🧍🏻‍♂️The Personification Playbook for Media Companies

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• How to sell in uncertain times

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Now, let’s talk people…

The Personification Playbook for Media Companies

By Zach O’Brien

There’s a growing truth in media that feels counterintuitive for anyone who spent years hiding behind bylines, boilerplate sales decks, or “About Us” pages:

People don’t connect with media brands. They connect with the people behind them.

Just ask the New York Times, which has been rolling out video-first series like Cannonball to huge success. Critics like Wesley Morris, who were once faceless names in a print masthead, are now front and center in polished YouTube episodes, Instagram clips, and TikTok snippets. The NYT knows what niche publishers should take to heart: video puts a human face on your brand—and that human face builds trust, authority, and revenue.

This isn’t just about journalists anymore. It’s about personifying your entire company—from editorial and sales to marketing and the C-suite. If they’ve got charisma and a camera, they should be part of your audience strategy.

Here’s why:

Editorial: From byline to on-camera guide

Your editors and writers are already experts. They know the subject matter, the audience, and the voice of your brand. But putting them on camera transforms them from content creators into community leaders. Whether it's a weekly TikTok recap of trending stories or a behind-the-scenes YouTube vlog, these voices build loyalty far beyond the article.

The New Yorker, The Atlantic, Morning Brew—they’ve all invested in turning their editors into influencers. And it works. Audiences trust a person more than a logo, and your editorial team is often the most natural fit for thought-leadership video.

Sales: From sellers to subject matter stars

It may feel unconventional, but your salespeople are some of your most dynamic, persuasive communicators. Why not hand them the mic?

Have them record short LinkedIn videos sharing tips on media buying, ad trends, or how advertisers can succeed in niche markets. Not only does this position them as trusted advisors—it also gives prospects a face to connect with before that first call. Plus, nothing builds credibility faster than showing up with confidence before the pitch.

Marketing: From behind the scenes to brand builders

Your marketing team is already responsible for growing the brand—why not let them represent it too?

These are the folks shaping your campaigns and messaging. They understand the tone, the audience, and the strategy. Giving them a platform to speak—whether that’s a monthly “state of the brand” Instagram Live, a TikTok explainer series, or YouTube shorts about campaign results—adds transparency, creativity, and yes, even virality to your operation.

C-Suite: From abstract leadership to relatable faces

People want to hear directly from decision-makers. It builds credibility. It humanizes leadership. And it shows confidence in your mission.

The best CEOs and publishers are stepping out from behind the “Letter from the Editor” and into video. Whether it’s discussing strategy, sharing company wins, or reflecting on industry shifts, executive video content builds serious trust with subscribers, clients, and prospective employees alike.

And no, it doesn’t have to be polished. In fact, casual phone-cam videos from leaders can feel more authentic—and drive more engagement—than slick productions.

Why “Personification” Pays Off

This isn’t just a vanity play. Putting real people on camera pays real dividends:

• Trust: People believe people, not brands.

• Reach: Video content gets favored on nearly every algorithm.

• Monetization: You can build entire ad products around personality-driven content.

• Recruiting: Culture-forward video helps you attract talent who gets what you're about.

• Community: Video turns your company into a conversation, not a broadcast.

Where to Start

You don’t need a studio. You just need a smartphone, a ring light, and someone who doesn’t freeze when the little red dot turns on. Start with one employee. Let them do one short video a week. Ask your audience what they want more of.

Then expand. Editorial. Sales. Marketing. Execs. Turn your org chart into a content calendar.

In a world full of logos, algorithms, and AI-generated everything, real people are your greatest asset. So if you’ve got talent on your team with something to say—and the presence to say it on camera—hit record.

Because personification isn’t a buzzword. It’s your most powerful media strategy.

This issue of the Niche Fix is brought to you by Workbooks

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