In most cases, this hesitation does not stem from a lack of ambition, but from uncertainty around how visibility impacts credibility, authority, and trust.
That hesitation is becoming increasingly costly.
For some leaders, the idea of appearing regularly on camera still feels uncomfortable. There is a perception that visibility could be interpreted as vanity rather than substance.
In reality, the opposite is true.
In today’s digital environment, being visible as a CEO or C-suite executive is no longer optional. It has become a baseline expectation. Stakeholders want to understand who is leading the organisation, how decisions are being made, and whether leadership is present and accountable.
Video plays a critical role here. Unlike text, which can be interpreted in multiple ways or easily ghostwritten, video communicates tone, intent, and conviction in real time.
Despite the rise of AI-generated content, audiences continue to engage more deeply with human-led video. According to a 2025 performance analysis of 577,180 posts from 47,735 LinkedIn pages, video impressions are up 73%, and video views are up 52%.
So, it is clear that this is the direction audiences are heading. So why aren't CEOs building this into their CEO visibility strategy?
As we move into 2026, it's becoming increasingly clear that video and multimedia aren't just "nice-to-have" additions for CEOs; they're fast becoming core credibility drivers in modern leadership.
Audiences have grown increasingly sceptical of polished corporate statements and generic messaging. What they respond to instead are leaders who are visible, present, and willing to communicate with clarity and personality.
In an environment of information overload, audiences trust leaders they can see, hear, and understand, not just read about.
Video adds dimensions that text simply cannot:
Tone of voice
Facial expression
Emotion and intent
Confidence under scrutiny
These cues matter! They make your message harder to misinterpret and far easier to believe. For CEOs looking to establish authority, video allows them to demonstrate judgement rather than simply claim it.
At the same time, the digital landscape is moving faster than ever. Leaders who choose to avoid multimedia thought leadership risk being left behind as attention becomes an increasingly scarce currency.
This shift is visible not only in engagement metrics, but also in real-world outcomes. A 2024 analysis by Golin found that the 50 most visible CEOs experienced 80% higher annual share price growth than their peers in the Fortune-250.
Short-form video now dominates professional platforms. Engagement, impressions, and watch time continue to rise, and audiences are increasingly receptive to leaders who show up consistently and authentically.
Being able to communicate a clear point of view in 30 to 90 seconds signals confidence, clarity, and command of the subject matter. This is why a considered multimedia strategy for CEOs is becoming essential rather than optional.
Video allows leaders to communicate judgement, confidence, and authenticity in ways text alone cannot.
Short-form content is only one part of the equation. The CEOs who stand out in 2026 will be those who understand how different multimedia formats influence buyer behaviour at different stages of the decision-making process.
Each format plays a distinct role:
Short-form video builds reach and reinforces key messages
Long-form video builds depth and strategic authority
Podcasts create intimacy and sustained attention
Graphics and carousels add clarity to complex ideas
Livestreams introduce transparency and immediacy
When these formats are used intentionally rather than sporadically, they form a connected ecosystem that reinforces authority across platforms.
For audiences, repeated exposure to leadership perspectives across multiple formats makes those ideas more memorable and credible than reliance on a single channel alone.
Different formats serve different purposes, but together they build a coherent leadership narrative over time.
A clear mindset shift is underway. CEOs are no longer judged solely on what they say, but on how consistently and confidently they show up.
Visibility has become a proxy for credibility, and credibility drives influence. When prospective clients, investors, or stakeholders see a CEO articulate a clear point of view on camera, even briefly, their perception of the business changes.
The leader moves from being a name on a website to someone they can understand and trust.
Despite this, resistance persists. Often this is not because leaders disagree with the logic, but because they underestimate the impact. Multimedia is still treated as something to delegate, deprioritise, or add later.
In 2026, that approach no longer holds. CEO thought leadership has evolved beyond traditional content. Audiences now consume information in layers, not lines, and leadership visibility must reflect that reality.
The biggest mistake leaders make with multimedia is treating it as a tactic, not a strategy.
If there is one takeaway for CEOs and senior executives, it is this. Visibility is now a strategic advantage, not an accessory.
Buyer behaviour, trust signals, and credibility cues have changed. Multimedia is the most effective medium through which modern leaders earn and maintain authority.
Those who embed it into their leadership strategy will shape conversations in their sector. Those who avoid it will spend years trying to catch up.
In a market where visibility drives credibility and credibility drives influence, multimedia is no longer a communications add-on. It is a leadership capability.
In 2026, multimedia is not about being everywhere. It is about showing up in the right way, at the right moments.