Guide
A spokesperson video is one person speaking for the brand
Updated
A spokesperson video is a video in which one presenter talks to the camera on behalf of a company, openly as the brand. It works well for explaining a product, announcing news and answering common worries.
In short
- A spokesperson video is one presenter talking to the camera on behalf of a brand, openly saying 'we'.
- The presenter can be the founder, an employee, a hired presenter or an AI presenter.
- Unlike a UGC-style ad, the speaker does not pretend to be a customer.
- Spokesperson videos work best for explaining a product, announcing news and explaining guarantees or returns.
- A good one needs a short script written for speaking, and clear sound.
What is a spokesperson video?
A presenter speaks for the company. The claims are the brand's own, and the video does not pretend otherwise.
- The presenter says 'we', not 'I', because they speak for the brand.
- It is not a testimonial. Viewers are not asked to believe it is a customer's own opinion.
- Viewers know who is talking, which helps when the message needs authority, like a guarantee.
- Flo, who has appeared in Progressive's insurance ads since 2008, is a well-known example of a brand spokesperson.
What is the difference between a spokesperson video and a UGC ad?
UGC means user-generated content: a video that looks as if a customer made it. A spokesperson video is openly made by the brand.
Spokesperson video and UGC-style ad side by side
Both are honest formats. Each one is best at a different job.
Who is speaking
- Spokesperson video
- The brand, openly
- UGC-style ad
- Someone who talks like a customer
Best for
- Spokesperson video
- Explaining, news, guarantees
- UGC-style ad
- Recommendations and first impressions
Personal stories ('I tried it')
- Spokesperson video
- Sound scripted
- UGC-style ad
- Its main strength
A polished look
- Spokesperson video
- Fine
- UGC-style ad
- Makes it look like an ad
Same face in many videos
- Spokesperson video
- Builds recognition
- UGC-style ad
- Starts to look like a paid actor
| Spokesperson video | UGC-style ad | |
|---|---|---|
| Who is speaking | The brand, openly | Someone who talks like a customer |
| Best for | Explaining, news, guarantees | Recommendations and first impressions |
| Personal stories ('I tried it') | Sound scripted | Its main strength |
| A polished look | Fine | Makes it look like an ad |
| Same face in many videos | Builds recognition | Starts to look like a paid actor |
This is the whole editor
Highlight a phrase and a clip lands on those exact words. No timeline, no keyframes, no layers.
When should you use a spokesperson video?
Use one when the message only sounds right coming from the company itself.
- Use one to explain how your product works, what changed or why it is different.
- Use one to announce news, a launch or a change in policy, which only the company can honestly say.
- Use one to explain guarantees, returns or how you handle customer data, where authority matters.
- Choose a UGC-style ad instead when you want a customer's point of view, like a review.
How do you make a good spokesperson video?
It works when the presenter sounds like a person explaining something, not someone reading. That starts with the script.
- Write short sentences for speaking, one idea each. Sentences written for reading sound stiff when spoken aloud.
- Read the script aloud once and rewrite every line you trip over.
- Put the camera at eye height and film in a real room, like an office or a shop.
- Record clear sound with the microphone close to the speaker. Echo and background noise make any video look cheap.
- Use the same presenter across your videos, so viewers start to recognise them.
Can you use an AI presenter?
Yes, if nobody at the company wants to be on camera. An AI presenter works for explaining and announcing, not for personal stories.
- Only use a face you have the right to use: your own, a stock presenter, or someone who agreed in writing.
- TikTok asks advertisers to label ads that are fully made with AI, so plan to label an AI presenter.
- The AI video gets the same captions and b-roll as a video you film yourself.
An AI presenter in Cutroom
| What | Details |
|---|---|
| You provide | One photo, or a stock presenter, and a voice-over |
| Voice-over | Record it yourself for free, or generate it for 70 credits a minute |
| You get | A video of the presenter talking, with the lips in time with the voice |
| Cost | 350 credits per minute of video, plus the normal editing and export |
| Plan | Basic and up (Basic is $39.99 a month) |
| Works for | Explaining and announcing |
| Does not work for | Personal stories, like 'I tried it' |
What: You provide
- Details
- One photo, or a stock presenter, and a voice-over
What: Voice-over
- Details
- Record it yourself for free, or generate it for 70 credits a minute
What: You get
- Details
- A video of the presenter talking, with the lips in time with the voice
What: Cost
- Details
- 350 credits per minute of video, plus the normal editing and export
What: Plan
- Details
- Basic and up (Basic is $39.99 a month)
What: Works for
- Details
- Explaining and announcing
What: Does not work for
- Details
- Personal stories, like 'I tried it'
Questions people ask
- Is a spokesperson video the same as a talking-head video?
- No. Talking head describes the framing: one person talking to the camera. Spokesperson describes who speaks: the brand, as itself. Most spokesperson videos are talking heads, but many talking-head videos, such as UGC ads, are not spokesperson videos.
- Should the spokesperson be the founder?
- Often, especially for a small business. A founder knows the product best and can speak about it with real authority. The downside is that the founder's face becomes the brand's face, which is hard to change later.
- Do spokesperson ads work on social media?
- Yes, for the right message, like explaining a product or making an offer clear. A stiff, TV-style version with a big set looks like an ad straight away, so a simple, natural setting works better.
- Can one video mix a spokesperson and a customer testimonial?
- Yes, if the switch is clear. A spokesperson can introduce a real clip of a customer. Do not let one speaker switch between 'we' and 'I', because viewers then cannot tell whose experience it is.
- Can I use an AI spokesperson?
- Yes, for explaining. In Cutroom, one photo and a voice-over make a talking presenter at 350 credits per minute of video, on Basic and up. Use only a face you have the right to use, and label it where the platform asks.
Pick who speaks, write a short script and film it once. Cutroom adds the captions and b-roll. Your first video is free.