Lia Baek of The Walt Disney Company Korea On How Smart Companies Are Using Video to Build Trust With Customers, Employees, and Partners

Video has become one of the most powerful ways for companies to communicate clearly, build credibility, and create stronger relationships. How can businesses use video to connect with customers, engage employees, and strengthen partnerships? We are interviewing business leaders, marketing executives, communication experts, and video professionals who can share the strategies they are using to build trust through video. As part of this series, I had the pleasure of interviewing Lia Baek.

Lia Baek is an entertainment marketing professional with eight years of experience specializing in audience engagement, content marketing, and global entertainment strategy. Her recent experience includes The Walt Disney Company Korea, where she served as a Senior Marketing Specialist and managed online audience engagement, paid media, and social content marketing for Disney’s streaming and entertainment brands.

Previously, she worked as a Senior Marketing Specialist in international film marketing at CJ ENM, Korea’s leading entertainment companies. There, she contributed to global marketing campaigns for internationally acclaimed Korean films and supported major festival and awards-season campaigns, including Cannes, BAFTA and Academy Awards campaign-related marketing.

With experience, Baek brings a cross-cultural perspective to how entertainment brands communicate with audiences. Her work focuses on the role of storytelling, localization, and audience insight in creating content.

Thank you so much for joining us in this interview series! Before we begin, can you please introduce yourself? Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

I am an entertainment marketing professional specializing in audience engagement, drawing from my recent tenure as managing social media at The Walt Disney Company Korea. Before Disney, I worked in international film marketing at CJ ENM, one of Korea’s leading film and entertainment companies behind globally recognized Korean films such as Parasite, Decision to Leave, and works by directors including Bong Joon-ho and Park Chan-wook. At CJ ENM, I supported international festival and awards-season campaigns, including Cannes and Oscar campaign marketing.

Through these experiences, I have worked across both Korean and global entertainment environments. At CJ ENM, I learned how Korean stories are positioned for international audiences through distribution strategy, festival strategy, awards campaigns, trailers, clips, press materials, and brand storytelling.

At Disney Korea, I experienced how a major global studio approaches audience engagement, platform strategy, and localized storytelling for one of the world’s most recognizable entertainment brands.

Having worked across both sides, I’ve experienced and learned how companies use video not only to promote content, but to build emotional connection, credibility, and long-term trust with audiences.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

I’m very grateful to my first manager early in my career. I was fresh out of college and the youngest person in my division at the time, so I was still learning what it meant to work in a corporate environment not only how to complete tasks, but how to communicate, how to work with agencies, how to take responsibility as part of a team, and how to build the right professional attitude.

He guided me very patiently based on his own experience. Looking back, what stayed with me most was a work ethic. He taught me to think carefully about the impact of my work on others and to make sure I was not creating unnecessary burden for my team. That became one of my personal principles: to be responsible for my role, to prepare thoroughly, and to respect the people who depend on my work.

That lesson has followed me throughout my career. As I later took on larger projects and worked with senior stakeholders, agencies, distributors, and global partners, I learned that good marketing is not only about creative ideas. It is also about trust, communication, and accountability. His guidance helped me become humble, but also more confident in expressing my ideas clearly and persuading others through preparation and strategy.

Ok, fantastic. Let’s now shift to the main focus of our interview. Can you share a time when video helped your organization strengthen trust or deepen relationships with customers, employees, or partners?

One example that strongly shaped how I think about video is the launch of Disney+ in Korea. The campaign did not rely only on short social teasers for individual brands such as Marvel, Disney, Pixar, and Star Wars. It also used longer, storytelling-driven launch videos, around three to four minutes long, that felt closer to branded entertainment than a traditional service announcement.

What made the campaign memorable was that it did not simply explain subscription details or list available titles. Korean audiences were familiar with well-known characters, but seeing iconic Disney, Pixar, Marvel, and Star Wars characters appear within recognizable Korean cultural spaces and everyday environments made the launch message feel immediate and emotionally clear. The video did not need to over-explain that Disney+ was launching in Korea, the story itself delivered that message instantly. It made audiences feel that these characters were not just available on a new platform, but were arriving in Korea and becoming part of the audience’s own world.

That is why I think the campaign worked so well. The longer-form launch content created a stronger narrative experience than a simple advertisement could have done. It helped audiences feel familiarity, excitement, and emotional closeness before asking them to take action. The campaign ultimately contributed to outstanding launch results for Disney+ in Korea and showed how video can build trust by making a brand feel culturally relevant, not just commercially present.

How has your approach to communication evolved over the years, and what role does video play in helping you connect with people in a more authentic way?

My approach to communication has evolved as I’ve seen how authentic short-form video brings people together. I didn’t realize how deeply you could connect with people online until platforms like Instagram Reels and TikTok made it easy for people to share their genuine thoughts, emotions, and everyday experiences. Watching creators speak naturally makes me feel like I truly know them, even if we’ve never met.

