Vimeo CEO Anjali Sud On How To Talk To Employees—And The Future Of Video

Vimeo CEO Anjali Sud On How To Talk To Employees—And The Future Of Video

By Diane Brady , Forbes Staff, Assistant Managing Editor

“We can’t be everything to everyone.”


It’s been a tough year for video-sharing platform Vimeo, from job cuts to a stock that’s worth a fraction of its 2021 IPO debut. While the company is not growing revenue at the 40%+ rate it saw during the pandemic, it is seeing strong growth in the enterprise market.


For CEO Anjali Sud, that’s emblematic of where the business is going. “We set out to pivot the platform from competing with YouTube to being a platform that could power video for work,” she says. “We want to make video far easier and more accessible for every employee, every team and every organization to be able to create and share content the same way that they do on TikTok or their personal lives.

While Sud acknowledges the headwinds from a tough economy, she’s investing in AI and other technologies to prepare for a video-first world. From being a platform for creatives, she finds herself speaking as much to CHROs these days as marketers. It’s gone from competing with YouTube to partnering with them. And she’s seeing more interest in leveraging video to communicate with employees.

“It’s all about trust and authenticity today,” she says. “The next generation is not that different and and being disengaged at work isn’t that different.” What’s really changed is the onus is more and more on leaders to communicate and earn trust.


For that, Sud says that she’s learned some lessons:

Ditch The Script: “The first is that you have to be comfortable—and in some ways it’s like an act of real vulnerability—to be real and unscripted. The power of communicating in video instead of an email is that the email got edited and your comms team wrote it and then somebody like changed this word. But when I just record a message from me to our employees, telling them about important news, the more unscripted I can be, the more real and trusted it comes across as.”

We have to teach ourselves to take the mask off and be comfortable being direct in a video—not just the words we say but our body language, the context. I’m betting that the leaders of tomorrow will get far more out of their teams if they can be comfortable being unscripted.”

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