September 8, 2016
The experts are telling us to do it. The market is showing us we need it. But so many of us are scared of pushing that record button. We have this misconception that our video content needs to be blockbuster quality or we will not see results. That unless we’ve mastered professional lighting, acting, public speaking and look like Brad Pitt or hired a videographer, we would be doing more harm to our brand than good. But we are wrong, and here’s why.
The Misconception Surrounding Video
About three weeks ago I came across Ted Yonder’s live Facebook video performance after someone had shared it on my newsfeed. There was no professional lighting, script or even a steady camera hand. He stood in front of the camera, barefoot in his garden with his family, and played what he plays best: the Hammer Dulcimer. If you haven’t heard of it, don’t worry, neither had I and millions of others until this video went viral.
So disclaimer, I am no music guru. However, the originality and authenticity of the performance and instrument moved me. And I wasn’t alone. The video has since been shared more than 1.2 million times and viewed 2.1 million times on Facebook, and it wasn’t because it was produced at a Beyoncé/JZ level.
The Results:
His previous content, before August, averaged 100 – 500 likes per post. Now, since that video, he has over 200k followers and his engagement now averages between 1.5 – 5k per post – excluding his now popular live videos that are in the tens of thousands. Engagement shifts that have boosted his music sales.
We know it works. We can see it works. So what exactly are we so afraid of?
‘The Video Psychology 101 – How Businesses Overcome Fear of Online Video’ post by TubularInsights, sums up our biggest fears perfectly. Which are:
- The fear of looking stupid.
- The fear of putting our brand or business at risk.
- The fear of how we look and sound on video.
- The fear that we are not keeping up with new tech and therefore don’t want to show weakness.
But here’s the misconception: that these fears are valid. In fact, none of them are!
Gary Vee hits the nail on the head with his recent YouTube episode: ‘Document, don’t create.’ Where he talks about exactly that fear: “Here’s where people make a mistake, they care about the camera. And the lighting. And all that other horse crap.”
You only have to look through your newsfeed to know he is right.
The bottom line is this: customers and potential customers will like your videos for your personality and what you say, not its production value. And that facing this fear head-on will be one of the best business decisions you make in 2016.
These Superkrush stats prove it:
- By 2017, it is predicted that a whopping 74% of internet traffic will be video.
- Landing page videos could increase your sales conversions by up to 90%.
- More than half of content marketers report that video content brings the best ROIs.
- Viewers are 85% more likely to buy your product after watching a product video.
- Only 20% of online viewers read your online content, while 80% will watch your video.
Oh, don’t worry, I am painfully aware that it’s easier said than done…as I fumble over my own video content. Especially when it’s first-person video content that makes even the most confident of us waver with live streams, Instagram Stories, Snapchats and other in-the-moment video content.
But I also know that great content is not a matter of high budget content and that facing my fear and getting the video ball rolling will make considerable brand and business difference.
So how do you conquer the fear? Like this:
Start Small
Start small. Start with a 5 second snap from your office when your business hits a sales milestone. Start with asking a happy customer for a video review. Start with a video tour of your production area. Start with an introductory short Instagram video when you launch a new trending product. Start with picture slide show videos. Start with a DIY marketing video like the below. Just start.
Find Your Video Content Sweet Spot
Think about your target audience of existing customers and potential customers. What type of content would be more relevant to them and where they are most likely to view it?
Video content can include brand/marketing videos, testimonials, product videos, explainer videos and day-in-the-life (of the business) videos. So find that sweet spot between what you want to market and what your customers want to hear. It will give you better results and ultimately more confidence to make more videos.
Shooting Tips For First-Person Videos
Be Your Amazing Self
Don’t try to be someone you are not. People will connect to you far better if you’re being real. Your customers want to see a real person, someone they can trust, and you’ll be a lot more comfortable being yourself.
Keep it Short
Think short and focused. People are bombarded by so much content daily that they don’t have time for irrelevant videos. Which is why the first ten seconds of your video content is the most important. Keeping it short not only helps you get a handle on those nerves, but ensures that the first ten seconds gets you straight to the point to hold the viewer’s interest.
Talk To One Person
Pretend the person holding the camera is a buyer or that you’re talking to one customer only. Just one. Think about what you would say if you were sitting in a room with one buyer and pretend that camera phone, DSLR or camcorder is them.
Expose Your Video Content Without Fear
Once you have pressed that record button, it’s time to face the last remaining nerves and get that content out there. There are so many avenues you can use to market your content – which ultimately brings you customers. These include:
Social Media Platforms
We don’t have to tell you that Social Media and video are made for each other and whether you’re going live or loading prerecorded content, you can’t beat the exposure it will bring you. Exposure means more site traffic and boosted traffic equals more sales. These platforms include: Facebook, Snapchat, Instagram, YouTube, Twitter and Vimeo. Get the content out there, watch the results of which platform gives you the best performance for which type of video.
Website Video
As we learnt from the 7 Merchants Doing it Right earlier this week, having video content on your home or landing pages increases customer trust ten fold. Why? Because it helps to send out your product message quickly and efficiently. Not to mention the SEO value of a decreased bounce rate.
Email to Blog Video Marketing
Beat the average by doing an email blast to your whole database, which leads them to the new blog video content you have loaded. This is a great way to show customers new product videos and raise your conversion rates.
We hope this helped alleviate some fears, give you confidence and brought you one step closer to creating video content. Have you conquered your fear of video? We would love to see your latest videos, so add the links to the comments below!
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