What fascinates me most is how these videos have built communities around shared passions. Whether it’s BookTok, film lovers discussing the latest releases, or sports fans reacting to the NBA Finals, NYC gathered with Knicks fans or the World Cup, people aren’t just sharing opinions — they’re sharing emotions and experiences. When I watch those videos, I often relate to exactly what they’re feeling because I’ve experienced the same excitement, disappointment, or joy myself. That’s why I believe the most meaningful communication today isn’t the most polished — it’s the most authentic. Video has become one of the strongest ways to create that genuine human connection.

Was there a particular campaign, project, or moment that changed the way you think about the power of video in business?

One recent campaign that changed the way I think about video in business is Nike’s World Cup campaign film, “Rip The Script.” It runs nearly six minutes long and has already reached about 79 million views on YouTube. Adidas also released “Backyard Legends,” a five-minute World Cup film featuring Timothée Chalamet as part of the story rather than just as a celebrity in a standard commercial.

What stood out to me is that these do not feel like traditional ads. They feel closer to standalone short films. As social media has grown, many brands have focused heavily on short advertisements because audiences are often seen as having shorter attention spans. We are used to scrolling quickly, consuming content in seconds, and moving on almost immediately. But campaigns like these show that the issue is not simply video length. People may skip a 15-second ad, but they will willingly watch a five- or six-minute branded film if the story is strong enough.

To me, this proves that video builds trust when it respects the audience’s attention and gives them something genuinely worth watching: a story, an emotion, a world, or an experience. The smartest brands today are not just telling consumers what to buy. They are using video to create narratives that make audiences feel connected to the brand long before a transaction happens.

What are some of the biggest mistakes you see companies making when it comes to using video, and what advice would you give organizations that want to communicate more effectively?

One of the biggest mistakes I see is treating AI as a replacement for human creativity instead of a tool to support it. I believe AI will become an essential part of video production. It already helps marketers brainstorm ideas, accelerate editing, improve efficiency, and lower production costs. I don’t think the future is about avoiding AI — it will inevitably become part of how we create content.

The problem begins when companies rely on AI to create the entire emotional experience. Consumers are incredibly perceptive. Even when AI-generated videos become technically flawless, people can often sense when something feels emotionally hollow or slightly disconnected. It isn’t necessarily because they can identify the technology itself, but because great storytelling reflects human experiences, imperfections, and emotions in ways that are difficult to replicate artificially.

I’ve also noticed that many companies become so excited about demonstrating AI that the technology itself becomes the message. People may watch the video and think, “That’s impressive. I can’t believe AI created this.” But that reaction usually ends there. They remember the technology more than the brand, and they rarely develop a deeper emotional connection with the company.

As technology and communication continue to evolve, how do you see video shaping the way organizations build trust and strengthen relationships in the years ahead?

As technology continues to evolve, I think we’ll see an interesting paradox. The easier it becomes to create polished, high-quality videos with advanced technology and AI, the more people will value content that feels genuinely human. Technology can improve production, but it can’t replace real emotion or authentic connection.

We’re already seeing this shift today. People are drawn to creator-led content, behind-the-scenes moments, live events, pop-ups, and videos that feel natural rather than overly produced. I don’t think that’s a coincidence. I believe it’s part of human nature — we’re wired to connect with other people, not just consume perfectly crafted content.

Looking ahead, I believe the organizations that build the strongest relationships will be the ones that use technology to support human storytelling, not replace it. The future of video isn’t just about creating better content; it’s about creating more meaningful connections.

Ok super. Here is the main question of our interview. Based on your experience and success, what are the “Five Ways To Use Video to Build Trust With Customers, Employees, and Partners?” Please share a story or an example for each.

1. Know Your Audience Before You Tell Your Story

One experience that reinforced this for me was working on the North American campaign for film Decision to Leave by Park Chan Wook. Although the film was the same, we knew the marketing couldn’t be. Korean and North American audiences often respond to different emotional beats because of cultural differences and viewing habits.

Working closely with our U.S. distributor, we developed trailers specifically for the North American market, selecting scenes and moments that we believed would resonate most with American audiences rather than simply reusing the Korean promotional materials. The goal wasn’t to change the film — it was to tell its story in a way that felt meaningful to the audience we wanted to reach.

That experience taught me that effective video marketing isn’t about creating one message for everyone. It’s about understanding your audience first and then telling the same story in a way that genuinely connects with them.

2. Build Relationships With Your Core Community, Not Just Your Largest Audience

Working in film marketing taught me that not every video needs to reach everyone. Some of the most valuable content is created specifically for your core community. While trailers and cast interviews appeal to broad audiences, more specialized videos — such as interviews with screenwriters, cinematographers or costume designers, discussing their creative process — are often made for dedicated film enthusiasts and cinephiles.

