What we say and do is broadcast and documented online. The very platforms we leverage to build our brands–TikTok, Instagram, YouTube, Twitter, and Facebook Live–are the same ones that end up causing us the most trouble. Traditional crisis communications statements don’t cut it on these platforms. You must adapt while maintaining your authenticity. If your audience is accustomed to seeing videos from you, but you issue a written statement instead, they’ll wonder what’s up.

Here are four steps for creating an authentic and effective video apology.