How do you turn company expertise into an ongoing video series?

Popcorn publishes this guide and makes one of the products in it. The method works with any tool; the Popcorn section says what it does and does not do.

What counts as company expertise?

More than the founder's opinions. Most companies hold five kinds, and each can carry a series:

• Points of view: what your leaders believe about the market that others don't.
• Know-how: what your engineers, analysts, clinicians or consultants know how to do that customers would pay to learn.
• The questions customers keep asking: sales calls and support tickets are a list of episodes waiting to be made.
• Talks and recordings you already have: conference talks, podcast appearances, webinars, internal all-hands.
• Your own data: benchmarks, surveys and usage patterns nobody else can publish.

Why does expertise make the strongest series?

Because it's the one ingredient nobody else has. Anyone can now generate polished footage; nobody can generate your chief engineer's view of why a standard will fail. A series built on a clear, attributable point of view stands apart from the growing pile of generic AI video, and it gives viewers a reason to follow a person, not just a brand.

It also lasts. A strong opinion about how an industry works stays worth watching long after the news that prompted it.

How do you get the expertise out of people's heads?

Experts rarely have time to write scripts, and they shouldn't have to. Interview them instead, and record it. Thirty minutes of good questions usually holds several episodes, because each distinct opinion or story is one.

The questions that work are the ones that force a position:

Then mine what already exists. A recorded talk or podcast appearance usually holds several minute-long points, and an internal memo often says what the public talks never do.

How do you turn an idea into an episode?

Make the title the take, not the topic. "Difficulty Is the Marketing" is a claim someone can argue with. "Game difficulty and marketing" is a filing label. A viewer scrolling past decides in a second, and a claim gives them something to decide about.

Then build each episode the same way:

1. The claim, in the first line.
2. The proof: a story, an example or a number.
3. The so-what: what the viewer should think or do differently.
4. A line worth repeating, to close.

A minute is enough for one idea told this way. Two ideas need two episodes.

Who should appear on screen?

Four set-ups work. Pick one per series and keep it.

Whichever you choose, the expert approves every script that goes out under their name.

What does it look like in practice?

Bing Gordon, co-founder of Electronic Arts, has decades of opinions about games, platforms and the business of play. On Popcorn they became a series of six short films, shown on the Bing Gordon highlights page.

The series follows the recipe above:

• Every title is a take: "GTA 6: The Money Printer", "Xbox = Sega 2001", "You Don't Own It", "Difficulty Is the Marketing", "Two Player" and "Big Screen".
• The frame stays fixed. Bing hosts every episode. Every episode is vertical and runs under about a minute, from 39 to 62 seconds.
• The world changes with the idea. Each episode gets its own setting: a neon city drive for GTA 6, Bing as a samurai on a battlefield at dusk for difficulty, an aisle of glowing game boxes for ownership, a street with a "2 PLAYER" sign for two-player games, a giant cat on a city screen for "Big Screen".

Two of the titles also hang the idea on a name viewers already know, GTA 6 and Xbox. That makes a standing opinion feel current, and the opinion is what the viewer keeps.

"In digital media, from games to apps, from books to websites, from audiobooks to podcasts. Popcorn flips the model." Bing Gordon, co-founder, Electronic Arts

How do you keep the series going?

Expertise series usually stall for one reason: the expert runs out of time. Plan for it.

• Bank episodes. One interview can fill several weeks. Record before you run out, not after.
• Keep a running list of takes. Ask the expert to forward one-line opinions as they come up: in a meeting, after a customer call, while reading the news.
• Re-interview on a schedule, for example once a month, so the list never empties.
• Pair a standing view with a news hook when something in the industry happens, as two of the Bing Gordon titles do.
• Spread the load. A series can rotate between several experts under one show title.

How do you do it with Popcorn?

Popcorn is an AI video production team for brands. Pop, its AI Showrunner, plans the series and runs it.

1. Share the material. Upload recorded interviews, talks and webinars, share YouTube links trimmed to the moments you want, and add memos and decks as PDFs. Experts can also email their takes straight to the Showrunner's own address.
2. Approve a plan. Pop proposes the series: the format, the host, the channels and a first batch of episode concepts. Nothing is produced until you approve it.
3. Set up the host. Real footage plays exactly as filmed. Or Pop builds a recurring character from photos of the expert and clones their voice from a sample, as long as you have the rights to both, which Popcorn's Terms require.
4. Scripts are written and reviewed. A writer agent drafts each episode, and a separate reviewer agent challenges it for generic, "AI slop" storytelling. The expert can be invited as a reviewer to comment on and approve each episode.
5. Episodes are produced, edited and published. Popcorn publishes to YouTube, TikTok, Instagram, LinkedIn and X after a person approves each post.

What to know before you start, as of October 2026: on LinkedIn, where a lot of B2B thought leadership lives, Popcorn posts to a connected personal profile, such as the expert's, not to a company page. Popcorn doesn't film live action or dub a finished video into other languages.

What are the other ways to do it?

• Record the expert and edit it yourself, with a transcript editor such as Descript. It's the most authentic route, if the expert has time to sit for every episode and someone on the team edits.
• Avatar platforms such as HeyGen and Synthesia turn the expert into a talking-head avatar. They suit presenter-style videos at volume, often in several languages, when one look and one set are enough.
• Clip tools such as Opus Clip cut existing podcast and talk recordings into short clips, a quick fit if the expertise is already on tape.
• An agency can produce a documentary-style series with interviews on location, priced per project. The guide to alternatives to a video agency compares the costs.

If the source is written rather than spoken, see how to turn a blog, newsletter or webinar into a video series.

Where do these facts come from?

• The Bing Gordon series: the Bing Gordon highlights page; episode lengths measured from the published videos on 2026-10-26.
• YouTube's disclosure rule: YouTube Help, Disclosing use of altered or synthetic content, checked 2026-10-26.
• What Popcorn accepts and does: the Popcorn FAQ, including your own face and voice, real footage, collaboration, publishing and what Popcorn can't do yet.