The practice of investor relations (IR) has not fully evolved beyond the realm of disclosure statements, regulatory compliance and financial performance. Traditional reports, earnings calls and static presentations to communicate long-term strategy and deliver trust are no longer enough to retain investor attention.
Forward-thinking companies are embracing video as a core tool for investor communication. Arbor Advisory Group recently partnered with Surf Air Mobility to script, produce and implement a series of investor-focused videos that delivered their message through a personalized channel and brought their vision to life.
Sam Levenson, Founder of Arbor Advisory Group, and Hudson Andrews, VP of Marketing at Surf Air Mobility, discussed how video enhances investor engagement and why a strategic approach to corporate communication is essential for IR teams. Let’s look at why and how.
Why Surf Air Mobility Needed an Investor-Focused Video Strategy
Video is not just a marketing tool. It is a critical medium for storytelling, engagement and brand alignment, and an approachable way to communicate with current and prospective investors who can’t be present. But developing an investor-focused video strategy requires more than simply hitting record.
The Arbor team worked closely with Surf Air to script and structure key messaging, ensuring that their leadership’s insights were effectively communicated to investors. These videos:
- Introduced Surf Air’s new CEO and leadership team to their investor base
- Educated investors on Surf Air’s new strategy in a clear, compelling way
- Increased engagement and information retention for investors
- Provided a polished and professional experience in a visually engaging format
Increased retention is one reason that video is a key priority for Surf Air:
“I recently read that 95% of information is retained when viewing a video as compared to 10% when you’re just reading an article.” – Hudson Andrews, VP of Marketing, Surf Air Mobility
Higher retention is significant. Investors are bombarded with press releases, analyst reports, news articles and more. By developing video content specifically designed for investors, Arbor helped Surf Air ensure their messaging was not only seen but remembered.
Bridging the Gap Between Marketing and Investor Relations
One of the most compelling takeaways from the conversation was around the intersection of marketing and investor relations. Traditionally, IR teams focus on facts, figures and disclosures to explain the company’s strategy to illuminate the drivers behind valuation. Marketing professionals, however, concentrate on storytelling, brand positioning and audience engagement to drive leads and fill sales pipelines.
In reality, these roles are not as different as they may seem. As Hudson put it:
“Our jobs aren’t that dissimilar. It is all just people positioning messaging. Whether it is an investor or a consumer, we start from the same place: what do they need to understand?”
By aligning marketing and IR efforts, Surf Air is able to create a unified brand experience that is both informative and engaging. Instead of treating investor communications as a compliance necessity, they integrated video content into their branded storytelling, clearly communicating to investors their plan for stabilization and growth under new leadership. Key IR messaging is then packaged into visually compelling marketing materials for use on the corporate website, investor website and across social media.
How Arbor Helped Surf Air Maximize Content Synergies
One of the key benefits of investor-focused videos is the trove of strategic content that becomes available for repurposing across multiple channels. The videos Arbor created for Surf Air were not limited to investor presentations. These assets were used across multiple touchpoints, including:
- Investor relations materials on the corporate website
- Social media clips targeted to prospective partners and investors
- Internal communications to ensure consistent messaging from leadership
By structuring the project with long-term ROI in mind, Arbor helped Surf Air amplify its messaging while maximizing cost efficiency. Rather than treating investor video content as a one-time effort, Arbor developed an evergreen strategy that allowed for seamless adaptation across platforms.
Brand Consistency Builds Investor Trust
Another key takeaway from Surf Air’s strategy is the importance of brand consistency across all investor communications. As Hudson pointed out:
“We put an emphasis on a consistent brand. From what our executives wear in videos, to the words they say, to the social media posts we share. The look and feel have to be the same across our corporate site, investor presentations and IR materials because consistency engenders trust.” – Hudson Andrews, VP of Marketing, Surf Air Mobility
For investors, trust is everything. A company that delivers a polished, cohesive experience across every touchpoint reinforces credibility and reliability, both of which are essential for building long-term investor confidence.
Key Takeaways for Investor Relations Professionals
Surf Air’s approach to investor communications highlights several best practices that IR teams can start to implement right away:
- Use video for greater impact – Video increases engagement, improves information retention and humanizes investor messaging.
- Align marketing and IR strategies – A cohesive message builds trust with both investors and customers.
- Repurpose content across channels – Maximize the value of investor materials by using clips on social media, websites and investor portals.
- Prioritize brand consistency – Ensure IR messaging aligns with corporate branding to reinforce credibility.
Video is No Longer Optional for Investor Relations Teams
Companies that embrace multimedia content are better positioned to build trust, engage investors and differentiate in a market where visibility matters more than ever.
Surf Air Mobility’s strategic use of video serves as a powerful case study in how investor relations professionals can modernize their approach. By bridging the gap between financial performance and marketing tenets, companies create a stronger and more impactful investor experience.
If you are looking to integrate video into your investor relations strategy, Arbor Advisory Group can help. Our team specializes in stakeholder-focused communication strategies that improve engagement, build trust and align IR with marketing. We work with you from messaging to storyboarding to production to ensure that your narrative vision is captured and that the right message is delivered by the right leaders in your organization.
Contact us to learn more about how video can enhance your investor communications.
