Video is on everyone’s lips from marketers to business owners of large corporations through to micro brands and freelancers. In this article, I share why you want to include this in your strategy to building a stronger brand and provide you with what you need to know to getting started with video marketing.
Why include video in your social media strategy?
There are several reasons to include video in your social media strategy from marketing trend, to it being the highest converting medium for this year and coming years. The most important and often overlooked reason that I’d like to point out in this post though is behaviour.
When we look closely at people’s behaviour these days, we find that their attention span has decreased. My husband and I started watching Friends (the series) on Netflix all over again. We almost always press Skip Intro because as much as it’s cool to know that friends will “be there for you, when the rain starts to pour, I’ll be there for you, like I’ve been there before”, we really just want to watch the show. Any other shows/series produced in this century all start immediately, without song, or any ‘frill’.
The filmmakers and producers know this.
Consumers’ behaviour has changed.
We want things fast. We want it now. And we don’t have a lot of time, plus we’re distracted by a million other things beeping for our attention. The fridge door that we didn’t close properly, the washing machine that finished its spin cycle, a Whatsapp message that just came in…
Video offers an easy, fast way to consume information or other types of content. Video is engaging so you can have your viewers look, hear, see, read, and watch some more.
Video can give you a deeper way to connect to your customers and audience. Video can help you increase the trust that your audience has in you, demonstrate your skills or expertise even more, and it doesn’t even need to be highly-produced or be complicated to make.
Getting started with video - all you need to know
This is my process which I’m sharing with you here. I’ve dabbled with creating videos and vlogs for over 5 years, using Periscope, Vine, Snapchat, YouTube, Vimeo. At first it was for my personal branding and then it grew to become the way I take the relationship with my audience to the next level (turning them into paying clients). I’ve enrolled in courses and also avidly studied Amy Landino’s lessons. She wrote Vlog Like A Boss: How to Kill It Online With Video Blogging - a book I highly recommend for you to read.
Video Creation - definition and the four phases
A video can be a blog or piece of written content turned into moving images and motion graphics, with audio and visuals. A video doesn’t just have to be in a movie form, it can be a short clip of 15 seconds shared to Instagram Stories, or a 10-minute video for IGTV. What you need to decide is what you’ll create and which channel you’d like to use.
The Four Stages to Getting Started with Video
Take some time to get intentional about why you want to get started at video. Think about the kind of content you want to share that’s relevant to your audience and also your niche (your expertise or industry). Please do not skip this exercise - the longer you spend on this, the more clarity you’ll have as to what to create which in turn will make you stay consistent.
Which channels do you personally prefer? Pick one or two and really focus on them. Master how they work so you can leverage that. There’s YouTube, Vimeo but there’s also Instagram Stories, Facebook Stories, Facebook, LinkedIn - all these are platforms where you can publish and share the videos you create.
In the reflection phase, I’d also suggest that you involve your current audience (or past/present clients). You don’t want to invest time, energy, money into creating videos when your audience or prospective clients aren’t interested in consuming content from you in that way. So poll them, ask, and take feedback constructively before moving on to the next phase.
Then there’s the planning of the content. What are the topics you want to talk about? What are your themes or content pillars? Choose ones that will help move things forward in your business. Topics that align with the solutions you provide for your clients, or that position you as a thought leader within your niche.
Ideally you want to choose 3-5 themes. They should not be too closely related with one another, so you don’t want them to overlap but you want them to flow nicely with one another to convey what your brand and business is about. The videos you create will fall under each of these themes - key to remain on brand at all times.
Next, think of your own schedule as to when you’ll script, film etc as well as the frequency you’ll publish a new video. Will it be one video a week or two a week? Do you intend to do live-stream videos in your Facebook community every month? Instagram Stories daily from Monday to Friday? These should be easy to answer if you’ve also asked your audience/clients what they would like.
In the planning part, you might also want to think about your launch. Don’t just announce ‘hey go check out my video’. Create a hype around why it’s in your audience’s best interest (remember, it’s all about them, not you!), and what they can expect to get from watching your video.
Phase out your process. Will you write a script for your videos, will it have some sort of structure and flow? Generally speaking your video will have a beginning, middle, and an end - these are the basics to sharing an idea, a concept, or tell a story so your audience can be moved, inspired, or learn something.
In this stage you might define what you’ll need in terms of wardrobe, props, background, studio or location, as well as gear (phone, camera, tripod, microphone etc).
Your production will involve some form of workflow too. I used Asana to project manage my video making, but recently use AirTable. You can also simply write down the workflow in sequences on paper - that works too! Whatever is comfortable and easy for you, do that. At the end of the day, the process shouldn’t be so complex that it will have potential to be an obstacle to you making videos for your business.
My own process has long involved a simple phone camera, a microphone, and a tripod. I would write down my main topic, 3-5 bullet points on the topic I’m covering, and hit record. I’d generally speak to the camera (unless I’m making a tutorial from my screen) and do basic edit, create a video thumbnail to add a title and make it presentable.
To record: Use your phone or a camera
To edit: (add music, captions, text, title, stickers, etc) Use InShot, iMovie, Adobe Premiere Pro
Video graphics: Canva is my go-to to create my YouTube channel art, thumbnail, or IGTV cover
Publish & Promote
The final stage is key. Once you’ve made your video, go ahead and publish it. After you’ve published it, promote the heck out of it! You didn’t do all this work to be shy about it. If nobody knows you have a channel, or that your video is available to watch, how can you expect to get views?
Promote, promote, promote.
This can be done in a soulful way. Let your clients or audience know, send them the link, include the link to your video on your social media profiles, or send out a mail letting them know where to watch your video and what it’s about.
Now, you’ve learned all you need to know to getting started with video. If you’d like more resources or to go in-depth with any or all four of the stages, include it into your marketing and sales process, as well as ensure you are effectively leveraging video to positively impact your business, do get in touch with us at BrandSalt for a strategy session or private coaching.