If you have a message to share with the world, you need to promote it. You want people to hear — or read — what you have to say. You can’t get around this — you have to promote widely.
This can be hard for certain people.
Maybe you don’t think of yourself as a marketer or don’t like promoting yourself or even your content.
You might be an introvert.
Yet you need to get your message out there.
You might have heard about the power of video to elicit a reaction. On social media, for example, there’s quite a bit of research about the value of video to get “likes” and shares.
Before I explain ways you can use video even if you aren’t comfortable with promotion, let me give you some statistics.
Why you should be using video
You might or might not like watching videos, especially when you’re trying to learn something. I myself prefer text because it’s easier for me to skim through, reread the important parts, and perhaps highlight certain sections. I have a colleague who refuses to buy courses that are video-based because they take longer to grow through.
But research shows that
- “Four times as many consumers would prefer to watch a video about a product than to read about it.”
- “Using the word ‘video’ in an email subject line boosts open rates by 19% and clickthrough rates by 65%.”
- “Customers are nearly 50% more likely to read email newsletters that include links to video.”
- “People comment more than 10 times more on Facebook Live videos than on regular videos”
- “Video content gets up to 10x more reach and engagement compared to links and images.”
- “80 percent of users recall a video ad they viewed in the past 30 days.”
It’s not only about the numbers. When you do business on the Internet, you’re removed from your potential customers and clients. Video lets these people see and get to know you.
But there are several ways to do video, so let’s talk about your options. Do you feel uncomfortable showing your face? Is it hard for you to speak a full sentence without pausing to think what you will say? I have solutions for you!
What types of video are there?
Let’s talk about the various types of video. You have choices.
First of all, video can be live or prerecorded. Live video, whether a webinar, webcam showing your face, or a demo will get more engagement. After all, your audience can ask you questions and you can ask them questions. Just the fact that people know you’re doing the video right now engenders engagement and interest.
Examples of live videos are Facebook Live, YouTube Live, and webinars.
Recorded video (and you should record almost any live video you create) has different advantages:
- You can edit it
- You can post it in multiple places
Examples of recorded videos are videos on a blog, website, YouTube, Vimeo, social media platforms, or other venues.
The next category is what you show in the video:
- Your face
- PowerPoint (slides)
Another point is that video can involve just you, be an interview, or even include a panel of speakers.
You can use a variety of tools to create a video:
- Your smartphone
- A webcam
- A video camera
- Online meeting/Webinar software, such as Zoom
- Animation software:
- Video creation software: Examples are Animoto, Powtoon, and Lumen5
- Screen capture software: Camtasia
How to create engaging video if you don’t like marketing
If you’re just starting with video,
- Don’t be too formal–you can come across as informal and friendly, although it depends on your market
- Retake until you’re satisfied–but don’t be too much of a perfectionist
- Edit until you’re satisfied–but don’t be too much of a perfectionist
- Start with something very short, like 1-2 minutes — even 30 seconds!
- Write a script before you start–but feel free to go off it
- Start simply with tools you have–later on you can buy more expensive software and equipment.
But don’t give up! Try, try, try again until you have something you can use. Then step out a little further and try another technique.
So what are you waiting for? If you aren’t doing video at all, start!
If you’re doing video a little, do some more!
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