It’s not a trick headline – you really can create business videos without getting in front of the camera.
Obviously, an introductory video explaining what you do and why it matters will allow people to connect with you more deeply and trust your brand more quickly. It’s because our brains are hard-wired to respond to movement, voice and body language, which is what video brings together so beautifully.
But if you can’t bear to turn the camera on yourself, there are other ways to let your audience experience your brand through video.
Open a window into your business
Not so long ago, it was only big companies with big budgets that could afford TV advertising, giving audiences a feel for their business. These days we can do it ourselves at a fraction of the cost, with high quality filming and editing tools on smartphones, tablet and computers.
We can’t create the same sort of videos as an ad agency would. These days, audiences don’t want that anyway. They are cynical about highly produced advertising and wary about being manipulated.
What they do want is a chance to see your business, to get to know your products and your people. You can let them in by creating some simple videos.
Turn photos into video
One way to create a business video is to use photographs, graphics and music. For those with an iPhone, a new app called Envato Video has a range of templates that come with music and the chance to create your own graphics. You choose the template, upload your photos and add your own words. The final video is free but comes with the Envato watermark. You can pay a small fee to get the video in high definition without a watermark, which you are then free to use as you like. Envato has a promo video showing one small business owner using the app – it gives a good idea of how photos can be turned into an effective and entertaining marketing video.
Capture the moments
Whether you are a solo operator or heading up a small team, people-moments can be at the centre of short videos that will give viewers a feel for your business. You can ask for video testimonials from happy customers and clients, or do a quick question and answer with one of your employees about their role in the business.
You could take viewers on a journey by filming your suppliers at work producing the amazing things that you are proud to sell, or creating a fly-on-the-wall video of a day in your office. The trick is to keep the video short and sweet – just giving a snippet that makes the viewer want to find out more.
Before you start
Do some research by looking at videos on the sites and social media platforms where your target audience can be found. Choose one or two of the best as models for your video, and use them to make a plan for what you need to film and how to do it. Googling is a great way to find answers to technical questions. Keep reminding yourself why you are making the video, who you want to reach and what you want them to do after watching it. It will help keep you on track.
It’s not easy but it’s worth it
I have to be honest with you – whatever method you choose for adding video to your business, it will involve work. You’re learning something new and there will be mistakes along the way. But it will get easier and you will get better at it. Video is worth doing and it can actually be a lot of fun. And hopefully before long, you’ll be ready to face the camera yourself.