These videos may not generate the highest view counts, but they create something equally important: trust and long-term engagement with the people who care most deeply about your work. I’ve learned that success isn’t always measured by how many people watch a video. Sometimes it’s about strengthening the relationship with the community that is most passionate about your brand. Those audiences often become your strongest advocates and help your message reach even further.

3. Use Influencers to Spark Curiosity, Not Replace the Experience

One lesson I’ve learned from working with content creators and influencers is that the goal isn’t to tell audiences everything. It’s to make them curious enough to experience it for themselves.

When promoting films, we collaborated with influencers to introduce audiences to a title, but we were careful not to reveal too much. Instead of encouraging them to explain every plot point or feature, we focused on content that captured the emotion, atmosphere, and excitement of the film while leaving room for discovery. Our creative direction was always to make audiences think, “I want to see this for myself.”

I believe the same principle applies to any brand. The best influencer partnerships don’t replace the customer experience — they inspire it. When a video leaves people curious instead of feeling like they’ve already seen everything, they’re much more likely to take the next step and engage with the product themselves.

4. Adapt Your Story to the Platform

One lesson I’ve learned is that successful video marketing isn’t about posting the same content everywhere — it’s about understanding how people use each platform. Instagram, YouTube, and TikTok each have their own culture, audience expectations, and viewing habits, so the same story often needs to be told in different ways.

In my experience marketing films, we never treated every platform the same. YouTube is a place where audiences are more willing to watch longer-form content like trailers or featurettes. Instagram works well for visually polished highlights and short-form storytelling, while TikTok rewards content that feels more authentic, conversational, and native to the platform.

We didn’t simply upload theatrical trailers to TikTok because audiences there are looking for content that feels native to the platform. Instead, we created content around trending formats, lighter moments from the cast, or videos that felt more natural within the TikTok community. On Instagram Reels, we often shared shorter clips from cast or director interviews and visually engaging highlights, while YouTube was the right place for full trailers, extended interviews, and longer-form featurettes.

5. Show the People Behind the Brand

One lesson I’ve learned from working in the entertainment industry is that audiences don’t only connect with the stars — they also connect with the people who make everything happen behind the scenes. Behind-the-scenes footage, conversations with directors, cast interviews, or creators explaining why they made a project all help audiences see the human side of the work.

I also think brands shouldn’t be afraid to feature the people behind the camera. Showing a marketing team preparing for a campaign, a production assistant solving problems on set, or employees sharing their daily work creates an immediate sense of familiarity. Most people watching have ordinary jobs themselves, so they naturally relate to those stories. That human connection makes a brand feel more approachable and trustworthy.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

If I could start one movement, it would be encouraging people to go to a movie theater at least once a month.

Not simply to support the film industry, but because I believe going to the movies is one of the few experiences that still brings complete strangers together in the same room to laugh, cry, hold their breath, and share the same emotions at the same moment. In a time when so much of our entertainment is consumed individually, theaters remind us of what it feels like to experience a story collectively.

I also believe that a healthy theatrical culture benefits creativity itself. When audiences regularly support films in theaters, studios and distributors have more confidence to invest not only in established franchises, but also in original stories, emerging filmmakers, and lower-budget projects that do not already come with a built-in fan base. Recent examples such as Obsession and Backrooms show why these matters: when smaller or more unconventional films find real audiences in theaters, they can change how the industry evaluates risk and create more opportunities for new voices.

If everyone made time to see just one film in a theater each month, I believe it would strengthen our communities, enrich our cultural conversations, and help ensure that future generations continue to enjoy a diverse range of stories.

How can our readers further follow your work online?

You can find me on Instagram at @liathebaek_, where I share my perspective on the entertainment industry. Audience trends to the films, series, and festivals that inspire me. I hope you’ll stop by and join the conversation!

This was very inspiring. Thank you so much for the time you spent with this!

About The Interviewer: Tavares Beverly (www.tavaresbeverly.com) is the Founder and CEO of Beverly Boy Productions, a national video production company that has helped organizations tell their stories through video for more than two decades. Over the course of his career, he has worked with everyone from Fortune 500 executives and healthcare professionals to politicians, nonprofit leaders, educators, and artists, gaining a unique perspective on the role communication plays in leadership, business, and human connection.

A frequent contributor on topics including communication, entrepreneurship, leadership, and personal development, Tavares believes that the ability to communicate effectively is one of the most valuable skills a person can develop. His work is driven by a passion for helping organizations connect with their audiences and helping individuals unlock their potential through mentorship, perseverance, and meaningful relationships.

To learn more, connect with Tavares on LinkedIn or visit www.BeverlyBoy.com. If you’re interested in using the power of storytelling and communication to grow your organization, strengthen your brand, or inspire your audience, he welcomes the opportunity to connect.