A new year brings new challenges and new opportunities in business. Tackling video can seem more challenge than opportunity, but you can overcome your blocks to make it part of your marketing. 
I’m from TV journalism where being in front of the camera is routine but for most people, it’s intimidating. That excludes millennials, of course. If you’re under thirty, you’ve grown up on camera and probably don’t need to read any more… For everyone else, here are a few tips to flip video from daunting to doable.
I don’t want to do it badly
It’s the most common cry I hear from business owners who’re avoiding video. They’re afraid of damaging their brand by doing video ‘half-baked’ as one PR professional put it (actually she used a more earthy term – same meaning, different tone). But there’s a difference between personal best and perfect. Perfect is where you have plenty of time, money and knowledge about what you’re doing. Anyone here in that category? Then go join the millennials at the bar – the rest of us have blocks to overcome. Personal best involves finding out how to create your best video at this moment by addressing the two aspects of video creation– the production side and the content itself.
Half-baked to hero – production tips
Let’s assume you’re using a camera or smartphone mounted on a tripod (vital for steady images) or with the built-in camera on your computer. Remember to raise your computer slightly so you’re looking up at the camera instead of down. You’ll also need to pay attention to:
- Lighting – natural light from a window is great but make sure it’s in front of you, not behind
- Sound –invest in an external microphone whichever camera you’re using, for vastly improved sound
- Background– it has to align with your brand so use a setting that represents your business, and make sure there are no distractions, like a messy desk or posters with irrelevant quotes.
Film a few versions and review them carefully. There are lots of free resources to improve your technical skills – Wistia is my favourite site, with specific tips in everyday language.
Half-baked to hero – content tips
Most people don’t like how they look or sound on video. But it gets easier to move past this perfectly natural block when you focus on the content of your video. Remember it’s not about you – it’s about what you can do for your audience. Focusing on this purpose makes you more objective about how effectively you are communicating. Here’s how to create video content that delivers:
- Purpose – Have a clear and concise message that comes in the first 1o seconds or so.
- Audience – Make it about what you can do for your viewer.
- Duration – Long enough to communicate effectively, short enough to be interesting all the way through
- Language – Keep it simple, personal and not salesy.
- Action ending – Tell your viewer what they can do next. If they’ve watched your video all the way through, it’s only fair to give them the next step.
Are you ready to give video a go?
Feel free to ask me about anything you’re still struggling with when it comes to video. I hope this has given you the inspiration to take a deep breath and dive right in. You’ll only learn by doing – it’s the best way.
