Making video content could be exactly what your brand needs right now.
If you're already using content marketing, you've written your fair share of blog posts and social media posts.
You might even create infographics or produce a podcast.
And then, there's video.
It's a great way to reach beyond your existing audience, bringing in new people and widening your sphere of influence.
Whether you're just cultivating brand awareness, or making a sales pitch, video content is here to stay.
But here's the thing: a lot of people are afraid to make videos.
They're camera shy. Being on camera is new to people, and it can be very intimidating.
It feels like you're “putting yourself out there” in a significant way.
In a recent blog post from Copyblogger, the author explains how to start conquering your fear of video.
Master your message
In your videos, just as in the copy you write, it’s important to address the person you want to reach, whether it’s a tween boy or an adult gardening enthusiast.
A tween boy is likely going to be interested in Minecraft videos, while an adult gardening enthusiast would prefer a tutorial on how to grow basil. Your topics and goals are going to be different depending on your audience.
Are you trying to reach the owner of a technology company, the buyer of a retail chain, or a stay-at-home mom?
Focus on sharing something that person is struggling with, followed by a solution you offer … then highlight the transformation that occurs.
While you may be nervous, it’s important to remember the video is not about you. The audience is more focused on learning a solution to their problem than what you’re wearing. Really.
Practice makes confident
Videos help you create connections because you’re able to share your personality.
You don’t need to fit a mold to be successful on camera. You don’t have to be anybody but yourself.
In this day and age, when Facebook and Instagram feeds are filled with videos sharing all kinds of messages, the only thing that makes you different is you.
Before you get your voice out there, though, it is important to practice. I know that sounds counterintuitive, but I have seen too many people who don’t sound like themselves on camera because they are so nervous.
Over a TV career that has spanned twenty years, I have had the pleasure of interviewing thousands of people — everyday folks, celebrities, entrepreneurs. And most people are just not comfortable on camera.
In order to get better, you need to do what I call, “practice for real.” It means practicing in an environment where the result is final.
Create a small Facebook group and go live inside there, among your friends and family. Or put together a video that is “live to tape,” meaning even though the video is not broadcast live, it’s the final version no matter what is on that recording.
By putting yourself in situations that force your brain to say, “This is the real deal. I have to be ‘on,’” you will be mentally ready to rock your video.
Send the video you create to your best friend, no matter what. Put constraints on your time.
Instead of telling yourself you have two hours to create your video, give yourself 10 minutes. Even better, schedule a meeting and try to get the recording done before you have to leave the house. The video will get done.
People often get discouraged by how much work goes into the process of making a video.
Sometimes it means they don’t even get to the starting line. For others, it means they peter out after a strong start.
But remember this: If you are sharing information you know serves your audience, if your intentions are true, if you create a message with impact, then you have nothing to worry about. And it’s a disservice to keep your message to yourself.
Just the other day, I ran into a client who I encouraged to start using video to share her message.
By creating videos that showcase her thought leadership, her business is thriving because her company now has a higher caliber of job applicants. She’s thrilled.
And now she’s a believer in the power of video, too. She just needed someone to tell her to get moving.
You can learn more about the power of video marketing over at Copyblogger.
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