Day 15 of my video challenge and today I give ultimate advice on how to make video work for you.
I have worked with hundreds of businesses and made thousands of videos over the last 15 years, and I see most companies a video seems to be a one-off event. The attitude is, “We’ll make a video when we need one”. I think in this day and age, if you look at the stats, see how video is dominating the social media channels and looking at the engagement you get from video content. I think as a marketing manager; you need to include video as part of your strategy, of your overall marketing strategy, rather than seeing video as just something as a “We’ll do it when we need it.” The best way to start doing this is to allocate some money towards it. When you do your annual marketing budget, make sure you include a budget for video, not just one video, but by creating a series of videos. This will help focus the mind on working out what content you need, so when you go out to video producers, to say that we’re looking at an annual spend of this, see what kind of deal or negotiation you can get with the company.
The second part is that when you have this video content, is to make sure that it’s being viewed in by the target audience, one of the best ways to do that now is through paid-for promotion. It is not enough just to put the video on YouTube and website and do some social media posts You need to amplify by placing some money behind some Facebook ads, Instagram, YouTube, and LinkedIn. There are lots of opportunities now for doing that. When it comes to paid-for promotion, I suggest allocating about 20% of the production budget. For example, your production budget is $10,000, set aside at least $2000 of that for paid-for promotions. The main point is to test it to see how it works out. You may be surprised how well it works and how you can actually really reach a new audience and can be so targeted in what you’re doing.
My big tip is to make sure you’ve got a video strategy and have a budget for the year. Here is a link to our guide to making sure you get a return of investment on video.
Today’s blog I want to talk about how to overcome your fear of appearing on camera. Even though you’re an introvert and have concerns about being judged and you think you have a face for radio.
Now I get this. I think it’s tough to talk to a camera as it’s a static object and it feels very unnatural. And, as an introvert, I do find this hard to do. Often I think Will the audience want to hear what I got to say? “Do I have anything important to say? “What if they don’t like it?” There are loads of excuses not to do this. And actually, I think as you’re talking to a camera, you get used to it if you practice a lot. I think it’s easier than actually doing public speaking.
Video marketing is essential, especially if you have an important message and story to tell. And I also understand when you put yourself out there, you may think, “What will people think?” You have a fear of being judged. We live in a world if you’re going to put yourself out there online, you’re going to be judged. People are going to leave negative comments. They might not like the message that you have. And I think you just got to accept that. And realize that most of this are not personal. It’s about them and their issues. What you need to do is really just focus on your audience, the people who do resonate with your message, who do follow and like you. Concentrate on them and serve them and do not let the distractors, the haters get to you. Now I know it’s hard to do that sometimes. I like to be liked. But I think you got to realize that you won’t be liked by everybody. Your content will not resonate with everybody. So create content which is going to be valuable to your audience and build an audience who are going to like you, follow you, and leave positive comments.
The third thing is, I just see this a lot, is that people think that they are ugly. They have a face or a good voice for radio. I’ve done thousands of videos and most people do not like the way they look and sound on camera. It’s so common that is when you film with a camera, you’re used to seeing yourself in a mirror, so you look different and in your head, you probably also think you sound different. Yes, we all have an accent. Yes, we all do look different. And that’s what makes us uniquely human. In my experience, that people don’t comment, or very rarely comment, on the way you look and sound.
If your message is good and valuable, people will concentrate on that, not on the way you look and sound. And yes, there are tricks you can do. Location’s important. Lighting’s important. Sound is also important. So there are things you can do to help to make you look good. Editing your videos can help. You can put footage over what you’re saying. If you’re that concerned about the way you look. But I think part of it is you just got to do it, and you get used to it. The more you do this, the more comfortable you get on camera the easier it becomes. So I think the big tip is to practice. If I can do it, so can you.
I get asked this question many times, “why is video expensive?”. There are lots of variables when it comes to producing video content and depends on what you are comparing the cost against. Video can only be seen as expensive if there are no goals, no promotion and no performance set against it. Next time you’re thinking of making a video, don’t see it as a cost, see it as an investment.
Day 10 of my video challenge and today I want to talk about how surprised at the number of businesses who delay producing videos. I understand about maybe not being ready, not enough time or money and other priorities come along, I get all that. The response often is ‘video would be nice to have, but not yet’. Just want to point out video is massive now, driven by social media platforms and mobile devices.
A question for you. Is delaying using video to engage, educate, sell to your audience determinantal to your business?