Panelists like simple and authentic videos made by real people. You do not need to involve your communications department. Simply fire up your smartphone and record a selfie video. Keep the video short as panelists will be required to watch it before they answer the question. Somewhere between 30-90 seconds works well for most cases. Almost all panelists will watch the video on their phones, so a vertical video is normally better (and easier!).
It could be something like below, just to make what you want to say easier to remember. Don't worry if it takes a few tries the first time, you will get used to it faster than you expect!
You see an example in the image below where the poster image is used as the background for the question. When the panelist taps "Play video", the poster image is replaced with the video which starts playing. Many people simply take a selfie and use as the poster image, others use an image related to the topic such as an app icon if the question is about an app.
The countdown starts as you publish the question, and the time-limit defines for how long panelists can answer the question and comment on answers. Normally panelists answer the question rather quickly or not at all, but there is also an automatic reminder after 24 hours for anyone who did not yet answer.
We recommend setting the time-limit to 2 or 3 days, as it keeps the activity focused while giving everyone enough time to both answer the question and discuss the answers a bit. It also makes it easy for you to stay on top of answers and comments.
You can preview the video question before you publish it to see exactly what the panelists will see. Panelists will receive the link to the video question by both SMS and email a few minutes after you publish it.