Video spokespeople on websites add a personal touch and provide site visitors with guidance and information along the way. When it comes to choosing the person to act as a virtual greeter, you have several options including having the company owner play the role or hiring a professional actor. Both can work beautifully. However, when the company owner steps in front of the camera, problems can occur.

When it Makes Sense to Feature the Company Owner as the Video Spokesperson

For some companies, the company owner is the obvious choice. For example, if you were in charge of casting a virtual spokesperson for MarthaStewart.com, who would be your first choice? Martha Stewart! Companies that are led by well-known personalities who already have a strong media presence should take advantage of the brand and talent available to them.

A company owner doesn’t need to have Martha Stewart’s reach in order to make a strong impression as a video spokesperson. Basic speaking skills and confidence in front of the camera may be enough for small business owners who want to appear on their websites as virtual spokespeople, especially when combined with a good script and a professional video production crew.

Websites that lend themselves to featuring the company owner as a video spokesperson include:

• Websites where the user needs to “get to know” the company owner such as individual attorney websites, photographer websites, and professional speaker websites. For example, it makes sense for a motivational speaker’s website to feature the speaker as the video spokesperson.
• Websites where the company owner has a local or national following. For example, an accounting firm owned by a retired NFL quarterback could benefit from featuring the owner as the video spokesperson.

When it Makes Sense to Hire a Professional Virtual Spokesperson

Hiring a professional video spokesperson makes sense most of the time. After all, professionals can project the exact image that you want to project and they’re able to quickly and naturally deliver the script’s message.

Even if it makes sense to feature the company owner, it may also make sense to hire a professional actor. For example, if the quarterback-turned accountant is uncomfortable in front of the camera, it may be best to let a professional spokesperson handle the job.

Websites that lend themselves to professional virtual spokespeople include:

• Websites that are trying to reach a specific demographic. For example, a clothing company catering to skateboarders may want to feature an urban, young adult and not the balding, 50-year-old company owner.
• Websites that want a polished image. While it’s possible for a company owner to project the right image, hiring a professional ensures site-wide continuity.

Each website and website owner is unique. Before you make the final virtual spokesperson decision, ask your video production company for input.